The various members of the Kardashian-Jenner family have close relationships with the beauty and cosmetics industries, often promoting other companies’ products or developing their own. Recently, however, some members of the family have come under fire for promoting poor quality products or improper beauty routines--and this week, Kendall Jenner became the target of criticism after she posted a promotion of Proactiv products thought to be unrealistic.
On Twitter Wednesday, according to Hollywood Life, Jenner promoted a Proactiv face wash product with a video of herself performing her ostensible face wash routine, along with a caption: “My daily face washing routine never gets old…@proactiv #proactiv_ambassador.” Quickly, however, Twitter users began to remark that a typical face wash takes far longer than the 10 or so seconds that Jenner took.
“[W]ho washes their face that quick[,] tho [sic]? [What’s] it cleaning,” one fan said. Another, incredulous, said “[I]- omg how do [you] do that so fast wtf [it] takes me 20 minutes for me to do that.” Another posted a GIF of Khloé Kardashian screaming at a phone from this season of Keeping Up With the Kardashians, overlain with a red filter and a caption reading “LIAR!!!!”
This backlash follows a similar controversy surrounding Jenner’s sister Kylie, who also posted a video of herself performing her Kylie Skin face wash that took only a few seconds. Kim Kardashian later came to her sister’s defense, posting a video in front of Kylie’s mirror and remarking, “So guys, what is the big deal here, with the 10 second video? That’s all she’s got.”
While Kendall has not yet responded to the controversy, we expect the Kardashian family to offer their support to her in the next few days. We don’t condone hate towards Kendall, but we do think it’s nice to see a dose of reality added to the Kardashian-Jenners’ usual glam. It takes longer than just a few seconds to wash off makeup.