Champagne Pop to Flop: Jaclyn Hill and the Downfall of BECCA Cosmetics

[@jessicaharrison4719]

Ooh, now I wanna hear the Lancome story!

[@oliviajeanette1065]

Same!!

[@_Shawne]

Me 3!

[@Jadeeee2323]

Me tooooo! I remember when the collab happened

[@Artsysomeone]

And a history of em cosmetics too!!!

[@Jadeeee2323]

@@Artsysomeone yessss

[@DJPoundPuppy]

Maybe more of us should thank her for spending so much time and effort on a KZbin video BEFORE we request the next one? Elle S, we appreciate what you do here! 💖

[@shadowsmoked88]

Thank you!

[@majaconeva]

Honestly people make 6 figure salaries doing what yiu do, you should be a brand representative

[@annabanana6965]

Yes, she’s amazing! Thank you, Elle!😍

[@zjenci]

I think you hit the nail on the head when you said that they should have kept Champagne Pop LE. They "used" Jaclyn's influence, but were not counting on the ferocity of her fan-base, and had they just had that LE product (maybe the face palette) they would have avoided so much backlash. Also, I don't think there was anything shade in their business with Jaclyn, I believe they had a contract to collab on a specific product, and Jaclyn made sure to throw shade their way 'cause it was the fastest way to wipe her hands clean of the eyeshadow palette fiasco. I think that one of the reasons they ultimately failed is that Estee Lauder treated Becca like a luxury makeup company with a long history and a loyal fan-base (like Estee, or Bobbi Brown), and they counted on repeat costumers, but their products were marketed to a younger audience without the spending power of Estee's typical consumers (plus highlighters are not re-purchase products). I think they needed to stay inovative (like when they started), and that is practically impossible when you come up with new launches 2 years in advance.

[@IrmaGonzalez]

Elle, I would love to see a video about Em Cosmetics, I feel like no one remembers that Michelle Phan re-did the whole brand. I think I would be interesting to see your research on it!!

[@shadowsmoked88]

Can do!

[@agingophelia9812]

Always kills me when people openly express their need to have exclusive, LE products, and not let them be brought back so others can have them too. It's kinda selfish, and pretty damn entitled, IMO. If I buy LE, it's because I want the item, not because I need to exclude someone else! Case in point: I bought most of the Becca LightChaser highlighters & glosses.

[@HanasRoom]

I agree. It's one thing if it really can't be remade because a pigment no longer exists or something, but to make it limited because it's "collector".... how pathetic.

[@epif1]

it bothers me too. I like people are a excited because a product evokes joy, but to get to the point of this frenzy and anger is not healthy.

[@prettyacct]

Glam glow is probably toast and Smash box is huge overseas., so they may make it. Great video as usual.

[@johnayalachef]

Can I add…Estée Lauder buying other brands seems to destroy a brand.

[@user-op7nn6lq4t]

Oh ya, they just chew up and spit out once they've extracted all the profit.

[@badtothebrow]

So much great info and you’re such an amazing storyteller what an absolute pleasure to listen to you! I think you brought up a lot of points that I didn’t think of and haven’t seen anyone else mention, like their quick come up to fame thanks to the Jaclyn collab wasn’t sustainable long term wise and they did not really try to ride that popular wave after the collab was over. I did think of GlamGlow too after Becca’s announcement because they used to be everywhere a couple years back and now I don’t remember the last time someone talked about them or their new release. I’m not surprised, their marketing and products seemed to really aim for influencers and Instagramability vs actually functionality and attainability for true skin care lovers.

[@paillette2010]

Excellent work! I loved the blushes and had zero idea about Jaclyn Hill until this. I can’t stand her snd think Morphe is garbage, but, sadly she keeps failing upwards, despite selling hairy lipstick and Chinese private label crap.

[@geewizlana]

I haven't seen "old JH" in forever. I forgot what she used to look like honestly

[@PujaWahi]

Elle I so look forward to your videos. By far the most intelligent beauty content on KZbin!

