American reality TV star Kim Kardashian is facing fresh social media scrutiny after unveiling promotional images for her latest business move, with critics claiming the star looked unrecognizable in the campaign.
The reality mogul announced she has joined energy drink company Update as a cofounder ahead of its nationwide relaunch.
But while the brand prepares for a major retail rollout, much of the online conversation has centered not on the product, but on Kardashian’s appearance in the glossy ads.
According to social media users on Reddit and X, several of the images appeared heavily retouched. Commenters alleged that her facial features including her nose, lips and smile lines looked digitally altered.
Some critics claimed the smoothing effects made her resemble a younger version of herself, while others controversially suggested she looked more like her daughter Chicago than her recent public appearances.
One particular photo, which was later removed from her Instagram page, quickly circulated online after fans questioned whether it accurately reflected her natural look.
According to commenters, the deleted image intensified speculation about possible editing or cosmetic tweaks. Representatives for Kardashian have not publicly addressed the claims.
The campaign was intended to spotlight the new beverages, which are marketed as caffeine-free and sugar-free.
According to company materials, the drinks use paraxanthine, a compound the body naturally produces when it metabolizes caffeine and claim to deliver energy without jitters or crashes.
Kardashian shared behind-the-scenes footage of herself sampling flavors, reviewing packaging and modeling for promotional shoots. She explained in videos that she pushed for a sleeker, more minimal can design as part of the relaunch strategy.
According to Forbes, the partnership developed after Kardashian became a fan of the startup’s product and began offering feedback. Financial details of the deal have not been disclosed.
The relaunch marks a significant expansion for Update, which has secured distribution in approximately 4,000 Walmart stores nationwide beginning March 1.