The latest beauty-world drama: What happened in the “eye mask war” between Fenty, Huda and Glow Recipe

If you’ve been scrolling through social media lately, you may have noticed a major coincidence in the beauty world: Fenty Skin, Glow Recipe, and Huda Beauty all released eye-mask patches with nearly identical packaging within just a few weeks. The cylindrical containers and twist-to-dispense designs are the same. While the brands, formulas, and positioning differ, the all-too-familiar packaging has left many beauty fans wondering: Did they coordinate these launches?Let’s break down this unexpected eye-mask battle.

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The culprit speaks out: Did they all use the same supplier?

As everyone was comparing just how similar these eye masks look, Huda Beauty founder Huda Kattan couldn’t resist commenting on a TikTok video herself. Addressing questions over whether “the beauty industry has lost its creativity,” she bluntly said that they had clearly all been “screwed over by the same packaging supplier”. She also stressed that although the packaging is the same, the formulas inside are completely different for each brand.

 

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A post shared by HUDA BEAUTY (@hudabeauty)

In fact, these eye masks all come from the same Korean beauty manufacturer. It’s a reminder that brands may need to handle packaging exclusivity agreements more carefully when developing new products, clearly spelling out exclusivity in their contracts so they don’t invest in packaging innovation only for competitors to be able to buy the same design.

A crisis becomes an opportunity: Fenty’s perfect meme response

Now that the matching packaging is a fact, why get defensive when you can be open and have a little fun with it? Fenty Skin’s PR response was textbook-worthy. Rather than ignoring the online discussion, it posted the classic “three Spider-Men pointing at each other” meme, depicting its own eye masks alongside those from the other two brands. The move instantly turned an awkward situation into an entertaining topic that made everyone smile.

The real pioneer was this Korean brand

 

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A post shared by 원더바스 WONDER BATH (@wonderbath_official)

While everyone’s attention was on these three major brands, Korean skincare brand Wonder Bath had already launched products based on the same packaging concept. Wonder Bath currently offers several Slice Serums for pore tightening, dark-spot brightening, and plumping and lifting, with 60 patches in each jar. It also proves once again that the global beauty industry is watching K-beauty closely.

This eye-mask battle tells us that the beauty industry today isn’t facing a lack of innovation so much as a lack of differentiation. When packaging can’t serve as a unique selling point, a product’s formula, brand story, and connection with its community are what ultimately win over consumers.

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