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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 were outraged when they learned all the anticipation was drummed up over an ad.

And now, some who feel played are pointing out that Kendall may never have even used Proactiv before inking a deal with them, as the 23-year-old has not once mentioned their products in any of her numerous interviews about skincare or beauty.

Oh really? Kendall Jenner was announced as the new face of Proactiv this week, but some fans are doubting that the model has ever used the product 

Flashback: In her first ad, the 23-year-old shared an old photo of her face covered in blemishes 

One reason fans were so upset over Sunday's announcement is that Kendall's acne is hardly a revelation. The star has spoken about it in the past on numerous occasions, complaining about how self-conscious it made her.

Early in 2018, she wrote all about it on her now-defunct paid website and app.

'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 think I just got acne from being a teenager and simply growing up, which happens to SO many people,' she said. 'But, where it really impacted me was how self-conscious I became about it. It completely ruined my self-esteem.

'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. 

Pimply: Kendall (pictured in January 2018) has been open about her ongoing struggles with acne for many years

Hormones: She has mostly said the blemishes were a teenage problem, and in 2018, she proclaimed, 'I've been acne-free for about three years now' (pictured in 2010)

In a February 2016 feature for The Estee Edit, she said: 'My nightly beauty routine consists of washing my face before bed. 

'Normally I'm shooting and sometimes we have multiple makeup looks and changes so now I use an Advanced Night Repair Concentrated Recovery PowerFoil Mask once a week. It is super hydrating and helps restore my skin's brightness!'

In March of that year, she plugged Estee Lauder's night cream and told Byrdie that she washes her face two to three times a day. 

Then, in November of 2016, she told Glamour: 'I don't like to do too much to my skin. I feel like the more I do, the more confused it gets. I wash my face with a gentle cleanser in the morning and before I go to bed. 

She continued to promote the brand, which she was also a spokesperson for, in April 2017.

'I like to keep it pretty simple at night,' she wrote on her app, listing Estée Lauder's Micro-Cleansing Balmand their Global Anti-Aging Cell Power Creme as her go-to products.

'If I'm feeling ambitious, I'll add in a mask in between. It's the best feeling to wake up knowing you did something good for your face the night before,' she added. 

Clear! In past interviews, Kendall has listed her favorite skincare products, but has not once mentioned using Proactiv to clear up her acne

Caught you! Fans are raising serious doubts about the campaign on social media

Going to the doc: Most have been saying that Kendall's doctor fixed her skin

Pushed to the side: One compared Kendall not crediting a dermatologist to Bella Hadid not crediting a plastic surgeon

Faker: Twitter is not convinced by the model's claims in the new ad

Poor girl! Some are wondering how her dermatologist feels about this

She's also spoken quite a bit about her dermatologist, Christine Kidd. And Christine herself has shared her tips and tricks in interviews and on Kendall and Kylie's apps.

'Kendall uses CK Perfect Skin 4 Step regimen twice daily,' Christine told W magazine in March 2018, detailing the face wash, fresh pads, renewal acne treatment, and sunblock the regimen involves.

Hold up! In the past, she has given most of the credit for her clear skinto her dermatologist, Christine Kidd — who has said Kendall uses her products as part of a daily skincare regimen

Finally, on her app in 2018, she credited a few factors for keeping her acne-free: her 'incredible dermatologist', growing up, and laser skin therapy.

'I've been acne-free for about three years now,' she said. 'What I want everyone to understand is that it's been a process: It wasn't anything that happened overnight.

'Even after things started to clear up, it took a solid amount of time to be okay with my skin and gain back my confidence,' she said, adding that any time she's struck down with 'one zit' she becomes self-conscious once again.

'But slowly, I'm working towards not caring and I'm just in so much of a better place about it all now that I'm older,' she concluded. 'I realized that it's a part of life for some people and it doesn't define who you are.' 

Fans have noticed that all of this is missing from her new ads — and several have taken to Twitter to point it out. 

'100% Kendall Jenner, with the KarJenner family dermatologist, never used Proactive,' wrote one. And another: 'Kendall Jenner's dermatologist must feel like Bella Hadid's surgeon rn.'

'Hi I'm kendall jenner, the highest paid model in the world, I didn't know this before but apparently I use proactiv now. uh yeah... don't tell my dermatologist I said that,' snarked a third.

Red-handed: Some even went so far as to Google old interviews for the proof

It's still out there! Kendall and her sisters have even spoken about her dermatologist on their reality shows

Her own problem: This Twitter user faulted Kendall herself for the backlash

Of course, it's hardly unusual for a celebrity — or any woman — to change her beauty or skincare preferences over time. It's highly probable that a woman might bop from a Nars liptick to a MAC one to a Lancome one from one month to the next.

But by shilling for an acne medication, the message to Kendall's fans seems to be that Proactiv is what cleared up her acne — despite years of evidence to the contrary. 