[@jannyerdinch7654]

I think what they're doing now is actually pretty smart marketing. They saw the brand was a bust and wanted to get rid of it but not lose too much in the process. How do they do that? Announce they would be gone forever and NOT ONLY get people who bought from them to stock up with back ups cause they're scared they won't have their perfect shade anymore, but also people who never tried Becca and were like ''let's try it before they're gone''. The result? Till the end of September they will probably make more sales than they did the whole of last year. I just read on a post in Instagram where somebody asked them if they would be restocking since certain products are out of stock on the website and in Sephora and Becca indeed said they would be restocking. Sooooo yeah they got this all planned out. They might go out, but the'll have cashed in on their going out big time.

[@shadowsmoked88]

I’m surprised they announced so early. The last brand they got rid of was the Estée Edit. And that was announced in June, with a September shutdown. I definitely think something else is going on!

[@TracyD2]

They sold out the Becca products that were on the Ulta 21 days last week I believe it was. I lolled

[@brooke3140]

Indeed. I have found nothing like the Becca undereye corrector. I bought 2 backups. They collabed with smashbox and it's still available

[@BarbellsandBeauty]

Becca suffered from not having products that were "holy grails" and needed replaced quickly. Had they had a slamming mascara that people go through every few months. A foundation that was awesome. Even brow products. Those things still are getting used caue you see mascara and brows with masks on. And they can help carry a brand through rough times. Oh well. There are so many brands out there and about every other influencer seems like they are coming out with their own brand we will not be suffering from lack of makeup

[@shadowsmoked88]

I don't know if I necessarily agree. There are a couple of higher end brands that do well with mascara, and even brow products. BECCA *did* have stand-out concealers, correctors, foundations, and primers. All of the stuff that would cause people to repurchase more frequently than powder highlights. But 2018-ish they dropped so many of those things. If they had kept those base products, and the original look, I think they could have done better!

[@susanlynn5159]

I always love your brand history breakdowns! You pull so much info out of your research and present it to us in an interesting way :) Becca reminds me of Hourglass. Their product lines are similar although the price points differ. IDK, just a passing thought there.

[@PanPanPanit]

This must have taken a ton of work and research! Thanks for the info! Great job, Elle!

[@ems_h.eartnotes]

Super interesting Elle. The only Becca product I use is the undereye corrector, and I can't get a backup cuz it's sold out. Although it's kinda sad Becca is going, brands close all the time, and new ones open. It's the same with KZbin, people leave and new creators appear. It's just the normal nature of the world

[@shadowsmoked88]

Estée Lauder will absolutely keep the under eye corrector for another brand. I have faith!

[@ems_h.eartnotes]

@@shadowsmoked88 🙏

[@brooke3140]

Smashbox has collabed with becca and its available again. I'm kind of bummed I bought a few back up from becca. Best undereye corrector ever

[@ems_h.eartnotes]

@@brooke3140 thanks! I did manage to get a backup when it restocked at space nk, but I've now opened that pot, so its great to know I'll still be able to get hold of it 👏

[@Anca3799]

@@brooke3140 They also came up with a few new shades, but the "old" shades look a bit different from the originals

[@rockys2ndmomma]

Love these kinds of videos. Combines 2 of my favorite subjects-history and cosmetics- odd combination I know!!! I also love that it's in the style of documentary- another love and best of all- coming from a fellow Canadian🥰😍😍

[@MAXKIDDO8888]

Yeah love her or hate her but you have to give it to Jaclyn Hill, influencer marketing would be nothing without her. She walked so other influencers could run

[@black_rx4549]

Lol thats a bad thing imo

[@black_rx4549]

@Lindsey Bailes Nah. Becca is their own fault

[@black_rx4549]

@Lindsey Bailes let's not forget that whole color less foundation. What did jaclyn have to do with that? They just had horrible execs. Whoever okd that shit like what were you thinking?

