Tabitha Brown on Target Boycott Backlash

Beloved creator Tabitha Brown is speaking out about the intense backlash she experienced after sharing her thoughts on Target’s decision to scale back its diversity, equity, and inclusion (DEI) efforts. The situation became so heated that Brown revealed she had to significantly increase her personal security.

Navigating the Target Controversy

The controversy began when Target, a retailer that previously supported Black-owned businesses and minority groups, rolled back its DEI commitments in early 2025. This move sparked an ongoing consumer boycott, and Brown, whose haircare brand Donna’s Recipe is licensed and sold at Target, found herself in a difficult position. She initially posted a subtle Instagram message, but soon felt compelled to speak more directly.

During an interview on iHeartPodcast’s “Not My Best Moment,” Brown explained the pressure she felt from other Black creators and business owners who had products at Target. “‘What are we going to do, Tab’ … ‘This is about to kill our business’ … ‘They about to boycott,’” she recalled receiving messages like these. Feeling a sense of responsibility, Brown decided to share her perspective on Target’s decision and its potential impact on small businesses.

Misinterpretations and Heightened Security

Brown’s commentary, however, led to significant backlash and the spread of misinformation online. Viewers misinterpreted her message, with some believing that Target had completely removed all Black businesses. Brown clarified that this wasn’t the case, explaining the nuances of how fiscal performance could lead to future removal, especially after the initial DEI cutbacks.

The situation escalated when Brown called out Pastor Jamal Bryant, who was leading the boycott, for allegedly spreading misinformation. She stated that claims implying she could easily pull her products and sell them directly were false and would have financial repercussions due to her licensing deal. “It was hurtful that people would go to such an extreme. I had to heighten my security ’cause people were approaching me. It was bad for a minute … It was the messages. The threats,” Brown shared.

Seeking Clarity and Moving Forward

Brown emphasized her position: “Y’all I’m not the enemy. I’m for the people. I just happen to be in business with at this time the enemy.” Amidst the tension, she found solace and clarity through prayer and reflection. Looking ahead, Brown plans to incorporate a dual morality clause into all her future contracts, ensuring greater protection and alignment with her values.