Four Beauty Brands Launch Similar Eye Patch Products

The following day, Glow Recipe announced its own version of twist-and-dispense eye patches, named Exopeptide Caffeine Brightening and Depuffing Fresh Slices Eye Mask, sending samples to influencers to promote. Shortly after, Huda Beauty introduced Undereye Jelly Patches, also utilizing the same dispensing technology.

Additionally, Korean brand Wonder Bath had released its “Slice Serum” eye patches earlier in July, offering three variations: pore tightening, volume lifting, and dark spot toning, with 60 patches per package.

Huda Kattan, founder of Huda Beauty, commented on the situation, attributing the simultaneous launches to issues with their shared packaging supplier and affirming that while the formulas differ, the same supplier caused the overlap in design. Founders Sarah Lee and Christine Chang of Glow Recipe similarly noted the importance of their unique formula.

Despite the initial coincidence, the brands have embraced the unusual situation with humor on social media. Fenty Skin shared a meme referencing the similarity among all four brands, prompting positive responses from Glow Recipe, Huda Beauty, and Wonder Bath.

Consumer reactions varied, with some expressing disappointment in the state of beauty innovation. However, industry insiders explained that such occurrences are common in beauty, as brands often use the same manufacturers and processes for their products. Lee and Chang emphasized that while the delivery system may be similar, each brand's formula and branding remain distinct.

The scenario highlights that beauty innovation can sometimes emerge from improvements to existing products rather than the creation of entirely new categories. While multiple brands have launched similar eye patches, the distinct experiences they offer may keep the industry dynamic.