Draya Michele Receives Backlash for Promoting Sereniby Air Purifier amid L.A. Fires: 'Tone Deaf'

Draya Michele is facing criticism for promoting an air purifier amid the ongoing wildfires in Los Angeles.

On Saturday, January 11, Basketball Women LA The 39-year-old star received mixed reactions after sharing a video on Instagram to promote the Sereniby air purifier as wildfires continue to rage in the Californian city.

The social media post shows Michele — who gave birth to a baby with basketball star Jalen Green in May 2024 — unpacking and setting up a large purifier with her 8-year-old son Jrue Scandrick in the background.

Draya Michele installs an air purifier.

Draya Michele/Instagram

“While the unthinkable is happening with the fires in LA… the air quality is so bad, toxic even,” the TV personality wrote in the caption. “I use the @sereniby_official air purifier to ensure my kids and pets breathe fresh, double-filtered air.”

She also shared a discount code that would allow customers to get $200 off the purchase of a Sereniby purifier.

“Peace of mind is priceless, but having it is more valuable than most worldly things,” added Michele.

The post received a number of negative responses on the social media platform, forcing the reality star to limit comments.

Sereniby said in a statement to PEOPLE that Michele “was not compensated for her post.”

“She and her team reached out to us because she genuinely uses the product and believes it could help others dealing with poor air quality in Los Angeles,” the statement said. “Together we’ve explored ways to make our purifier as affordable as possible during this difficult time. We’re a small, family-run startup that launched just a few months ago, and we’re incredibly grateful for her sincere support.”

Sereniby air purifier.

sereniby

Sereniby’s statement continued: “Like many others, we feel helpless against the devastation caused by the LA fires, but we want to help however we can. We are donating 10% of our profits since January to the American Red Cross, and we recognize that there are countless urgent needs in this crisis .If financial assistance for an air purifier can lighten anyone’s burden, we encourage those in LA to reach out to us directly — we will continue to do all we can to support the community in this difficult time. time.”

A representative for Michele did not immediately respond to PEOPLE’s request for comment.

According to Bossip, one person directly commented on Michele’s post: “Draya is using the LA fires to promote air purifiers on her Instagram. Like she never gets anything right. So tone deaf.”

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Another user reportedly wrote: “Could at least give them away. But selling the product at a time like this is sure proof it’s brain cream.”

Discourse surrounding Michele’s post has since spread to X, where one user questioned whether the LA fire victims were the right audience for Sereniby’s promotion. “And where [the f—] they should have put in a dray air cleaner? They have no home,” the user wrote.

Draya Michele in November 2023.

Gilbert Flores/Variety via Getty

A fourth person explained why the post seemed insensitive, writing: “Soooo there’s nothing wrong with Draya promoting an air purifier that [is] at least 400, while citizens’ houses are burning?? [The] the purifier is not the problem, the problem is the price.”

However, some people came to Michele’s defense, with one commenter claiming that people “just hate that girl and everything she does for some weird reason.”

Another wrote: “I must be deaf because I don’t see a problem with Draya promoting an air purifier! Seems like the perfect time to promote an air purifier.”

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On January 11th, Sereniby announced a give back initiative to support the victims of the LA fires. “In light of the tragic events in Los Angeles, we will be donating 10% of our profits from January to the American Red Cross to support their relief efforts,” the company wrote in an Instagram post. “Our hearts go out to all those affected.”

The company sells one air purifier of the same name for $629. The product is marketed to families and is said to have a baby-safe design and use medical-grade HEPA filters.

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The Los Angeles County Department of Public Health warned LA residents of poor air quality in a Jan. 11 smoke advisory that read: “Potential direct smoke from the Palisades, Eaton and Hurst Wildfires has caused unhealthy air quality in Los Angeles County Angeles.”

The department added that wildfire smoke consists of “small particles, gases and water vapor” and can cause “burning eyes, runny nose, scratchy throat, headache and sickness”.

“It’s difficult to predict where ash or soot from fires will travel or how winds will affect air quality, so it’s important for everyone to be aware of the air quality in their area, plan and take action to protect their health and the health of your family,” he said. is LA Health Officer Muntu Davis, Ph.D. honey. “Smoke and ash can harm anyone, even those who are healthy. However, people at higher risk include children, older adults, pregnant women, and those with heart or lung disease or weakened immune systems.”

The wildfires, which began on January 7, have so far displaced more than 80,000 people and caused 16 deaths.

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Source: HIS Education