Gynaecologists have slammed Kourtney Kardashian 's latest product launch - a 'vaginal health gummy' that claims to improve 'freshness and taste'.
The 43-year-old reality star introduced Lemme to her millions of followers on Monday, encouraging them to "give your vagina the sweet treat it deserves (and turn it into a sweet treat)."
But medical professionals have branded the supplement as 'patriarchy in a pot' - and have deterred people with vaginas and vulvas from obtaining advice from the Poosh founder, instead advising those with certain symptoms to consult a GP.
Dr Anita Mitra, a gynaecologist and a scientist with a PhD on the vaginal microbiome, detailed her five reasons why she wouldn't spend money on a celebrity-promoted vaginal health gummy - with one of the reasons listed that the product is "anti-feminist".
Kourtney is filmed surrounded by cats in the promotional video, where she then consumes a Lemme gummy, with the caption: "Your [cat emoji] is going to love this… Meet Lemme Purr: our new vaginal health gummy".
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."
Outlining her concerns, Dr Anita Mitra, who is also the author of 'The Gynae Geek,' responded: "1. The terms 'probiotic' and 'microbiome' are often thrown around as powerful marketing terms which after often used to give many products some seemingly credible properties. Unfortunately probiotics are not a panacea for health.
"2. There isn't any scientific evidence that we all need a probiotic. If it ain't broke, don't try to fix it.
"3. There are many types of probiotic. The marketing for this gummy states it has been 'clinically studied'. Spoiler alert: this specific probiotic has not been particularly well-researched with regards to vaginal health. If I was going to discuss probiotics to a patient, which I occasionally do specifically related to a condition called bacterial vaginitis, I certainly wouldn't recommend this type. There are many other types that have been more extensively studied.
"4. Please seek advice from a healthcare professional if you have symptoms such as foul-smelling vaginal discharge, itching, irritation, bleeding etc. Don’t take health advice from a celeb.
"5. This is anti-feminist. Anyone who tells you that you need to change the taste or smell of your vulva or vagina is working with the patriarchy."
The expert added: "And while we are at it, let's stop using the cat emoji to refer to our anatomy… @eveappeal has loads of great educational content on gynae anatomy and gynae symptoms."
Meanwhile Dr Jen Gunter, a gynaecologist and author of the myth-busting bestseller The Vagina Bible, also called Kourtney out on Instagram.
"Anyone who suggests that your vagina isn't fresh or needs an improved taste is a misogynist and awful person," she wrote.
"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 says Kourtney's product is vegan and gluten free and claims the vitamins contain clinically-studied ingredients.
The Mirror has approached a representative for Kourtney for comment on this story.
