Where to buy sliced eye patches as Fenty, Huda, Glow Recipe get caught up in beauty industry drama

It all started when Fenty Beauty and Fenty Skin teased a ‘first of its kind’ fresh sliced hydrogel eye mask in its trademark purple packaging on Instagram.

But the brands weren’t the only ones, Huda Beauty had also teased the same product (different formula), and things started to spiral from there, as Glow Recipe joined the fray with the same product set to launch.

No one saw an eye mask war on the cards (well perhaps apart from the manufacturer that is allegedly at the centre of the whole situation) but the beauty giants have all taken it in their stride poking fun with a series of memes.

The only question remaining now is, where can we buy the sliced eye patches that everyone is talking about in this beauty mess?

What is the sliced eye mask beauty drama?

We've all seen the memes, and the founders of Fenty, Huda and Glow Recipe have all poked fun at the unusual situation.

On Thursday 20th September, Fenty Skin and Fenty Beauty Instagram pages announced it was launching an innovative hydrogel eye patch product called Dew N Plump Fresh-Sliced Hydrogel Eye Patches, a tube that produces the ‘freshly sliced’ jelly masks.

Fenty were not alone, Glow Recipe shared the Exopeptide Caffeine Brightening and Depuffing Fresh Slices in the same packaging. Then came Huda Beauty version, simply called Undereye Jelly Patches.

It wasn’t until Rihanna-owned Fenty posted a tongue-in-cheek version of the Spider-Man meme - a cartoon illustration of each product pointing at each other - did things go viral and people began to clock what had happened.

K-beauty brand Wonder Bath were reportedly the first to sell the product over the summer, available only in Korea, and a smaller brand Vitamasques were also another brand claiming to have similar packaging for a product coming out soon.

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Can you buy the sliced eye patches yet?

Fenty Skin hydrogel eye patches, which are infused with niacinamide, hyaluronic acid, kalahari melon, star fruit and Barbados cherry fruit juices, are expected to launch in November, and a few selected influencers have already had early samples of the product.

It's not confirmed whether the brand will still go ahead with the release, with rumours of the price point being quite high around £30/$40.

Huda Kattan commented on an Instagram post from @thebrandblueprint explaining: “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 exclusivity with the packaging supplier. Pretty crazy.”

It’s not known whether they are still set to launch the eye masks.

Wonder Bath Slice Serum eye masks have been available in Korea since July and had the brand had the monopoly on the design until September.

Wonder Bath eye masks are available to shop now on Yes Style, Skin Seoul and Dodo, but make sure to check shipping and delivery details before placing your order.

SHOP NOW: Wonder Bath Slice Serum (60 patches), Yes Style, £26.58

SHOP NOW: Wonder Bath Slice Serum (60 patches), Dodo, £22

How does the eye mask slicer actually work?

Inside the pots is two columns of jelly-like substance, each brand so far has claimed a different recipe so there is room for all of them to exist on the beauty shelves.

The pot twists and when you hear a click that dispenses the slice of eye mask.

Here you can peel it off the lid and place it under your eye, with claims that they stay in place rather than slide off due to less liquid product needed.

The dispenser has been praised by beauty fans for being accessible to those who find packaging on individually packaged patch products on the market fiddly, due to the need to tear open and peel the slippery patches from plastic sheets.

Safe to say we'll be keeping our eyes peeled for the official release dates to test out whether they are worth it.