It’s a reflection of who we are now.”The brand came under fire when Māori creators called them out on social media. Bourke posted a video addressing the controversy, claiming to have never identified as a Māori brand, and saying she had been transparent about this. “We’ve always advised them that we are not a Māori brand, but we are inspired by the meaning of love.”However, as the controversy progressed, it emerged that the brand had previously claimed to be Māori-owned. We did want to use aroha cause it was different and unique.”Māori creator Holly May-Neho, who led the push for the name change on social media, was pleased to see it had happened. “What a cool thing to wake up to”, she posted to social media yesterday.

Source: New Zealand Herald February 11, 2026 23:55 UTC