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On Saturday, Kardashian-Jenner matriarch Kris Jenner announced on Twitter that her daughter Kendall Jenner is “brave and vulnerable” for sharing “her most raw story in order to make a positive impact for so many people and help foster a positive dialogue is a testament to the incredible woman you’ve become.”

Her declarative tone and hashtag-heavy second tweet—which includes “#bethechange, #shareyourstory, and #changetheconversation”—immediately caught the attention of the Twittersphere, leaving some users wondering what this seemingly huge announcement could be. And given the current socio-political climate, some people had their suspicions that one of the most-followed celebrities on Twitter users could use her significant social media following to bring attention to noteworthy causes.

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The following night, during the 2019 Golden Globes, Kendall took to Twitter, just like her mother teased, to share that she is the new official face of the acne skincare line Proactiv. Needless to say, as relatable as her struggle with acne may be, the anti-climatic reveal caught Twitter users off-guard, as this is supposed to be the 23-year-old’s most “raw” and “personal” story thus far.

The reactions ranged from unamused to critical. One tweeter commented disapprovingly, “Shame on this lady for getting people to think her family was actually going to do something courageous, rather than announce a partnership with a company who makes acne medicine…”

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Below are more reactions to Kendall’s now-viral Proactiv campaign. The model has not yet publicly addressed the responses to her announcement.

This isn’t Jenner’s first time striking up controversy with an ad campaign. In 2017, the model received backlash for starring in a tone-deaf Pepsi commercial that capitalized on protest movements to sell soda.

This article originally appeared on Harper’s Bazaar US.

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