Reality star turned influencer Martha Kalifatidis has been dumped from a brand deal for mouthing the N-word twice in a since-deleted Instagram video.
Popular hair appliance brand GHD has confirmed that they’ve dumped the former MAFS participant and Celebrity Apprentice contestant after she posted a video singing along to Nicki Minaj’s song ‘Only’.
Kalifatidis posted the IG story on March 25th, and the short video showed her using the derogatory term twice. Fans were quick to share their dismay at her insensitive post that was shared with her 637,000 followers.
“Bestie we all saw that story of you saying the n-word,” one user commented on a grid post.
Another added, “It ain’t cute saying the n-word sis”.
So Dramatic has reported that one fan messaged GHD to question their association with Kalifatidis. Kalifatidis regularly posts products from the brand as part of a sponsorship deal.
“Are you comfortable with a paid [promoter] who says racial slurs and posts it willingly being associated with your brand?” the user wrote to GHD’s official Instagram account.
Love Film & TV?
Get the latest Film & TV news, features, updates and giveaways straight to your inbox Learn more
The brand’s original response brushed off Martha’s use of the offensive word, however, a follow up message confirmed that they decided to end their partnership with the reality star over the matter.
“Hi Olivia. Thank you for your feedback and for bringing this to our attention. All our brand ambassadors’ and influencers’ opinions and comments are their own and we would never condone any offensive or hurtful language. Thank you for bringing this to our attention. Kind regards, team ghd ANZ xx,” the first message read.
Hours later, GHD sent the Instagram user a follow-up message.
“Hi Olivia, just wanted to follow up,” it began.
The message continued, “ghd will not be partnering with Martha Kalifatidis in any capacity moving forward, as we do not condone offensive or hurtful language. Again, thank you so much for bringing this to our attention.”
For more on this topic, follow the Film & TV Observer.
