Texas shopper goes to makeup section in Burlington, then sees controversial way they’re curbing shoplifters: ‘Somebody give that employee a raise’

A TikTok video showed an unexpected sign in Burlington’s cosmetics section. Most viewers approved the message.

The video posted by @joelapuss has over 2 million views.  The caption stated it was filmed at a Burlington store in Rio Grande Valley, Texas. The clip captured what the TikToker called a “fierce and shady” sign. It read: “Imagine stealing makeup; and you’re still ugly.”

The post quickly gained traction. It turned a simple store notice into a viral talking point about retail theft and employee frustration.

Why Were Some Viewers Cheering It On?

For many commenters, the sign was treated as dark humor rather than a serious corporate statement.

“Shady boots Miss Burlington lol,” stated one commenter.

“Give that employee a raise,” suggested one user.

Others who claimed to work at Burlington said they supported the sentiment and would consider implementing similar signage in their own stores.

“I work for Burlington and I will be showing this to my store manager to get printed off and posted,” said @harleybc78.

Some users used the moment to voice their frustration over personal experiences with retail theft.

“No because this actually irritates me. You get all excited, pick up a box.. and it’s empty,” said another.

In their view, the message reflected growing frustration among both employees and customers dealing with theft in high-risk departments like cosmetics.

Were All Reactions Positive?

Many questioned whether the sign was real.

“Is this AI GENERATED,” questioned one user.

“Fake, no way they would do that,” stated another.

Some focused on the incorrect punctuation displayed in the sign.

“Incorrect use of punctuation, but essential message,” one user stated.

“The misuse of the semicolon,” said another with a sad emoji.

Other critics shifted the focus away from the sign entirely, pointing to broader operational concerns. They argued that Burlington locations should prioritize staffing and customer service improvements, with long checkout lines frequently cited as a recurring frustration. 

“They need to imagine having cashiers so their line isn’t a block long,” stated @Readyrock2000.

From this perspective, the sign was seen as a distraction from deeper retail issues affecting the overall shopping experience.

The Mary Sue reached out to Burlington via email for comment.

Is Theft in Beauty Sections a Real Issue?

Several users in the discussion pointed to a retail issue supported by research from the U.S. Office of Justice Programs. The research analyzed large numbers of shoplifting cases. Results found that thieves often target small, easy-to-hide, high-value goods. This includes cosmetics and personal care products. The report links these types of items to higher rates of retail theft, as they are easy to conceal and resell. 

How Much Does Shoplifting Cost Retailers?

Research on retail shrinkage also supports this broader concern. Shrinkage is the industry term for inventory loss from theft, damage, errors, and fraud. 

National Retail Federation (NRF) data shows that shrink is a high cost for U.S. retailers, reaching billions of dollars annually. A portion of this loss comes from external theft, including shoplifting. 

More recent estimates suggest shrink reached $112.1 billion in 2022, or about 1.6% of total retail sales. However, these figures include a range of causes beyond shoplifting. Some included employee theft, administrative errors, and damaged goods.

Retailers are increasingly relying on measures such as locked merchandise cases, enhanced security camera systems, additional security personnel, and new loss-prevention technologies to curb theft. 

These strategies are intended to protect merchandise and reduce losses. They can also change the shopping experience, sometimes creating frustration for customers who face restricted access to everyday products.

Have Retailers Gone Viral For Shaming Customers Before?

While most major retailers avoid overtly shaming language, there are documented cases of U.S. businesses using public embarrassment as a deterrent.

In Los Angeles, the Kitson boutique chain drew attention for displaying photos of alleged shoplifters in store windows and sharing surveillance footage on social media. The so-called “wall of shame” was intended to deter repeat theft and assist in identifying offenders. It also sparked debate over privacy, ethics, and the effectiveness of public exposure as a crime prevention tool.

A similar controversy emerged in Alabama in 2016 when a Chevron convenience store posted signs warning customers that anyone caught shoplifting on security cameras would have their footage shared on Facebook and Twitter. “Think about that drama,” the notice read. The manager said the signs were intended to discourage repeated theft by introducing the possibility of social consequences alongside legal ones.

These examples suggest some businesses have experimented with more controversial approaches to deter theft, including public visibility and embarrassment.

@joelapuss Omg Burlington is so fierce and shady for this lol #shade #riograndevalley #makeup #burlingtom #foryou ♬ original sound – Joelapuss

Taken together, the reaction to the Burlington sign reflects a growing frustration shared by both retailers and shoppers. Businesses are grappling with rising losses and the challenge of protecting merchandise without creating an unpleasant shopping experience. At the same time, customers are increasingly voicing concerns about empty packaging and the feeling that ordinary shoppers are bearing the consequences of retail theft.

Burlington did not confirm posting the sign. The company has not publicly commented on the clip or verified that the notice originated from one of its stores. That uncertainty may be part of what fueled the discussion online. It turned an unverified sign into a broader conversation about retail theft, customer frustrations, and how far businesses should go in trying to address these concerns.

The Mary Sue contacted the creator via TikTok comment.

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