Wellness brand criticised for hosting influencer trip to St Barts amid pandemic: ‘The stupidity’

A wellness brand is facing backlash after flying multiple influencers to a luxury resort for a health retreat amid the pandemic.

This week, collagen supplement company Vital Proteins flew influencers and other social media stars, including Don Benjamin, singer Liane V, Candice, Alicia Gordillo, who goes by Official JaNina, and Carina Zavline to St Barts via private jet for a five-day wellness retreat.

While the company has not shared videos or photos of the trip on its own social media accounts, the attendees have been openly posting about the vacation, which has included dinners together, workout classes, and boat trips, while tagging Vital Proteins.

On Twitter, people have begun criticising the supplement brand for hosting the trip as coronavirus cases around the world continue to rise and health experts continue to urge people not to travel, with some calling out the hypocrisy of a wellness company travelling during the pandemic.

“I really hate to be a killjoy but why has @VitalProteins flown influencers from around the world out on a ‘wellness trip’ to St Barts IN THE MIDDLE OF A PANDEMIC?” reporter Omid Scobie tweeted this week. “Is promoting supplements really *that* important? Terrible PR move."

Scobie also included two photos screenshot from Instagram, where the influencers can be seen riding in a van while wearing masks.

However, most of the photos shared to Instagram show the influencers not wearing face masks.

The tweet was met with agreement from others on social media, who condemned the brand for hosting the trip.

“The irony of a wellness brand contributing to the potential spread of a global pandemic is MIND-BLOWING,” one person tweeted.

Another said: “Wow… this is really sh**ty. Definitely makes me want to stop supporting them. Could they be any more tone-deaf?!”

“I think it’s brilliant that they’ve done it. I know not to shop with them now,” someone else wrote.

Others have criticised the company directly, with one person tweeting: “Good job @VitalProteins for doing an influencers trip in a whole pandemic. The stupidity.”

Some of the influencers invited on the trip have also faced backlash in response to the photos posted on their social media accounts.

On Benjamin’s account, he has shared numerous photos from the trip, including a photo of himself posing near the steps of the private jet with the caption: “My @VitalProteins family asked if I wanted to fly out to St Barts for a wellness retreat and you already know what I said!”

In the comments of another photo, which seems him lounging in the pool, one follower asked: “Why are you travelling during a pandemic…”

The question prompted a defense from the On Deck actor, who wrote: “Cause I stayed home all year last year not doing anything and still got Covid so this year I’m going to live my life safely.

“You have to have a negative Covid test to enter the island of St Barts. It’s a million times safer here than in LA at the moment. God bless.”

In response, the initial poster replied: “A wellness brand promoting travelling in general right now is just… not the move you think it is. Hope you’re having fun though. Hope it’s worth it for you and team vital while the rest of us stay home and do our part to stop the spread.”

St Barts opened up for tourism in June 2020, however, the Center for Disease Control and Prevention (CDC) currently advises against “non-essential” travel to the Caribbean island.

This is not the first time influencers have been accused of being “tone-deaf” for travelling amid the pandemic. Last month, TikTok stars including Charli and Dixie D’Amelio and Chase Hudson, Madi Monroe, Bryant Eslava and Noah Beck all faced backlash after pictures and videos reportedly showed them vacationing in the Bahamas.

The Independent has contacted Vital Proteins for comment.