Beauty brands face eye-patch moment as Fenty, Huda Beauty and Glow Recipe unveil similar products

The beauty industry is facing an unexpected eye-mask moment, as Fenty Skin, Huda Beauty and Glow Recipe unveil remarkably similar sliced hydrogel eye patches—months after Korean brand Wonder Bath introduced the concept.

Fenty Skin teased its Dew N Plump Fresh-Sliced Hydrogel Eye Patches on September 17. The cylindrical dispenser releases a single-use under-eye patch with a twist.

Glow Recipe soon revealed its Exopeptide Caffeine Brightening and Depuffing Fresh Slices Eye Mask, followed hours later by Huda Beauty’s Undereye Jelly Patches.

However, Wonder Bath’s “Slice Serum” line debuted in July 2026, making the Seoul-based brand the earliest launch among the four.

Its range includes targeted variants and around 60 slices per tube, priced at approximately $29.

The near-simultaneous Western launches have raised questions about packaging exclusivity.

Huda Kattan said, “I think it’s pretty obvious that we all got screwed over by the same packaging supplier. Formulas are different, but we were lied to on the exclusivity with the packaging supplier. Pretty crazy.”

Glow Recipe co-founders Sarah Lee and Christine Chang stressed that the formulas remain distinct, saying, “We worked tirelessly to make sure that the formula would deliver results and the actives we used were infused into the hydrogel itself.”

Fenty highlights fruit juices, niacinamide and hyaluronic acid, while Glow Recipe focuses on caffeine and peptides.

The brands have also responded playfully online, turning the coincidental launches into a viral beauty conversation.

The episode illustrates how shared suppliers, emerging packaging trends and social media can bring similar beauty products to market within weeks.