It's been a wild time on the beauty side of the internet. It seems like every time we blink, there's a new controversy to untangle, understand, and meme-fy. The "Grinder Eye Mask Gate" is the most recent one that came across our feeds, and we were immediately intrigued. It involves three (or four) beauty brands and under-eye masks that haven't launched yet—all in identical packaging. How did this even happen?
These online moments move so fast, it seems impossible to trace back the controversy all the way back to the beginning. We feel like detectives putting the clues together with a red thread to uncover the mystery of the copycat eye patch grinder packaging. Luckily, we did all the sleuthing for you.
So, keep scrolling to learn what the deal is with this newest beauty controversy and find out exactly how this happened.
On September 17, Fenty Beauty teased the launch of its new Dew N Plump Fresh-Sliced Hydrogel Eye Patches with a "first-of-its-kind" grinder packaging that delivers each under-eye product with each twist. Then, throughout the next few days, Glow Recipe and Huda Beauty revealed their own under-eye patches with the exact packaging technology via PR boxes sent to beauty influencers.
The controversy isn't necessarily because of the packaging. There are plenty of examples of beauty brands using similar packaging as other brands (think the grinder cleansing balms). The difference this time around is the timing of it all! Usually, we see similar packaging months after the initial "revolutionary" launch. For the "grinder eye mask gate," these products haven't even launched yet. While the packaging might not be a first of its kind, the speed of this controversy certainly is.
So it leaves us wondering, how will the consumer choose? Which brand will win when it actually launches? Are we tired of the onslaught of new beauty launches? Will this controversy force the beauty industry to finally slow down? We will just have to wait and see!
The reason for this mishap is simple. All of these beauty brands went to the same packaging manufacturer when they were ideating and formulating their under-eye masks. This mystery packaging vendor was shaded by Huda Beauty on Instagram with a meme, saying, "me and the girls getting called in for a documentary about a certain manufacturer."
Glow Recipe founders Sarah Lee and Christine Chang told ELLE, “We’re actually not sure who the packaging vendors for the other companies are, but for us, the packaging is just one part of this equation." Meanwhile, a source close to LVMH (who owns Fenty Beauty) told Marie Claire, "It's not a custom Fenty mold. If it were, LVMH/Kendo would never allow it on the open catalog."
We can only assume these brands were either lied to about their exclusivity to the packaging (at least for a specific timeframe) or they didn't have it in the first place and took the gamble.
Because the packaging is all the same, the actual product formula is what makes these under-eye masks stand out from each other. Fenty's under-eye patches are infused with niacinamide, hyaluronic acid, Kalahari melon, star fruit, and Barbados cherry fruit juices to hydrate, smooth, and prep the skin for makeup. Meanwhile, Glow Recipe's ones have actives that are built into the product itself (not swimming in a sea of serum) with a "magnetic hydrogel technology" that won't slide off your face.
Lastly, we don't know the exact formula for Huda Beauty's version, but we can see the hydrogel has a bubble pocket in the middle of the patch where the formula will seemingly be more concentrated. The title is "snatching hydrogel patches," which implies these will be more of a tightening formula, instead of a hydrating or brightening one.
Just like so many other innovations in the beauty space, the originator of this grinder-style eye mask packaging is a Korean brand: Wonder Bath. They're marketed as concentrated serums on jelly patches that slowly melt into your skin. While it's not widely available in the U.S. (yet), you can purchase it on YesStyle.
These slice serum patches promise to help remove dead skin cells and absorb excess oil inside your pores for a smooth and clear look.
This purple version of WONDER BATH's slice serum is formulated with Black Sapphire, PDRN, and NMN to boost the skin's elasticity and hydration while helping support collagen production.
Formulated with vitamin C and glutathione, these K-Beauty serum patches promise to improve the appearance of dark spots and blemish scars.
Celebs aren't the only ones who swear by these patches for brighter, moisturized under eyes; 45,800+ shoppers who awarded them a 5-star review agree!
Hailey Bieber’s Peptide Eye Prep hydrogel patches are everywhere online. Use them to depuff, brighten, and hydrate the under-eye area, thanks to the caffeine and peptides.
Made from Jericho Rose extract and vegan collagen, these masks are packed with antioxidants to deliver both hydration and elasticity for a well-rested look.
Infused with Retinal and plant-based PDRN, these K-beauty gel patches deliver a firm and glowy look to the delicate eye area.
Are you a fan of Summer Fridays' iconic Jet Lag products? These eye masks are formulated with niacinamide, cucumber extract, panthenol, glycerin, hyaluronic acid, caffeine, and peptides for a hydrating, depuffing, and brightening experience.
These Augustinus Bader eye masks are a true luxury! These patches instantly hydrate, brighten, and plump, while reducing the appearance of dark circles and fine lines.
Wake up your under-eye area with these Joe Jonas-approved patches. Made with caffeine, Vitamin C, and Vitamin B3, they help to brighten the under-eye area and minimize puffiness.
Plump and firm fine lines and wrinkles with these "juicy" eye patches packed with moisturizing hyaluronic acid. They also contain caffeine for an energizing boost.
Looking for luxe under-eye masks that deliver long-lasting treatment? From True Botanicals, these eye patches are powered by chebula, an antioxidant that optimizes our natural collagen levels.
Campbell "Pookie" Puckett uses these luxe hydrogel eye masks to illuminate the under-eye area. In addition to more radiant under-eye areas, these masks also target hyperpigmentation for an overall even complexion.
Looking for more masks? Shop these celeb-loved face masks!
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