Photo credit: magicinfoto /

To say we were equal levels of intrigued and excited when Kris Jenner Tweeted on Saturday that Kendall Jenner was so “brave and vulnerable” as she was about to share “her most raw story” in a few days is a huge understatement.

The Kardashian-Jenner matriarch promised that Kendall Jenner sharing her story would “make a positive impact for so many people and help foster a positive dialogue is a testament to the incredible woman you’ve become.”

What could this story be, we wondered. Needless to say, we couldn’t wait to find out!

Well, today the wait was finally over, as the big secret was revealed. And we would be lying if we said we weren’t a little bit underwhelmed with the anti-climactic revelation…

Turns out that the “raw story” was just related to Kendall’s skin, (spoiler alert: she suffers from acne) to coincide with the fact that she has just been named as new face of Proactiv.

You don’t need us to tell you that the internet shared our levels of disappointment…


“So Kendall Jenner’s announcement was a commercial for acne treatment I HAVE TO SCREAM”


“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…”


“wait….. Kendall Jenner’s big announcement is that she’s collaborating with Proactiv…???? LMFAOOOOOOOOOO”


“Speaking personally as someone who suffers from anxiety daily (if that is her BIG Announcement) it would be much more heartfelt and genuine if she had just spoke out in a magazine of via twitter without this BIG ANNOUNCEMENT and her mom trying to sell the situation”


“Be moved? It’s freakin’ acne not the border crisis”

We don’t think this is as controversial as her Pepsi advert  – the less we say about that the better – but it’s definitely up there.

Do you see why the internet is making such a big deal about the way the Proactiv partnership was announced? Or do you see it as fair publicity?