Kai Cenat faced criticism after launching his Tone brand in Target stores during a boycott over the retailer’s rollback of diversity programs.
Kai Cenat drew heat over the weekend after launching his Tone personal care line inside Target stores during a livestreamed overnight event, as critics blasted the move for aligning with a retailer still under boycott for gutting its diversity programs.
The AMP collective’s high-energy “sleepover” inside a Target location was part of the company’s 2025 wellness campaign aimed at younger shoppers through influencer-led brands.
Kai Cenat was shocked seeing ‘TONE’ on the shelves at Target! 👀❤️ pic.twitter.com/IeXVL9HYtP
— Kai Mafia Updates🗽💫 (@Kaimafiaupdates) July 6, 2025
But the timing of the rollout didn’t sit well with many online, who accused Target of using Cenat’s popularity to gloss over its rollback of diversity, equity and inclusion (DEI) efforts.
Social media users on Instagram and X labeled the collaboration a “distraction” and a “stunt,” with some saying Target was trying to win back Black shoppers without addressing the deeper concerns behind the ongoing boycott.
Target doing anything to get black ppl money again and yall falling for it smh https://t.co/HMRjvktObo
— 🇯🇲 Daemonesha Targaryen (@PlainJaneDee_) July 6, 2025
Target trying so hard to get black people back in stores without hardcore apologizing. They let Kai and AMP have a sleepover in the store. Idc how many influencers they pay, still not shopping there. ✨
— 𐚁 KM (@k_elliiii) July 6, 2025
“Target allowed them to” – target paid them to do this and get black shoppers back in the store https://t.co/Anf0nJbVOV
— Lord of Cinema X AI (@TheXFilmXLord) July 7, 2025
The backlash comes months after Target dismantled several of its DEI initiatives in January, including its REACH program and a major restructuring of its Supplier Diversity program.
The move triggered one of the most significant corporate DEI reversals in recent memory and sparked outrage among Black and Hispanic consumers who felt abandoned by the brand.
In the weeks that followed, faith leaders such as Rev. Jamal Bryant and civil rights figure Jesse Jackson led calls for a nationwide boycott, urging shoppers to withhold spending until Target reinstated its DEI commitments.
Sales took a hit. In May, Target reported a dip in quarterly revenue, with the backlash as a contributing factor.
The Cenat-Target partnership has now become a flashpoint in the broader conversation. While many celebrated the Tone brand’s debut, others questioned Cenat’s decision to work with the retailer during a boycott. The criticism echoes earlier pushback against Cardi B, who was called out by Pastor Bryant for shopping at Target during the protest period.
Related
