Kendall Jenner‘s news that she is now a representative for skincare brand Proactiv has been met with surprise and a bit of frustration from fans, after her mother Kris Jenner hyped the announcement as some kind exceedingly profound and personal revelation.
The model and reality TV star, 23, shared the video announcement on Twitter this morning. In the clip, Jenner recounted her appearance on an awards show red carpet last year, and the subsequent negative comments she faced online in regards to her skin.
While many of Jenner’s 27 million Twitter followers expressed appreciation for her speaking candidly about a very common skin condition, others were miffed that Kris Jenner sold the announcement as something more than it really was.
Earlier, the elder Jenner had told her own followers Kendall would share “her most raw story in order to make a positive impact for so many people.” She also posted a clip in which Kendall hinted at using her platform to advocate for an issue – but conveniently avoided mentioning what the issue actually was.
I’m so proud of my darling @KendallJenner for being so brave and vulnerable. Seeing you share 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. pic.twitter.com/rJUXdN2Wmq
— Kris Jenner (@KrisJenner) January 5, 2019
Punters have taken to social media to express their frustration at Kris Jenner’s incomparable abilities to sell an angle, with some claiming her bait-and-switch – and Kendall’s decision not to clarify the matter before the announcement – was a transparent attempt to play on rumours that Kendall is gay.
Thats your huge secret? Having acne? pic.twitter.com/3h1QmOxm71
— Sav ???? (@theonesav) January 7, 2019
The Kardashians: THE BIGGEST ANNOUNCEMENT WE HAVE EVER HAD, WE ARE SO BRAVE, DON'T MISS IT!!!!!!!
Kendall: i have acne
— Carly Heading (@carlyylalaa) January 7, 2019
kendall made an announcement of a "raw and honest" announcement of her revealing she has.. acne pic.twitter.com/wjV5FNiSda
— eleni???? (@holylarents) January 7, 2019
kendall Jenner’s “big announcement” is that she had pimples but doesn’t anymore because she uses proactive pic.twitter.com/O46cxoUYcp
— keri russell warrior (@bIackphillip) January 7, 2019
the power of kris jenner is making everyone tune in for a coming out story and then making us watch a proactiv commercial https://t.co/pb9n648TN6
— nicole boyce (@nicolewboyce) January 7, 2019
everyone really thought kendall jenner’s big announcement was her coming out speech when it was actually about her acne pic.twitter.com/Zl3yVyT2ZU
— sarah (@voguecheryI) January 7, 2019
As if Kendall Jenner announcement was about acne. And here I thought she was coming out lmao
— Georgia Soares (@GeorgiaSoares) January 7, 2019
Genuinely thought Kendal Jenner was finally coming out due to Kris “I’m so proud of my darling Kendall Jenner for being so brave and vulnerable” BUT SHES JUST THE NEW FACE OF A SPOT CREAM FOR TEENAGE ACNE ???????? I’m so angry at myself for even checking.
— Katie (@KaterinaMx) January 7, 2019
we really thought we were getting a kendall jenner coming out party but she‘s just saying she has acne???
— natalie (@kayleesbrina) January 7, 2019
i thought kendall jenner was a bi icon but she just has acne pic.twitter.com/xDg1oU7rT6
— sara (@pureheroine666) January 7, 2019
i can smell the queerbait form here https://t.co/hLLxSYaWL6
— joce (@tonixcherylx) January 7, 2019
I KNOW DAMN WELL KENDALL JENNER DIDNT QUEERBAIT EVERYONE JUST TO ANNOUNCE SHES AN AMBASSADOR FOR PROACTIVE WIDJJWJD pic.twitter.com/c5oQ4SqWGU
— jacob (@itsjacobwbk) January 7, 2019
Despite the theories that have pervaded in some circles, Jenner has stated on the record that she isn’t queer in the slightest. Speaking to Vogue last year, she said “I don’t think I have a bisexual or gay bone in my body… I’m not gay. I have literally nothing to hide.”
That obviously has not deterred some of her fans, who sincerely believed her announcement would be more substantial than news of a skincare partnership.
The video announcement also represents one of her most notable ventures into the hazy grey area between activism and commerce, following that Pepsi commercial. You know the one.
The devil works hard, but Kris Jenner…Image: Allen Berezovsky / Getty Images