Barron Trump Roasted Online Over Get-Rich Scheme

Barron Trump is already taking heat over his latest business move — and the company hasn’t even officially launched yet.

The youngest son of President Donald Trump is listed as a director of Sollos Yerba Mate, a new beverage brand that is preparing for a May debut. But instead of excitement, the company’s early social media rollout has sparked a fierce backlash, with critics accusing the Trump family of profiting from a South American tradition while pushing rhetoric and policies many say have targeted Latino communities.

The outrage erupted across Instagram, where the brand’s page was quickly flooded with angry comments as users called out what they saw as blatant hypocrisy.

Yerba mate, the herbal tea at the center of the controversy, has deep roots in South America and is closely tied to Indigenous Guaraní culture, as well as Paraguayan and broader regional traditions. That history is exactly why critics say Barron’s new business is striking such a nerve.

One commenter blasted the company for what they described as “cultural appropriation,” arguing that a family associated with anti-immigrant and anti-Latino messaging has no business trying to cash in on a product so closely tied to Latin American identity.

Another mocked the branding choice itself, pointing to the company’s use of Spanish-language inspiration while President Trump’s administration continues its hardline approach toward immigrants. Others were even more direct, accusing the family of embracing Latino culture only when there is money to be made.

The company’s branding leans heavily into sunshine and South Florida lifestyle imagery. On LinkedIn, Sollos says its name is inspired by “sol,” the Spanish word for sun, and describes the drink as something meant to complement life in the Sunshine State. The company also uses the slogan, “It Begins Where It Ends.”

But for many online, the polished branding did little to soften the criticism.

The company is headquartered in Palm Beach, Florida, at a 4,500 square foot property in the same town as Mar-a-Lago. Corporate records list Barron, 20, as one of five directors, alongside Spencer Bernstein, Rudolfo Castello, Stephen Hall, and Valentino Gomez.

Two of Barron’s business partners, Bernstein and Hall, previously revealed on LinkedIn that they were stepping back from their studies at Villanova University and the University of Notre Dame to focus on the venture they launched with what they described as a few close friends.

Records show Sollos Yerba Mate Inc. was incorporated in Delaware in December and then in Florida in January. The business was also registered with the Securities and Exchange Commission earlier this year under the name Soulstice Inc., using the same address and directors, with $1 million in capital.

Barron, who keeps a relatively low public profile, is currently a sophomore at New York University’s Stern School of Business, attending its smaller Washington, D.C. campus. A source previously told People that he had spent last summer working on business ideas with partners, and it now appears one of those plans is about to hit the market in a big way.

Still, the online reaction suggests this launch may have a serious image problem before the first can is ever sold.

Commenters kept hammering the same point: that the Trump family has built political power on fear and division around immigrant communities, while now standing ready to profit from a drink rooted in those very cultures.

The company did not immediately respond to a request for comment.

For critics, the issue is bigger than one beverage brand. They see it as another example of a powerful family taking something culturally significant, repackaging it for profit, and ignoring the people and history behind it. And judging by the reaction online, plenty of people are not planning to let that slide.