@EsteeLaundry Might Just Be The Beauty Version Of @Diet_Prada

We all know how big of an effect the internet has had on the fashion industry. With Instagram accounts like Diet Prada, people have started to hold brands accountable for their actions. Whether its copying another designer or a lack of diversity on the runway, people are inciting real change in the industry by speaking up. So, it was only a matter of time it happened to beauty.

@esteelaundry is the new account holding beauty’s feet to the fire, by calling out brands for cultural appropriation, a lack of inclusivity when it comes to products, ripping of other labels and anything else you can think of that warrants a call out.

The creators of the accounts, who call themselves the “Anonymous Beauty Committee,” started the page with the goal of “airing out the beauty industry’s dirty laundry.”

“We set up the account because there are a lot of open secrets in the beauty industry that no one talks about,” they told i-D. “Magazines and bloggers don’t talk about them because sharing them openly will impact their sponsorships, advertising and freebies. We wanted to create an anti-influencer account that would encourage transparency and honesty.”

Since launching the page in April, it’s covered everything from rip offs like Kim Kardashian’s KKW Fragrance bottle (ahem, Jean Paul Gaultier) to the scandal surrounding Sephora employees posting fake positive reviews on their website and Kendall Jenner’s recent Vogue cover. Based primarily on submissions, the account continues to call out all of the problems within the industry, with today’s question to their followers being who are the Sketchy6, the six sketchiest beauty brands. As with Diet Prada, it’s only a matter of time before people start sending in loads of secrets, and brands start responding in the comments. So, grab your popcorn.🍿