Beauty brand BECCA Cosmetics has announced that they will be going out of business later this year.
The announcement came Wednesday morning, shocking the beauty world.
The brand posted to both their social media, as well as their website, that due to the impact of COVID-19, they will be closing the brand in September of 2021.
The full announcement on their website, read:
“To Our BECCA Beauties,
Here at BECCA, we’re obsessed with our relationship with our fans. You’re all our family – part of this beautiful community that supports us and shares our values. It’s because of our love for each of you that we are sharing this important news here.
The global pandemic has had an impact on everyone around the world on many levels. It has also had a tremendous impact on so many businesses. At BECCA, an accumulation of challenges, together with the global impact of COVID-19, has sadly been more than our business can withstand, and we have had to make the heartbreaking decision to close down the BECCA brand at the end of September 2021.
We believe in you, and we believe that the beauty inside you is the light you share with the world. We are confident that the spirit of BECCA will continue to live on through all of you. Please keep illuminating your true selves. Light your own paths and push your limits. Share positivity and light the way for others as you make an impact on this world. Own your light on your own terms.
For 20 years – from Perth to New York and across the globe – we’ve built incredible connections with this amazing community, from our consumers to the makeup artist community, our wonderful network of influencers, to our amazing Brand Collaborators and Brand Ambassadors from yesterday and today. We’ve done meaningful work together supporting mental wellness with the JED foundation and Mental Health Mates and will continue to do so through our commitment to The Trevor Project this coming June. Together, we put our best light out into the world, and for that we are forever grateful.
Thank you for every last ray of positivity and support.
With much Love & Gratitude,
Fans of the brand, as well as beauty influencers, took to social media to express their feelings about the closure. With many being completely shocked by the announcement.
BECCA Cosmetics is owned by Estee Lauder, and is known for a number of influencer-favorite products, such as their foundations and highlighters.
This news comes just one day after Estee Lauder bought a majority stake in company Deciem, who is the parent company of skincare brand The Ordinary.
With many people staying home over the past year, and opting more often than not for skincare products rather than makeup, it’s probable that Estee Lauder will continue to move in the direction to focus more on skincare.