Handlers of the Hypo Bleach brand have sounded a note of warning to members of the public in response to a dangerous online trend linking its product to consumption challenges, a situation ignited by a high-profile social media dispute between influencer Mukoro Ereremena Michelle (King Mitchy) and activist, Martins Vincent Otse (VeryDarkMan or VDM).
In a press release signed by its Marketing Manager, Adebayo Adeyemo, the brand emphasised that Hypo, formulated for stain removal, fabric whitening, deodorising and killing 99.9% of germs, is not a beverage and should never be ingested under any circumstances. Handlers of the brand made it clear that viral videos, AI-generated images and trend posts portraying Hypo as a drink are fabricated, misleading and potentially life-threatening.
“We want to be unambiguous: those images are fabricated, that framing is false, and anyone encouraging others to consume Hypo, even as a joke, even for views, is putting lives at risk,” the company warned in its statement.
The controversy erupted amid an escalating feud between King Mitchy and VDM, originally sparked by disagreements over charitable work and public accusations between the two influencers. The dispute took a dramatic turn when, during a livestream, Mitchy appeared to consume a substance believed to be bleach, footage that quickly went viral and sparked widespread alarm and speculation, compounded by false rumours about her having died.
The situation intensified after separate videos showed VDM interacting with Hypo sachets in a way many interpreted as mimicking consumption. Since then, several online creators have reportedly imitated the act in skits and trend videos, often using bleach packaging to simulate self-harm or suicide attempts, a pattern that has drawn significant concern from parents, activists and public safety advocates.
Hypo’s statement urges influencers, bloggers and other content creators to consider the real-world impact of their reach. “A trend that ends in ill-health is not a trend worth starting,” the company said, highlighting the responsibility public figures have in shaping online behaviour.
The brand also spoke directly to young Nigerians encountered by the disturbing content: “You do not have to prove anything to anyone. Not online. Not offline. Not ever. If someone is pressuring you to try this, that is not a dare. That is harm.”
Beyond condemning the trend, Hypo’s handlers called for greater attention to mental health challenges, advising anyone struggling emotionally to seek help from trusted guardians, counsellors or healthcare professionals, underscoring that seeking support is a sign of strength, not weakness.
The Bleach saga has sparked broader public outcry. Advocates and celebrities have warned against dangerous livestream stunts that could influence impressionable viewers, while community members continue to call for accountability and stronger safeguards against harmful online content.