Insensitively referencing the late in an email, I sent it. Kate Spade—who died by suicide in 2018—Ulta Beauty has issued an apology.

Based on TMZThe beauty retailer sent an email on May 1, which read: “Come hang out with Kate Spade to get $15 off.” Ulta Beauty sent an email to its mailing list on May 1 that addressed the problem as a “human” error.

The email stated that “In an email sent recently featuring the Kate Spade New York brand fragrances, we made a very inappropriate choice of words and we are deeply sorry for this.” We are very proud of the Kate Spade brand, and how it has brought joy to both the fashion and beauty industry. Ulta Beauty recognizes that our employees are humans and made this mistake with no intention to cause harm.

The brand also acknowledged May’s importance as Mental Health Awareness Month.

“May is Mental Health Awareness Month,” we are acutely aware. The message stated that mental health is an important and serious issue in the country and was not something they would take lightly. We are doing everything internally to make sure that this does not happen again.