Kourtney Kardashian 's latest business venture has sparked a huge backlash.
The reality TV star, 43, has been accused of being a 'misogynist and awful person' thanks to the mum-of-three promoting a new vaginal health gummy to her millions of fans.
Kourtney launched Lemme on Instagram on Monday - encouraging her followers to "give your vagina the sweet treat it deserves (and turn it into a sweet treat)."
But medical professionals have suggested the supplement is unnecessary for people with vaginas and vulvas - with one gynaecologist even calling the Poosh founder's new wellness product 'a grift'.
Taking to Instagram on Monday night, Kourtney shared a promotional video of herself surrounded by cats as she popped a Lemme gummy in her mouth.
"Your [cat emoji] is going to love this… Meet Lemme Purr: our new vaginal health gummy," the caption begins with.
"Vaginal health is such an important part of a woman’s overall well-being (and not talked about enough) which is why we are so excited to launch this! Give your vagina the sweet treat it deserves (and turn it into a sweet treat). You know what they say…you are what you eat."
The post - shared on both Kourtney and Lemme's pages - continues to claim: "We combined real pineapple and Vitamin C with the power of clinically-studied SNZ 1969™ probiotics to target vaginal health and pH levels that support freshness and taste.
"Join the waitlist at the link in bio."
Dubious Instagram users rushed to the comment section to express their concerns over the product.
"I need a gynecologist to tell me this is okay to take," one mused, as another added: "This is ridiculous. It's not supposed to smell or taste sweet. If it does something is wrong. Don't buy into this nonsense!"
A third declared: "Omg this is absolutely unethical and unnecessary."
Dr Jen Gunter, a gynaecologist and author of myth-busting bestseller The Vagina Bible, shared a lengthy response to Kourtney's latest wellness adventure - accusing the star of misogyny and promoting a grift.
"Just another vaginal scam, this one brought to you by the aspirational Kardashian empire," the doctor began telling her Instagram followers on Monday.
"Block. Ignore. Don’t engage because that feeds the algorithm.
"Anyone who suggests that your vagina isn’t fresh or needs an improved taste is a misogynist and awful person, and yes that includes you @kourtneykardash and your @lemme grift."
She went on to add: "Weaponizing the patriarchy for profit is misogyny.
"Your vagina is terrific. If you think you have a health condition, consult an expert not a Kardashian.
"And that pineapple myth needs to die. It’s a myth and one of the reasons I had to include a chapter on food in The Vagina Bible."
Lemme's Instagram page Kourtney's product as vegan and gluten free and claims the vitamins contain clinically-studied ingredients.
The Mirror has approached representative for Kourtney for comment on this story.
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