Reality television personality Yazmin Oukhellou has been forced to issue a public apology after sparking widespread backlash by pretending to be pregnant to promote the launch of her new perfume.
The former The Only Way Is Essex star baffled and angered fans on Sunday when she uploaded a promotional video to her social media channels featuring a fake baby bump. In the footage, the 32-year-old was seen wearing a fitted dress that accentuated a noticeable artificial bump, which she cradled affectionately before dramatically pulling out a perfume bottle and smiling directly at the camera.
The bizarre marketing stunt was intended to symbolise her "bringing a new creation into the world." Alongside the now-deleted video, Yazmin shared a caption that read: "I’ve been keeping a secret… A new love affair begins. Introducing AMARA @amarafragranceofficial. Created with love, inspired by beauty, and made to become part of your story. Not just a fragrance. A feeling. Welcome to AMARA."
However, the concept immediately backfired. Rather than generating excitement for the new fragrance line, the post was heavily criticised by followers who branded it "tone deaf and insensitive." Many users argued that faking a pregnancy for commercial gain made a mockery of women who experience fertility struggles, miscarriages, and the deep emotional challenges associated with trying to conceive.
The comments section under the post quickly flooded with bewildered and angry reactions from fans expressing their shock and disappointment. Followers wrote comments such as "wtf," "Unfollowing," "Yeah, I’m not sure this is appropriate," "Im confused…", and "Wtf….. people think this is okay… weirdos."
Others were direct in their condemnation, writing, "This is so insensitive!" and "Yeah we dont like women pretending they are pregnant. This is so incentive." Several followers predicted the backlash almost immediately, noting, "I feel like this is going to ruffle some feathers….." and calling it "a bit of a weird advert init."
Adding to the confusion among her followers, eagle-eyed fans noted that just a day prior, Yazmin had shared content on her Instagram Stories showing off her sculpted abs and a clear lack of any baby bump, making the sudden appearance of the prosthetic bump even more puzzling to her audience.
Realising the severity of the backlash, Yazmin removed the post within the hour. She then took to her Instagram Stories to address the controversy directly and issue a formal apology to her followers.
In her statement, she explained the creative thought process behind the advertisement while acknowledging why it had caused distress. She wrote: "I just wanted to share an apology regarding a post I recently shared. The concept behind the video was intended to symbolise growing something special behind the scenes and bringing a new creation into the world. I never imagined it would mislead anyone or make light of pregnancy, miscarriage or fertility struggles."
She continued: "There was absolutely no intention to offend, upset or be insensitive towards anyone. It was shared with no ill intent whatsoever, and I genuinely didn’t think it would come across in that way. I’m truly sorry. The post has now been removed. I completely understand why it may have caused upset, and I apologise to anyone who was hurt or offended. I have nothing but respect for women going through their own journeys. I would never purposely share anything with the intention of hurting or offending anyone."
This controversy comes just months after Yazmin made headlines for being open about undergoing significant cosmetic surgery. Earlier this year, the television personality travelled to Turkey to alter her appearance, undergoing a temporal (fox eye) lift, a neck and jaw lift, and 360 liposuction.
At the time of those procedures, she documented her recovery process by sharing a selfie of her bruised and bandaged face alongside her body squeezed into a medical compression vest. She insisted to her followers that she was not trying to promote or "push surgery on anyone," but rather preferred to remain honest with her fanbase rather than pretending her looks were entirely natural.
Detailing her choices on social media, she revealed that she had been visiting the same cosmetic clinic in Istanbul for eight years, noting that she trusted them implicitly. She explained that she felt it was important to be transparent rather than pretending she "just woke up like this." At the time, she also urged her followers to conduct thorough research if they were ever considering similar procedures, noting that it was a serious decision that required time, financial investment, and a lengthy healing process. Prior to going under the knife, she admitted to feeling nervous about the operations, stating that she was doing it entirely for herself to boost her personal confidence, while acknowledging that sharing the details publicly would inevitably attract online trolling.
Yazmin first rose to public prominence when she joined the cast of the hit ITV reality series The Only Way Is Essex in 2017. She quickly established herself as a central figure on the show, largely due to her high-profile and tumultuous relationship with fellow cast member James Lock. After several dramatic years on and off the programme, she officially departed the series in 2023 to pursue other business ventures and media opportunities.
