Instagram "call-out" account Diet Prada has become a feared voice when it comes to fashion, and now there's an account challenging the beauty world in the same way.
It's hard to imagine Instagram without the watchful and authoritative eye of Diet Prada, the Instagram account beloved by the likes of Naomi Campbell and Busy Philips for its mission to call out copycat culture in fashion, as well as more grievous incidents of racism and sexism.
The account, run by two fashion lovers, has amassed 1.2 million followers and has led the charge towards accountability in fashion that has reinvigorated how the public and fashion houses discuss their industry.
Now, it looks like the beauty world is getting their version of Diet Prada, as Estée Laundry steadily racks up followers with its clear-eyed and sharp take-downs of sketchy or downright plagiarist brands.
The account first posted in April 2018, starting strong with a post about none other than Trinny Woodall's makeup range, targeting her products' "cheap plastic pots" and highlighting how she seemed to blatantly copy RMS Beauty's Lip2Cheek pots.
From there, it has amassed 62,000 followers on Instagram, and has shone a light on everything from questionable employment practices in eco-beauty giant Lush to the unsubstantiated skincare advice doled out by Drunk Elephant, a brand revered by many.
Most recently, the account garnered attention and praise for challenging a new highlighter shade from Fenty Beauty, a rose-pink hue called "Geisha Chic". The account called out the name for perpetually a negative stereotype of Japanese geishas, and the company swiftly removed the highlighter "until it can be renamed".
Speaking to The Guardian, the account said "The worst thing brands and targets of negative criticism can do is to stay silent and hope for things to blow over. The internet never forgets".
As well as the callouts, the account has developed a devoted following called the "Laundrites", who send in photos of their skincare and makeup shelves for #ShelfieSunday or get the chance to review a product on the page each week.
The account itself is a community, too. Unlike Diet Prada, who revealed their identities somewhat by saying they were a New York City-based duo, Estée Laundry is a "collective" run by a "handful" of people dotted across numerous locations. They all work in the beauty industry, be it full- or part-time.
With call-out culture seemingly not far off becoming a legitimate career in and of itself, it's easy to see how an account like Estée Laundry has grown so rapidly. People love drama, especially when it intersects with the products they spent a significant amount of money on each year.
This isn't lost on the account, as they say to The Guardian: "While we always try to do the right thing, there have been a couple of times where we had to delete a post after hearing the other side’s perspective."