The Unfortunate Incident at a Staten Island Skincare Shop: A Lesson in Compassion
In the heart of Staten Island, an incident at a small skincare boutique has sparked a significant backlash, highlighting the delicate tensions that can arise when political views intersect with everyday interactions. Eman Masoud, the owner of Pure with Nature, a local skincare business in New Dorp Plaza, recently found herself at the center of controversy after posting a TikTok video that has since been deleted. In the video, Masoud recounted an interaction with an elderly Jewish couple who had approached her for assistance with a parking meter. According to her own account, she conditioned her help on the couple saying “Free Palestine,” and when they presumably refused, she responded harshly, telling them to “go screw yourself.” The incident, captured in her own words and later shared by the anti-discrimination organization StopAntisemitism, has led to widespread criticism and a flood of negative reviews for her business.
What makes this situation particularly troubling is the nature of the interaction itself. The couple, described as elderly, had simply asked for help navigating a parking kiosk – a commonplace request that transcends political boundaries. Masoud’s response, “You had the audacity to ask me to help you, knowing who I am based on what I look like,” suggests she made assumptions about their attitudes toward her based on her appearance (she wears a hijab) and their perceived identity. This transformation of an ordinary civic interaction into a politically charged confrontation highlights how deeply personal some global conflicts have become, particularly for those with cultural or familial connections to the regions involved. However, it also demonstrates how such deeply held convictions can sometimes lead to behavior that many would consider inappropriate or unkind, especially when directed at strangers simply seeking assistance.
The public reaction has been swift and severe. Pure with Nature, which previously sold organic body oils, perfumes, and Palestinian olive oil soap among other products, has been inundated with negative reviews across various platforms. Many reviewers expressed dismay not just at the political stance, but at the treatment of potential customers based on their presumed identity. “I prefer my skincare products without the toxicity of hate, intolerance, ignorance, bigotry and racism,” read one Facebook review, encapsulating a sentiment shared by many who felt the incident crossed a line from political expression into discriminatory behavior. Other reviews were more pointed, with some suggesting that Masoud’s actions were antithetical to American values of mutual assistance and respect. The company’s website, once openly accessible, is now password protected – a sign of the significant backlash they’ve experienced.
It’s worth noting that incidents like these don’t occur in a vacuum. They take place against the backdrop of one of the most polarizing geopolitical conflicts of our time. The Israeli-Palestinian conflict has deeply personal implications for many Americans with connections to the Middle East, whether through family ties, religious identity, or cultural affinity. These connections can make the conflict feel immediate and personal, even thousands of miles away from the actual region. For some, like Masoud, these feelings may manifest in ways that affect their interactions with those they perceive as being on the “other side.” However, it’s precisely in these moments of tension that the choice between deepening divisions and building bridges becomes most consequential. When we allow global conflicts to determine how we treat our neighbors, we risk importing those very conflicts into our own communities.
Despite the overwhelmingly negative response to her actions, Masoud appears undeterred. According to reports, she has continued to post content critical of the Israel Defense Forces on her social media accounts, suggesting she stands by her position. While everyone has the right to their political opinions and freedom of expression, this incident raises important questions about where the boundaries lie when it comes to expressing those views in customer service interactions. Is it ever appropriate to make assistance conditional on someone’s political statements? Most would argue that businesses should serve all customers equally, regardless of their political views, religious background, or ethnic identity. Indeed, in many places, discrimination based on such factors is not just ethically questionable but potentially illegal.
This incident serves as a poignant reminder of how global conflicts can manifest in local communities, sometimes bringing out behaviors that don’t reflect our better nature. It’s easy, in moments of passion or conviction, to forget that the person standing before us is an individual – not a symbol or representative of a larger group or conflict. The elderly couple seeking help with a parking meter were just that: a couple needing assistance with a small, everyday challenge. Their identity, whatever it might have been, didn’t make them responsible for geopolitical situations beyond their control. As our world continues to grapple with complex conflicts, perhaps the most important thing we can do is remember our shared humanity and treat each other with dignity, respect, and compassion – especially when we disagree most strongly. After all, how we treat others in our daily interactions says far more about our character than any political stance we might hold.
