Beauty

Did La Mer Just Rip off This Instagram-Favorite Beauty Guru?

Social media was quick to call out the beauty giant.

8,793 Hypes

Did La Mer Just Rip off This Instagram-Favorite Beauty Guru?

Social media was quick to call out the beauty giant.

Another day, another controversy has surfaced in the beauty world. Following news that Korea-based Glowlab shamelessly copied Glossier’s product packaging, Instagram users have pointed out the uncanny similarities between La Mer‘s latest campaign and photos taken by @gelcream, a beauty-centric account well-loved by social media.

Run by Yana Sheptovetskaya, @gelcream is an Instagram account that reviews makeup, skincare and haircare items, and is known for its aesthetic feed of images that typically feature a hand elegantly holding a product. Those who count themselves fans would remember that the beauty guru created a series under the hashtag #gelcream_travel to document her travel essentials, with all pictures taken in front of a plane window. So when La Mer shared its newest “Arrive Hydrated” campaign, which includes photos composed almost the same way as Sheptovetskaya’s, the beauty community was quick to call it out.

“This is so disappointing. Don’t steal creatives’ work,” says one Instagram user. Another user comments, “Thought mammoth brands like @lamer would’ve learned by now that the Insta-gen consumers are no longer tolerant towards unoriginality — especially when it involves exploiting and/or replicating independent artists, labels, etc.”

Compare the images below for yourself, and let us know your thoughts in the comments section.

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