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On August 2022, popular YouTuber twins Brooklyn and Bailey McKnight unveiled ITK, a 15-piece skin-care line available at Walmart. The name ITK stands for “in the know” and implies that the duo promises to keep their buyers informed about skin care.
ITK contains everything from cleansers and pimple patches to vitamin supplements for inside-out skin health. The products are vegan, cruelty-free and priced at $15 or less.
Since the launch, Brooklyn and Bailey have been plugging their products on all their social media accounts, but on September 13, 2022, they had something different to share with their followers on their Instagram stories.
Brooklyn and Bailey McKnight Think Kylie Jenner Copied Them
The sisters posted a series of Instagram stories claiming either Kylie Jenner copied them or their marketing team had “similar marketing minds.”
The twins and Kylie Jenner’s red telephone concept. (Source: Instagram)
They posted a few explanations on why they felt that way, starting with an Instagram reel of their clothing brand, Lash Next Door. The video featured a red rotary dial telephone and a pair of hands ringing the numbers 12, 15, 22, and 5, representing the letters L, O, V, and E.
It was a clue that they would drop their new launch on February 14, 2022.
In the next story, the sisters put a video of Jenner’s new Kylie Cosmetics promotion video. Jenner’s video featured a similar red rotary dial telephone, except in hers the phone rang.
Her mother, Kris Jenner, had called to remind the makeup mogul about her new makeup launch. This was just one of the three similarities the sister picked up on.
A photo comparison of ITK and Kylie Skin. (Source: Instagram)
In the second one, it seems Jenner copied the sisters’ flat lay ITK photography for Kylie Skin’s promotion. Brooklyn and Bailey photographed their color-changing mask on top of a bed or roses placed on a wooden bathtub caddy.
Similarly, Jenner placed her lavender bath essentials on a wooden bathtub caddy.
Brooklyn and Bailey McKnight think Kylie Jenner copied their idea. (Source: Instagram)
Lastly, ITK and Kylie Skin displayed the description of their product similarly, except Brooklyn and Bailey’s photo was posted on July 9, 2022, while Jenner’s on August 24, 2022.
The twin sister ended their post by sharing that they had seen a woman on TikTok complaining about Jenner copying her, and they iterated that she might not be the only victim.
Netizens React to the Similarity
The original Tiktokroom screen grabbed and reshared Brooklyn and Bailey’s Instagram stories, and fans expressed their feelings about the situation in the comments.
Judging by the comments left by the netizens, some were convinced Jenner had copied them. “Y’all look at the entire story she posted. It’s more than a coincidence, tbh,” commented a user.
However, others disagreed with the twins. “As if Kylie would feel the need to do that,” commented a Jenner supporter.
Meanwhile, another one explained that Jenner couldn’t copy them because even if they posted later than the twins, the process had probably taken months behind the scenes.
A third group claimed these ideas were executed so often that nothing was new.
“Those ideas are not original they’ve been done so many times before,” commented a user, while another one wrote, “Coming from someone who works in marketing: there is nothing original about all of that.”
So far, Jenner has not addressed the claims.
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