The brand was no doubt hoping for a more positive response from their followers on Instagram, but fans were instead quick to slam them over the “tacky” photo.
"Hell no... anything she wears is a no from me," one user wrote.
"Oh ffs, what a turn off," another added.
"I know brands flaunt these things for a reason but for me, it will always be a turn off. Looks like I'm not the only one either," someone else said.
"This is the ugliest ad I've seen from HB. And of course features a Kardashian. Keep it classy HB. This ain't it. I'm not even sure what you're selling me right now," one user said.
Others called the photo "tacky" and said the photo "ruined" the brand for them.
Someone else questioned why the brand wouldn't instead hire a plus size model, "This is not a good look. Your models are gorgeous and represent the brand beautifully. @kyliejenner devalues your brand. If you wanted to switch it up, what about introducing a plus size model?"
"Why not someone like DITA VON TEESE ! She is so timeless and sensual," another asked.
Some people weren't on board with the negativity though, with one user writing, "Wow, there's so many haters on here. Not only is she the youngest billionaire ever, which shows how much business sense she has, she also has millions of followers and for @honeybirdette to have their product reach those millions, then that's good business for them.
"If you guys like @honeybirdette then you should care about all their successes, no matter who is involved."
Another user wrote, "So incredibly stunning!!!"
Someone else added, "Everyone's comments are disgusting!! As if you'd not purchase from an amazing brand just because Kylie Jenner is wearing it... Amazing photo and love it."
Kylie shared the photo on her account to promote her new Kylie Cosmetics collection called Wild Thing and didn't tag Honey Birdette in the snap.
The brand is no stranger to controversy and was accused by some members of the LGBTQ+ community of ‘fetishising’ lesbian relationships in an advertisement in February.
There have been numerous petitions over the past few years pushing to prevent the underwear retailer from displaying ‘porn-style advertising’ and ‘hyper-sexualised’ images in its shop fronts, which are located in shopping centres frequented by families and young children.