[@Seb61709]

@Lindsey Bailes yes I’ve consistently heard the matrix is holy grail. I want it but I just can’t pull the trigger. Going to ask for a big gift this year I think 🥲

[@truebaronesse5653]

Great analysis! I was just watching another KZbinr comparing best selling products from Kicks (Swedish beauty retailer) to Ulta (US). Surprisingly, Smashbox is doing very well in Sweden. I don't think that is the case in the rest of EU though. I am still surprised EL decided to close Becca. My initial thought was that they needed to raise money, to acquire the rest of Deciem... but then I looked up their current market cap and realized they probably didn't have a huge issue raising that 1 billion $ 🤑 I was also surprised they own Dr.Jart, I thought that was a Korean brand.

[@MonicaAdrianna]

Wow- it's amazing to see how far Becca has fallen from their very inspiring beginning :( I will echo others here though- I would love to hear the Lancome story and a video on the history of Em Cosmetics, I only vaguely remember seeing info about it as the brand came out right about the time I started watching beauty on youtube xo

[@blackathena1565]

Becca NEVER expanded their ideal customer who looked like the old Jaclyn Hill. People are more aware and there are more options. For example, if Becca wasn't going to advertise to deep/dark customers they'll go somewhere else and their ideal customer is looking for something new. I think EL couldn't find anyoneto buy Becca. But you're right, no one had the passion and vision of indies and that is what they nees. Elle you just keep getting better and better! It sucks you don't show your face but I get it. Keep up the fantastic work!

[@sativaloves]

Yesss!! I just clicked so fast😂😂 you’re amazing!!!!

[@shadowsmoked88]

Yay! Thank you!

[@Lenka18s]

What I don't get is how come that EL still keeps Smashbox but decided to close Becca. The only reason that I can think of is that Smashbox's star product is a primer which is more repurchasable than a highlighter.

[@Debbie709]

Great job Elle! You have definitely found your niche. It looks like Revlon might be next, might be one to look into. ♥️

[@k.huelle]

Now Becca closing makes so much more sense. I think you really hit the nail on the head with your observations about upper management and lack of passion. I think there can be an emotional quality to consuming beauty products and if the brand gives off a soulless vibe (colorless foundation?) it can turn people off. At least it does me.

[@geewizlana]

I think Clinique will be fine, the women who were women in the 80s and 90s still love that and trust their products to death.

[@shadowsmoked88]

Their skincare sales are good, but the cosmetic sales have been struggling. It’s been in the Estée Lauder reports.

[@geewizlana]

@@shadowsmoked88 i wonder if skin care focus is what these brands need to do instead to survive the next few years, especially here in America since we're facing another economic depression for 2022

[@justynawisniewska1213]

@@shadowsmoked88 Was that for 2020 or the decline stared earlier? I'm curious if it's just because of the pandemic or if they were already loosing popularity before.

[@shadowsmoked88]

@@justynawisniewska1213 Earlier. Back in 2019 I was going to do a video about how "boring" cosmetics brands (Estee Lauder, Clinique) had stronger skincare sales but never got around to putting it all together. They definitely still do well, Estee Lauder in particular, for cosmetics- but the skincare numbers were much higher! Maybe I should do that video!

[@justynawisniewska1213]

@@shadowsmoked88 Thanks a lot for your answer! Yeah for sure, it'd be an interesting one!

[@CirceWasJustified]

Wow I completely forgot about the Kardashian collaboration? The letter-shaped pressed powder was the only thing in that collection that actually jogs my memory. I think part of the issue, and maybe one of the bigger issues with Becca, is how everything they did just blurs together. The collab products all looked so similar. Regardless, thank you for the great video!

[@Soleils]

it's always interesting to see how things go down

[@coryrichins327]

It’s wonderfully to have you back! Again, this is excellent work and you deserve much praise. I get so happy when I receive the notification that you’ve uploaded a new video. Thank you.

[@alexiscarlin9690]

I love the Pearl, Champagne Pop and Opal highlighters. I still have them and thought they were the best formulation in the business! Unfortunately they are discontinued now but I'm sure there will be more highlighters I will love in the future.

[@jasminem812]

i cant tell you how much i love these in depth brand videos, it's so interesting as someone who has been a fan of makeup for a long time! Thank you for your hard work Elle, you're awesome

[@shadowsmoked88]

Thank you so much!!

