Bellamianta Founder Linda Stinson Apologizes After Hotel Video Shows Slurs and Threats

Linda Stinson, the 43 year old founder and CEO of Irish luxury beauty brands Bellamianta and Iconic Bronze, issued a public apology on Instagram on Monday, September 7, 2026, after a video of her arguing with a man at the Redcastle Hotel in Moville, Ireland, went viral over the weekend. In the footage, first published by the Belfast Telegraph, Stinson is seen threatening to kill the man, using profanity, and directing a derogatory term for people with disabilities at him during a heated confrontation.

The incident has drawn significant attention both in Ireland and internationally, raising questions about the impact on her brands, which hold sponsorship deals including a nine-year partnership with RTE’s Dancing With The Stars Ireland. This article covers what happened in the video, what Stinson said in her apology, who she is professionally, and the potential business consequences of the incident.

What the Video Shows

The footage, published by the Belfast Telegraph, shows Stinson engaged in a heated verbal confrontation with a man at the Redcastle Hotel, a resort property in the coastal town of Moville in County Donegal, Ireland.

According to multiple reports from People, the Belfast Telegraph, and Soapcentral, the argument began over a dispute about their clothing.

In the video, after the man asks Stinson why she is still talking to him, she responds: “Shut your mouth. I will kill you.” She also directs profanity at him repeatedly, calling him a “f—ing rod” and a “f—ing scumbag.”

The exchange escalates further when, after the man again asks why she is still engaging, Stinson responds with additional profanity and uses a derogatory term for people with disabilities, repeating it multiple times.

The man also alleges during the video that Stinson pushed him, which she denies in the footage.

Linda Stinson’s Apology Statement

Stinson posted her apology on Instagram on September 7, 2026. The full text of the post reads:

“Many of you will have seen the video footage of me published by the media at the weekend. I want to sincerely apologise for the language I used. It was inappropriate and entirely unacceptable. I recognise that my words have caused hurt and distress, and I am deeply sorry.”

She continued: “Being filmed during a heated moment does not excuse my behaviour. I take full responsibility for my actions and I am committed to learning from this experience.”

 

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The statement did not address the specific context of the argument, the alleged physical push, or the circumstances at the hotel that led to the confrontation. It also did not reference the specific slur she used, instead referring broadly to “the language I used.”

Fact Box: Key Details

Who Is Linda Stinson: Career and Business Background

Linda Stinson is a Northern Irish businesswoman based in Dungannon, County Tyrone, who has built two beauty brands over the past decade.

She founded Bellamianta in 2015 after what she has described as a personal tanning disaster on the morning of her wedding, when an alcohol-based spray tan reacted with her eczema. Drawing on a background working at cosmetics concessions in Belfast, she developed a range of self-tanning products formulated without alcohol and designed for sensitive skin types, including people with eczema and psoriasis.

The brand grew quickly in the Irish market. Its products are sold through Boots and Brown Thomas stores across Ireland and the UK, as well as through the brand’s own online shop. In 2024, Stinson was awarded the Beauty Industry Award at the VIP Magazine Power of Women Awards.

In 2017, she launched a second brand, Iconic Bronze, positioned as a more affordable alternative within the self-tanning market.

Both brands are marketed as vegan, cruelty-free, and PETA-approved.

Bellamianta at a Glance

Timeline: How the Story Unfolded

Why the Disability Slur Drew Particular Criticism

While the threats and profanity in the video attracted immediate attention, the use of a derogatory term for people with disabilities has drawn the sharpest criticism, particularly from disability advocacy groups and social media commentators.

The word Stinson used is widely recognized as a slur in both Ireland and the UK. Its use in a public setting, captured on video by a business figure with a significant media profile, added weight to the backlash because it came from someone whose brand positioning depends on public goodwill and reputation.

For context, Ireland enacted the Disability Act of 2005, which prohibits discrimination against people with disabilities across public services and employment. While using a slur in a private altercation does not necessarily constitute a legal violation under the Act, it conflicts with the broader cultural norms around disability language that advocacy organizations in Ireland have worked to establish.

Stinson’s apology referred to “the language I used” without specifically naming the slur, a detail that some commentators noted as a gap in the statement.

Potential Business Impact: What Could Happen Next

As of publication, neither Bellamianta nor Iconic Bronze has announced any operational changes related to the incident. No retail partners have publicly commented on the video, and the brand’s nine-year sponsorship deal with RTE’s Dancing With The Stars Ireland has not been publicly addressed by either party.

