Identical Beauty Products Raised Questions About Sourcing
Popular beauty brands released the same eye mask products, leading consumers to wonder about the origins of their skincare.
Updated on Oct. 1, 2026 in Beauty
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Major beauty brands including Fenty Beauty, Glow Recipe, and Huda Beauty recently teased identical hydrogel eye mask products sourced from the same manufacturer. Huda Beauty subsequently cancelled its product line following public scrutiny of the shared supplier.
Why it matters
This situation highlights how manufacturers often present identical innovations to multiple brands without requiring exclusivity. For consumers, this reveals that identical skincare products may be sold under different labels at significantly different price points.
Beauty manufacturers frequently offer identical innovations to multiple brands without exclusivity. Data shows that industry innovation has dropped to 30% from a historical range of 60-70% as brands increasingly rely on shared third-party suppliers.
The players
Huda Beauty
A global cosmetics company that cancelled its eye mask production after public criticism.
Fenty Beauty
A widely recognized beauty brand founded on inclusivity that recently teased an identical mask.
Glow Recipe
A skincare brand known for fruit-forward formulas that participated in the multi-brand mask launch.
Fel Beauty
A boutique brand that uses custom development processes and recently launched at Sephora.
Samhwa
A K-beauty supplier that provides manufacturing services for major global cosmetic brands.
The details
When a supplier like Samhwa develops a new product, they often present the technology to multiple companies simultaneously. Because these brands frequently lack exclusivity agreements, different labels can market the same base formula as their own innovation. Conversely, brands like Fel Beauty prioritize custom product development, requiring 56 separate trials over two years to create unique formulas and packaging.
Timeline
September 17, 2026: Brands began teasing identical hydrogel eye mask products.
December 2025: Fel Beauty launched at Sephora and direct-to-consumer channels.
Health Landscape
This development marks a departure from historical industry standards where brands prioritized proprietary research and development. The current reliance on shared suppliers reflects a shift toward faster market saturation over the creation of unique, custom-formulated beauty products.
When shopping for skincare, look closely at ingredient lists to determine if products labeled differently are actually identical. If you have concerns about the specific components or safety of a mass-manufactured product, consider discussing your routine with a dermatologist.
The takeaway
The trend of identical beauty products sold by different brands suggests that price tags may not always correlate with unique formulas. Consumers can protect their interests by verifying ingredient lists and researching whether a brand uses custom, proprietary development processes.
Further reading
For more on industry ingredient standards and product testing, visit our Beauty section.
Source note: This article includes information reported by Glossy.
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