Ulta Sparks Calls for Boycott After Trans 'Girlhood' Clip Goes Viral

Ulta Beauty tried promoting inclusivity by posting a clip of a transgender woman discussing femininity -- but the internet doesn't seem to be having it ... now calling for a boycott.

The company promoted a new digital campaign they're running called the "The Beauty Of ..." -- their latest entry being about girlhood, hosted by influencer Dylan Mulvaney -- who's trans -- and gender-fluid celeb hairstylist David Lopez, sitting down podcast-style for the chat.

In the promo clip from Thursday, Dylan is briefly heard discussing things she feels are still accessible to her as a trans woman -- including being able to find love, still being a performer and having a family/being a mother ... all of which she believes she can totally do.

It's part of a longer video that's up on their YouTube page, in which Dylan goes into detail about her recent transition and roots ... apparently growing up in a super conservative family and detailing how she came to find her inner beauty and the guts to show it off publicly.

The problem ... some say Dylan, and Ulta by extension, is appropriating womanhood and simply wearing it as a costume -- which is pissing off a good amount of folks who are up in arms about this and swearing to never buy Ulta products again.

Several people are bashing Ulta and Dylan, saying things like "she's actually a man" and other hurtful remarks -- to which Ulta is asking for dignity and empathy. A line they're repeating in the comments is ... "At Ulta Beauty, we believe that beauty is for everyone—and we kindly request that everyone be treated with respect on our channels."

Ulta is also saying they believe beauty has no boundaries, but it seems some of the comments are, in fact, crossing the line ... because there are several hidden replies.