Chinese haircare brand Bee Flower, known for its nostalgic appeal, recently faced backlash over a controversial Xiaohongshu post titled “Recognize True and Fake Friends” (看清什么是真假闺蜜), which depicted women in a way that many consumers found unflattering and stereotypical. The portrayal, seen as pitting women against each other in a judgmental light, led to consumer boycotts and accusations of promoting harmful stereotypes about female friendships. In response, Bee Flower issued a public apology, admitting to serious lapses in content oversight and announcing corrective actions, including content removal and stricter content review. This misstep highlights the vulnerability of heritage brands like Bee Flower in adapting to modern marketing expectations, an issue shared by other legacy Chinese brands.