Doutzen Kroes promotes questionable brand in Instagram post

Doutzen Kroes

What struck us first in the post is that Doutzen comes across as a model without genes with crow’s feet and pigment spots on her face. In an age where only the perfect picture is presented, that’s quite refreshing.

But if you scroll down a few photos further, you’ll see a photo of a bottle from the Lulu by Nature brand. It is a ‘Magic Sunshine Elixir’ which claims to be an ‘ode to the sun’. On the brand’s website, the product description states that the product allows the skin to “harmonize with the rays of the sun”. With the product, the brand wants to inspire everyone who uses the product to “honor the sun and give thanks for its radiant light every morning”.

Additionally, the brand claims in a post on its own Instagram page that skin cancer is not caused by the sun. He also talks about “common sense” and that you have to “deepen the processes”. In addition, applying sunscreen would not allow the skin to “communicate with sunlight”.

In other words: a gross denial of the science that has proven that overexposure of the skin to UV rays is one of the most common causes of skin cancer.

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Skin cancer

In 2022, skin cancer was the most frequently diagnosed form of cancer in the Netherlands. That year, skin cancer was diagnosed in 23,300 patients. The Comprehensive Cancer Center of the Netherlands (IKNL) has stated that skin cancer in the Netherlands is reaching epidemic proportions.

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