The contractor Bianca Ingrosso29, founded the makeup brand CAIA Cosmetics back in 2018 together with Vanessa Lindblad, Jesper Matsch and Mikael Snabb.
The brand has become a huge success, and in 2020 Bianca sold the company to Verdane. Although Bianca earned hundreds of millions from the deal, she has called it the “biggest mistake of her life”.
– I don’t think we get anything out of our board meetings and I’ve always said that when it’s boring, we’ve done something wrong. We would never have sold Caia if you ask me, and I didn’t want to. This is the biggest mistake I’ve made in my entire life, said Bianca Ingrosso in the documentary series Imperiet Bianca.
Bianca Ingrosso has been interested in make-up since childhood, and in 2018 she founded the make-up brand CAIA Cosmetics, which became a huge success. Image source: Stella PicturesCAIA Cosmetics released lip gloss with Mentos
Bianca is still working hard with CAIA Cosmetics, and when they recently released a lip gloss collection in collaboration with the candy brand Mentos, Bianca was on hand at Norrmalmstorg in Stockholm to meet curious fans.
The plan was that Bianca would be there between 09.00 and 13.00. But already at 11.00 Bianca left CAIA’s stand on Norrmalmstorg.
“Due to some private things that came up, I had to leave but we’ll see each other again soon!!!”, she suddenly wrote on her Instagram Story.
Bianca Ingrosso left the event at Norrmalmstorg due to personal matters that came up, she wrote on her Instagram. Image source: Instagram/Bianca Ingrosso CAIA ad – calls lip gloss ‘girls dinner’
In connection with the release of the Mentos lip gloss, CAIA posted an advertisement on TikTok that they soundtracked with the Girl Dinner sound loop. This to insinuate that the dinner would consist of lip gloss.
“This is my meal, I call this girl dinner,” the voice is heard saying.
CAIA advertised their new Mentos lip gloss using the “Girl Dinner” sound loop. Image source: CAIA Cosmetics/TikTok
The Girl Dinner trend is originally about girls throwing together a plate of snacks or making strange food combinations that they then call “Girl Dinner”, and the concept has been well-earned on TikTok for several months now.
The trend was started by the creator Olivia Maher, something like the American magazine Cosmopolitan wrote about last year.
They also wrote about the reverse side of the trend – which gave them chills. Some TikTok profiles posted videos where they ate a bowl of ice cream that they called Girl Dinner, another showed a plate of two boiled eggs, a strawberry and a slice of cheese.
A creator on TikTok posted this as her “Girl Dinner” on TikTok. Image source: TikTok
“It raises a bigger question: Why do we celebrate women who undereat and instill deeply unhealthy body ideals?”, wrote the paper, and further drew attention to the great risks of eating far too little.
Criticism of CAIA and Mento’s “Girl Dinner” commercial
On Instagram has Camilla Gervidewho runs Blog Watch pointed out that CAIA added the Girl Dinner loop in its advertising.
“Perhaps it rubs a little extra that a company fronted by an openly eating disordered influencer calls flavored lip oils ‘girl dinner’?”, wrote Gervide.
Over the years, Bianca Ingrosso has been open about the fact that she suffers from the eating disorder bulimia, and when she spoke in the summer of 2018, she devoted a large part of the episode to talking about the pains that the disease brings.
In the comments section of Gervides’ Instagram, several followers have reacted with dismay at CAIA’s use of the Girl Dinner audio loop.
“Excuse me but has Caia completely lost it?”
“OMG not seen. A new level”
“Tasteless”
“Aha, they’re not tone-deaf at all to the thinness craze that’s now. They’re not sorry for the sick size zero ideal that’s made a comeback. They don’t think it’s problematic at all. They’re using it as a sales ploy, so nice
Reactions to CAIA and Mentos advertising. Image source: Instagram comment field