[@prettyacct]

Are all influencers/Twitter users (not you) B school dropouts? It was Becca's design, formula, marketing. Becca owes JH nothing other than her contract terms. People are too emotionally attached to makeup and their spokespeople. If El wanted to save Becca they could have, they didn't think they were worth it.

[@Jkjoannaki]

I agree with you. Plus, the "Becca used Jaclyn for money" are kids comments. Jaclyn profited A LOT from them. It was mutual. No one owns anyone nothing. This was just a collab. A capitalistic trick to get money. That's all. for both.

[@celestecelestial90]

Exactly, neither parties owe each other anything as long as they met their contractual agreement. Jaclyn Hill isn’t our friend and neither is Becca. They just sell us products and it’s a business transaction, not a friendship. People need to focus on developing real connections in life instead of having such emotionally invested parasocial relationships with influencers and/or brands.

[@deathbeforedecaf7755]

I think Becca’s downfall is that they relied too heavily on influencer word of mouth and they failed to create an identity for themselves. They were bought by EL and in Ulta yet they could not manage to have cohesive products nor capture customer attention beyond their highlighters and maybe a primer. I get EL buying them. At the time they still managed to spark some interest but ultimately their downfall was they were poorly managed and did not stand out from the pack. In a time where CP and ND are releasing things every 2 sec and a new indie brand or celeb brand is launching , you need to have a clear mission and a core set of products people rely on. Becca was not that. Look at the hit Bite has taken since reformulating. Poor timing to all of that but also not bc they probably had the money to do so yet people aren’t raving about them as they used to and I’m sure that has been a blow to them. Becca in the end was a one trick pony. They were about highlighters. Maybe blushes. A primer. They had nothing else. They were interesting enough in an over saturated market. Brands like Benefit, Tarte , Smashbox, though may seem uninteresting to some, still have a core range of products and customer base that keeps them afloat. Becca did not and that’s why they went under. I agree EL being a multi million dollar brand didn’t think they were worth saving. Doubt they were bringing enough to save nor what they were hoping they’d would have brought. They made a business decision that was right for them. Maybe another company will come in and save them? Who knows

[@genevieve4202]

You came with receipts!

[@pnellie]

I really think that they are going to make a last minute turn and "due to the outpouring of love from loyal customers" etc. etc. Will be either sold or saved by EL. I kinda half think this whole announcement might be a ploy completely to drive up sales to be honest 🤔 other brands who are closing don't announce it 7 months in advance, just discount their stock and wrap up. I also expect them to continue trading purely online so they don't have to pay retailers for the shelf space. thanks for the great video as always 💖

[@aspenspring5119]

Okay I’m glad I’m not the only one who thinks this!! Like the early announcement makes me think they’re going to have some redemption arc.

[@LiquidShivaz]

Ohhhh yeah, ordering the undereye corrector while it’s still around. Interesting deep dive dear!

[@brooke3140]

I did this too lol! But they've collabed with smashbox and brought it back

[@sc1592]

So cool to hear all about the behind the scenes stuff! As usual, loved your video!

[@k8ln713]

It was champagne pop when it initially launched that brought me to becca, & that started my love for highlighters. I even bought 2 luminous blushes by them. But I really hadn't given the much thought for a while bc of their lack of growth away from champagne pop. They were just oversaturating their brand with it & as you put it with their marketing of LE & then bringing stuff back. They were beating a dead horse & not innovating or collabing we with others to draw attention to themselves outside of champagne pop. So im not surprised they're going under & will be gone by the fall. i repurchased a new champagne pop, as well as 2 other highlighters from becca yesterday at 50% off during the ulta sale. I kinda fell for it, almost like a last hurrah with becca before its gone & get 3 highlighters half priced! Cause despite going under, everything's still fu priced. Its no surprise the highlighters were included in the sale, even as a 1 day thing, as it drew attention back to the brand a bit more after the last few weeks. Imagine being brought back from the dead before their closure due to this exposure?

[@stampinprn]

Love this video and this type of content so much! You do an awesome job with these!

