A Black woman-owned business has come under fire for being ‘racist’ towards white people because the CEO said she wanted to inspire black girls in a commercial – but their sales are up 50% as a result of the backlash. 

The Honey Pot Company is a plant-based feminine hygiene business created by Beatrice Dixon that sells products in Target stores across the country. 

In a Target commercial aired in February Dixon says: ‘The reason why it’s so important for Honey Pot to do well is so the next black girl that comes up with a great idea, she can have a better opportunity, that means a lot to me.’

But her message has been attacked by some customers as ‘racist’ for its preferential treatment of black women, triggering a stream of angry reviews on review-website TrustPilot.  

‘Black girls are empowered using this product… I guess whites girls aren’t. I’ll be letting Target know about this racist company,’ one review said. 

Black woman-owned business Honey Pot Company has come under fire for being 'racist' towards white people because the CEO Beatrice Dixon (above) said she wanted to inspire black girls in a Target commercial that aired this month - but their sales are risen by 50 percent

Black woman-owned business Honey Pot Company has come under fire for being ‘racist’ towards white people because the CEO Beatrice Dixon (above) said she wanted to inspire black girls in a Target commercial that aired this month – but their sales are risen by 50 percent

In a Target commercial aired in February Dixon says: 'The reason why it's so important for Honey Pot to do well is so the next black girl that comes up with a great idea, she can have a better opportunity, that means a lot to me'

In a Target commercial aired in February Dixon says: 'The reason why it's so important for Honey Pot to do well is so the next black girl that comes up with a great idea, she can have a better opportunity, that means a lot to me'

In a Target commercial aired in February Dixon says: ‘The reason why it’s so important for Honey Pot to do well is so the next black girl that comes up with a great idea, she can have a better opportunity, that means a lot to me’

‘I can’t support a company in good faith that is openly racist about their customers,’ one person wrote. 

‘Racism can destroy a company and its leaders. Looks like this company is going down in flames. #GetWokeGoBroke,’ another user added. 

‘Why not inclusive? Inclusive. That’s what matters. Denoting products as being about/for one particular race is just wrong,’ one person wrote. 

‘Imagine the impact the commercial could have made if only ONE adjective was deleted and well wishes for ALL young girls to succeed. I’m shocked Target is supporting this product line, many of us are not!!!’ one white woman wrote in her review. 

Some vicious posts even employed the n-word and racial slurs. 

While Honey Pot was slammed with negative reviews, it was also given glowing praise by some customers. 

‘Love the product, the entrepreneur, the representation!’ one user wrote. 

Honey Pot is a plant-based feminine hygiene company that was launched in 2014

Honey Pot is a plant-based feminine hygiene company that was launched in 2014

Honey Pot is a plant-based feminine hygiene company that was launched in 2014

Her message has been attacked by some customers as 'racist' for its preferential treatment of black women, triggering a stream of angry reviews on review-website TrustPilot

Her message has been attacked by some customers as 'racist' for its preferential treatment of black women, triggering a stream of angry reviews on review-website TrustPilot

Her message has been attacked by some customers as ‘racist’ for its preferential treatment of black women, triggering a stream of angry reviews on review-website TrustPilot

Reviewers complained that the Honey Pot commercial was not inclusive, even though Dixon never explicitly said her products were intended for a certain race

Reviewers complained that the Honey Pot commercial was not inclusive, even though Dixon never explicitly said her products were intended for a certain race

Reviewers complained that the Honey Pot commercial was not inclusive, even though Dixon never explicitly said her products were intended for a certain race

‘There is Nothing racist about commercial. At the end the owner simply said she wants product to do well so the next black girl can have an opportunity. As we know there are not a lot products in target that owned by black women. We are all also aware that African Americans have had a late start due to free labor produced by their ancestors in America and balance still has not been restored. It is not racist and did not target white people or any other race… Some folks are very miserable and want to continue racism,’ one customer wrote. 

‘Excellent products!!!! 5 STARS …I am a White Woman and I am utterly disgusted by White people on this thread. You’re Insecurity and inferiority are so transparent it’s ugly. You’ve always had the whole damn pie and start shaking in your raggedy boots when Black entrepreneurs own a successful business. You need to pipe down!’ another user added.

On Twitter users began to post the negative TrustPilot reviews online to defend Honey Pot and its mission. 

‘I support @honeypotcomp please go leave a positive review on truepilot because white women are leaving nasty reviews about it being racist based off the commercial and have NEVER used the products!’   

'I said nothing about our product being only for black girls,' Dixon said on the commercial backlash

'I said nothing about our product being only for black girls,' Dixon said on the commercial backlash

‘I said nothing about our product being only for black girls,’ Dixon said on the commercial backlash

Despite the backlash Honey Pot owner Dixon said she never said anything racist in the ad. 

‘I said nothing about our product being only for black girls,’ Dixon said to BuzzFeed News noting the company’s inclusive tagline, ‘Made by humans with vaginas, for humans with vaginas’.

She said it was ‘extremely apparent’ that she never said any racist statement.  

‘I can’t expect them to understand the plight of what it is to be a black woman co-founder in business,’ she said noting she’s not taking the negativity personally. 

Dixon also noted that the controversy has actually boosted company sales. 

The commercial first aired on February 4 and since then the hygiene line, which was launched in 2014, saw sales jump from 20 to 30 percent.

On Monday when Honey Pot’s Trustpilot page was inundated with negative reviews and one-star reviews, Dixon said the company’s sales were up 40 to 50 percent higher than what they would be on a typical day. 

The feminine hygiene industry is worth $3.6million this year, according to data from Statistica. 

While Honey Pot Company is not specifically for any race, it can tap into the enormous purchasing power African Americans have, spending $1.2trillion each year.  In 2017 African Americans spend $127million on grooming aids alone and $54million in the ethnic beauty market, as per Essence.   

While Honey Pot was slammed with negative reviews, it was also given glowing praise by some customers

While Honey Pot was slammed with negative reviews, it was also given glowing praise by some customers

While Honey Pot was slammed with negative reviews, it was also given glowing praise by some customers

Dixon explained that black business owners face more hurdles and less support than other entrepreneurs in the economy, which is why she wants Honey Pot to thrive to serve as an example to inspire black girls to follow in her footsteps.

‘When things like this happen, things change,’ Dixon said. 

Target also defended the Honey Pot Company and Dixon. 

‘Target has a longstanding commitment to empowering and investing in diverse suppliers that create a broad variety of products for our guests,’ a Target spokesperson said to DailyMail.com in a statement. 

‘We’re proud to work with Bea Dixon and The Honey Pot team to highlight Bea’s journey to build her brand and bring her products to Target. We’re aware of some negative comments about the campaign, which aren’t in line with the overwhelmingly positive feedback we’ve received from guests who love and have been inspired by Bea’s story.’

Read more at DailyMail.co.uk