Iskra Lawrence is a vocal supporter of the body positivity movement.
For years, she's been breaking down barriers in the modelling industry by sharing unfiltered snaps online.
Some of her most popular posts encourage self love by embracing features like skin texture, lumps and rolls.
READ MORE: Woman takes bikini pics seconds apart to show bodies change and 'cellulite is normal'
So when the 32-year-old promoted a cellulite-reducing product on Instagram, it's safe to say her fans were pretty disappointed.
And Iskra, originally from Wolverhampton but now based in the US, has since apologised to those she offended by taking on the advertising deal.
The backlash started when Iskra gushed about a Peter Thomas Roth product in an Instagram advert.
She captioned the post: "I’m all about body acceptance but I also do the most when it comes to looking after my body and skin.
"I noticed I lost firmness postpartum which is perfectly fine but also why not try something to help?
"You can use FIRMX™️ on multiple parts of your bod… booty, belly, hips, thighs and arms.
"I love to show my whole body TLC and adding in the gua sha really takes my routine to a whole other level of spa like indulgence and visibly helps smooths my skin (see ya never Photoshop)."
While Iskra's post garnered plenty of likes, some were disappointed to see her promoting a cellulite-reducing product online.
One commenter said: "I'm really sad to see this as it implies cellulite is something we need to fix."
Another wrote: "This is disappointing. Is it possible to promote having lumps and bumps AND anti-cellulite? You need to pick one, because this… this ain't it."
A third responded: "Ouff, I really love your page and everything you promote about self love and confidence. Respectfully, this brand partnership doesn't feel aligned with the community you've created here."
Another commented: "This is heartbreaking to see being advertised by this page."
And a fifth added: "Wow. The machine finally got her."
Following criticism, Iskra returned to Instagram to apologise to anyone she offended with the post.
She wrote: "Hi my loves, apologies I’m just boarding a flight with my family.
"I’m thinking of jumping on a live tomorrow because this really was meant to be a disruptive conversation changing how the industry has traditionally marketed beauty products.
"As I have and always will say you’re beautiful and enough just as you are.
"But there’s also hundreds of things I do… self tan, wear makeup, dye my lashes and brows, facials you name it that could all be deemed as me being insecure of those things when that’s simply not the case.
"I can happily go makeup free etc but I choose to use products because I want to / because they make me feel good.
"And as I was approached to try this cream I didn’t think 'yay I hate my cellulite I can’t wait to get rid of it' – I instead thought 'oh these ingredients and the clinical trials look interesting let me see if I do see benefits'.
"Because I know TONS of my community ask in my DMs about anything that can be used for this… I apologise for anyone who feels disappointed and or triggered by this.
"Obviously it was not my intention and I think having a conversation about this will be super beneficial."
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