In this past decade, minimalism has grown from a trend to a lifestyle. People have started appreciating the beauty in simplicity, straightforwardness, and what we may call 'fuss-free' in many aspects — from homeware, interior design, and prominently, makeup, skincare and fashion. That's why many brands within these industries have embraced the minimalist style almost as quickly, dropping theatrics and loud aesthetics for something looking crisp and clean.
And of course, the tactic worked. A lot of consumers immediately embraced the idea of minimalist packaging and marketing and immediately, such style got associated to an elevated take on what's chic and luxurious. But just like any other fad, its growing popularity has been subject to issues between brands, with allegations of imitation and actual copyright infringement lawsuits. Which got us thinking: in an industry that thrives on simplicity and subtlety, what qualifies as 'copying' when there's literally not a lot to copy?
Just recently, a Filipino brand has been called out for allegedly copying not just Glossier's minimalist approach to packaging but even their marketing strategy of controlling the release of their stocks to increase the hype and anticipation from its patrons. The brand has acknowledged the allegations in a recent interview with Bustle, in which they quoted the brand's co-founder and Creative Director Martine Cajucom-Ho as saying, "Glossier is a brand we look up to... They’re game-changers, and we feel that any brand that isn’t inspired by what they’ve done isn’t looking in the right direction."
While it appeased others in saying that the statement was a sign of humility, it also caused even more criticisms against the brand, saying that it sounds even more of an actual admittance to a lack of originality. Glossier has yet to give their opinion on the situation.