Dylan Mulvaney, the social media influencer and activist at the center of last year’s Bud Light backlash, has signed a new brand deal to promote a women’s fragrance.

Mulvaney is now the face of “Divine,” a new perfume from fashion label Jean Paul Gaultier.

According to V Magazine, Mulvaney traveled to Morocco to film the advertising campaign for the fragrance, which the company markets as a women’s product.

In the interview, Mulvaney described the scent as “femme, classic, and inclusive.”

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Speaking about the campaign and his role in the fashion industry, Mulvaney said, “I feel like so many of the dolls right now, we’re trying to find our spaces where we can work, where we can get a gig, where we can feel safe, and it’s in fashion.”

“It just feels so polarizing to be a doll right now,” Mulvaney added.

“Being anywhere where you don’t feel that sense of fear or otherness is such a beautiful thing. To me, that’s camping with no makeup, or being with a group like this this week, where I know that I’m safe with these people. I’ve put myself in a lot of situations in the past couple of years where I was the only doll in the room. That can be scary, and progress can come from that, but it can also be really lonely.”

Mulvaney’s involvement in women’s campaigns has drawn repeated criticism, especially from those who argue that the influencer’s partnerships displace actual women in industries such as beauty, fashion, and entertainment.

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In 2023, Mulvaney was named “Woman of the Year” by the British outlet Attitude, a decision that sparked widespread debate and media coverage.

Townhall was among the outlets that reported on the backlash to the announcement.

Mulvaney has also previously appeared on Ulta Beauty’s company podcast, where he was invited to discuss “all things girlhood.”

That appearance also drew public reaction, with critics questioning the decision to feature Mulvaney in a discussion focused on women's experiences.

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Mulvaney initially gained a large following through TikTok by documenting a self-styled transition journey in a video series titled “Days of Girlhood.”

The series, and a subsequent song by the same name, brought Mulvaney to national attention and led to a number of high-profile brand collaborations.

One of those partnerships, with Bud Light, triggered a widespread backlash and boycott of the beer brand in 2023.

The collaboration involved custom cans bearing Mulvaney’s likeness and a brief promotional video.

The reaction from consumers, particularly in conservative and working-class communities, led to a drop in sales and ongoing damage to the brand’s reputation.

Mulvaney’s continued presence in major brand campaigns remains controversial.

The partnership with Jean Paul Gaultier marks another entry in a growing list of high-profile marketing deals that have included partnerships with makeup companies, fashion labels, and other consumer brands.

The campaign’s release comes amid ongoing debates over the use of transgender-identifying figures in women’s product advertising and the broader implications for representation in media and commerce.

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