This Instagram Account Is Airing the Beauty World’s Dirty Laundry

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Estee Laundry
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Accusations of knock-offs, insane influencer behavior, fake reviews, bizarre beauty treatments, and dupes galore – there’s officially more craziness going on in the beauty world than in an entire season of Keeping Up with the Kardashians, and that’s without all the Deciem drama – but let’s not open that can of worms. And where better to air out the industry’s dirty laundry than on social media? Enter: Estee Laundry.

Dubbed the “Diet Prada of beauty”, this unapologetically honest Instagram account is uncovering the (very) ugly side of the beauty industry and calling out major brands. Since its launch in April, it has shone its scrutinizing spotlight on the likes of Glossier, Fenty Beauty, L’Oréal, and beautyblender for everything from false product claims (Glossier’s new mascara is, in fact, not entirely vegan) to some embarrassingly obvious dupes (it’s hardly a coincidence that Nip + Fab’s new oils have the exact same packaging and names as those by Farsali).

It’s safe to say that no scandal will go unnoticed – and its revelations will blow your mind.

 

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Who copied who?💄#Rihanna #KBeauty #WhichCameFirst #FentyBeauty #DearDahlia

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It’s not all bad news, though, as the account also announces industry news and details on the latest product launches. Aesop and Rimowa have teamed up to create a mini suitcase full of skincare? Want. And we heard about it right here.

At a time when inclusivity and diversity aren’t the exception – they’re expected – the anonymous team behind Estee Laundry is also making it their mission to name and shame brands that are falling short of playing their part or promoting false beauty ideals. “When you’re a #TrueMatch only as long as you’re light-skinned” was the caption alongside an image of L’Oréal’s ‘True Match’ for “all” Indonesian skin tones campaign, which failed to recognize anyone darker than slightly tanned.

 

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When you’re a #TrueMatch only as long as you’re light-skinned. 🤷🏽‍♀️ #LorealParis #MyTrueMatch

A post shared by Anonymous #BeautyCollective (@esteelaundry) on

On the flipside, when Estée Lauder announced that it was expanding its best-selling ‘Double Wear Stay-in-Place Makeup’ foundation to include 56 shades, Estee Laundry took to Instagram to applaud them by saying, “We’re glad that more beauty brands are taking inclusivity more seriously now – better late than never.” So take note beauty brands: if your laundry’s going to get aired for the world to see, make sure it’s clean.

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