Melinda Jacobs addresses backlash regarding her hair care line, Heart for heart, launched with influencers under Bobbys hair care. Criticism arose over the brand's marketing, which some felt insensitively referenced a tragic case involving a foster child. Jacobs clarifies the brand's mission to support children's rights and announces a pause in donations to reassess their impact.
Melinda Jacobs Responds to Criticism Over Hair Care Products
Melinda Jacobs Responds to Criticism Over Hair Care Products
The launch of the Heart for heart skin and hair care products has sparked strong reactions—now Melinda Jacobs responds to the criticism.
Together with two influencers, Melinda Jacobs launched the Heart for heart hair care products last year with the slogan "For the little heart" under celebrity hairdresser Bobby Oduncu's brand, Bobbys hair care.
However, a year later, the brand's advertising is being criticized, notably by Camilla "Bloggbevakning" Gervide.
"When you think that some profiles' exposure of living and deceased children has hit the ceiling, you get the opposite proven in the most tasteless way," writes Gervide on her blog, continuing:
"They tried to sell shampoo, conditioner, and other products using 'Lilla Hjärtat,' who was fostered by Melinda and was killed by her mother shortly after she regained custody of the girl."
In an email, Melinda Jacobs now responds to the criticism.
"When we founded Heart for heart, it was a natural part of the vision to link the brand to a long-term commitment to children's rights," she writes, among other things.
The idea with the name and concept Heart for heart is that it should be a product line for the whole family, she explains.
"The name 'for the little heart' in this context refers to children and younger family members. It is not a direct connection to the tragic case of Esmeralda, but to our fundamental idea of acting with heart for one's own heart and others," the profile argues.
Since the launch, five kronor per sold product has gone to the Lilla hjärtat vänförening foundation.
"These donations have come directly from our revenue and have been a concrete support for the association's work with children in the care of society," Melinda Jacobs further explains.
For the second year, the donation there will now be paused to review how they can work "even broader and more long-term" to strengthen children's rights elsewhere.
"However, we will continue to allocate five kronor per sold product, just as before, but with openness about who the recipients may be going forward," she further comments and writes:
"We have full respect for certain questions arising when social engagement meets commercial activity. For us, it is crucial to adhere to our values and to do this work in a respectful and transparent way. We will always see it as a central part of Heart for heart's mission to contribute to children's safety, protection, and rights."
Now several of the posts with advertising for the products have been removed.
"Some of our posts are only meant to be ads, and when they are used up, the posts are removed, so it is very undramatic," writes Melinda Jacobs.