Cult Beauty pulls adverts from GB News following social media pressure

By Alessandro Carrara | Published: 27-Apr-2026
Marketing

The THG-owned online beauty retailer was met with pressure from activist group Stop Funding Hate to pull its advertising from the politically right-leaning British news organisation

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Cult Beauty has removed its advertising from British television news channel GB News following a social media backlash.

The decision follows a campaign led by activist group Stop Funding Hate, which called on the THG-owned online beauty retailer to stop advertising on the news organisation widely described as being politically right.

This saw social media users posting comments on Cult Beauty’s Instagram account, pressuring the beauty retailer to remove its adverts using the hashtag #stopfundinghate.

A Cult Beauty spokesperson confirmed to Cosmetics Business in an email that the adverts have been removed from the website.

The Cult Beauty spokesperson said: “We take matters like this seriously, GB News does not reflect our values or the standards we are committed to upholding.

“The adverts appeared on GB News due to a new partner integration, and we have taken appropriate action to address this, implementing measures to ensure this does not happen again.”

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