Started by an anonymous group of industry insiders, Estée Laundry’s (@esteelaundry) unfiltered take on beauty-related news from around the world has captured the attention of both beauty professionals and consumers.
Instagram has become a breeding ground for social media influencers for whom every product (that they have been sent and paid to promote) is amazing. So, it’s refreshing to see an account that is producing intelligent, unbiased content and which aims to inform.
Several media outlets have drawn comparisons to the Diet Prada Instagram account which calls out copycat fashion brands. In a recent Estée Laundry Instastory, they highlighted the similarities between the foil bubble pop mailers and the sequins used to package Huda Beauty’s new Power Bullet Lipstick launch and Pat McGrath’s packaging. This isn’t the first time the brand founded by Dubai-based Huda Kattan has been taken to task by the account. Back in June, as the Huda Easy Bake collection was about to launch, they shared a Pop Sugar article that made it clear that the imagery used was remarkably similar to that of Beauty Bakerie, a smaller black-owned American brand known for their confectionary-inspired products.
But there’s more to Estée Laundry than just exposing brands that have been a bit too inspired by their competitors. The account also takes brands to task for false claims, cultural appropriation, pink tax (where products aimed at women cost more than their masculine counterparts despite featuring the same ingredients) and environmentally unsustainable practices. They also aim to address the issue of the lack of knowledge from credible sources with their #EL_AskAnExpert series. Here, experts, often scientists are invited to answer questions in the comments.
Yes, there’s also a fair bit of drama. Deciem founder Brandon Truaxe’s breakdown and subsequent fall from grace was covered at length but so were the resulting business implications. Since it was started in April, the account has amassed more than 31,000 followers, resulting in a diverse community of engaged and opinionated men and women who are crying out for an honest and unfiltered take on one of the world’s most lucrative industries. It’s worth a follow.