@EsteeLaundry Might Just Be The Beauty Version Of @Diet_Prada

Beauty standards.

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.

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Since #Fashionista has already covered this #KendallJenner #VogueMagazine cultural appropriation story so well, here are just three points we’d like to highlight: 1) Since #AmericanVogue is constantly under fire for cultural appropriation, is it finally time #CondeNast replaced #AnnaWintour with someone who has a more sophisticated understanding of 21st century race and gender politics (remember her letter defending #GeorginaChapman?)? Anna Wintour has been amazing at Vogue and we are huge fans, but is it time to retire her to the history books? Is it just a coincidence that #BritishVogue, under the watchful eye of #EdwardEnninful, hasn’t had to apologise for any such slip ups? 2) Why is #KendallJenner constantly at the centre of these dramas? She pleads ignorance for her insensitive behaviour in most cases, but is that enough? Can she do better—or employ someone who can help her do better? 3) Using the term “homage” as an excuse for cultural insensitivity should no longer be relevant. The representation of minorities (often portrayed as “the other”) in the past was less than ideal, and using that as an excuse for cultural appropriation isn’t enough. #Laundrites, what do you think? We know some people still think cultural appropriation is political correctness gone extreme, but as a collective made up entirely of cultural minorities, we disagree! 👊🏽

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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.🍿


Image: @esteelaundry