AceShowbiz - Reality TV star Draya Michele has been met with backlash for promoting an air purifier on Instagram amid the devastating wildfires in Los Angeles. The 39-year-old socialite used her account, which boasts nearly 10 million followers, to hype up the $629 Sereniby product.

In her post, Michele wrote, "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." She then provided her followers with a discount code via her biography link.

The post was met with harsh criticism from social media users, who accused Michele of being "tone deaf" and insensitive. "Draya using the LA fires to promote an air purifier on her Instagram. Like she never does anything right. Tone deaf," one person commented.

In response to the backlash, Michele limited the comments on her post. Sereniby released a statement to PEOPLE Magazine, denying that Michele was compensated for her post. The company explained that Michele had contacted them herself because she believed the product could help others during this difficult time.

Despite the controversy, Sereniby announced a give-back initiative, pledging to donate 10% of its January profits to the American Red Cross to support wildfire relief efforts. The company stated, "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."

The wildfires, which started on January 7, have caused widespread destruction and displacement in Los Angeles. The death toll has climbed to 24, and forecasters have warned that strong winds are expected to return this week. The Pasadena Humane shelter has also taken in nearly 600 animals displaced by the fires.