However, brand crises involving founders’ personal behavior have historically created lasting commercial consequences for consumer-facing companies, particularly in the beauty and lifestyle sectors where brand identity is closely tied to the founder’s personal image.

Several scenarios could unfold in the coming days and weeks:

• Retailer response: Major retail partners like Boots and Brown Thomas may face pressure from consumers to comment on or review their relationship with the brand.
• Sponsorship review: RTE or its producers may face questions about whether the Dancing With The Stars sponsorship continues, given the public nature of the incident.
• Consumer response: Beauty brands depend heavily on social media sentiment. The comments section of Stinson’s Instagram apology and Bellamianta’s own social channels will be closely watched as indicators of consumer reaction.
• Internal brand response: Some companies in similar situations have separated the founder from the brand’s public-facing role, either temporarily or permanently. Whether Stinson takes a step back from Bellamianta’s marketing and media presence remains to be seen.

Public Reaction and Social Media Response

The video generated a rapid and largely negative response across social media platforms. Comments on Stinson’s Instagram apology post ranged from direct criticism of her language to broader questions about whether an Instagram statement was sufficient given the severity of what was captured on camera.

Several points surfaced repeatedly in the public discussion:

• Multiple commentators noted that Stinson’s apology referred to “the language I used” without naming the specific slur, and described this as an attempt to minimize the most damaging element of the video.
• Others pointed out the contrast between the brand’s public messaging, which emphasizes inclusivity and being suitable “for all skin types,” and the language their founder used in the footage.
• Some commentators defended Stinson, arguing that a heated private moment caught on camera should not define a person’s entire career.
• Disability advocates highlighted the incident as an example of how casual use of disability-related slurs persists even among people in public-facing professional roles.

The conversation extended beyond Ireland, with People, Yahoo News, and multiple US-based entertainment outlets covering the story, which expanded the audience well beyond the brand’s core UK and Irish customer base.

How Similar Beauty Brand Crises Have Played Out

Stinson’s situation, while specific to her, follows a pattern that has affected other founder-led beauty brands in recent years. In each case, a founder’s personal behavior created a crisis that threatened the brand’s commercial relationships and consumer trust.

The outcomes have varied. Some founders have survived public controversies by demonstrating sustained behavioral change and transparent communication over months, not just a single statement. Others have been permanently removed from their companies by boards, investors, or partners who concluded the founder’s continued association was incompatible with the brand’s market position.

A few factors tend to determine which direction a crisis goes:

• Speed and specificity of the apology: General statements that avoid naming the specific behavior tend to receive harsher public reception than direct acknowledgments. Stinson’s apology falls into the former category.
• Whether retail partners act: Consumer brands are particularly vulnerable to retailer decisions. A single major retailer pulling a brand from shelves sends a signal that reverberates across the entire distribution chain.
• Whether the founder is the brand: For companies where the founder’s personal story is central to the brand narrative, as it is with Bellamianta (Stinson’s wedding tanning story is featured prominently on the brand’s website and in its marketing), separating the person from the product is structurally harder than for companies with less personality-driven branding.
• Duration of the news cycle: Stories involving viral video tend to have longer tails than text-based controversies because the footage is easily shared, re-watched, and re-posted.

As of this writing, the crisis is still in its early days. The coming week will likely determine whether the fallout remains contained to social media criticism or expands into commercial consequences.

Frequently Asked Questions

What did Linda Stinson say in the video?

In the video filmed at the Redcastle Hotel in Moville, Ireland, Stinson threatened to kill a man, used extensive profanity, and directed a derogatory term for people with disabilities at him during a verbal confrontation.

Why were Linda Stinson and the man arguing?

According to the Belfast Telegraph, the argument began over a dispute about their clothing.

Has Linda Stinson apologized?

Yes. She posted an apology on Instagram on September 7, 2026, calling her language “inappropriate and entirely unacceptable” and saying she takes “full responsibility.”

What is Bellamianta?

Bellamianta is an Irish luxury tanning, skincare, and cosmetics brand founded by Linda Stinson in 2015. It is sold through Boots and Brown Thomas stores and sponsors RTE’s Dancing With The Stars Ireland.

Has Bellamianta lost any business deals over the video?

As of September 9, 2026, no retail partners or sponsors have publicly announced changes to their relationship with the brand.

Who is Linda Stinson?

Stinson, 43, is a Northern Irish businesswoman and the founder and CEO of beauty brands Bellamianta and Iconic Bronze, both based in Dungannon, County Tyrone.

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Last Updated on September 9, 2026 by 247 News Around The World