Fenty Skin, Glow Recipe and Huda Beauty are making waves online for being at the centre of conversations around their new and upcoming hydrogel eye patch products.
The under-eye patch products are all served up in slices via a grinder-style K-beauty innovation – with the similarity between all three products sparking a debate on social media.
Fenty Skin, founded by singer Rihanna, issued a playful response on 22 September on Instagram, sharing a picture of the four products mimicking the same stance as a famous internet meme, in which three identical Spider-Man characters are pointing at each other.
Glow Recipe then jumped into the ring with its own Instagram post on 23 September, depicting another well-known meme of a dog sitting in a room on fire and stating ‘This is fine’.
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Glow Recipe wrote in the Instagram post: “Glow HQ right now…
“Just kidding, we actually love being in good company, especially alongside brands helmed by incredible female founders we love and admire.”
The trio of beauty brands are not the first to incorporate the packaging design, with K-beauty brand Wonder Bath’s slicing serum, which is already on the market, using the same mechanism.
Yet their launches are popularising the packaging mechanism and introducing them to Western beauty markets.
But why have three separate brands all created similar products in such a close timeframe to one another?
For Glow Recipe founders Sarah Lee and Christine Chang, they “knew immediately this
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