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The line was founded by Texan entrepreneur Sunday Riley, who shares the same name with his brand.
Riley, a cosmetic chemist, founded her line in 2009 after finding other unsatisfactory skincare products. She formulates the products herself, she told Allure in 2017.
"I think a lot of brands of luxury skincare products are very brilliant and are focused on buying the brand – we are on the contrary, we sell something that works," Riley told the magazine. .
Riley explained to Allure that when they started, they "put the products in the hands of influential people on the company" instead of spending a lot of money on advertising.
Probably the most famous product of the brand, Good Genes, has more than 130,000 "loves" and 2,000 reviews on the Sephora website.
Many critics were enthusiastic about the product, with some claiming that the results helped them outpace the high price – $ 158 for 50 milliliters.
"Honestly, I can say that I have never used a more effective facial product.The improvement of the skin on my nose alone is worth the exorbitant price," wrote one reviewer.
However, many fans of the brand were stunned this week by an article on Reddit's highly popular Reddit, / r / SkincareAddiction, written by a person claiming to be a former Sunday Riley employee.
Neither Sunday Riley nor Sephora sent back requests for comment. The employee who sent the email returned BuzzFeed News to two Sunday Riley contacts, who also did not return a comment request.
BuzzFeed News was in touch with the anonymous poster who told us that she wanted to remain anonymous.
They told us that they were working at Sunday Riley for two years and provided the entire email in question.
In the leaked email, Sunday Riley's employee provided the team with specific instructions. She encouraged employees to create multiple nicknames to make their opinions seem more authentic.
The employee also asked the employees what to say to appear authentic to potential customers:
It is helpful to make yourself more accessible, as you know how much acne is hard and you have tried everything, and this one works or mentions things like, yes, it's a little more expensive, but it works unbelievable. [sic] well compared to the cheaper masks there. If you need help with things to say, do you feel [free] ask me Sunday or Addison. When critics arrive, read them too. If you notice that someone says things like I do not like the word "x," write a review that says the opposite. The power of opinion is powerful, people trust what others have to say to convince them and to answer any questions they may have.
She also provided employees with detailed instructions on how to hide their IP addresses, so that comments are not reported as coming from the company's office.
Many people take product reviews seriously, especially when they cost hundreds of dollars, and they feel betrayed.
Sunday Riley has not tackled the controversy on its social media platforms.
The company however responded to Estée Laundry, an Instagram account dedicated to exposing the dramas of the beauty industry.
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