# 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.
- Title: Beauty Brands Fight Over First-Market Eye Patches | Shortify
- Summary: Beauty brands scramble to claim first-mover advantage on twist-and-dispense eye patches, but innovation matters less than performance. Beauty brands are…
- Keywords: yise beauty, jones road, fenty beauty, glow recipe, huda beauty, twist-and-dispense eye patches, beauty dupes, eye cream, under-eye concealer, hydrogel eye patches, Beauty, Brands
- Source: Cosmopolitan — https://cosmopolitan.com/style-beauty/beauty/a73869963/eye-mask-packaging-drama
- Author: Beth Gillette
- Published: 2026-09-25T13:33:39+00:00
- Read time: 1 min
- Topics: yise beauty, jones road, fenty beauty, glow recipe, huda beauty, twist-and-dispense eye patches, beauty dupes, eye cream, under-eye concealer, hydrogel eye patches
## 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
## Key takeaway

Beauty brands are debating who invented twist-and-dispense eye patches first, but consumers care more about product performance than who launched it first.