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 @KendallJenner for being so brave and vulnerable. 

'Seeing you share your most raw story in order to make a positive impact for so many people and help foster a positive dialogue is a testament to the incredible woman you've become. 

 

Not happy! After they first found out that Kendall's 'raw story' was part of a commercial, fans took to Twitter to share how disappointed they were

'Make sure to watch Kendall's Twitter on Sunday night to find out what I'm talking about and be prepared to be moved.'

Her comments sparked intense speculation from fans over what Kendall could be revealing, with many suggesting it might be a battle with anxiety or depression.

Kendall's teaser video only added flames to the fire.

 'When I was 14, I couldn't reach as many people that I can now that I'm 22,' she said. 'Now I have this whole thing behind me, I can speak to so many people and be like: 'I can help you and it's ok.'

'I experience it, I'm very normal, I understand you, I can connect with you...'

She added at the end: 'I'm going to try and help' while 'connect with Kendall, Jan 6' came up on the screen.

So when it was revealed that the whole thing was gearing up for an announcement of her brand sponsorship, fans were furious. 

Kris, for one, was slammed over the family's 'shameless' self promotion in wake of sharp ratings drop for their show. 

TV spot: Kendall's big announcement was not what fans expected

Not as intended... The partnership has led to quite a bit of backlash by fans who feel played

Forget? Despite Kendall seemingly attributing her good skin to Proactiv, she has only ever said she uses Estee Lauder (another sponsorship) and Christine Kidd products in the past

One fan wrote: 'You're joking me. This is the 'big announcement'? This is a pathetic cry for attention. @KrisJenner.'

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.' 

One person called the 'whole family just truly disgusting', tweeting: 'Kris Jenner should be ashamed of herself for hyping this nonsense in the manner she did! This whole family just truly disgusting! 

'Real life issues out there like coming out or crippling disorders that keep you from leaving the house & she comes up with those ridiculous hashtags.' 

'@KendallJenner's big announcement was shameless... 50% of teens struggle with acne and they have to deal with it without a 5 million dollar contract from proactive,' yet another chimed in.

Another added: '@KendallJenner is a joke!! This is her big story? This is another promotion to make money. Shame on her. #KendallJenner.'   

Poor you: Fans mocked Kendall's big reveal after the star made it sound like she was going to talk about something much more serious 

Proactiv has had a long roster of celebrity spokespeople including Justin Bieber

Boo! Twitter users shared how put off they were after being led to believe Kendall was revealing something interesting

Chill, girl: Few seem to have patience for the reality star's 'raw story'

Proactiv was launched by dermatologists Katie Rodan and Kathy Fields, and is majority-owned by Nestle in partnership with marketing firm Guthy-Renker.

It offers a 'three-step' solution to millions of people suffering from acne, offering subscriptions to its products from $30 a month. 

And Kendall isn't the first star to sign on to promote Proactiv — not by a longshot. IN the past, Katy Perry, Adam Levine, Justin Bieber, Jessica Simpson, Olivia Munn, Kaley Cuoco, and Julianne Hough have starred in the skincare brand's commercials. 

So have Avril Lavigne, Lindsay Lohan, Jennifer Love Hewitt, Naya Rivera, Mandy Moore, Kelly Clarkson, Alicia Keys, Jurnee Smollett-Bell, and Jenna Fischer. 

But despite a long roster of star endorsements, a study in 2011 suggested the brand was no more effective than cheaper and lower-profile alternatives. 

The research by Consumer Reports found that three-quarters of patients who used the product saw a 35 per cent reduction in blemishes within two weeks. 

Controversy: A commercial for the brand starring Katy Perry was banned by the UK's Advertising Standards Authority in 2012 after it was branded misleading

Alternative products — AcneFree and Oxy Maximum — performed just as well in the tests despite a much lower price.    

What's more, in 2014 the FDA named the brand as one of several in the market which could cause 'rare but serious' allergic reactions. 

The agency said: 'Rare but serious hypersensitivity reactions have been reported with the use of certain over-the-counter (OTC) topical acne products. 

'Based on adverse events reported to FDA, it is not possible to determine if these reactions were triggered by the active ingredients benzoyl peroxide or salicylic acid, the inactive ingredients, or a combination of both.'  

On its website Proactiv says: 'Side effects are usually mild and may include drying and irritation in some users. 

'To test for an adverse reaction to your Proactiv system, apply the products to a small patch of affected skin during the first three days.'

There have also been issues with how it is sold outside the US. In 2012, one TV campaign with Perry and Bieber was struck down in the UK after advertising bosses ruled it was misleading. 

The British regulator said the UK version of the product did not contain the same active ingredient used in the American brand. 

UK advertising chiefs slapped Proactiv down again in 2017 when an advertisement was banned from children's TV for suggesting children would be bullied.