Two "men in drag" have been featured by top makeup company Ulta Beauty in promoting its lifestyle products.

And they've been in the bull's-eye for some online criticism.

"Ulta may be regretting whatever marketing 'genius' came up with this idea. In a recent post on Twitter, Ulta highlighted a podcast with two grown men in makeup and wigs chatting about what it's like to be a 'girl.' The makeup giant's target audience is obviously women. It's probably a safe bet that over 90% of Ulta's customers are women. The choice to put men in drag in the marketing material for a company geared toward women is backfiring big time," explained a commentary at PJMedia.

"#Womanface and #BoycottUlta are trending on Twitter, and the ratio of angry women telling Ulta they're taking their business elsewhere is off the charts. It got so bad that Ulta turned off commenting on the thread."

A Lifestyle story posted on MSN explained Ulta put on its podcast called "The beauty of…" a transgender influencer.