The Anonymous Beauty Insiders Stirring Up Drama

Photo-Illustration: by Preeti Kinha; Photos: Getty Follow Me is a weeklong series about personal brands, for better or for worse.

Ultimately, we want Estée Laundry to be a platform for the consumer and our followers, where they feel safe and share their stories and concerns. As a whole, we provide a bigger voice and can stand up to brands and hold them accountable. We want to protect consumers and help them make better decisions. The dark side of beauty is big brands that put profit and revenue before the consumer. A lot of them don’t have ethical business practices. We don’t know how they’re treating their employees.

The majority come from DMs. We get a lot of emails as well, hundreds a day. More recently, since we’ve been talking about bullying claims at Australian beauty retailer Mecca, we’ve gotten 200-plus DMs, and they’re still coming. We read every single one, although we may not always respond. If one of us has a reservation about something, we won’t post it. We have to have a collective agreement. We also do due diligence.

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