Influencer slammed online for advertising an air purifier during LA wildfires

An Instagram influencer has faced criticism after promoting an air purifier amid fires continuing to blaze across California.

From January 7, multiple fires have left damage and destruction in their wake across California, thousands of buildings have been destroyed in Los Angeles, and at least 24 people have been reported as having passed away, with the number expected to rise.

The fires have triggered air quality warnings and health concerns and, with that in mind, social media influencer Draya Michele took to her Instagram to reveal what air purifier she's been using.

Michele took to Instagram on Saturday (January 11) to share a video of her herself unboxing and setting up an air purifier device which is stated as costing $629.00 online.

The caption reads: "While the unimaginable is happening with the fires in LA… air quality is so poor, toxic even. I’m using the @sereniby_official air purifier to ensure that my kids and pets are breathing in fresh, double filtered air. The brand is now offering $200 off when you use my link in bio. There’s no price on peace of mind but having it is more valuable than most worldly things. #prayforla #airquality #airpurifier."

And according to celebrity gossip page Bossip, she faced a divided response to the post.

The comments on the post have since been limited, however, according to the site, one Instagram user allegedly said: "Draya using the L.A. fires to promote an air purifier on her Instagram. Like she never does anything right. Tone deaf."

However, a Twitter user questioned: "Honestly, I have been looking up air purifiers and haven’t purchased one yet because of the prices. Why is Draya wrong for promoting a brand that is offering a discount during this time so people can purify the air in their homes?!"

Although, another Instagram user reportedly said: "At the least she could be giving them away. But selling a product at a time like this is sure proof of creamed corn for brains."

Another Twitter user added: "Soooo ain’t nothing wrong with Draya promoting an air purifier that at least 400, while ppl homes are on fire?? Tha purifier isn’t the problem, it’s the price that is."

And a spokesperson for the purifier company Sereniby has since addressed the controversy.

The Sereniby spokesperson told PEOPLE Michele 'and her team contacted' the brand because the influencer 'genuinely uses the product and believed it could help others dealing with the severe air quality in Los Angeles'.

"Together, we explored ways to make our purifier as affordable as possible during this difficult time," it added.

The brand also clarified the influencer was 'not compensated for her post' and it's 'incredibly grateful' for Michele's 'genuine support'.

The statement resolved: "Like so many others, we feel powerless against the devastation caused by the LA fires, but we want to help in whatever small way we can. [...] If financial assistance affording an air purifier can help lighten someone’s burden, we encourage those in L.A. to reach out to us directly - we’ll continue doing everything we can to support the community during this difficult time."

Sereniby also took to Instagram yesterday to note it will be 'donating 10 percent' of its January profits to the American Red Cross to 'support relief efforts'.

UNILAD has contacted Draya Michele and Sereniby for comment.