[@shadowsmoked88]

Thank you so much!!

[@Londonefog]

I remember that horrible becca JH eyeshadow palette I swatched it in an Ulta and it was SO BAD. This is the best series on beautube. Amazing takes and impeccable research as always Elle💛.

[@leslievanhouten]

Can you do a story about Roen? The creative director left right when they were getting popular.

[@shadowsmoked88]

I will add them to my list! Thank you

[@parrotperson2012]

When I was in an Ulta years ago, a sales associate put some of their highlighter from one of the Becca palettes on me. I wish I knew which palette so I could get it before they shut down! This was in winter 2017 and it was a new release I believe with a blush and a bronzer.

[@parrotperson2012]

December 2017 I may add!

[@shadowsmoked88]

Could it be the Apres Ski face palette? That was a winter 2017 release.

[@parrotperson2012]

@@shadowsmoked88 I think you're right! I love that you replied to me! I love your videos, they are very in-depth! I appreciate the amount of work you put into them. I found you from Smokey Glow's channel

[@LogicandDreams]

Really well-done videos on this subject! I think you hit the nail on the head in a lot of ways. Another forgotten discontinued product that I miss, in addition to the beach tints, are the luminous blushes. I have 3 of these shades, plus one of their mineral blushes, and one of those very old shimmery beach tints (it should probably go in the trash). I think Becca did blushes really well and did not really get enough credit for them. When they discontinued the Beach Tints and came out with their powder blushes, they mostly went with shimmery and satin formulas, which really makes sense for the vibe of the brand. But unfortunately the trend at the time was all matte blush, and the Luminous Blushes probably underperformed as a result even though they are so beautiful on the skin. I highly recommend that folks snag these up if they appear at TJMaxx.

[@gailbook70]

What an excellent video! Great job Elle. When I saw Jaclyn release highlighters November of 2019, my gut told me that Becca was going to suffer. I purchased Becca Opal highlighters and I loved them. Until. . . November, 2019. I bought a good amount of Jaclyn's highlighters because that was forte. I have not looked back since. Becca could only ride the 'Champagne Pop' success so many times before it blew up in their faces (which it did). I am not surprised this happened to them. The only remaining Becca products that I have are my two must have lipsticks, Dune (neutral soft peach) and Tawny (neutral light caramel). I will miss these lipsticks. I am counting on Jaclyn to recreate these for me. I have back ups from Becca until Jaclyn does. We are all looking forward to your video about Lancome.

[@TishDeLano]

Great work as always! ❤️ Gonna need a video about that Lancome x Michelle Phan collab!

[@chelsearosalyn]

You are so incredible!! This is such an amazing series. I appreciate your expert research so much.

[@shadowsmoked88]

Thank you so much!

[@destinyfrost8975]

Yeeeees! Something to brighten this dull morning

[@NealaBrennan]

I truly love your videos which timeline beauty brands. The history and law relating to makeup just makes the beauty industry so much more interesting. Thankyou so much for doing these.

[@AMFibers]

Well now I need the Lancome story!

[@sunkissed7377]

Excellent video as always Elle! Thanks!

[@JustSheilz]

Love how much information you were able to bring to light with these two videos!

[@michelleplass5310]

I find these videos SO fascinating!

[@alenyaus]

I wonder, would it be possible for Jaclyn to launch Champagne Pop and Prosecco Pop (with those names and colors) as part of her own brand? I have no idea how any of the copyright things work

[@shadowsmoked88]

Nope, the names are owned by Becca/Estee Lauder right now. It could be possible in the future if the trademarks expire when Becca shuts down!

[@johannafischer7536]

I find your videos so interesting and informative, I often watch them 2 or 3 times. Really love this series! ❤️

[@shadowsmoked88]

Glad you like them!

[@reagansea]

Will never understand the love for the under eye corrector. It does nothing for me. But to each their own 🤷‍♀️ I’m gonna miss the Backlight Primer!

[@emilyrebekah1]

I’ve been waiting for this!

