A social media feud has erupted between beauty brand Body Minute and content creator Laurène Lévy, ignited by her viral parody video detailing negative experiences at their salons. The situation escalated when Body Minute attempted to silence Lévy through memos and legal threats, leading to court summons for “commercial disparagement.” The conflict sparked widespread backlash, with many TikTok users supporting Lévy and criticizing Body Minute’s response, highlighting the importance of brand management in the digital age.
New Social Media Clash: Body Minute vs. Laurène Lévy
In 2025, a fresh conflict is making waves on social media, capturing the attention of TikTok users everywhere. This volatile confrontation features the beauty brand Body Minute and content creator Laurène Lévy, quickly becoming a hot topic as the new year unfolds. Although the feud has been simmering for over two years, it reached new heights with Lévy’s parody video, which she shared on October 26, 2022. Known for her workplace advice, Laurène humorously recounts her negative experiences with Body Minute’s beauticians, specifically highlighting two salons in Paris.
In her viral video, which boasts over 1.3 million views, she mimics the inappropriate and often sexist comments directed at her regarding body hair and personal appearance. One notable quote from her video includes, “But your partner, doesn’t it bother him that you don’t do a full bikini wax? In terms of hygiene, it’s still better, right?” This satire has undoubtedly struck a chord, but Body Minute is not pleased with the public airing of their practices.
Escalating Tensions and Legal Actions
Laurène Lévy later revealed that five months after her initial post, two Body Minute beauticians reached out to her via Instagram. They informed her that the company had circulated a memo among employees, instructing them on how to report her TikTok account and urging them to take action against her parody. Despite these efforts, the video remained online. “Faced with this failure, the next step was to contact my employer,” Lévy explained, noting that she was not yet a full-time content creator, but rather worked at an advertising agency.
The situation escalated when Body Minute employed bailiffs to search her workplace for incriminating emails or documents, but again, their efforts yielded no results. Eventually, the influencer received a formal notice demanding the removal of her video. When she refused, she was summoned to court for “commercial disparagement.” In a surprising twist, Jean-Christophe David, the founder of Body Minute, offered to drop the complaint if Lévy took down her humorous video.
In a bid for retaliation, Body Minute released a TikTok video attacking Lévy, branding her as “Laurène the Hate.” This video, published on December 31, 2024, ignited a wave of reactions from netizens. While some rallied behind Body Minute, defending the profession of beauticians, the majority sided with Lévy, arguing that the brand was overreacting and engaging in harassment.
The backlash against Body Minute has been significant, with numerous TikTok videos criticizing the brand emerging in the wake of this controversy. Comments like, “Body Minute, can you give us a tutorial on how to ruin your brand image and go bankrupt?” and “Body Minute doesn’t realize how much its brand image is degraded,” illustrate the growing sentiment against the beauty salon chain. This saga between Body Minute and Laurène Lévy has not only gone viral but is also poised to serve as a case study in business schools on the importance of effective communication and brand management.