In their own words, @esteelaundry is here for "airing out the beauty industry’s dirty laundry." The account which has amassed almost 30k followers overnight is mysteriously run by the Anonymous #BeautyCollective.
The beauty of staying anonymous (excuse the pun) is that Estee Laundry can name and shame the industry's worst offenders. We're not talking about affordable beauty dupes - these are outright copies of leading skincare and make-up products.
Most famously, the beauty industry watchdog has called out Kim Kardashian and her Body fragrance bottle, which is suspiciously similar to Jean Paul Gaultier's Classique and have shined a light on Sunday Riley after they got their employees to write fake reviews for their products online. Proving that Estee Laundry is not afraid to wage war on copycats - regardless of how many followers an offender might have.
“It's important to call out beauty companies because many of them are dishonest and unethical in their business practices,” the mysterious brains trust behind the account told Daze. “They often put sales and revenue in front of the customer. Customers deserve to have a voice and to be taken seriously.”