Fenty, Glow Recipe and Huda Fight Over the Same Eye Patch

Fenty, Glow Recipe and Huda teased near-identical eye patches within hours, sparking a viral copycat debate.

Cosmopolitan reports that Fenty Beauty teased its Dew N Plump Fresh-Sliced Hydrogel Eye Patches, featuring packaging the brand called a "first of its kind" design that dispenses and cuts off a fresh slice of hydrogel when you twist the tub. The next day, Glow Recipe shipped influencer packages for its Exopeptide Caffeine Brightening and Depuffing Fresh Slices Eye Mask in the same twist-and-dispense tube, and hours later Huda Beauty announced its first skincare product: Undereye Jelly Patches in the identical tube design. According to Cosmopolitan, Bubble, Vitamasques and Wonderskin also posted about working on their own versions.

The timing turned a product launch into a spectacle. As Cosmopolitan recounts, TikTok filled with reaction videos speculating about beef between the founders, with commenters joking "Fenty, then Glow Recipe, then Huda!!!! Who's next?" on creator Prableen Kaur Bhomrah's announcement of the Huda patches. Cosmopolitan's reporting suggests all three brands likely worked with the same manufacturer and may each have been told they would be first to market. The same week, model Molly Sims posted a tearful Instagram video criticizing a founder for copying her YISE Beauty Wide Awake Brightening Eye Cream — viewers quickly linked it to Jones Road's new Wide Awake Brightening Neutralizer and Concealer.

Cosmopolitan's beauty editors point out that the twist-and-dispense packaging was not custom to any of these brands in the first place, and that an under-eye product called "Wide Awake" is hardly reinventing the wheel — which they say is likely why YISE Beauty has not been able to obtain a trademark yet, a point Jones Road noted they researched when naming their product. In the parallel case, Sims posted on her Instagram Stories that she and Jones Road founder Bobbi Brown worked through their issues privately, while Fenty and Huda Beauty collaborated on an Instagram post joking about the packaging kerfuffle, per Cosmopolitan.

Cosmopolitan argues the commotion shows an industry so hyperfocused on being new that it has lost the plot on performance — the editor writes that being first does not influence a purchase, but how well a product works does. The verdict on whether the products are actually different is still out: Cosmopolitan says it tested both Wide Awake products, calling YISE's a tinted, your-skin-but-better eye cream in four shades and Jones Road's a true under-eye concealer in a wide shade range, and liked both. Separately, Creative Boom reports parts of the beauty industry are now stealing from The Ordinary's playbook — with one brand even making what Uncommon's Nils Leonard called a "really bad" AI-generated version of the agency's award-winning Periodic Fable campaign against empty buzzwords.

The eye patch formulas themselves remain unjudged. As Cosmopolitan puts it, readers will have to wait and see whether any of the twist-and-slice formulas are actually worth the hoopla, and whether the fresh-cut format genuinely offers benefits like hygiene or better depuffing. The outlet predicts shoppers will mostly buy from brands they already love, or whatever is cheapest in this economy, and that celebrating dupes may even make being first to market a detriment. For founders, the lesson Creative Boom draws from the Black Pencil-winning The Ordinary campaign stands: in a world of AI shortcuts, painstaking craft is what earns attention — and brands that copy the playbook without the craft risk becoming the slop.