Leigh-Anne Pinnock intended to leave her jaws on the floor as she launched her own swimsuit line.
But some fans were blown away by the price, not just the incredible appearance of the Little Mix star.
At £ 34 for the bikini bottoms and another £ 40 for the top, some say they are being priced off – despite loving it as it seems.
She posted several snaps on Instagram to mark the launch of the products.
But despite many supporting comments, there was a high number saying the bikini cost too much.
"I love you, but I expected a lot more creativity and the prices are ridiculous for a bikini that is not stylish and badly colors your intimate parts. I love you," one of them wrote.
"I love you, but why is it so expensive," another said, while one posted, "I'm very proud of you, but almost none of us can pay like £ 80 for a bikini."
They were not the only ones to show their frustration.
"Happy for you, but I expected more …. especially with regards to scaling, all of which made it look like a brand of super-inclusive size and far from it," he added.
"Just a lot of money, sorry, hun," said another.
"It's paid separately for the top and bottom? The site is pretty confusing to me because it's saying £ 34 for just the funds, and that seems a bit out of my price range," one fan asked.
One called the 27-year-old out of the snaps.
"How did all of your photos get photoshopped? You put a picture on the other day that you had some wrinkles on your belly and said something like being proud of your appearance, but all photos should be photoshoped then."
Leigh-Anne, now dating Watford football player Andre Gray, really wants fans to love their new range.
"I wanted my own fashion brand a long time ago and seeing it finally released is beyond dream," she said.
"We have created this brand to promote self-esteem and confidence and we want everyone who uses Seashell to feel sexy, powerful and obsessed with the skin they are on.
"I created Seashell with my best friend Gabby. Creating my own swimwear brand with such a good friend was amazing."
"Our journey began with a pool in Miami, where we started talking about the two wanting our own swimwear line. Greg's fiancé Gabby bought a sewing machine to get things started! So we decided to join forces and build a brand together. "
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