Hilaria Baldwin is starting to face financial consequences for her Spanish heritage scandals as brands begin to drop her as a spokesperson amid the ongoing controversy.
The 37-year-old Boston-born yoga guru, whose real name is Hillary Hayward-Thomas, lost her first partnership in the wake of accusations that she faked her Spanish background, with baby brand Cuties Baby Care confirming that it will no longer work with the mother-of-five.
In a statement issued to the New York Post, a spokesperson for the brand revealed that it has ended its deal with Hilaria, saying: ‘In response to the inquires we have received, we would like to inform all of our loyal Cuties followers that Hilaria’s partnership with Cuties Baby Care ended at the end of 2020.
End of the line: Hilaria Baldwin, 37, has lost her first big brand deal in the wake of her Spanish heritage scandal, with baby brand Cuties Baby Care revealing it has cut ties with her
‘We thank Hilaria for the support she provided in 2020 and wish her, and her family, continued health and happiness in the New Year.’
Hilaria’s deal with the company was first announced in July of last year, when the mom-of-five was revealed as Cuties Baby Care’s first-ever celebrity spokesperson.
Consequences: The news comes just over two weeks after accusations were first made that the Boston-born wife of actor Alec Baldwin had been faking her Spanish background
At the time, she shared a sponsored post on her social media accounts celebrating the partnership, while plugging the brand’s diapers.
The brand is just one of many that have inked deals with Hilaria over the years; she also boasts partnerships with the likes of Fisher-Price, American Girl, Waxelene, Bissell, and Spindrift.
DailyMail.com has reached out to these brands for comment.
Cutie Baby Care’s decision to terminate its deal with Hilaria comes less than three weeks after accusations about her Spanish heritage first went viral on Twitter – prompting furious speculation that the Massachusetts native has been faking her European background.
Posted by an anonymous user, the tweets began, ‘You have to admire Hilaria Baldwin’s commitment to her decade long grift where she impersonates a Spanish person.’
It was liked 20,000 times and led to dozens of people finding examples of Baldwin using a Spanish accent, a jarring contrast to her childhood in Boston where she was known as Hillary and considered white by her classmates.
Several videos of Hilaria’s past TV appearances resurfaced showing her commitment to a Spanish accent, including one Today show segment during which she seemingly forgot the English word for ‘cucumber’.
Taking cover: The couple are currently staying in the Hamptons with their five kids, however the actor did not let the scandal stop him from wishing his wife happy birthday on Wednesday
Support: The 62-year-old praised his wife in the post, days after he had spoken out to defend her against the controversy
A number of Hilaria’s former classmates also came forward to confirm that she was in fact raised in Weston, Massachusetts, by professor parents – and did not have a hint of a Spanish accent during her childhood and teen years.
‘I went to high school with her. Genuinely lovely person, I recall, but fully a white girl from Cambridge,’ one wrote.
In the days after the claims were brought to light, Hilaria shared a series of Instagram videos in which she addressed the controversy.
At first, she denied the allegations, stating that it was only ‘Fake Twitter accounts accusing me of a fake identity!’ but she was later forced to back down and reveal more about her Massachusetts background after thousands of comments.
‘Yes, I am a white girl. I am a white girl. Let’s be very clear that Europe has a lot of white people in there and my family is white,’ she said in an Instagram video.
‘Ethnically, I am a mix of many, many, many things. Culturally, I grew up with two cultures so it’s really as simple as that.’
Hilaria said that she is a bilingual speaker and claimed that she speaks English in varying degrees of a Spanish accent depending on her emotions at the time, in response to the numerous videos showcasing her changing accent.
She also spoke to the New York Times for an interview, during which she blamed the media for ‘misrepresenting’ her as Spanish and causing ‘confusion’ about her heritage.
The influencer claimed that she ‘hid’ her Boston upbringing in an attempt to protect her parents from media scrutiny after she began dating Alec – who she said had always known she is from New England.
Denying that she is guilty of any kind of cultural appropriation, Hliaria even went as far as to blame her agency CAA and ¡Hola! magazine for mistakenly referring to her as Spanish.
But as far back as 2011, Hilaria perpetuated her fictional heritage by tweeting that she was a ‘Spanish yoga teacher.’
In one 2020 interview, she indicated that she moved from Spain to the US when she was 19 to attend New York University. It has since emerged that she attended $64,900-a-year The Cambridge School of Weston in Massachusetts.
And while Hilaria has long described her mother as Spanish, records revealed that Hayward is in fact a fourth-generation Massachusetts resident; both of her parents, Dr Kathryn Hayward and David Thomas, worked as professors in the US for years, before retiring to Majorca in 2011.
The saccharine post comes just over one week after Alec spoke out to defend his wife against claims that she faked her Spanish heritage, which began with a now-viral Twitter thread that made accusations about how the yoga guru and mother-of-five had been misrepresenting her background for years.
Since the scandal hit headlines, Hilaria’s husband Alec has reportedly been doing his best to lift his wife’s spirits while the couple hunkered down away from the city over the New Year in their 18th-century farmhouse in East Hampton with their five children and two nannies.
‘They celebrated New Year’s in the Hamptons. While Hilaria has seemed a bit upset, Alec has been around to comfort her,’ a source told People.
‘He has been supportive and has tried to cheer her up.’
On Wednesday, he posted a gushing 37th birthday tribute to his wife, while posting a photo of himself with Hilaria and their five children: daughter Carmen, seven, and sons Rafael, five, Romeo, two, and Eduardo, four months.
Laying low: The couple have been staying at their 18th century farmhouse in East Hampton with their children
‘Happy birthday to the love of my life. To the only person in the world who brings me joy and peace every day. The person who is my home. My everything,’ Alec captioned the photo.
But while they might be putting on a brave face, both Alec and Hilary are said to have been ‘very upset’ over the backlash, with a source telling Entertainment Tonight that the yoga teacher – who had long played up her purported links to Spain – was ‘deeply affected’ that her heritage is being questioned.
Her Saturday Night Live star husband ‘unconditionally supports and loves Hilaria in whatever she does,’ the source claimed.
One week after the viral tweets about Hilaria’s background were posted, Alec made a thinly-veiled swipe at the people behind them, writing on his own account that Twitter is ‘a lot of s***’.
He added: ‘You have to kind of hack your way through the debris of Twitter. Twitter is just a vast orchard of cr**. There’s things that have been said lately about people that I love, that I care about deeply, which are ridiculous. I mean, just ridiculous.
‘They’ve said it about people I love – false things. Untrue things.’
‘And as much as that hurts, the only thing I can do is talk to that half of the public or that portion of the public who understands what I mean when I say: “Consider the source. When you love somebody you want to defend them.’