[@shhhquietplease6264]

Becca was THE "glowy beachy natural girl" brand. If they had stuck to their original concepts, they would have thrived in 2020 and onward. They chased trends, but they were no ColourPop. They're products weren't attainable for most people to have a temporary affair with a seasonal trend and toss aside for a new trend.

[@Hatincluded]

One of your best. Just an amazing video. I really really really enjoyed it. Thank you 😊 💓

[@yahainHotPink]

So happy you are giving us a part 2.

[@marinelaortiz3202]

Even though I have purchased some of the shimmering skin perfectors, but some brands are making some products that could be worn underneath a mask. One good example is NYX making the shine loud lipsticks which stay put.

[@imyourhappydrug]

Gosh what a blast from the past! I own that 3 pan palette and I remember that video where Jaclyn addressed the eyeshadow palette controversy. Lowkey devo that I won't be able to get becca pearl in the pressed version soon, it's stunning on my vampire like skin.

[@annabanana6965]

You do some of the best research I have ever seen. ❤️love this

[@roseatespoonbill234catherine]

I loved this video! You are a makeup research genius! 💖

[@VioletPollux]

I love your channel so much! Great video

[@shadowsmoked88]

Thank you so much!!

[@agingophelia9812]

I think one part of their problem is, Becca basically brought highlighters into everyone's daily makeup routine. Now, every single makeup brand has them, there are many more brands focused around highlighters as a flagship product, and so Becca is just not unique or special anymore; and since to some extent their formulas can be duped by drugstore items, lots of former customers have gotten over the need to spend that much on such an essential/everyday item, and high-end customers have sooo much choice.

[@shadowsmoked88]

Very true! They only have a small handful of unique-to-them products now.

[@canary177]

I used up a sample size (0.5oz) of the purple primer that I think was called the Firstlight Primer. I really loved it, the only thing that stopped me from buying the full size was the price. I know there's a lot of purple primers but if anyone knows of one that has a similar formula to the Becca, please let me know! Also, a discontinued product by them called the Multitasking powder. I had a lighter shade to brighten my under eyes and I think I remember Jackie Aina using a darker shade to contour. I loved the formula of the powder, such a shame it went away.

[@shadowsmoked88]

The Firstlight primer was SO GOOD! I really wish there was something similar. I haven't come across anything close.

[@tinac273]

anyone remember the apres ski face palette? i loved that 😅

[@marcienuber]

Haven't seen you post in awhile. Hope all is well with you and your family!❤

[@Blkvelveteen21]

Super interesting; I had no clue they had been on the struggle bus for so long. I watch so many beauty influencers on KZbin and their name became so common. I just picked up one of their highlighters from Ulta when it was a Beauty Steal. I went with Prismatic Amethyst as it’s light enough for my skin tone and I like the pink sheen. I’m waiting for the next makeup tutorial from one of your ‘vintage’ makeup books.

[@shadowsmoked88]

I love the Amethyst highlighter! That was one of my faves from BECCA, alongside Rose Quartz and Pearl!

[@doctorajaguar]

Super interesting video Elle!!! Great work!!! I am gonna miss the liquid highligherts tbh.

[@shadowsmoked88]

Thank you!! Those OG liquid highlighters were excellent.

[@Noralet101]

Love these videos, you're so good at researching this information!

[@shadowsmoked88]

Glad you like them!

[@maryjordan7482]

Rose quartz really going to miss that.x 💕

[@shadowsmoked88]

I love that highlight!

[@tdsollog]

I really enjoy these deep dive videos. It’s interesting that JH brought them such fame but then helped bring them down.

[@susienajaryan9006]

How do you feel about the “smashbox loves becca” champagne pop release? 10/2022

[@JoBisbee]

Elle another awesome video. I appreciate your time and smarts put into your videos. I bet all those all-powerful Beauty Editors are a little discombobulated over the rise of the influencers! I wonder is any fashion influencer has smash that glass ceiling or has Anna Wintour put a hit out on them? 😂

[@shadowsmoked88]

So I used to follow a lot of fashion blogs in the late 00s. That was kind of the beginning for fashion influencers, and some were able to translate that to massive IG followings and work with designers + fashion editors! The competition between beauty influencers and editors was so weird. I have a lot of magazines from 10 years ago, and there are so many snarky comments about influencers!

