Popular South African beauty influencer Zithobe Macheli recently announced her support for Palestine, stating that she will no longer work with brands that donate profits to Israel.
In an Instagram video, Macheli shared that she turned down two brand partnership deals worth R50,000 due to her stance on the Israel-Palestine conflict. She stated, “We are witnessing a genocide. More than 10,000 innocent people have been killed in Palestine in horrific ways.”
Macheli explained that several beauty brands she has previously collaborated with or considered partnerships with have been called out for alleged associations with Israel and contributing profits to “fund the genocide.”
While noting her past brand affiliations do not reflect her values, Macheli said she now declines any partnerships supporting violence against Palestinians. As an influencer, she understands her ability to impact brand interest and consumer habits.
“I’m making this video to plead with beauty buyers and creators to boycott these brands,” Macheli urged, signalling her commitment to use her platform to stand in solidarity with Palestine.
In the comment section, Zithobe has been praised for taking matters into her own hands (and her bank account), with other beauty influencers saying she is using her influence in a positive way.
Main image: @zithobemachel on Instagram
