Beauty brands around the globe get us excited all year round with ingenious launches, but more often than not, the truth of the matter is that there is more than meets the eye beneath all the enticing hype built around these products. We’re talking drama. Tea. Scandals. Lots of it.

From copycat products and brands not understanding the need to be inclusive to less than genuine influencer marketing and founders tainted with controversy, the beauty industry, like fashion, has its dirty laundry too. And one Instagram account – Estée Laundry – is making sure that we’re aware of it all.

These anonymous insiders unapologetically call out these brands and share their unfiltered opinions regarding the industry, shining light on their questionable modus operandi and holding them accountable for their BS practices, such as their reliance on influencer marketing on social media.

Boasting over 23,000 followers now, the team behind Estée Laundry claims that “being an anonymous collective gives us the power to stand up against beauty entities with unlimited resources”. It’s entertaining, highly informative and makes all of us think twice about our purchasing decisions.

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#Laundrites, how’s this for transparency? #LaMer may be considered the creme de la creme of luxurious skin care products, but a report from 2010 says the ingredients in Crème De La Mer are worth just a fraction of its hefty price tag. (Shocker!) . It contains relatively common ingredients like vitamins and minerals, eucalyptus and wheat germ, but carries an uncommonly high price: in 2010 just one ounce retailed for $130.00 at #SaksFifthAvenue (it is now $175.00). . #DailyMail recruited cosmetic chemist #WillBuchanan to analyze the real price of a jar. Even with a generous allowance for the cost of La Mer's prized ingredient, bio-fermented sea kelp, the ingredients in a 100 ml jar that costs the equivalent of U.S. $320 (now $490) were estimated to cost around $20. . La Mer defended the product and its price tag, stating that “Crème de la Mer offers value for money because it is a luxury product made in artisanal fashion that performs brilliantly and delivers what it promises.” They added, “Do we make money from Crème de la Mer? Of course – we're a business. But do we gouge the consumer? Absolutely not." Well, we beg to differ.😒 #NYDailyNews #EsteeLauder

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Whether or not you choose to support these brands is your prerogative, but at least be well-informed on whatever is happening behind the scenes before making your call. As proactive consumers, we should be demanding this sort of transparency.

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Tags : Instagram
Carmen Chong
YouTube-obsessed and a beauty junkie at heart. Find her on Instagram: @carthemen