A Wren Says

One thing I thought as I saw feedback about the Leaked Labs was this, “I don’t think this brand was designed for you.” Granted, I have never purchased anything from the brand, hadn’t really dove in to their video content, nor had I fully explored their website. But the one thing I gathered was that the full internet was criticizing the brand for doing what it said it would do. It said it would be innovative. It said the products were in development and that they wanted feedback. They said nothing about great value. They said nothing about price consciousness. They delivered, I assume, what they said they would. The problem is that the message went to everyone.

Given they rose to fame using TikTok, I’m not sure the duo behind the brand launch, the Lipstick Lesbians, had even considered what using that platform would do. By pushing their content on the app, they lost the ability to specifically target a defined customer type. (If they were running ads, it would be more possible to do this.) The add spread far and wide throughout the beauty community, beyond those people who are the early adopter types. Everyone heard about the product and got to speak to why it wasn’t for them. But it was never for them in the first place.

Now, there are certainly some layers to this controversy that I’m not getting into or writing about here. I will just assume the best of intentions with this launch. But this is one takeaway: When you push your product up to be seen by the entire internet, don’t be surprised when the entire internet has an opinion.