At the top of each Apple Cider Vinegar episode, characters break the fourth wall and tell us, “This is a true story based on a lie.”
The true story in question? The rise and fall of Australian influencer Belle Gibson (Booksmart‘s Kaitlyn Dever), who used her brain cancer diagnosis to build a wellness empire. The lie? That she ever had cancer in the first place.
Netflix’s Apple Cider Vinegar examines how Belle’s lie came to be, placing it in the context of the rise of Instagram and influencer stardom. The limited series also dramatizes the lives of key people in her orbit, from a rival wellness influencer to a cancer patient who hangs onto Belle’s every word. These story threads should help flesh out the full impact of Belle’s actions, but in reality, they turn Apple Cider Vinegar into a strange paradox. The show is a flashy examination of so-called wellness influencers, but it’s also a very upsetting cancer story — and neither side gets quite the depth it deserves.
Apple Cider Vinegar brings scammer Belle Gibson’s story to life.
Kaitlyn Dever in “Apple Cider Vinegar.”
Credit: Courtesy of Netflix
Apple Cider Vinegar takes a nonlinear approach to Belle’s story, beginning with her 2015 meeting with a crisis management PR firm following the exposure of her lies. Then, the show jumps back in time to show us how she first lied about having brain cancer, how she claimed she had mitigated the cancer through healthy eating and a natural lifestyle, and how these fabrications spiraled into the popular app The Whole Pantry. The show’s jumbled chronology has little impact though, seeming more like a tool to give Apple Cider Vinegar the guise of prestige TV sheen than an actual meaningful narrative device.
Belle’s isn’t the only story at the heart of Apple Cider Vinegar. The show also introduces us to Milla Blake (Alycia Debnam-Carey, It’s What’s Inside), a fictionalized version of “wellness warrior” Jessica Ainscough. Unlike Belle, though, Milla actually has cancer. At age 22, she was diagnosed with undifferentiated pleomorphic sarcoma in her arm. But instead of amputating her arm, as recommended by her team of doctors, she chose to pursue a “natural” treatment path involving juicing and coffee enemas. Her blog on the subject earns her quite the following, including an obsessive Belle, who sees Milla as the blueprint for who she wants to be.
Rounding out the main cast of Apple Cider Vinegar are breast cancer patient Lucy (Tilda Cobham-Hervey), who hopes to follow in Belle’s footsteps and stop medical treatment, and Milla’s close friend Chanelle (Aisha Dee), who becomes entangled in Belle’s business. Each represents a different kind of victim. Lucy’s belief in Belle’s lies results in great physical harm. Chanelle, on the other, realizes she’s been caught up in a predatory financial scam.
Based on the scam-heavy nature of Apple Cider Vinegar, it’s hard not to draw comparisons to another Netflix true crime show: Inventing Anna. Like Anna Delvey, Belle has her fair share of horrendous girlboss moments that boggle the mind and will keep viewers pressing play on further episodes. But her scam also involves cancer, a deeply painful subject matter that is at odds to Apple Cider Vinegar‘s frothy approach to elements of Belle’s story.
Apple Cider Vinegar‘s flashy Instagram aesthetics are at war with its cancer-centric story.
Kaitlyn Dever in “Apple Cider Vinegar.”
Credit: Courtesy of Netflix
Apple Cider Vinegar is bursting with stylized sequences. In a jam-packed opening, Britney Spears’s “Toxic” blares while Dever, Debnam-Carey, Cobham-Hervey, and Dee perform a choreographed dance in gold sparkly dresses. Throughout the show, during scenes involving social media, comments and posts pop up on screen, while glowing thumbs up and heart emojis swirl around Belle as she gets the attention she so craves. With all these elements, as well as a nonstop parade of big-name needle drops and gorgeous stars, Apple Cider Vinegar co-opts the aesthetics of aspirational social media posts in order to highlight just how big a role these platforms played in Belle’s rise. But in making use of this visual language, is it really commenting on how shallow and artificial influencers’ posts can be? Or is it falling prey to that very same artificiality?
Mashable Top Stories
Both things can be true. Apple Cider Vinegar‘s flashiness is undoubtedly an effort to critique Milla and Belle’s approach to social media. Several scenes show them painstakingly drafting their posts in the hopes of walking that perfect line between relatable and unattainable. After all, it takes a lot of effort to appear effortless.
Yet Apple Cider Vinegar barely dives into how social media can actually perpetuate harmful messaging around health. We don’t understand what led Milla or Belle to be so “naturally” focused in the first place beyond some nods to vague “research,” so their strict adherence to their lifestyles feels hollow and somewhat unmotivated. Meanwhile, Lucy’s character becomes the stand-in for Apple Cider Vinegar to explain how what Belle and Milla are doing is harmful, but she’s so often sidelined that that messaging just falls away.
Belle’s manipulation is what most viewers will be familiar with, and what spawns the most cringeworthy sequences of the show, all at her expense. But it’s Milla’s storyline that is the hardest to watch. Her refusal to treat her cancer — along with forcing her family members to partake in her “all-natural” lifestyle — is some of the most upsetting TV I have seen in a while. It borders on body horror, not in the sense that Apple Cider Vinegar is showing us gore, but in the sense that Milla is violating her own body in order to try to uphold an impossible standard of health. To watch anyone buy into it in the show is nothing short of nauseating.
Yet how much of this reaction comes from what Apple Cider Vinegar is actually showing us, versus audience members bringing their own emotional experiences with cancer to the show? Despite strong performance by Dever and Debnam-Carey, I know that my main reaction to Apple Cider Vinegar was less tied to Belle and Milla as characters, and more due to projecting my own family members and friends onto the cancer patients in the series.
Apple Cider Vinegar tries to tackle true crime, with mixed results.
Alycia Debnam-Carey and Aisha Dee in “Apple Cider Vinegar.”
Credit: Courtesy of Netflix
On top of juggling complex topics about the beginnings of social media, wellness grifters, and the emotional weight of cancer, Apple Cider Vinegar also gets meta about its own status as a true crime show.
Not only does each episode begin with the aforementioned warning, they often come with another reminder, either spoken or written, that Belle Gibson was not paid for the recreation of her story.
These moments showcase Apple Cider Vinegar‘s efforts to distance itself from claims that it’s glorifying its true crime story, claims which have impacted other Netflix series like Monster: The Jeffrey Dahmer Story. But in drawing attention to Apple Cider Vinegar‘s roots in reality, the series feeds the fire of awed disbelief that makes people want to keep watching true crime in the first place.
Apple Cider Vinegar chides the audience for that instinct too, at one point asking whether we even care about whether some names and characters were fictionalized. (At another point, we’re told we can just Google what happened next, as if the series won’t be held responsible for our continued interest in the subject it informed us on.) That scolding attitude is a double-edged sword. Yes, your audience may want to keep watching, but who made the series in the first place? Who brought more notoriety to Belle Gibson and glammed up her story with Instagram filters?
Apple Cider Vinegar‘s reflection on the true crime genre is still somewhat fascinating, but in the end, like so much of the show, it just lacks the depth or focus to get at the root of the issue.
Apple Cider Vinegar premieres Feb. 6 on Netflix.
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