Blush with a Side of Drama: Ellemkay’s Daring Dupes

Ellemkay, founded by Ameera Khan, better known as Little Miss Khan, has captured attention with its blush sticks. These come in two shades: Darling, a soft, muted baby pink and Kisses, a rich dark berry pink. The product itself is impressive, easy to apply, providing a smooth finish with a buildable pigment. At RM79, they offer reasonable value, though they might not be the most budget friendly option out there.

However, there's more to the story. Ellemkay’s blush sticks bear an uncanny resemblance to those from Rhode, not just in the product itself but also in packaging and marketing strategies. It seems like they’ve borrowed a bit too much from Rhode’s brand identity, raising eyebrows about their originality. For a brand to truly stand out, it needs its own unique voice and aesthetic, which Ellemkay seems to be struggling with right now.

Another significant issue is the lack of transparency regarding the product’s ingredients. The packaging is notably sparse on details, omitting essential information like the full ingredient list, product quantity, manufacturing date and expiration date. Instead, consumers receive a thank you card that lists just six ingredients which are tocopherol, water, magnesium, wax, isononyl isononanoate, and polyisobutene. This list feels incomplete, and understandably so, as it seems unlikely that a blush stick could be made with just these six components.

This lack of transparency is concerning, particularly for individuals with allergies or sensitive skin who rely on detailed ingredient lists to make informed choices. Attempts to get more information from Ellemkay have been met with silence, which only adds to my frustration.

It's disappointing because the blush sticks themselves are genuinely good. They perform beautifully, enhancing the skin with a natural, radiant glow. Yet, these positive aspects are overshadowed by the brand's approach to transparency and originality.

For Ellemkay to really win people over, they should focus on being more original and upfront about what's in their products. By carving out their own brand identity and keeping things transparent, they’ll build trust and let their blush sticks speak for themselves. This would not only build trust but also let the quality of their products truly stand out. With these tweaks, Ellemkay could step out of the shadows of Rhose and become a standout brand in the local beauty scene.