In the world of beauty marketing, inclusivity is a buzzword that brands often tout. But what happens when the message doesn’t match the visuals? TikTok star and plus-size activist Samyra Miller is calling out NYX Professional Makeup for exactly that, pointing out a significant disconnect in their recent ‘Fat Oil’ campaign.
The ‘Fat Oil’ Contradiction
Samyra, who has built her platform on fighting fatphobia and size exclusion, took to TikTok to highlight a glaring issue: NYX launched a body care line named ‘Fat Oil,’ featuring products like body oil, body butter, and even a butt mask. The name itself seems like a bold move towards reclaiming and neutralizing the word ‘fat.’ However, Samyra noticed a critical omission – no plus-size models were featured in the campaign’s marketing materials.
In a series of viral videos, Samyra questioned the brand’s choices. “The reminder is literally in the name!!” she exclaimed, emphasizing how the campaign was a prime opportunity for NYX to showcase size inclusivity. She argued that featuring plus-size women would have been a powerful way to truly embrace and destigmatize the word ‘fat’.
Missed Opportunities and Empty Promises
Samyra pointed out NYX’s own tagline, “Every Shape. Every Shade. Every Body.,” suggesting that the ‘Fat Oil’ campaign fell short of this promise. She noted that across the various product launches, the models predominantly shared similar, slender body types, which contradicts the inclusive language the brand uses.
She expressed her disappointment, stating, “NYX Cosmetics missed a very easy way to be size-inclusive in their marketing.” Samyra believes this was a significant missed opportunity to align their messaging with actual representation, making the use of the word ‘fat’ feel less like genuine advocacy and more like a marketing ploy.
Samyra’s Long-Standing Activism
This isn’t the first time Samyra has championed inclusivity. Armed with a sociology degree from Harvard and a massive following of over 2.3 million on TikTok, she consistently educates her audience about size discrimination. She actively challenges brands that fail to represent their plus-size consumers, often asking if merchandise comes in extended sizes before agreeing to promote it.
Her advocacy extends to academic circles, too. Samyra has participated in discussions at Harvard, focusing on celebrating bigger bodies and deconstructing anti-fat bias. Her commitment goes beyond just her own representation; she champions bodies of all sizes.
The Business of Body Care and the Weight of Words
NYX launched its ‘Fat Oil Body’ collection in April 2026, marking its first expansion into body care after 27 years. This move into a growing market – body care sales rose 9% in 2025, compared to a 2% growth in mass makeup – seems like a strategic business decision. The collection, priced between $10 and $18, even tapped Megan Thee Stallion for a campaign.
Samyra’s critique taps into a larger conversation about reclaiming language. When brands profit from terms like ‘fat’ without providing genuine representation, it raises questions about their commitment to inclusivity. Research indicates that weight stigma negatively impacts mental health and can deter people from seeking medical care, underscoring why authentic representation matters.
Where Does NYX Stand?
As of publication, NYX Professional Makeup has not issued a public response to Samyra’s criticism. While the brand emphasizes its commitment to inclusivity and self-expression, the specific issue of size representation in the ‘Fat Oil Body’ campaign remains unaddressed. Samyra’s videos continue to gain traction, and many are watching to see if NYX will take her feedback to heart.
What are your thoughts on NYX’s ‘Fat Oil’ campaign? Do you think brands should always feature diverse body types when using inclusive language? Share your opinions in the comments!