[@justsiobhan1658]

I always enjoy your content and adore this makeup history series. I too love the undereye corrector...I havent been able to buy a backup it seems to be soldout at all the normal becca retailers here. I guess its time to start looking for a good dupe / comparable product! I dunno I kinda think Samantha Ravendahl did this..she declared it as a favourite...this time she managed to discontinue a brand not just a product! lol Maybe Auric will release an undereye corrector..that would be amazing Im sure!

[@irisl7817]

Thank you so much for all the work you put into this video. This is so amazing! Smashbox seems so successful overseas, but I don't see glam glow as a sustainable brand.

[@emilyrebekah1]

Shout out to Rita for her perpetual sass and awesomeness 👏🏻

[@_Shawne]

I thought it was interesting that Estée Lauder announced buying Deciem (they previously held a minority share, I believe - can you do a story on that?) within days of the now infamous Becca “Glowing With Gratitude” post. I wish they would’ve shut down another brand instead, tbh, and found a way to restructure or revive Becca. They’re one of my favorite brands, and I just don’t feel as drawn to newer brands. I have all their highlighters (the ones that work for my skin tone anyway) and of course backups of the under eye corrector. I’ll just miss their presence in the beauty space, seeing their displays in Ulta & Sephora. I know there’s so much competition on the market that not all brands can keep up, but I wonder if Becca closing had any of them clutching their pearls in fear that it could happen to them too.

[@ChicGeekMakeup]

i've been waiting for this part, yay!!

[@the_eerie_faerie_tales]

Oou perfect timing, was just scrolling for something new!

[@gianninal5455]

While I'm not emotionally distraught about Becca's closing, I'm definitely bummed as I was just circling back around to them. I was a late makeup bloomer and likely found Becca through JH videos/recs. I totally bought the OG release of Champagne Pop due to its LE status and just wanting to be someone who had it. I bought the JH face palette collab specifically to support JH as I was really into her at the time. Long story short, the latter duo pans and other CP/PP releases became overwhelming, coupled with my falling for the green/clean movement, I had moved away from most conventional brands by 2018. Fast forward to now, where I'm over green/clean, and just want a well curated collection of solid staples. I'm a sucker for blush, highlight, and bronzer so my first thought was Becca and I was truly dismayed to see that the products I had interest in where mostly discontinued (most specifically the poured version of Champagne Pop). I wish that instead of closing, they could have circled back to their roots and re-released their poured highlights (though with a name that made it more clear that they're a cream formula -took me a hot min to decipher the difference between the different format options back in those days) and their liquid/gel/cream blushes now that they're on trend.

[@bobbiobanion7706]

I love the under eye corrector, I just bought a mini of lilac geode one because I'm cheap and two it takes forever to go through a highlighter. I have a two back ups of the corrector, one a mini and a full size. I also have the anti fatigue under eye balm, it's okay, a mini champagne pop and a lip balm. I had never tried becca and their holiday kits were really well priced (should a been a sign). They had two full size products and a mini for $39 and another kit that had 3 mini products (still very well sized) for $15. Through those I discovered the under eye corrector and fell in love. I wish the becca workers well, it's sad and I dont think estee will save them at the last minute. I think they announced it so far in advanced for financial reasons, business fiscal year ends in October, the beginning I believe.

[@emilylerman9028]

what are the products at 16:10???

[@heatherhernandez5561]

I love the under eye corrector

[@AudraReinsOfficial]

This is just what I needed after lunch. 🤗🖤🤗

[@AudraReinsOfficial]

Also, my mom says hi and really enjoyed this as well💚🖤💚

[@shadowsmoked88]

Thank you so much! 💕💕

[@Seb61709]

I randomly hear smash box being praised by youtubers who are actual MUAs. Baily Sarian being the one of the top of my head. In several of her get ready with mes she’s mentioned them as being the best kept secret for MUAs. I’ve never tried them honestly but I’ve only ever heard amazing things about their products. This is from word of mouth or the random vague reference as mentioned before.

