From Cosmopolitan · Beth Gillette · · 1m 10s
Beauty Brands Fight Over First-Market Eye Patches
Beauty brands scramble to claim first-mover advantage on twist-and-dispense eye patches, but innovation matters less than performance.
In brief
Beauty brands scramble to claim first-mover advantage on twist-and-dispense eye patches, but innovation matters less than performance. Beauty brands are debating who invented twist-and-dispense eye patches first, but consumers care more about product performance than who launched it first. Originally reported by…
Eye Cream Copycat Drama
Molly Sims accused YISE Beauty’s eye cream of being copied by Jones Road.
“YISE Beauty’s Wide Awake Brightening Eye Cream”
Twist-and-Dispense Eye Patches
Fenty Beauty and Glow Recipe launched hydrogel eye patches with twist-and-dispense tubes.
“Dew N Plump Fresh-Sliced Hydrogel Eye Patches”
Huda Beauty Enters the Scene
Huda Beauty released identical twist-and-dispense eye patches the next day.
“Undereye Jelly Patches”
Brand Confusion Spreads
Bubble, Vitamasques, and Wonderskin also announced similar eye patch products.
“Twist-and-dispense eye patches”
Same Manufacturer Behind It All
All brands worked with the same manufacturer for the packaging design.
“Fenty, then Glow Recipe, then Huda”
Trademark Issues
YISE Beauty couldn’t trademark its name because Jones Road used it first.
“Wide Awake”
Beauty Editor’s View
The editor says product performance matters more than who launched first.
“I care who does it the best”
Product Performance Matters
YISE’s eye cream is tinted, while Jones Road’s is a true under-eye concealer.
“YISE’s is a great your-skin-but-better, tinted eye cream”
The essence
Beauty brands are debating who invented twist-and-dispense eye patches first, but consumers care more about product performance than who launched it first.
