On top of these endorsements, recent years have also seen an increase in celebrities and influencers taking a dip in the wellness industry by creating their own brands and marketing their products through various campaigns and mediums including TikTok and Instagram. 

Most of these supplements also have not obtained approval from the Food and Drug Administration. There is usually a disclaimer on the website that reads, “These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease.”

See also: Meet the pioneering ob-gyn challenging barriers to women’s menopausal health in Malaysia

Gwyneth Paltrow, Kate Hudson, and Lo Bosworth are all no strangers to the health and wellness community, developing their brands Goop, Inbloom, and Love Wellness respectively, which also offer products beyond dietary supplements. Most recently, Kourtney Kardashian added to the game with her line of vitamins and supplements named Lemme. 

Since Lemme's establishment, Kardashian has been the subject of scrutiny, with criticism aimed towards the brand's vaginal health gummies, dubbed 'Lemme Purr'. These gummies claim to support freshness and odour, similar to Love Wellness’ vaginal health supplements line. More specifically, it has attracted backlash targeting its marketing slogan and claims to support the vagina’s balance, taste, and odour with its use of pineapples and SNZ 1969 probiotics. The efficacy of these SNZ 1969 probiotics is still yet to be proven in long-term clinical trials and studies. 

Meant to be a self-regulating environment with the support of lactobacillus crispatus, the vagina has a natural odour and taste that is not meant to be changed by any means, as this could increase the risk of infections. 

“The lactobacillus keeps the pH in the vagina just right, acidic at 4.5, and if this is changed by sugar, as found in pineapples, we are going to make it worse not better,” advises Damodaran. “The whole concept of probiotics is great, but to market it as a supplement to change the taste and smell of the vagina? That is a big no-no! They are playing on the weak and vulnerable. Instead, celebrities should be giving out sensible advice when a product is attached to their names."

Don't miss: 9 celebrity food and cooking shows you need to watch

The criticism extends to the message that Lemme and other celebrity-owned and -endorsed products put out, targeting insecurities that its consumers may have and potentially creating new insecurities to be unnecessarily worried about. In an Instagram post from February 7, Lemme wrote a caption including the saying, “You are what you eat”, using a play on words to market its vaginal health product, referring to the taste of a vagina. 

“Trying to change your vagina into a ‘sweet’ environment changes the pH of the vagina and gets other vaginal infections going, especially candida,” notes Damodaran. “The phrase ‘you are what you eat’ was never meant for the vagina. If there is a foul smell in the vagina, don't take these gummies. See a doctor and get professional help.”

“The vagina is a very private area for a woman. She may be embarrassed to talk to anyone about it or go see a gynaecologist,” continues Damodaran. “Therefore, when these messages come through and are endorsed by celebrities, in her weakest moments, she becomes susceptible. The correct message out there by Kardashian should be: get checked up regularly. If there is a problem, see a gynaecologist and get proper advice.”

O echoes this sentiment with, “There is no one size fits all when it comes to these supplements. It has to be individualised. Consult experts like dietitians, pharmacists, and specialists, who are professionals.” 

Read more: 15 inspiring Malaysian women in F&B to follow

The marketing strategies of such celebrity-owned supplements are also a double-edged sword. While many argue that some of these supplements are simply money-making machines and that sending influencers a PR kit of supplements is tacky, others believe that there is now a wider platform to discuss such health issues and taboos in the wellness realm. 

“Whether or not the product is initially useful, it will go viral through the celebrity's endorsement. People will identify the product by the celebrity's name rather than its intended use,” adds O. “But, let me reiterate that as a qualified healthcare professional, we only advocate supplements when he or she needs it, supported by clinical evidence that focuses on long-term studies or research.”

The dietary supplements world is a vast one. With so many on the market, it can be difficult to decipher where you should start, let alone identify which ones you need. “There are so many dietary and wellness supplements out there; many don’t even make sense,” comments Damodaran. “The main ones are usually weight loss supplements. Unfortunately, everyone is looking for a quick fix. ”

“There will always be a gap in information between the producer and consumer. Some people are unsure about what path to choose or what to do initially while picking out supplements initially,” shares O. “However, there is a proper and more ethical way to go about its marketing and execution.”

See also: The power and potential of sport and how it contributes to Nikki Neuburger’s success as a female leader

When it comes to dietary supplements, it is not to say that celebrities and other public figures are unwelcome. “It is intriguing and fascinating,” states O. “It shows that there is a growing market of dietary supplements for nutrition, health, longevity, and beauty. It also displays how the community is starting to value the importance of one's diet, nutrition, and the ingredients that go into these supplements.”

All things considered, while celebrities may value the importance of nutrition and wellness, they must understand the importance of consulting proper healthcare professionals. In addition, sending out the right message in a proper manner should also be paramount when endorsing or promoting a product that has to do with health, nutrition, and wellness. 

“I appreciate celebrities’ efforts in communicating nutrition and health, but to minimise the gap, I encourage any celebrity to support products with scientific evidence rather than those that are purely commercial,” concludes O. “Use your platform effectively. You have an audience, the ability to shape public perceptions, and the ability to influence a wider audience with their voice and products.”

NOW READ

Vegan personalities and chefs share their favourite places to eat

Celebrating 8 women bartenders who are shaking things up

From KonMari to Kurashi: why the tidying queen decided to embrace the chaos