Kylie Jenner has kicked off a fresh internet firestorm, this time over a glossy ad for a so‑called “Korean Ozempic” cutting jelly that claims to curb appetite. The reality star’s short TikTok spot, framed as a casual “new favorite” in her routine, has been slammed as “so irresponsible” by viewers who see it as diet culture dressed up as wellness. At the center of the backlash is a chewy little pouch of jelly and a big question about what happens when a 28‑year‑old billionaire sells weight loss to a mostly young audience.
The ad that lit the match
The controversy started with a TikTok where Kylie Jenner walked fans through a glam‑up moment, then casually pulled out a pomegranate flavored “cutting jelly” and called it her latest obsession. She described it as something she had “added” to her routine, presenting the jelly as a fun, fruity snack that fits neatly between fittings and car rides, rather than as a serious supplement. In the clip, she framed the product as a way to help with snacking and bloating, language that made it sound more like a lifestyle tweak than a diet aid.
Viewers quickly pointed out that the jelly is marketed as an appetite suppressant, not just a cute treat, and that the product is being sold online with bold claims about slimming and digestion. The item, which is packaged in sleek single‑serve sticks, is promoted as a functional product that can be squeezed straight into the mouth, which made the ad feel even more like a casual snack recommendation than a medical‑adjacent endorsement.
Why fans are calling it “Korean Ozempic”
Online, the jelly quickly picked up the nickname “Korean Ozempic,” a nod to the diabetes drug that has become shorthand for rapid weight loss. The comparison is less about chemistry and more about vibes: the jelly is marketed as something that can help people eat less by slowing digestion and reducing appetite, echoing the way Ozempic is talked about in pop culture. Critics argue that tying a trendy Korean beauty‑adjacent product to Ozempic language turns a serious medical conversation into a cute aesthetic, especially when it is being pushed by someone with Kylie Jenner’s reach.
Reports on the backlash note that Kylie Jenner was “roasted” for promoting a cutting jelly that is explicitly intended to suppress one’s diet, with some viewers accusing her of glamorizing extreme weight control in a slick ad that lasts only a few seconds. In coverage of the reaction, the jelly is described as a supplement that claims to support weight loss by temporarily slowing down digestion, a pitch that helped fuel the “Korean Ozempic” label and the sense that the star was dabbling in Ozempic style territory without any of the medical disclaimers.
Inside Kylie’s TikTok: glam, jelly, and a car snack
In the original video, Kylie Jenner treated the jelly like just another accessory in her day, sandwiched between outfit changes and a red latex dress fitting. After showing off the look, she ended the clip by eating the jelly in the car, a detail that made the whole thing feel like a behind‑the‑scenes snack rather than a formal ad. That casual framing is exactly what worried some viewers, who felt the line between sponsored content and personal routine was blurred to the point of disappearing.
Coverage of the clip notes that the video was posted to her TikTok account and tagged with the brand, making it clear that the jelly was part of a paid partnership even as it was folded into her everyday narrative. One report describes how the clip ended with her in the red latex dress before she ate the jelly in a car, and adds that multiple health experts have raised concerns about the way these jelly supplements are being marketed as quick fixes for appetite and digestion. Those concerns were highlighted in a detailed look at these jelly supplements and the promises attached to them.
“So irresponsible”: the backlash in the comments
Once the ad started circulating, the comments filled up with people accusing Kylie Jenner of pushing diet culture to an audience that skews young and impressionable. Some viewers called the move “so irresponsible,” arguing that a billionaire who has built an empire on beauty and body image should know better than to promote appetite suppressants as a cute routine hack. Others questioned whether she had considered how the ad might land with fans who struggle with disordered eating or body dysmorphia.
In one breakdown of the reaction, fans are quoted dissecting her language about adding a “new favorite” to her routine and pointing out that the jelly is marketed as an appetite suppressant, not a wellness snack. Commenters mocked the heavily edited feel of the ad, with one person joking about the “three cuts” needed to convince viewers she actually uses the product, while another asked why a mother of two was selling a product that encourages people to eat less. Those criticisms were captured in coverage of how fans questioned her appetite suppressant ad and the way it framed snacking and debloating as problems to be solved.
Nutrition experts and the science behind cutting jelly
Beyond the celebrity drama, nutrition experts have been weighing in on what these jellies actually do, and the verdict is not nearly as glamorous as the marketing. The viral cutting jelly is typically packed with fiber and plant extracts that can slow digestion a bit and make people feel fuller, but specialists caution that the effect is modest and nowhere near the dramatic weight loss implied by the “Korean Ozempic” nickname. One nutritionist who has gone viral on TikTok for debunking food myths has pointed out that the appeal of these jellies is often more about the story and the packaging than any transformative physiological change.
