Bethenny Frankel is no stranger to controversy, but her latest online moment may be the most baffling yet. In a now-viral TikTok, the former Real Housewives of New York star appeared in what seemed like an unfiltered moment of vulnerability — teary-eyed, sitting alone in her sprawling Hamptons home, voice cracking as she spoke about being “exhausted” and “carrying the weight of everything.”
But it wasn’t the emotion that caught viewers off guard. It was what came next.
As Bethenny dabbed at her eyes and spoke about how “no one sees what happens behind closed doors,” the video suddenly cut to a perfectly styled close-up of a lip balm — followed by a promotional code and a caption that read: “What I use when I cry all day. Waterproof. Moisturizing. Link in bio 💧💋.”
The backlash was immediate and brutal. Social media users accused her of staging a “mental health moment” purely to push affiliate products, turning what should have been a raw expression of emotion into, as one commenter put it, “an Amazon-sponsored breakdown.” Another user wrote bluntly: “She monetized her tears. This is influencer capitalism at its darkest.”
The clip racked up millions of views within hours, but not all of it was positive engagement. Twitter erupted with the trending hashtag #BreakdownToCheckout, with users mocking the idea of grief-as-marketing. One viral tweet read: “Bethenny cried, sold a balm, and probably cleared $10k in 24 hours. Who needs therapy when you’ve got an affiliate link?”
Even longtime fans of the Skinnygirl mogul found the post difficult to defend. “She’s smart, she’s built an empire, but this felt so tone-deaf,” one fan commented. “People are struggling with real mental health issues, and she’s basically turned that into content with product placement. It’s disappointing.”
The timing didn’t help. The video dropped just days after Bethenny blasted The View co-host Joy Behar for mocking her Sports Illustrated appearance, claiming older women should support one another instead of tearing each other down. Critics were quick to point out the contradiction — encouraging body-positive messaging one moment, then appearing to emotionally unravel the next, only to pivot into selling a cosmetic item.
Bethenny has not directly addressed the criticism but posted a follow-up video just hours later, this time with full makeup and what many described as “a suspiciously flawless complexion.” In the clip, she thanked fans for their support and resilience, before casually mentioning she was “partnering with a wellness brand this month that helps women stay grounded through emotional chaos.”
The move did little to quell the backlash. On Reddit, Bravo fans revisited past accusations that Bethenny’s public meltdowns often coincided with brand launches. “It’s a formula,” one user wrote. “Step one: vulnerability. Step two: empathy. Step three: monetization.”
Whether this latest incident will hurt her reputation or, ironically, help it by generating even more visibility remains to be seen. But one thing is clear: in the ever-blurring world of influencers and emotional transparency, Bethenny Frankel may have just redefine
And once again, she’s crying — all the way to the bank.
