In Exclusives, Insight, Marketing, Trend

It’s surprising this hasn’t happened sooner, but the beauty industry equivalent of @Diet_Prada has emerged, and it’s called @EsteeLaundry. The Instagram account was started by an anonymous beauty collective with the mission of “airing out the beauty industry’s dirty laundry” with no advertising or sponsored ads. They are delivering beauty business insider info, calling out brand dupes and cultural appropriation. Followers who are being dubbed#Laundrites are encouraged to DM beauty scandals.

According to WWD, the collective consists of beauty industry insiders that currently still work full-time in marketing, finance, and operations. “We set up the account because there are a lot of open secrets in the beauty industry that no one talks about. Magazines and bloggers don’t talk about them because sharing them openly will impact their sponsorships, advertising and freebies,” the founders told i-D. “We wanted to create an anti-influencer account that would encourage transparency and honesty.”

The first post from the beauty collective was 26th April this year, but the recent coverage of the Deciem drama and the coverage of a leaked email from Sunday Riley directing employees to post fake reviews have seen the follow count skyrocket.

If you’re in the beauty industry and you are not following EsteeLaundry, you should if you definitely want to stay on the right side of their posts.

Read a full interview in Fashion Magazine.

Photo: @EsteeLaundry via Instagram 

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