Over the weekend, model, actor, and YSE Beauty founder Molly Sims posted a teary-eyed video on her personal Instagram account calling out an unnamed brand and its female founder for stealing the name and marketing for her brand’s best-selling under eye concealer, Wide Awake.
“I don’t normally post stuff like this,” she said, “but over the last few days, I’ve had friends, customers, brand partners, retail partners DM, text, and email me that a brand that I love use and support not only use the exact name of a product I launched two years ago, but also their marketing copy and campaign feels a little too close to home.”
View this post on Instagram
“I launched Wide Awake two plus years ago,” sims continued. “It’s one of my best-selling products that I worked on for years. Earlier this year, we launched new tints in a big campaign that we have worked on for months. I can’t explain how disappointed — honestly, sad and hurt — I am to see this from another female founder who I’ve known for years and have looked up to in this industry.
“I have the privilege of working with a primarily female team who bust their freaking asses every day to make this dream happen. My marketing team of five. ...