Don't be fooled by Kourtney Kardashian's new cellulite supplement
Lemme debunk this for you. 🕵🏻♀️
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Nothing screams, “Scam alert!” like an unregulated product claiming to “combat cellulite.” That’s the route Kourtney Kardashian is taking with her supplement brand’s latest launch: The Lemme Smooth Capsules.
The lavender-colored packaging is embossed with a large black text that reads: “Cellulite Support and Skin Smoothing*.” But that asterisk alone is enough to raise my eyebrows, because it means the bold claims on the packaging need explaining. Basically, it’s a deceptive little icon that covers a brand’s ass. So, that’s already strike number one.
The second red flag to me is the copywriting jargon used to bamboozle consumers. Phrases like “clinically-studied” and “scientifically-formulated” are plastered on the brand’s social posts and website to promote the supplements. And while these terms sound impressive, they’re mostly bogus. It’s an old-fashioned marketing trick that creates the illusion of efficacy.
Before I break down their misleading messaging, here’s a snippet of what the brand posted on Instagram Stories June 3. “Scientifically formulated with clinically-studied French Melon, Hyaluronic Acid, Bamboo Silica and Bromelain to combat cellulite, support collagen synthesis and promote plump, hydrated skin from the inside.*” (Again, that damn asterisk is there—minus the explanation.)
For starters, claiming your product is “scientifically-formulated” is as vague as saying “press the button” on a remote control—umm, which one? And what for? To turn on the TV, to raise the volume, to change the channel? Lemme touting their capsules are “scientifically formulated” just means that something (an ingredient or maybe a few) have been backed by science. For instance, Lemme’s phrasing could refer to the hyaluronic acid within the formula because it’s been proven to increase hydration in the skin. However, keep in mind, there’s a few caveats to hyaluronic acid, like it’s effectiveness as an injectable vs. a topical and the type of molecular concentration used in the product. Now, when it comes to the French Melon component, which is what Lemme claims “reduces cellulite,” it hasn’t been scientifically-proven or researched enough, which brings me to my next point.
The brand says they included the “clinically-studied French Melon” into their new supplement. But what they aren’t telling consumers is that the term “clinically-studied” only implies that the ingredient was interesting enough to study. How that study was conducted, who conducted the study, and what it was studied for and what the results were of that study are either unknown or have yet to prove its efficacy.
In fact, after some sleuthing, the only reliable study I could find on the melon concentrate (a.k.a. SOD B) was mainly tested for its effects on bodily stress factors, such as “eccentric exercise.” The study, tested on 38 subjects, showed that the melon concentration helped prevent gastrocnemius damages (the back of your lower legs, like the calf area), and helped with oxidative stress (an imbalance between free radicals and antioxidants in your body) and inflammation reduction. The study didn’t test, or at least it wasn’t mentioned in the report, whether or not it improved cellulite—or skin in general.
Since Lemme doesn’t offer any insight into what the hell this “French Melon” ingredient is they’re using and what study they’re sourcing from, it might actually be more beneficial to just eat cantaloupe (which has high water content and is rich in potassium, vitamin B9 and vitamin A) than take their pill. Also, isn’t it crazy the hoops consumers have to jump through? Like, why do I have to do all of this research, reading through a clinical study on melon concentrate that’s riddled with indecipherable medical language?
All of that word jargon and swindling aside, the part of this Lemme launch that really grinds my gears is Kourtney’s spin on body acceptance. While she’s been open about embracing her postpartum curves (after welcoming her son Rocky, 7 months, with Travis Barker), she continues to sell an unrealistic ideal.
“It’s nice to show the flaws, you know—just to be realistic about it,” she told Elle. “When developing the product, that was my only hesitation. I don’t want to contribute to perfectionism. We’re all trying to do our best to feel good and be the best versions of ourselves.”
Yet she is promoting perfectionism, regardless if it’s intentional or not. And it’s hypocritical to come out with a supplement that supposedly “combats cellulite” while touting body positivity. It’s like telling someone to embrace the skin they’re in with the help of self-tanner. Hello??? Are we not hearing ourselves?
I’m tired of brands disguising self-improvement as self-love. And I’m also tired of brands acting as if their products are modern miracles when they aren’t even properly monitored. After all, the FDA doesn’t generally review supplements before they hit the market. Most companies can produce and sell its supplements without ever notifying the FDA. Let that sink in the next time you swallow a supplement.
Of course, these are the Kardashians we’re talking about. There’s no denying the family has mastered the art of PR. I’d argue they’ve built their empire on controversy and marketing gimmicks. So, it doesn’t surprise me (although it still upsets me) that Kourtney would release supplements with sneaky messaging that preys on a woman’s deepest insecurity. It’s similar to the Goop method, which Kourtney’s lifestyle site Poosh has been accused of copying. We all know the Gwyneth Paltrow-owned brand is notorious for spewing unsubstantiated health advice and releasing questionable products, but they’ve paid the price for it. In 2018, Goop reached a $145,000 settlement after being accused of making false claims about their vaginal jade eggs and essential oils. At the time, the brand said the products helped “balance hormones, regulate menstrual cycles and increase bladder control.” They said their essential oils would “help prevent depression.”
Lemme is following a similar formula of making outrageous claims to sell a ridiculous product. After all, they’re low-key suggesting their Smooth Capsules can help cure a body ailment. But even if Kourtney gets slapped with a lawsuit like Gwyneth, she already made her profits. The people she hoodwinked would’ve bought the new supplement, and quite possibly purchased another pack or other items from her shop.
The bottom line is before you believe the dimples and divots on your body need fixing, remember that Kourtney needs to make money to fund her lavish lifestyle. She might seduce you with flashy taglines like “clinically-studied” and “scientifically-formulated,” and this fairytale fantasy of being as plump as ripe fruit. But the truth is stranger than fiction. Doctors, scientists and other health professionals will tell you the same story: You can’t get rid of cellulite—no matter how much exercise, lasers, massages, and dietary changes you make. Sure, the lumps might shrink and look faint afterward, but they’ll always be there. So, you might as well learn to love them or treat yourself to something a little more exciting than a pill.