American Airlines collaborating with company that has explicit 90/10 rule, discrimination be damned

Since President Donald Trump’s inauguration, DEI policies in both the private and public sectors have largely fallen by the wayside. However, some companies appear to have missed the memo.

Take American Airlines, for example.

Publicly, they seem to have toned down the rhetoric that got the airline industry ridiculed over the last four years. On Saturday, they published an X post to celebrate National Aviation Maintenance Technician Day, a perfectly innocuous post that appears to promote meritocracy and skill.

It’s National Aviation Maintenance Technician Day, a day to recognize the skilled hands and sharp minds behind every American takeoff and landing: Our more than 10,000 expert maintenance technicians. Thank you for your expertise and unflappable commitment to safety.#AATeam… pic.twitter.com/Wdicmt3agm

— americanair (@AmericanAir) May 24, 2025

But on one of their actual flights, school choice rockstar Corey A. DeAngelis was having a different experience altogether.

BREAKING: American Airlines is collaborating with a company that has an explicit “90/10 Rule” which means 90% of their brands are “Black-and Brown-owned.”

American Airlines gave passengers this note confirming the collaboration on my most recent flight: pic.twitter.com/YlOVROVmrc

— Corey A. DeAngelis, school choice evangelist (@DeAngelisCorey) May 24, 2025

“BREAKING: American Airlines is collaborating with a company that has an explicit ’90/10 Rule’ which means 90% of their brands are ‘Black-and Brown-owned.’ American Airlines gave passengers this note confirming the collaboration on my most recent flight,” he posted on X alongside a photo of the note.

“American Airlines shares the ethos of inclusivity and allyship, and together we can create a more equitable beauty landscape so that brands that serve everyone are celebrated,” the note reads. “Together, we have the power to make change in beauty and beyond. At American, we will continue to strive to create a culture of inclusion where everyone feels they are valued and welcome.”

DeAngelis dug a little deeper into the “beauty retailer” Thirteen Lune and found the kind of DEI talk that Americans have largely rejected.

“we have worked to build a new paradigm where Black-and Brown-owned beauty brands can realize a path to generational wealth. We do this by amplifying representation and enacting our own 90/10 rule: 90% of the brands on Thirteen Lune are BIPOC-founded” pic.twitter.com/KSPuDgOnw3

— Corey A. DeAngelis, school choice evangelist (@DeAngelisCorey) May 24, 2025

DeAngelis posted the results of a Google search that show the partnership between Thirteen Lune and American Airlines was established in April 2024.

pic.twitter.com/lfc5t0FEhp

— Corey A. DeAngelis, school choice evangelist (@DeAngelisCorey) May 24, 2025

And it appears that the beauty retailer hasn’t been without scandal, as an article claims two investors “accused the entrepreneur of misappropriating nearly $200,000 and using a recent acquisition to wipe out shareholder equity.”

“Investors Sue Thirteen Lune Founder for Alleged Fraud and Embezzlement” pic.twitter.com/wlH0CPFZ5T

— Corey A. DeAngelis, school choice evangelist (@DeAngelisCorey) May 24, 2025

American Airlines responded to DeAngelis on X, doubling down.

BREAKING: American Airlines doubles down on their decision to collaborate with a company that has an explicit “90/10 Rule” which means 90% of their brands are “Black-and Brown-owned.”https://t.co/V2XpktYDCx

— Corey A. DeAngelis, school choice evangelist (@DeAngelisCorey) May 25, 2025

“Our company culture celebrates diversity on all levels,” they wrote. “We will forward over to a specialist to review further and reach out to you.”

X users responded:

They’ll be Budweisered

— Mipette1 (@mipette1) May 25, 2025

Oh great, just what we need to crack this case- a DEI specialist to reach out!

Adios, American Airlines!

— me and my drum (@me_and_my_drum) May 25, 2025

Please explain how brown and black folx can get ID to open a business but not to vote.

— IronJawedAngel (@AngelJawed) May 25, 2025

So, American Airlines is all about that 90/10 Rule? Love how they’re flying the woke flag higher than their planes! Next, they’ll be serving “equity” instead of peanuts. ✈️

— Follow Me (@truthdemands) May 25, 2025

It’s not just American. All of the major airlines are refusing to drop DEI. I guess they figure if they all do it, there is little chance of blowback because people have to fly.

— CryptoTiger 589 (@Cryptotiger589) May 24, 2025

Writer/Columnist

Sierra Marlee is a millennial whose hunger for the truth in a world of fake news has led her to BizPac Review.

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