Reality TV star and influencer Draya Michele found herself at the center of a social media firestorm after promoting air purifiers during the devastating wildfires that ravaged Los Angeles in January 2025. The fires, which began on January 7th, forced over 80,000 people to evacuate their homes and tragically claimed 16 lives. As smoke filled the air and created hazardous breathing conditions, Michele’s promotional post for Sereniby air purifiers ignited a heated debate about insensitivity and opportunism in the face of tragedy.
The Spark That Ignited the Controversy: An Instagram Post
On January 11th, amidst the escalating wildfire crisis, Michele posted a video on Instagram showcasing a Sereniby air purifier. The video featured the former Basketball Wives LA star unboxing and setting up the device, with her 8-year-old son Jru Scandrick visible in the background. In her caption, Michele acknowledged the “unimaginable” situation with the fires and emphasized the poor air quality, describing it as “toxic.” She touted the air purifier’s ability to provide “fresh, double filtered air” for her children and pets. Further fueling the controversy, Michele included a discount code for $200 off the purchase of a Sereniby purifier. While she stated that “there’s no price on peace of mind,” many found the timing of her promotion deeply insensitive.
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Backlash and Defense: Social Media Erupts
The post immediately drew a flood of negative comments, accusing Michele of capitalizing on a disaster. Critics argued that promoting a high-priced item like an air purifier to a community grappling with displacement and loss was tone-deaf and exploitative. The backlash was so intense that Michele ultimately limited comments on her post.
However, not all responses were negative. Some users defended Michele, suggesting that people were overly critical and that there was nothing inherently wrong with promoting a product that could help people cope with the poor air quality. They argued that the timing might be unfortunate, but Michele’s intentions were not necessarily malicious. The debate spilled over onto other social media platforms like X (formerly Twitter), where users engaged in passionate discussions about the ethics of influencer marketing during a crisis.
Sereniby’s Response: A Clarification and a Donation
Sereniby, the company behind the air purifier, issued a statement to People magazine clarifying that Michele was not paid for her post. They asserted that Michele, a genuine user of the product, reached out to them seeking ways to make the purifier more affordable for those affected by the fires. Sereniby also announced a donation of 10% of their January profits to the American Red Cross to aid in relief efforts.
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Furthermore, Sereniby emphasized their commitment to supporting the community, encouraging Los Angeles residents struggling to afford an air purifier to contact them directly. This gesture, while welcomed by some, did little to quell the criticism directed at Michele. The company’s statement raised questions about the nature of influencer marketing and the blurred lines between genuine endorsement and opportunistic promotion.
The Larger Conversation: Influencer Responsibility and Crisis Communication
The Draya Michele controversy highlights the ethical complexities of influencer marketing, particularly during times of crisis. It raises important questions about the responsibility influencers have to their audience and the potential consequences of insensitive promotions. While some argue that influencers have the right to promote products regardless of the circumstances, others believe that a greater degree of sensitivity and social awareness is required, especially when dealing with events that cause widespread suffering. The incident serves as a cautionary tale for both influencers and brands, emphasizing the importance of thoughtful communication and a deep understanding of audience sentiment during sensitive periods.
The Aftermath: Lingering Questions and Lessons Learned
The controversy surrounding Draya Michele’s air purifier promotion ultimately faded from the headlines, but it left behind lingering questions about influencer ethics and crisis communication. The incident underscores the need for influencers to be mindful of the context in which they promote products and to prioritize empathy over opportunistic marketing.
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For brands, the controversy highlights the importance of vetting influencer partnerships carefully and ensuring that their values align with those of the company. In the age of social media, where news travels fast and public opinion can shift rapidly, a single misstep can have significant repercussions for both influencers and the brands they represent. The Draya Michele incident serves as a valuable lesson in the power of public perception and the importance of responsible communication in the digital age. It also sparked a much-needed dialogue about the evolving role of influencers in society and their responsibility to use their platforms for good, especially during challenging times.
