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No, Maybelline Did Not Pull Ads from The 100 Over Lexa’s Death

Lexa (Alycia Debnam-Carey) on 'The 100'

After Lexa‘s shocking death on The 100 — and the outcry from the LGBT community — cosmetics giant Maybelline appeared to give the impression that they wouldn’t run ads on the show anymore. 

In response to a Twitter follower who complained to the company, Maybelline’s official account said it had decided “to no longer advertise on that show.” They added, “We agree with your stance.”

The lesbian love scene between Alycia Debnam-Carey as Lexa and Eliza Taylor as Clarke was followed by Lexa’s demise at the hands of one of her advisers. Fans of The 100 complained loudly that the show had fallen prey to a trope that sees lesbian characters killed off after a brief period of happiness.

Since that time, Maybelline has quietly removed from their Twitter feed messages that suggested they were protesting the show by pulling advertisements.

Behind closed doors, however, “the beauty advertiser moved a single 30-second ad slated to run in The 100 elsewhere on the CW’s schedule,” Variety has reported. A person familiar with the situation said, “The company did not pull any of its ad dollars from the network.”

Neither Maybelline nor its parent company L’Oreal have addressed the matter publicly. The CW has remained silent on the issue as well.

The 100 airs Thursdays at 9pm EST on The CW.SuperFable