After a major build-up in which she promised to share a 'raw story' with fans, Kendall Jenner revealed on Sunday that she has signed a spokesperson deal with skincare brand Proactiv.
The announcement came as a disappointment to fans who were expecting something bigger and more candid.
And now, some are pointing out that Kendall may never have even used Proactiv before inking a deal with them, as she has not once mentioned their products in any of her numerous interviews about skincare or beauty.
Early in 2018, she wrote all about it online. 'I had such bad acne when I was younger; I remember it so well!' she said. 'I started having skin issues around the 8th or 9th grade.'
'I wouldn't even look at people when I talked to them. I felt like such an outcast; when I spoke, it was with my hand covering my face.'
Since her pubescent acne problems have been public knowledge for years, Kendall has also spoken quite a bit about how she's battled it, listing products and techniques she turns to — and not once has she mentioned Proactiv.
'100% Kendall Jenner never used Proactive,' one wrote online.
'Hi I'm kendall jenner, the highest paid model in the world, I didn't know this before but apparently I use proactiv now. ' snarked another.
Yet the lack of credibility in the claim that Kendall has been a steady Proactiv user isn't the only thing that set fans off.
Over the weekend, Kendall's momager Kris Jenner had promised that Kendall's mystery 'raw story' would help her young followers.
Kris said: 'I'm so proud of my darling for being so brave and vulnerable.
'Seeing you share your most raw story in order to make a positive impact for so many people is a testament to the incredible woman you've become.
'Make sure to watch Kendall on Sunday night to find out what I'm talking about and be prepared to be moved.'
Her comments sparked intense speculation over what Kendall could be revealing, with many suggesting it might be a battle with anxiety or depression.
So when it was revealed that the whole thing was gearing up for an announcement of her brand sponsorship, fans were furious.
One fan wrote: 'You're joking me. This is the 'big announcement'? This is a pathetic cry for attention.'
Another added: 'Women are coming forward every day about being victims to rape, sexual assault, abuse etc and Kendall Jenner is gonna hype up and announce her problem with acne.'