Sarah Jessica Parker cuts ties with Mylan over EpiPen prices

Mylan has lost the trust of thousands of consumers, and now it has lost Sarah Jessica Parker.

The Sex and the City star cut ties with Mylan on Thursday over the pharmaceutical company's price increases to the EpiPen. Since Mylan bought the rights to EpiPens in 2007, the average price for the life-saving device has risen from around $50 to $300. The pens are only sold in two-packs, running consumers as much as $600 each.

Parker partnered with Mylan in May for the awareness campaign "anaphylaxis for reel." Parker's son has a peanut allergy, and she discussed the reality of living with severe childhood allergies for the campaign.

The campaign emphasized the importance of knowing what to do when someone goes into anaphylactic shock, including how to use an EpiPen to inject epinephrine to stop a severe reaction.

But after public outcry grew this week over Mylan's price hikes, which have left many consumers unable to afford EpiPens for back-to-school season, Parker severed her ties with the company. She announced her decision in an Instagram post Thursday morning.

"The epinephrine auto-injector is a vital part of our family's healthcare, as it is for the many who are at risk," she wrote. "I recently learned that the price of the EpiPen has been systematically raised by Mylan to a point that renders the medication cost-prohibitive for countless people. I'm left disappointed, saddened and deeply concerned by Mylan's actions. I do not condone this decision and I have ended my relationship with Mylan as a direct result of it."

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Mylan on Thursday said it would issue coupons for families to take $300 off the consumer price of an EpiPen, but the company said nothing about changing the EpiPen's base price paid by insurance companies.

That wasn't enough for many parents, and it seems like it wasn't enough for Sarah Jessica Parker.