, where it was revealed through interviews that the account is not just run by a single person.spoke with Laundry’s only U.S. member, who lives in Los Angeles; she revealed exclusively that the international collective is comprised of at least five members. They’re all friends who currently work in the beauty industry in various forms, which is why relative anonymity remains essential. “We don’t want to get in trouble with our jobs,” Laundry says.
Like in April, when Fenty Beauty released a new shade of its Killawatt Freestyle Highlighter called “Geisha Chic.” “We got a lot of DMs about that one, so we posted it on our Instagram Story and asked, basically, ‘How do you feel about this?’” Laundry says. Within days, Fenty Beauty pulled the product from shelves and formally apologized to fans. “What we’re trying to do is create a positive culture of change,” Laundry says.
Reshef says that the way he approaches and works with brands has changed since Laundry entered the scene. “There’s an extra layer of conscientiousness,” he says. “There’s now a level of inclusivity that we need our brands to understand is demanded of them from their customers. In addition to that, brands have to be communicative. If someone complains about your product or something you do, and you don’t respond, then you’re guilty. Consumers now want real-time responses because of social media.
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