Cupshe Sparks Outcry After Employee Email Says ‘We Would Not Collab With Black People’

Cupshe, the affordable online brand known for women’s swimwear, faced strong public backlash after a company representative allegedly replied to a talent submission with the message: “we would not collab with black people this campaign.” The exchange was shared publicly by talent manager Niasia Boykin, founder of Brownstone Collective, and ignited a wider conversation about racial bias in influencer marketing and brand representation.

What Happened

On Thursday, Niasia Boykin posted a screenshot on Threads showing an email reply signed “Sophie” from Cupshe’s influencer relations team. The screenshot displays the message:

“Hi Niasia, we would not collab with black people this campaign.”

Boykin said she had pitched creators from her roster and received the reply on a company domain. She described the message as discriminatory and noted that exclusion of Black creators in influencer programs is an ongoing problem that often goes unreported.

Public Reaction

The post drew immediate online debate. Some users demanded additional proof, asking for the sender’s full email address to verify authenticity, while many others defended Boykin and criticized requests for proof as evidence of bias. Several social-media users said they would stop shopping at Cupshe and called for greater accountability from brands that work with creators.

Company Response

Later the same day Boykin shared a second screenshot of an apology sent from a different Cupshe address. The message read in part:

“Thank you for bringing this to our attention. We are shocked and devastated to see this email. The message you received is not reflective of Cupshe, our values, or the way we partner with our creators. As a result, the employee responsible is no longer with the company.”

According to reporting by People, Cupshe confirmed the employee was terminated and said she had been four days into her employment when the message was sent. The company said the comments “do not in any way reflect Cupshe’s practices” and that it is conducting a thorough internal review while strengthening hiring, training and oversight processes.

Broader Context

Actor Caitlin Marshall amplified Boykin’s post and questioned the brand’s on-site representation, saying she could not find a single Black woman featured on Cupshe’s website. Screenshots of the exchange also circulated on Reddit, where some users connected the incident to wider concerns about racism in parts of Asia. The story has renewed calls for transparency in how brands select and compensate creators, and for more inclusive representation across marketing channels.

Next Steps

Boykin has kept the original sender’s email visible in her posts, saying the company apology came from a shared address and she did not directly contact anyone at Cupshe prior to posting. Cupshe says it has already taken action and will review internal processes; creators and consumers continue to watch for meaningful, long-term changes.