Justin Bieber may have had it right when he declared that “pimples are in.”

Last year, acne came to the forefront of the beauty conversation with movies like Eighth Grade portraying age-appropriate pimples and celebrities including Bieber and Lili Reinhart speaking out about their own troubles. Now another celebrity is doing their part to normalise problem skin.

Last night, to coincide with the Golden Globes, Kendall Jenner announced that she was the new face of acne-treatment brand Proactiv. However, this was not the announcement many people were expecting from the model and Kardashians star.

Speculation began on Saturday after Kris Jenner tweeted that her daughter had a big announcement to make with an accompanying teaser video of Kendall talking about an unnamed topic that she said she was finally ready to speak out about. “When I was 14 I couldn’t reach as many people as I can now,” Kendall says in the video. “I can help you and it’s ok...I understand you, I can connect with you.” This video, along with Kris’s caption regarding Kendall’s “raw story” –  “I’m so proud of my darling @KendallJenner for being so brave and vulnerable” – led many people to believe that Kendall was coming out as gay.

When it turned out this wasn’t the case, and Kendall was merely revealing she was a new brand ambassador, many people were underwhelmed, with some even accusing the star and her mother of queerbaiting.

This is not the first time Kendall has spoken out about her troubles with her skin. Last year after the Golden Globes, when images of her acne were circulating on social media, Kendall retweeted a fan, writing “never let that shit stop you!”

Proactiv is a dermatologist-developed skincare line founded in 1995 and has been a teen-staple for years. As the new face of the brand, Kendall joins a long list of former campaign stars including Katy Perry, Jessica Simpson and Kaley Cuoco. With her unparalleled influence and over 100 million social media followers, this news is a welcome next step in the fight to de-stigmatise acne.