Susan Yara, founder of the popular US skincare brand Naturium, has faced calls for a boycott after posting photographs on Instagram that social media users said appeared to have been taken on a Tel Aviv beach.

While Yara did not disclose the location of the photographs, which she posted last month, followers said buildings visible in the background resembled the Hilton Hotel on Tel Aviv’s beachfront. Another apparent indication was the appearance of Israeli model Stav Netanel-Nagar alongside Yara in one of the images.

Yara rose to fame through her YouTube channel “Mixed Makeup” before launching Naturium in 2019.

The Instagram post drew criticism over her apparent visit to Israel during the ongoing war in Gaza, with some users urging consumers to stop purchasing Naturium products in line with the anti-Israel Boycott, Divestment and Sanctions movement, which campaigns for economic, cultural and academic boycotts of Israel.

Several commenters said they would seek alternatives to the company’s products or would no longer buy from the brand.

“Can’t wait until you’re ready to care for human rights, Susan,” one user wrote, adding that they would unfollow Yara and her YouTube channel.

Consumers of the Naturium brand are calling for a boycott. After the creator & current face of the company Susan Yara posted pictures on a beach while vacationing in Tel Aviv. @elfcosmetics bought the brand in 2023 for an estimated 355 million. pic.twitter.com/qWFZzbdhWS — Holly (@____Holly_) July 25, 2026

Consumers of the Naturium brand are calling for a boycott. After the creator & current face........

© The Times of Israel