In the vibrant world of small businesses and indie cosmetic companies, particularly those specializing in nail polish, there exists a troubling trend: harassment and bullying aimed at driving these enterprises out of business aka "cancelling".
This isn’t just a matter of differing opinions; it’s an organized effort by certain groups to intimidate business owners, often targeting their personal information and using it against them. The intent is clear — to silence voices and cripple businesses that they oppose personally, politically and religiously.
Where and How is the Harassment Carried Out?
Attacks on nail polish brands often manifest on platforms like Reddit and Facebook, where anonymity emboldens individuals to enact campaigns of misinformation, defamation and intimidation. They act cowardly by hiding behind VPNs and burner-phones to mask faux accounts, known as "sock puppets," to amplify their perceived numbers and create the illusion of a larger movement. This coordinated harassment can feel overwhelming, especially for small businesses that may not have the resources to fight back.
Ask Yourself “Who Would Benefit”?
It’s essential to ask yourself: who would benefit the most from this harassment? Could it possibly be competitors attempting to drive out other businesses? There seems to be more to this than meets the eye.
But let me be clear: this has become a growing fight many are facing together. Many businesses are experiencing similar harassment, and it’s crucial to recognize that these groups, often fueled by drama and gossip, represent a mere fraction of the larger community of nail polish enthusiasts who appreciate artistry and craftsmanship.
Boycotting vs. Cancel Culture
While boycotting has been around for many years and can be effective for individuals to spark a movement or change, cancel culture is the darker side of boycotting and goes beyond freedom of speech. When groups form with a concerted effort to target specific businesses, they go after their retailers, influencers, and customers with intent to destroy the business.
Their aim is to damage reputations by defaming individuals and interfering with business activities and revenue, often retaliating against owners and CEOs by exposing personal or private information in an effort to undermine their credibility and disrupt their operations.
Call to Action
Stand against this form of business harassment and bullying. Business owners, retailers, influencers, and customers can take action by reporting the accounts, posts, and individuals involved, removing offensive posts, blocking accounts that engage in this activity, and ignoring the demands made by these individuals.
Diversifying Your Business Model
To my fellow small business owners, I urge you to stand firm and diversify your sales approach. Relying solely on niche communities can be detrimental. Instead, consider expanding your reach:
- Broaden Your Platforms: Don’t limit yourself to just one or two platforms. Explore selling on multiple e-commerce sites, social media marketplaces, and your own website. This diversification can shield you from the whims of any single community or platform.
- Engage with a Wider Audience: The nail polish world is vast and filled with enthusiasts who don’t engage in petty drama. Focus on attracting a broader customer base that appreciates your products for their quality and uniqueness, regardless of political affiliations.
- Own Your Marketing: Take control of your marketing strategies. Use social media, email newsletters, and content marketing to foster a community around your brand that values your mission and products. Building relationships with your customers can create a supportive environment where they feel connected to your journey.
- Stay True to Your Values: While it’s essential to be aware of your audience, don’t compromise your values for fear of backlash. If your business aligns with certain political beliefs, be upfront about it. Authenticity resonates with many consumers who appreciate transparency.
The Reality of Political Targeting
As a small business owner, I’ve faced my fair share of bullying and harassment. Just recently, I received a disingenuous message from a past customer, posing as an interested buyer only to reveal their intention to critique my political stance.
Here is a screenshot of Intagram direct message with deceiptfulness and intent to harass, all the while the timestamp is the same as initial outreach.
This kind of targeting is not unique to me; it’s a tactic employed by those who wish to silence businesses that support certain ideologies, including Trump supporters. However, it’s important to note that these groups will find fault with many different aspects aside from politics.
They may take issue with what you name a product, making demands of your brand under the threat of cancellation. They don’t just target the brand — they will target the brand's retailers, influencers, followers, and even customers.
The Hypocrisy
It’s vital to recognize that some of the largest corporations, like Amazon, Meta, and Uber, have donated millions of dollars to Trump’s campaign yet often escape scrutiny. The hypocrisy of these drama groups, which use platforms like Facebook and Instagram (Meta) that have supported Trump, while targeting small businesses on those very platforms, is glaring.
Overcoming the Pain
As the owner of SuperChic, I want you to know that my ability to stand strong and maintain a flourishing business comes from having overcome the initial shock, hurt, and pain that this harassment and bullying caused me years ago.
It’s like once you’ve sucked all the life out of something, there’s nothing left to get. No more damage can be done. At that point, I felt a sense of freedom; they could do anything to me, and I would be numb to it. I have reached a place where I feel absolutely nothing, and that numbness has given me the strength to move forward, unencumbered by fear.
Conclusion: Keep Your Doors Open and Stand Strong
To all small business owners in the nail polish industry and beyond, I urge you not to let fear dictate your actions. Stand strong against those who would seek to intimidate you into closing your doors.
Remember, the world is full of nail polish enthusiasts who appreciate your creativity and dedication. Don’t let insignificant drama groups deter you from your passion.
At SuperChic, we believe in resilience and the power of community. By diversifying your platforms and marketing efforts, you can create a sustainable business model that withstands external pressures. Keep your products listed wherever possible, and engage with a community that values your work.
Let’s stand together in resilience and support one another in this vibrant industry. We can be the pillars of light for those feeling defeated, showing that through unity and persistence, we can thrive despite the challenges we face.
The future of our businesses depends on it, and together, we can create a supportive environment where creativity and passion flourish.