British model Munroe Bergdorf called out L'Oréal for being hypocritical with its performative social media post after the death of George Floyd, CNN reported.

The beauty brand released a statement on Instagram saying "speaking out is worth it" on June 1. 

"L'Oréal Paris stands in solidarity with the Black community, and against injustice of any kind. We are making a commitment to the @NAACP to support progress in the fight for justice. #BlackLivesMatter," the caption read.

Bergdorf said in 2017 the company dropped her from a campaign after she spoke out against "the racial violence of white people" following the Charlottesville, Virginia, white nationalist rally where counterprotester Heather Heyer was killed, CNN reported.

"Excuse my language but I am SO angry. F**K YOU @lorealparis. You dropped me from a campaign in 2017 and threw me to the wolves for speaking out about racism and white supremacy. With no duty of care, without a second thought," she wrote on Twitter.

Before being dropped for her comments in 2017, Bergdorf, who is a Black trans model, was featured prominently in one of the brand's U.K. advertising campaigns. She was the brand's first trans model. 

In response to the model's tweet, Delphine Viguier, the L'Oreal Paris brand president, said after an "honest, transparent and vulnerable" conversation with Bergdorf, the company has agreed to make the model a part of the U.K. Diversity and Inclusion Advisory Board. 

"I regret the lack of dialogue and support the company showed Munroe around the time of the termination. We should have also done more to create a conversation for change as we are now doing," Viguier said. "We support Munroe's fight against systemic racism and as a company we are committed to work to dismantle such systems."

"I understand much better the pain and trauma that were behind Munroe's words back then and the urgency she felt to speak in defense of the Black community against systemic racism," Viguier added.

Bergdorf posted an update on Twitter, too, thanking everyone for having her back.

"Looking forward to new beginnings and a new positive relationship with the L'Oreal team," she tweeted.

In her statement, Bergdorf said L'Oreal plans to make a donation "supporting gender-varient and transgender youth in the UK" and an additional donation to help "celebrate diverse sexualities, gender identities, cultures, gender expressions and backgrounds."

"As an activist, part of the work is to encourage big businesses to understand their responsibility with regards to diversity and inclusion," she added.

In an interview with The Guardian, Bergdorf criticized companies attempting to leverage the recent protests for profit and emphasized the importance of holding brands accountable.

“You can’t use a [marginalized] movement for capital gain or to improve your public image. White people need to see the humanity in us – I don’t think society ever got over us being property [as slaves],” Bergdorf said.

Other companies have been called out for their hypocritical social media posts amid Black Lives Matter protests.

Most prominently, the NFL was slammed for posting a tweet about Floyd and systemic racism.

ABC News reported that critics were quick to point out how the league has continued to blackball former quarterback Colin Kaepernick after he kneeled in protest of police brutality during the national anthem.

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