In a deeper look at internet food trends, that same expert notes that the jelly contains a lot of fiber and extract from Garcinia Ca, an ingredient that has been hyped for weight loss despite mixed evidence. The analysis stresses that the product’s hook is more psychological than scientific, and that relying on it as a primary weight loss strategy is unlikely to deliver the kind of results people see in heavily edited social media posts. Those caveats are laid out in a broader piece on how internet food myths spread on TikTok and why products like cutting jelly catch fire despite limited evidence.
How Korea’s “inner beauty” boom set the stage
The cutting jelly Kylie Jenner promoted did not appear out of nowhere; it is part of a booming “inner beauty” market in South Korea that treats ingestible products as extensions of skincare and makeup. In that world, beauty is not just about serums and contour sticks, it is also about powders, drinks, and jellies that promise clearer skin, better digestion, and a slimmer waistline from the inside out. The pomegranate flavored jelly she held up in her TikTok fits neatly into that trend, with its sleek packaging and promise of a more sculpted body through a daily squeeze.
Reporting from Seoul describes how brands are racing to position these jellies as lifestyle essentials, with influencers and celebrities showing them off as casually as they would a new lipstick. One piece notes that Kylie Jenner herself appears in Korean coverage holding a pomegranate flavored cutting jelly, tying her directly to the way the product is being marketed in Korea as “inner beauty.” That framing is laid out in a feature on how ingestible beauty has become a new icon in the country, with inner beauty products like cutting jelly positioned as the next frontier of self care.
Doctors warn: “THIS IS NORMAL, EXPECTED BODY RESPONSES”
Health professionals watching the Kylie Jenner cutting jelly saga have been blunt about what worries them most: the message that normal bodies need constant shrinking. One expert quoted in coverage of the backlash reminded readers that “It is normal to have a belly, that’s where your extra reproductive organs reside. THIS IS NORMAL, EXPECTED BODY RESPONSES.” That kind of statement cuts directly against the idea that every bit of softness or bloat is a problem to be fixed with a supplement, especially one marketed through a hyper‑edited beauty lens.
Those same reports point out that appetite suppressants and laxative style products can be risky for people with a history of disordered eating, and that quick fix solutions often distract from sustainable habits like balanced meals and movement. The expert commentary also notes that many of these jellies are not regulated like medicines, even though they are sold with weight loss language that sounds medical. The warning about normal bellies and expected body responses appears in a detailed breakdown of the Kylie Jenner backlash that also cites guidance from Health Direct on the limits and risks of using supplements for weight loss.
Not Kylie’s first wellness controversy
Part of why the cutting jelly ad hit such a nerve is that it is not Kylie Jenner’s first run‑in with wellness backlash. Earlier coverage has highlighted how her massive platform means millions of young, impressionable eyes are on everything she posts, including ads and offhand product mentions. When a TikTok video surfaced of her promoting what critics described as laxative style products, commentators warned that what might look like a harmless wellness tip can quickly slide into dangerous territory for fans who take her word as gospel.
That earlier incident, which involved her being slammed for promoting laxatives on TikTok, is now being cited alongside the cutting jelly ad as part of a pattern in how she approaches sponsored health content. Reports emphasize that her reach turns every casual recommendation into a high impact endorsement, and that the line between playful experimentation and risky advice is especially thin when digestion and appetite are involved. Those concerns are laid out in coverage that describes how she was slammed for promoting and how quickly a “harmless” tip can morph into something more serious.
Ozempic rumors, body shaming, and the bigger picture
The cutting jelly uproar is also landing in a moment when Kylie Jenner is already under a microscope for her body and how it has changed over the years. She has publicly pushed back on speculation that she uses Ozempic, with one report noting that she denied taking the drug for post‑baby weight loss and insisted that her figure is the result of other factors. The constant swirl of Ozempic rumors around her name has made any move she makes in the weight loss or appetite space feel extra loaded, and fans are quick to connect the dots between her denials and her latest ad choices.
In a separate profile, Kylie Jenner is described as hitting back at Ozempic claims while talking about the body shaming she has faced since having children, including comments that picked apart her looks and implied she must be using a Type 2 diabetes medication to stay slim. That piece notes that she has addressed the pressure of bouncing back after pregnancy and the way people assume pharmaceutical shortcuts whenever a celebrity’s body changes. The tension between those denials and her decision to promote a product nicknamed “Korean Ozempic” is hard to ignore, especially when she has already had to respond to Ozempic claims and defend herself against body shaming tied to a popular Type 2 diabetes drug. A deeper dive into her comments on that pressure, and how she has been framed in the Ozempic conversation, appears in a feature that explores her experience with body shaming and.
What this says about influencers, diet culture, and responsibility
Zooming out, the Kylie Jenner cutting jelly saga is really about the collision of influencer culture, diet trends, and corporate marketing. When a star with her level of fame holds up a pouch of jelly and calls it a new favorite, that is not just a personal preference, it is a sales pitch that can move product across continents. Fans who called the ad “so irresponsible” are essentially arguing that with that kind of power comes a duty to think twice before turning appetite suppression into a casual aesthetic choice, especially in a world where body image issues are already rampant.
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