Scores of social media users have called for a boycott of The Body Shop after it tweeted a pointed message to JK Rowling.
The Harry Potter author, 54, has become embroiled in a heated debate over transgender issues after she took issue with an article discussing to “people who menstruate.”
She rejected the terminology, suggesting the proper name for such people is “women”. But critics accused her of failing to respect women who do not menstruate, as well as the transgender men and non-binary individuals who do.
On Wednesday, The Body Shop waded into the row by implying Rowling needed to better educate herself on trans rights and stigma around periods.
It shared a photo of a canvas bag featuring the words “it’s bloody natural,” with the hashtag “drop the P word.”
Social media users criticised The Body Shop’s message, particularly given the timing of its release.
The tweet came just two hours after Rowling shared an open letter, detailing her experiences of domestic violence.
The company captioned the message: “Hey @jk_rowling here's something we made earlier, we thought you might like one!
“We've also popped in a vegan bath bomb and a copy of Trans Rights by @paisleycurrah for you to read in the bath!”
In the letter, 54-year-old Rowling explained that she was was partly motivated to speak out about transgender issues because of how, as a woman, she has suffered sexual assault and abuse.
She said it was important to protect free speech and women’s rights now more than ever, adding: “Never have I seen women denigrated and dehumanised to the extent they are now.”
Hitting out at The Body Shop's tweet, one social media user wrote: “(It) thinks women talking about surviving domestic abuse is something to mock. What a look, eh?”
Another wrote that she had contacted the firm’s CEO, writing: “I’ve just emailed a note to say how disappointed I am at the tone and timing of this marketing."
And another wrote: “Is the Body Shop's position now that women who talk about their experience of domestic violence need to be 'corrected' and patronised?
While another wrote: “I mean. The Body Shop. Deciding to join in a campaign to stop a woman talking about *bodies*."
However, other users hit back at the backlash, with one saying: “The Body Shop called JK Rowling out for her transphobia and all of a sudden the brand is being called sexist???"
Another wrote: "Everyone’s mad because The body shop are standing against a transphobic statement/question? Oh okay."
And another commented: "This. This is the issue people.
"People support the rights of a white woman punching down at an oppressed minority and think they're being feminist.
“This is how pervasive transphobia is.”
The Standard has contacted The Body Shop for comment.
