John Boyega continues to stand by his principles even at the cost of possible career and business opportunities. After calling out entertainment giant Disney, Boyega has now cut ties with perfume brand Jo Malone.

Variety reports that the 28-year-old actor posted a Twitter thread explaining his decision to step down from his brand ambassador role at Jo Malone after the perfume brand replaced him in the Chinese version of a commercial that he conceptualized, directed, and starred in.

In the two tweets explaining his stepping down, Boyega said that the commercial he conceptualized won Best Media Campaign at the Fragrance Foundation Virtual Awards 2020. He said it was wrong for the brand to take his concept and substitute it with a local brand ambassador without telling him about it or asking for his consent.

The oversight is especially hurtful when Boyega explained that the commercial was a celebration of his hometown, family, and friends. Jo Malone had taken his concept and used Chinese actor Liu Haoran instead.

Deadline reports that Jo Malone had originally sent out an apology to the actor for replacing him in the commercial. In the tweet, the brand described Boyega as an artist with great personal direction and vision. They also agreed that the commercial should not have been replicated. Jo Malone also removed the Chinese version of the campaign.

In response to Boyega stepping down from the brand ambassador role, Jo Malone tweeted that they were proud to have him as part of the family. They reaffirmed his talent and said that they accepted his decision and wished him the best.

Just a couple of weeks ago, Boyega also called out Disney for sidelining his Black Star Wars character. The actor said the company should not have marketed the character of Finn to be more important than he really is, especially as the character plays a less pivotal role in the films that followed The Force Awakens.

Boyega not only called out the treatment he received, but also pointed out how other actors of color like Naomi Ackie, Kelly Marie Tran, and Oscar Isaac were sidelined in the most recent Star Wars films. The two films that followed The Force Awakens highlighted the characters played by Daisy Ridley and Adam Driver, two white actors.

The actor also explained that compared to other actors involved in the most recent Star Wars films, his experience was much more unique because of his race. Unlike other actors involved in the movie, Boyega received death threats on his social media accounts when his involvement in the movies was announced.