There are a lot of brands and personalities out there who unethically exploit the sources of our self-doubt for business purposes in order to stay relevant. Consequentially, we as consumers might get lulled into a false sense of security and think that these brands or people actually care about us and that they can relate to our body-image/skin/etc. problems.
So to reiterate: when brands or personalities milk the insecurities of women/consumers by disguising themselves as empowering figures for women, it's just damn wrong.
(but sian, I love H&M ughhhhh)