This TikTok Mom Is Exposing A Sad Reality Of Brand Cruelty And Manipulation After Being Told To "Unalive" Herself For Delaying A Post

A Texas woman named Joanne Romarate is sharing her recent exchange with a brand on TikTok after she agreed to make a video in exchange for a free product.

Joanne is lying on a couch, looking at the camera. There is a dining table and chairs in the background
Joanne Romarate

Joanne began making TikToks during COVID-19 in 2020 and has grown a following of over 35,000. She is currently a student and told BuzzFeed she likes making content for fun. She also posts review videos and partners with brands on occasion.

But, what happened recently to Joanne is leaving the TikTok community stunned. It all started after a brand named Rugsstyle reached out, asking if Joanne would make a review video in exchange for a free rug. She agreed and the brand requested she make the video within a week of receiving.

TikTok profile of rugstyle_official with 61 followers, 9679 followings, and 3642 likes. Bio: Neutral home style rug sharing & acquisition

However, as a mom in school juggling two toddlers, Joanne was very busy when the rug came and had to delay the video. "I was two days late when I received a threatening email."

The email says,

Joanne said the email made her feel unsafe, especially after more emails kept coming in:

A threatening message from Ping Xu accusing someone of betrayal and wishing them harm
@joannekdeleon / tiktok.com

And the emails did not stop after two. When Joanne got an email threatening her family, she decided to share her experience on TikTok to spread awareness.

  @joannekdeleon / tiktok.com
@joannekdeleon / tiktok.com

Over 2 million people became invested — and rightfully upset over the situation.

Social media post comments with reactions, discussing the use of red words for emphasis
@joannekdeleon / tiktok.com

After her videos started getting attention on the platform, Joanne received an email from the company offering her $400 to remove her content on the matter.

Joanne faces the camera with the text above: "I hope you die because I didn't post their products"
@joannekdeleon / tiktok.com

Joanne refused the money and the company issued this public statement on their TikTok page, saying they regret the behavior and have launched an internal investigation:

Apology statement addressing inappropriate remarks made by an employee; outlines actions taken including public apology and re-training
@rugsstyle_official / tiktok.com

At the end of the day, Joanne feels it is important to share her story to spread awareness. She hopes people do their due diligence in researching companies before partnering with them on TikTok Shop. "Be careful and learn from me," she concluded. Oh, and if you're curious, here is what the rug looks like:

An ornate rug with floral patterns is partially covered by a tasseled blanket. A chair with wheels is visible in the top right corner
Joanne Romarate

If you've had a bad experience, share your story in the comments to spread more awareness. Thanks to Joanne for sharing her story. You can follow her on TikTok here.

Comment by Liz: "I just saw the apology post! I hope this becomes even bigger enough to let other brands know this is unacceptable"
@joannekdeleon / tiktok.com

The National Suicide Prevention Lifeline is 1-800-273-8255. Other international suicide helplines can be found at befrienders.org.

GoodTherapy.org is an association of mental health professionals from more than 25 countries who support efforts to reduce harm in therapy.