Celebrity Review Ignites Ongoing Brand Rivalry
A simmering dispute between lash brands Lashify and Pro Lash intensified in March 2025 after a viral product review by reality TV personality Bethenny Frankel thrust the companies back into the spotlight.
What began as a side-by-side comparison video quickly evolved into renewed legal tensions, public statements, and heated debate within the beauty community.
The Viral Review
Bethenny Frankel, known for her unfiltered product critiques, posted a video reviewing at-home lash extension systems from both brands. In the clip, she praised certain aspects of one brand’s design and pricing while criticizing what she described as overly complex application techniques and high costs associated with the competitor.
The video quickly gained millions of views across TikTok and Instagram. Fans flooded the comment sections, debating product performance, value, and ease of use. What might have remained an ordinary influencer review soon took a sharper turn as the longstanding rivalry between Lashify and Pro Lash resurfaced.
A History of Tension
Lashify is noted for being the first to create a DIY lash extension system where clusters are affixed to natural lashes (above) and for fighting hard to defend all their patents and intellectual property. The company has also successfully taken legal action against other companies in the past, winning trademark and patent disputes over competing brands that they have alleged have copied their proprietary technology’s design.
Pro Lash has positioned itself as the more affordable alternative to DIY lash extension products. Supporters of Pro Lash claim they produce the same results as Lashify for a much lower price; however, detractors contend the similarity between the structure of these products raises valid intellectual property issues.
Frankel’s video comparing Lashify vs. Pro Lash stirred up these conversations again, as viewers were exposed to evidence of their previous claims and legal actions.
Legal Feud Reignited
Lashify’s founder spoke out on Instagram shortly after the review became a viral sensation, defending the innovative nature of their business and reaffirming their commitment to safeguarding patented technology. Although Lashify did not name any specific individuals in their post, it did stress the need for others to respect the development of new products and warned against what they referred to as “copying.”
Pro Lash, on the other hand, issued its own response, denying that any infringement occurred and claiming that its products were recently developed on a purely independent basis. They also presented their dispute as a competitive issue rather than a violation of the law.
Legal experts point out that, while influencer review sites have been around for a while, they have added to the difficulty of proving infringements in ongoing disputes because they create more opportunities to compare competing brands. Due to the increased visibility of these types of reviews, companies now feel more compelled to aggressively clarify their legal position.
Consumer Reaction and Brand Loyalty
The beauty community quickly divided into camps. Loyal Lashify customers defended the brand’s premium pricing, citing research, patents, and long-term wear performance as justification. Others praised Pro Lash for making similar-looking products accessible to consumers who cannot afford higher-end systems.
Some viewers criticized both companies for allowing legal battles to overshadow product quality. They argued that the focus should remain on innovation and consumer satisfaction rather than public disputes.
Retail analysts note that viral moments like this can significantly influence purchasing behavior. A single high-profile review, especially from someone known for candid opinions, can drive sales spikes or trigger waves of product returns.
The Role of Influencer Power
Bethenny Frankel has made a strong contribution to the influence of independent reviewers in determining how brands tell their stories. Frankel is generally thought to be unscripted and honest, making her opinion both credible yet liable to be volatile.
Marketing professionals believe that when influencers make real-time comparisons between products, the brands lose their ability to control their messaging. When the two comparables intersect with any legal concerns, the opportunity for the message to escalate quickly increases.
Although Frankel may not be involved with any legal issues currently, her review of the two brands has triggered a new look at each brand’s claims.
What Happens Next?
As of late March 2025, there have not yet been any new formal lawsuits announced by either party concerning the viral review. However, both brands have reiterated their commitment to defending their legal positions and business practices in court.
Analysts believe that the decision made in any possible lawsuit or settlement will help to define the future of the at-home lash extension market. One of the main issues in relation to this industry is that while the design of two products may look similar to consumers, they can be substantially different as far as their technical patent filings are concerned.
In the meantime, the current dispute illustrates a bigger picture. In today’s digital world, the rivalry between brands continues to unfold online and digitally — via social media and comment sections, as well as videos and other digital content — and reach millions of people in a matter of moments.
As Lashify and Pro Lash continue to deal with the renewed press attention, it has become apparent that the intersection of consumer loyalty, influencer culture, and intellectual property laws has created a high-stakes battleground in the beauty industry. It is uncertain if this most recent occurrence will lead to further legal action or simply be another viral moment in time.
