YISE Beauty and Jones Road launch similar wide awake concealer
In the world of beauty, where a simple product name can spark a social media firestorm, the lines between creative inspiration and intellectual property often blur. Recently, this tension boiled over on Instagram as Molly Sims, the visionary founder of YISE Beauty, took to social media to address some bubbling drama in the industry.
Sims shared a candid video expressing her feelings, noting that the conflict was less about a simple product name and more about the creative ideas and the sheer effort that goes into bringing a concept to life. While the public may focus on the packaging, Sims made it clear that the true frustration lay in the marketing architecture behind the launches.
The friction began following the launch of YISE Beauty’s Wide Awake Concealer in March 2024. Shortly thereafter, Jones Road Beauty, founded by makeup artist Bobbi Brown, introduced its own Wide Awake Brightening Concealer. The similarity in naming immediately drew attention, but the resulting social media reaction quickly escalated into a widespread discussion about brand originality and marketing strategy.
Sims’s response prompted a significant reaction. The post quickly amassed over 900,000 views and thousands of comments, drawing in celebrities and other founders who shared similar stories. Followers were split, with some pledging loyalty to YISE, while others called out the similar product name on Jones Road’s feed, fueling a fascinating debate about what truly constitutes infringement in the creative space.
The core of the dispute, it turned out, was not just about two words on a label. The tension stemmed from the underlying campaign structure. YISE had promoted a “Glow Peptide Serum” campaign, while Jones Road utilized a “Hotline” campaign, inviting customers to consult with makeup artists for shade selection—a powerful marketing tool. When these distinct campaigns employed similar language and concepts, the resulting collision highlighted the importance of original marketing architecture.
When founder Bobbi Brown weighed in, her response focused primarily on the nomenclature, emphasizing that a founder speaking in their own voice should feel human rather than corporate. However, this focus omitted the crucial element of the marketing strategy—the “wake-up call” and “hotline” language that framed the launch. This omission left the bigger, more strategic complaint unanswered.
This distinction touches on the tricky world of trademark law. While a descriptive phrase like “Wide awake” might seem simple, the legal landscape is complex. Trademark protection is often limited regarding ordinary English that describes a product’s function or benefit. The real battle isn’t usually over a single phrase, but over whether an association becomes so strong that consumers mistake a brand for a benefit. The focus shifts from naming to the overall experience and the creative work behind the product.
Ultimately, the story serves as a reminder that trademarks are not the only vibe check in the beauty industry. The success of a brand is built on unique ideas and creative execution. Whether a name overlaps or not, the broader context of the marketing campaign and the uniqueness of the product formula are what truly define originality and lasting success.
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