The influencer and the entrepreneur Katrin Zytomierska has been met with strong reactions since she organized a birthday party with the theme “pimps and hoes” this weekend. Katrin Zytomierskas and Bingo Rimér’s children, 9 and 12 years old, were dressed as female prostitutes. In pictures, several of which have now been removed, you can see famous profiles such as Daniel Paris, Bingo Rimér and Ida Warg dressed in fishnet stockings, high boots and wigs. This at the same time as several influencers such as Sanne Josefson, Pernilla wahlgren and Anitha Clemence cheered in the comments.
Ida Warg is one of those who has had to endure a lot of criticism in her social channels, when she a week before the party attended a charity gala with the aim of combating trafficking. Even her own brand Ida Warg Beauty, which she is the face of and co-owner of since 2020, has received a lot of praise in the comment fields on Instagram.
In the comments, like the social media blog Blog coverage was the first to report on, you can read how the followers write, among other things, “Ida Warg, resign as CEO”, while Ida Warg Beauty replies: “Ida Warg is neither the CEO nor an employee of Ida Warg Beauty. She is a co-owner of the company. We at Ida Warg Beauty distances itself and does not support the action of the weekend! This is something we take very seriously”.
It can be interpreted as that the company has nothing more to do with Ida Warg than that she has contributed capital.
When Breakit gets hold of the company’s CEO Cecilia Bergmanshe elaborates:
“We absolutely do not distance ourselves from the person Ida Warg, but we as a company distance ourselves from the party with this particular theme. It’s not just Ida in this company, and based on Ida Warg Beauty, it’s the products we lift, not the person.”
But the company’s name is Ida Warg Beauty – she’s the face, isn’t she?
“Yes, her name is to the highest degree always associated with Ida Warg Beauty and the products. But people have written that Ida must disappear as CEO – she has never been CEO or employee – she is a co-owner and lives in Marbella where she creates content and promotes the brand.”
But can you still understand that it creates confusion given the wording on Instagram?
“Yes, that particular comment can be misinterpreted. We just wanted to clarify from our side that it is not the CEO.”
Will you be affected by this event in terms of sales and will the trust be shaken?
“Yes absolutely, we feel it right now. People are angry about this action and it creates ripples in the water. We will see in the long term what it brings. I want to believe and hope that customers will continue to trust us and the way we choose to communicate.”
Ida Warg Beauty has now cleared the comment fields from comments related to the party.
“We responded to pretty much every comment and have let them sit for a while. But when there were personal attacks around Ida Warg and people called her ugly things, we didn’t think it would last.”
Apologized and locked the account
Retailers of Katrin Zytomierska’s Clean Eating have also received criticism. On Willy’s Instagram, people wonder how they feel about selling the products. Willys has replied that they do not sell Clean Eating, even though that is the information given on Clean Eating’s website.
Ida Warg herself has gone out and apologized on Instagram after the incident. In an Insta Story, she writes, among other things, that “I really want to clarify that I do not under any circumstances want to support or normalize trafficking, but quite the opposite.”
Her account is now private.
Ida Warg Beauty sold over SEK 100 million and reported an operating profit of SEK 77.8 million in 2021. A couple of weeks ago, she expanded the company with a skincare line – the plan is roughly 100 new product launches this year. Read more in our large mapping of influencer brands.
Breakit has applied for Ida Warg.
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Tags: Ida Warg scandalous party Ida Warg Beauty distances Ida company
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