Haus Laboratories, Lady Gaga's makeup brand, criticized for 'triggering' ad

The ad, now taken down from every media interaction point of the brand, including social media channels, promotes a micro-tip liquid eyeliner.

The eyeliner is showed being smeared on the inside of a model's arm.

That sequence has triggered many social media users who claim that the act promotes self-harm instead of condemning it.

This has, however, snowballed into a social media backlash.

A still from the video showed the model putting random slashes on the inner wrist with the liquid eyeliner.

Many likened this to self-harm and condemned it for forcing them to recall troublesome personal memories.

"Maybe you should reconsider how you want to present this... I've been through a lot and this really brings me back to when I was self-harming," a user wrote.

Others pointed out that rapid slashing movements are not how eyeliners are applied, with some users opining that the brand should choose a different location for their next ad.

Neither the representatives of the brand nor Gaga herself responded to the criticism.

Counter-claims also emerged, suggesting that "swatching" inner arm with make-up is common and several other brands should be canceled in that viewpoint.

Incidentally, Gaga has had an unfortunate experience of post-traumatic stress disorder (PTSD) that causes self-harm.

Gaga discussed the root cause of her PTSD on Oprah's 2020 Vision: Your Life in Focus tour, stating how her being raped at the age of 19 and a sudden celebrity status developed the disorder.

"I also used to throw myself against the wall," Gaga further told Oprah.