TBH Skincare’s July 2024 TikTok began as a playful take on a workplace dance trend. The “cringe” criticism that followed was not the whole story: after the clip spread on X, some responses shifted from mocking corporate trend-making to attacking women’s right to work. The distinction matters—disliking a brand’s social-media video is not the same as arguing women should not hold jobs.
What TBH Skincare’s video showed
The Australian skincare brand’s staff adapted a chant-based trend associated with “boots and a slicked back bun.” Co-founder Rachael Wilde introduced herself as a “Gen Z boss in a mini,” while co-workers added their own playful self-descriptions. The clip presented a team joining a social-media trend, not evidence that the women worked in human resources; Fortune noted there was no evidence they did.
Some TikTok commenters called the video “cringe,” “horrifying,” “corporate” or “forced fun.” Others questioned why the women were not working. Those reactions addressed the video’s style and workplace setting, though they did not all make the same argument.
How the reaction changed as the clip spread
Reposts carried the video beyond the brand’s original social audience, particularly on X. Coverage described comments attacking women’s right to work, including a post by Andrew Tate about women becoming men’s bosses. Wilde told Mamamia that what began as a silly trend became a worldwide meme and a broader conversation about women in the workplace. She said, “Women’s interests are often dismissed as frivolous and dumb. I think this conversation we saw online was definitely an extension of this.”
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Dr Lauren McCarthy, senior lecturer in corporate social responsibility at Bayes Business School, told Fortune: “If we think about misogyny as trying to police women into acting in certain ways, then that is exactly what you can see in the comments on that video.” She also said: “What’s so worrying about rising misogyny in organizations is that this really is about trying to curtail women from taking on certain positions,”
That analysis helps separate two strands of the response. Calling a brand video awkward or overly corporate is criticism of the content. Telling women they should not work, or attacking them for being bosses, targets their place in the workplace. The strands overlapped in the clip’s reception, but they are not interchangeable.
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How TBH Skincare responded
The team posted a follow-up in the same chant format, singing hostile comments back, including “Bring back the gender pay gap” and “Women should go back to the kitchen.” PerthNow reported that the follow-up had 2.6 million views at the time of its July 15, 2024 article; that is a dated snapshot, not a current count.
Wilde said the team was surprised that a dance in the office prompted so much feedback and hatred. She also described the decision to engage with the attention as part of the company’s work: “At the heart of what we do we are marketers,” she told SmartCompany. The response turned the abuse into the subject of another piece of brand content rather than letting the original video stand alone.
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What the reported view counts do—and do not—show
Contemporaneous coverage recorded several figures for different posts and platforms. They should be read as separate, time-specific reports, not added together or treated as current reach.
| Figure | What it refers to | Source and timing |
|---|---|---|
| 302.4 thousand views | The initial TikTok | PerthNow, as reported July 15, 2024 |
| 2.6 million views | The follow-up video | PerthNow, as reported July 15, 2024 |
| 44.1 million views | One repost on X | SmartCompany, July 15, 2024 |
| 44 million views | Wilde’s rounded description of the video’s spread on X | Wilde, quoted by Mamamia, July 17, 2024; an attributed account, not a separate audited measure |
The numbers describe different posts or accounts, and the coverage does not establish a single verified total audience. They also cannot show how common online misogyny is or measure its broader impact.
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The brand’s commercial follow-up
Glamour reported in July 2024 that Wilde said TBH launched a “Gen Z Boss and a Mini” bundle of best-selling products for newcomers. She also said the company saw increased followers and web traffic. Those are retrospective claims from Wilde about the brand’s response; they are not independently audited sales results.
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