[@yahainHotPink]

Thank you for sharing Elle!! 😄😄👌🏽💖💄

[@Usedtobeabandalore]

I really love these!!

[@JessRodr]

Becca’s under eye: primer, corrector, & setting powder are amazing!!! I have several back ups on the way! Their skin love primer is beautiful too!

[@mariam.a.]

Once again you have proven to be THE detective of the makeup community. I never really thought about it, but you're right...outside of the collab with JH, Becca was never a truly successful brand which is a shame considering how passionate they were since their origins on the topic of inclusivity. Come to think of it, the collab with JH only further confused the brand as to who their target audience is. They were very oriented towards base products and more natural makeup....yet Jaclyn is the exact opposite of that image. It's hard to keep a brand going if there is no clear idea who the product is aimed at.

[@faeriesmak]

I am pretty sad to see Becca go. I loved their older shimmering skin perfecter liquid. Their powder blushes are also wonderful. I wish that they would have focused on expanding shades of products that they already had that were awesome like the blushes and undereye corrector. I actually picked up the Pearl Glow eye palette on clearance at a TJ Maxx and it is great. I love it.

[@gabiperez3433]

I will miss the shimmering skin perfector liquid highlight.

[@mrsbear6595]

I very appreciate the Kardashian collaboration: I don’t like the two women but the products! Powders are wonderful.. thin texture , blendable, bright but without glitter !! I think Nabla copied from this palette for the “skin glasing”both for the highlighters and for the blushes and the brand has had much deserved success!

[@KCallia]

I have a mini Becca SSP from a Sephora set, that is the most fragile thing ever. A mere tumble results in a repressing session.

[@Epiphanystone]

The blame for Beccas failure is 100% Este Lauder. They destroy brands. They are famous for lowering quality and changing formulas. I worked with Avada when Lauder bought them and they ransacked the company and key creative employees quit. Most of the original formulas for shampoos and other products were changed to get more profit, essentially ruining the brand and product performance. They also ruined MAC in the same way. MAC product quality/ formulas changed after they acquired them.

[@majaconeva]

Jaclyn should have just bought Becca from ester launder instead of starting jaclyn cosmetics

[@shadowsmoked88]

That would've been something!

[@sweetdnosmoke5006]

Love the foundation.

[@whititah]

The Becca brand closing for good doesn’t really surprise me much ! I’m sure we will see more in the next year or two ( like Stila kitten eye shadow , tarte Amazonian clay blushes , Lorac eyeshadow pro palettes , hourglass blush bronzers highlighter combos , smash box primer ) . One prob with Becca and the above brands I mentioned is that they banked on 1 big seller item and that’s it’s . To me I only resonant Becca for their highlighters , mainly the Jaclyn hill collab champagne pop ! She really got their feet off the ground and Becca should have more appreciative to her and known her star power ! It’s no wonder so many people (like morphe ) wanted a piece of her and how so many YT have something to say about her and sadly drama seems to always follow her. . She is a very personable person and excellent at selling things to people that want to be be like her , live like her and be her friend ! In general -The makeup industry and YT content has totally changed since the covid 🦠 hit! We are more natural in our makeup routine and don’t focus much on our lips 👄 anymore with all the 😷 wearing ! Thanks so much for your video ! I always look forward to these !

[@habituallinestepper8839]

Still love Champagne pop. Such a pretty highlighter

[@alexisaguirre5526]

people saying that Becca would be nothing with out JH, i'm sorry just because you don't know a brand doesn''t mean it was succefull, it was sell in sephora for christ sake, the brand was faunded in 2001 and was a staple for makeup artist for years, they were doing the especific products that they need like warms color eyelinners mate blushes and liquid highlighters. People need to start to developing their own real social conections instead of focusing in so much in those parasocial relationship, they are not your friends and they don''t care about you, they stop doing videos because people ask them to speak a bit slower so the translator can pick up what they are saying. Like those bitches who unsuscribe to Olivia something with the whole varsity scam