Unfortunately, how she chose to announce her latest gig didn’t go down well with some of the Instagram community.
Posting a snap of herself – sporting very healthy hair – she wrote: “Hair is a fundamental part of beauty, femininity and identity. So excited to announce that I am the new face of @kerastase_official!”
Some followers were quick to point out her insensitivity to people with illnesses or disorders than affect their hair.
One wrote: “Some people have hair pulling disorders, cancer, or other reasons why they can't/ don't want to grow their hair. Please be considerate to them. Beauty is skin deep.”
Others pointed out the hardship of losing hair to chemotherapy: “Tell that to the young woman who is a cancer patient and her hair has fallen out due to radiation.”
Another adding, “You clearly have never had a loved one go through chemo. Hair doesn’t define beauty and identity.”
The caption was clearly not intended to cause offence and Ratajkowski later removed the troubling part from her post.
Kerstase also responded to one user apologising for the miss-guided post: “Of course beauty is not defined by your hair, beauty is something more spiritual, beauty is an attitude.
“It seems like we were making a one-way statement, forgetting the rest of the multiple variations of beauty.
“We honestly tell you we're very sorry and thanks for your testimony because through it we are learning everyday.”
This article originally appeared on Women's Health UK