Almost everyone is familiar with the fashion industry's Instagram watchdog, Diet Prada. Now, an Instagram account along a similar vein has emerged for the beauty industry.
Estée Laundry – a play on Estée Lauder – is an Instagram account “airing out the beauty industry’s dirty laundry,” as its bio reads. As WWD reports it is run by a group of "beauty insiders" from across the globe, and their mission is to forcefully encourage beauty industry transparency.
Similar to the creators of Diet Prada, who had fashion backgrounds before starting the account, one of the people behind Estée Laundry explained that its admins are all beauty industry professionals with backgrounds in marketing, finance, and operations for brands (big and small) while others have worked as influencers.
“Diet Prada plays a vital role as a fashion watchdog and we think of ourselves as the beauty industry’s watchdog,” said Estée Laundry’s anonymous member in an interview. “Over the years they’ve become less objective. We want to be completely neutral and have no favourites or enemies. We [don’t] attack any brands or person or influencer. We just call out actions that we find unethical on a case-by-case basis.”
The account came to light last week after posting a leaked email to Sunday Riley employees directing them to post fake reviews of the brand's products; and plans to remain anonymous for the foreseeable future.
