Guess the brand? 2024’s ​“Naughty” brands round-Up

Santa’s checking his list — and some of these brands are getting nothing but coal this year! In the spirit of Christmas, we’re diving into the most naughty fashion and beauty scandals of 2024. From questionable ethics to outright greenwashing, these brands made headlines for all the wrong reasons.

But here’s the twist: we’ll give you three juicy clues about each brand, and it’s up to you to guess who they are! 

1. A billion-dollar brand With zero transparency

Clues:

• Launched a controversial ad in 2023 that bizarrely promoted a ​“nipple bra.”

• Scored 0/150 in a major accountability report on ethics and sustainability in 2024.

• Its billionaire owner is one of the most influential celebrities of the decade.

Answer: SKIMS

SKIMS, the shapewear brand owned by Kim Kardashian, earned widespread criticism this year. The 2024 Remake Fashion Accountability Report gave it the lowest possible score of 0/150, tying it with notorious offenders like SHEIN. The report exposed SKIMS’ lack of transparency in disclosing labour practices and environmental impact. Despite its high-profile image of inclusivity, the brand has been accused of exploiting garment workers in countries like Bangladesh and Vietnam, where workers are reportedly paid below a living wage.

The scandal reignited outrage over SKIMS’ marketing tactics, especially the infamous ​“nipple bra” ad from 2023, which many called misogynistic and tone-deaf. Despite Kardashian’s statements about her commitment to inclusivity and empowerment, her silence on labour rights drew backlash from feminist and sustainability advocates alike. Online campaigns like #PayYourWorkers trended on social media, urging SKIMS to make changes, but the brand remains unresponsive. Activists like Ayesha Barenblat (Remake’s CEO) criticized the brand for mocking climate shocks that are too real in order to sell more fossil fuel-based products. 

2. The soap brand with a dirty secret

Clues:

• Continues to rely heavily on non-recyclable plastic sachets in its products.

• Targeted by Greenpeace in a dramatic protest against the hypocrisy.

• Its sustainability claims are often criticized as ​“greenwashing.”

Answer: Dove

Dove, the star of Unilever’s portfolio, faced significant backlash in 2024 despite its ongoing ​“Real Beauty” campaign. Greenpeace staged an eye-catching protest in London outside Unilever’s headquarters to highlight the company’s production of 6.4 billion single-use plastic sachets annually. The organization accused Unilever of being one of the largest contributors to plastic pollution in Southeast Asia, where much of the plastic waste from Dove products ends up in the oceans.

Sustainable beauty advocate Venetia La Manna called out Dove for its performative campaigns that push self-love while damaging the planet. In an Instagram post, La Manna said, ​“they’ve been fuelling environmental disaster in the Global South that disproportionately harms the young women and girls they claim to champion”.

3. The ​‘reformed’ lingerie giant that fell flat

Clues:

• Promised inclusivity in its long-awaited 2024 fashion show.

• Known for its history of objectifying women .

• Still struggling with its past ties to Jeffrey Epstein.

Answer: Victoria’s Secret

Victoria’s Secret’s much-hyped 2024 Fashion Show was supposed to mark a new era for the brand, but it ended up fuelling more controversy. Despite claims of inclusivity, the show featured predominantly thin, white, cisgender models, with very little representation of plus-size or disabled women. Body positivity advocates like Jameela Jamil and Stephanie Yeboah condemned the show, with Jamil getting in a twitter feud with a Victoria’s Secret model about working for a transphobic, fat phobic company.

Additionally, the brand failed to address the fallout from its ties to Jeffrey Epstein, who was closely associated with former CEO Leslie Wexner. Wexner’s involvement in Epstein’s financial dealings remains a stain on the brand’s image.

4. The beauty giant that looks good but behaves badly

Clues:

• Linked to child labour scandals in its jasmine supply chain.

• Promoted sustainability goals but faced accusations of ​“woke-washing.”

• Activists claimed its green beauty initiatives were overstated and vague.

Answer: L’Oréal Paris

L’Oréal Paris faced a major scandal in 2024 when a BBC investigation uncovered child labour practices in the jasmine supply chain used for its luxury perfumes. The exposé revealed children as young as 10 working in hazardous conditions in Egypt to harvest the jasmine flowers essential for high-end fragrances. While L’Oréal quickly issued a statement claiming it had addressed the issue before the report aired, critics argued the company had not done enough to ensure ethical practices in its supply chain.

Groups like Ethical Consumer also criticized L’Oréal for their toxicity, giving them their worst rating on toxics. They also received the worst animal rating for continuing to sell products in China, where it is required by authorities to test on animals. 

5. The hipster retailer that can’t shake its controversial past

Clues:

• Known for greenwashing in one of its ​“sustainable” lines.

• Known for cultural appropriation.

• The CEO’s political donations sparked outrage within the LGBTQ+ community.

Answer: Urban Outfitters

Urban Outfitters continued to face criticism in 2024 for its reliance on unsustainable production practices and its history of cultural appropriation. The company’s ​“Urban Renewal” line, which it markets as sustainable, was revealed to have limited impact on overall inventory, with less than 1% of its products coming from truly upcycled materials. PETA led protests against Urban Outfitters targeting their use of animal-derived materials.

Additionally, the retailer came under fire for releasing products that used Native American-inspired designs without proper acknowledgment or compensation to Indigenous creators. Labour rights groups also accused Urban Outfitters of continuing to rely on unethical labour in its supply chain. The brand also scores very low on transparency by Good On You. 

Conclusion

This holiday season, take a moment to consider the ethical practices of the brands you’re supporting. These companies may have the glitz and glamour, but their scandals prove that fame doesn’t always equal fairness. From environmental destruction to human rights abuses, 2024 has shown us why holding companies accountable is more important than ever. Let’s hope that next year, more brands will move from naughty to nice — by making real changes that benefit workers, the planet, and consumers alike.