For a few days, the beauty industry appeared to have discovered the same idea at exactly the same time.
Fenty Skin introduced a fresh-sliced hydrogel eye patch. Glow Recipe followed with its own version. Then Huda Beauty entered the conversation with another eye patch product using a remarkably similar dispensing system.
The products are different, but the packaging is where the resemblance becomes hard to ignore.
Each product uses a compact, cylindrical container that dispenses an individual hydrogel patch through a “twisting” mechanism. Instead of opening a jar and reaching for a pair of slippery patches, the user twists the container and gets a fresh slice ready for application.
It is a clever idea, but also an extremely recognisable one.
That is why the conversation around these beauty products has become less about eye patches themselves and more about the strange moment when three major beauty brands appear to have arrived at almost identical packaging within days of one another.
The timing makes it even more interesting.
Fenty Skin first teased its Dew N Plump Fresh-Sliced Hydrogel Eye Patches on September 17.
The brand presented the product as a new approach to eye patch delivery, with an airtight container designed to keep the formula fresh while dispensing individual patches with a twist.
The appeal is easy to understand.
Eye patches are hardly a new category. Hydrogel patches have been part of skincare routines for years, especially when the under-eye area needs a quick dose of hydration or a cooling step before makeup.
The more interesting development is the delivery system.
A conventional eye patch jar requires users to reach into the container, separate the patches, and deal with excess serum along the way. The new format turns that familiar ritual into something much cleaner and more controlled.
Twist the container. Take the patch. Apply it.
The packaging has effectively become part of the product experience.
Fenty’s formula also has its own identity.
The listed ingredients include niacinamide, hyaluronic acid, and panthenol, alongside fruit-derived ingredients. The product is positioned around hydration, smoothing, and preparing the skin for makeup.
Then Glow Recipe arrived with a very familiar-looking solution.
Glow Recipe’s Exopeptide Caffeine Brighten & Depuff Fresh Slices Eye Mask uses the same broad dispensing concept, but the formula takes a different direction.
The product centres on caffeine and exopeptides, while Glow Recipe says it incorporates its actives directly into the hydrogel rather than simply saturating the patch with serum.
The brand has also introduced what it calls magnetic hydrogel technology, designed to give the patch a close, skin-hugging fit.
That distinction changed the conversation.
In fact, that is probably the most important detail to keep in view as the internet compares the three launches. Similar packaging is immediately visible. Formula development is not.
Then Huda Beauty appeared.
On September 22, beauty creator Prableen Kaur Bhomrah shared what appeared to be Huda Beauty’s Undereye Jelly Patches, complete with the same broad slicing mechanism.
The reaction was almost immediate, especially since Fenty and Glow Recipe had already introduced their own versions within a remarkably short window.
One person in the comments summed up the mood rather perfectly, reacting to Fenty Skin, Glow Recipe, and Huda Beauty appearing within days of one another with: “Fenty, Glow Recipe, and now Huda Beauty launched just within 3-4 days is crazyyyyy.”
At that point, the resemblance was no longer something beauty enthusiasts could easily overlook.
But the story becomes more complicated when you look beyond the three Western beauty brands. The slicing mechanism itself did not originate with this week’s eye patch launches.
Korean beauty brand Wonder Bath has already used a similar dispensing concept for its Slice Serum products.
The format existed in the beauty market as far back as July, before Fenty Skin, Glow Recipe and Huda Beauty brought variations of it into the current conversation.
The brand’s current range includes slice serum sheets designed for concerns including pore care, volume lifting, and dark spots.
The packaging uses the same broad idea of dispensing serum-infused material in individual slices rather than asking users to reach into a conventional container.
The Beauty Brands Have Also Decided to Have Fun With The Packaging
The funniest part of this entire situation may be how the brands responded once everyone noticed.
Fenty Skin shared an image of the different dispensers pointing at one another in the familiar Spider-Man pointing meme format, with the caption:
“Pulling up to the function with your hgs in the same fit like 👉🏾👈🏾”
Which is, frankly, the beauty-industry equivalent of looking around a room and realising everyone accidentally wore the same dress.
Glow Recipe joined in too, responding with “Touché 😘💖”.
Even Wonder Bath chimed in: “HAHAHAH! There is room for everyone in the market❤️ We love you @fentyskin.” And Huda Beauty got in on the joke as well, posting a video:
At this point, it became less of a beauty scandal and more of an expensive group-chat joke.
Because unless a brand can establish that another company copied its protected design, concept, or intellectual property, looking similar is not automatically evidence of wrongdoing.
Especially when a similar concept already existed.
So… Did Everyone Just Have the Same Idea?
The resemblance has naturally prompted questions about how three brands ended up with such similar packaging at almost the same time.
Huda Kattan has suggested that the brands may have worked with the same packaging supplier, raising questions about how exclusive these packaging designs actually were.
Glow Recipe, meanwhile, has emphasised that the packaging represents only one part of the product development process. Its founders, Sarah Lee and Christine Chang, have pointed attention back to the formula and the work behind the hydrogel itself.
Those details simply mean that similar packaging alone cannot establish that one brand copied another. And perhaps this is where the conversation around these products needs a little more nuance.
Beauty has always been built around familiar categories.
Cleansers, serums, lip glosses, moisturisers and eye masks are repeatedly reinvented through ingredients, textures, packaging and application methods. The competition often comes down to finding a more compelling answer to a problem consumers already have.
In this case, the question was: How can an eye patch be easier to dispense?
Fenty answered with a fresh-sliced system.
Glow Recipe has developed its own version around a different formula and hydrogel technology. Huda Beauty introduced another variation. And Wonder Bath had already demonstrated that the slicing concept could work within skincare.
The packaging may look almost identical at first glance, but the products do not necessarily function identically.
The novelty of the dispenser will eventually wear off.
Once consumers have seen the twist-and-slice mechanism enough times, it will stop feeling revolutionary. The packaging will become familiar.
For now, though, the beauty industry has given us an unusually entertaining example of how innovation travels.
Sometimes an idea has existed quietly in another market for years before a wider audience notices it. Other times, several brands arrive at the same consumer solution in a very short period, leaving everyone else staring at their screens and asking the obvious question.
Wait.
Why does everybody have the same packaging?
The answer, at least for now, seems to be that the packaging is remarkably similar, while the products inside are telling different stories. Honestly, that makes this much more interesting than a simple copycat conversation.
Photo: Instagram/@fentyskin
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Evelyn Adenike is an Associate Beauty Editor at Fashion Police Nigeria, where she covers all things beauty, from the glossiest nail trends to the best skincare finds. With a soft spot for storytelling and an eye for what’s fresh, she brings creativity and just the right dash of drama to every post. If it’s bold, beautiful, and blog-worthy, Evelyn’s probably already writing about it.
