The beauty store Ulta Beauty has been backpedaling after they sent a newsletter out to thousands of their customers which had the subject “Come hang with Kate Spade,” even though the brand’s founder and namesake notably died by suicide in 2018.

Their email and a subsequent apology were captured and shared online by many users online who trashed the company for their inappropriate word choices. “At Ulta Beauty, our teams are human, and this was truly an error with no intent to do harm,” part of the apology email read.

A spokesperson for Ulta, Eileen Ziesemer, said, “Mental health is a very serious, important issue in this country, and not something we would ever take lightly. Thank you for understanding as we strive to do better.”

The day after Kate Spade was found dead in her apartment at 55 with a note addressed to her daughter, her husband Andy Spade said, “Kate suffered from depression and anxiety for many years … We were in touch with her the night before and she sounded happy. There was no indication and no warning she would do this. It was a complete shock. And it clearly wasn’t her. There were personal demons she was battling.”

If you or someone you know is in crisis, call the National Suicide Prevention Lifeline at 800-273-8255.

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