The Downfall of Becca Cosmetics...

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Hi friends! So today's video we are talking about the downfall of Becca Cosmetics and how I think this brand closing will impact the makeup industry going forward. I think this is a really interesting topic and I am excited to hear what you guys have to say about it! I love you guys so much and I will see you in the next one!
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[@MannyMua733]

i genuinely feel bad for them 😔 all those jobs lost! it’s sad but i can’t say i’m completely shocked.... i wish all the employees the absolute best!

[@rebecamora4258]

Completely agree :/ its sad to think about

[@DaraJill]

Maybe some will move to other brands under the Estee Lauder umbrella. Unless Becca is just the first of them cleaning house.

[@joshuacook4116]

My wife loves you Manny! She always says she could see you guys being best friends. I have gotten roped into seeing you a few times...I agree! You seem like a beautiful soul, as my wife would say!

[@lilyphoebe925]

@@joshuacook4116 this is the cutest comment ever

[@TipTheScales27]

How big of an operation is it really? I’m curious

[@marinamartins6867]

it’s weird that i feel kinda sad about a company that i’m not even sure if i even purchased a product from is closing? Becca was like the neighbor u always wave at but r not sure of his name and now someone is moving

[@justadjustor8993]

Oml, this comment! But it's so accurate.

[@kanam85]

Great comment!

[@Shutupdede]

totally!

[@creatrixZBD]

They just got bought out by Estee Lauder, so they were going to get submerged anyway.

[@gsd715]

Wow this is the perfect analogy.

[@shadowcrazy911]

I don't see Urban Decay faulting anytime too soon, because, as someone who works at a retailer that sells it, the brand appeals to new makeup users and people wanting the basics. It's super ironic that Urban Decay started as this edgy, 'out there' brand, but now most of its customers I see are middle aged moms who want basic makeup or newcomers who have heard for such a long time that the Naked Palettes are a staple product. The brand I think is just surviving at this point, and has a totally different audience than when it first launched. This could just be in my area, but that's the trend I've noticed the most.

[@faeriesmak]

I am a middle aged mom and Urban Decay was amazing and innovating when I was in college. I still love their products, especially their eye shadows and primers. I agree, though, that they need to step up what they are doing. They still have a lot of potential.

[@myheartiswriting]

As a 29 yr old I agree. Although I do really love their products, eyeshadows, primers, eyeliners, are great, but the new stuff is just... following already established trends, six months too late, like the hydro foundations, or failing to make a trend like basically all of the newer eyeshadow palettes from the last five years.

[@aliceinweberland]

Absolutely agree with you

[@lup6974]

I love UB, not very inovative, but great quality and fairly stable. They will survive, maybe will go down to the section drugstore make-up rather than highend one🤷‍♀️

[@sunshinesweetlove..8066]

I would fight to keep UD alive because they were the 1st brand I used. Its a very nostalgic and staple brand for me. Also there headquarters in close to where I live so it's like supporting locally.

[@Jade93972]

I foresee myself owning a lot of Becca that I bought for 75% off.

[@hannah9075]

It’s so crappy that good brands like Becca go out of business but Jeffree star still makes millions it’s honestly so sad I really liked beccas stuff

[@ana_d_73]

We could always how the recession hits that brand eventually.

[@skylarnielson914]

I think jeffree’s brand isn’t going to last. I think the drama and the lack of amazing products is going to do him in eventually.

[@emilylerman9028]

@@skylarnielson914 I don't think so since there are still a bunch of stans who are obsessed with j* and buy all of his releases to collect them

[@skylarnielson914]

@@emilylerman9028 honestly I think that’s why he’s still in business. But eventually his stans won’t be anymore, they’ll move on to someone else who isn’t *sooo* problematic

[@kayartdotjpeg]

I dont think jeffree star brand is doing well... they will fall off in the next 5-10 years imo

[@wendyxkuma]

I work at Sephora and from my perspective urban decay is fine. They have a following of normal consumers who buy their products. I don’t see them going anywhere anytime soon. I do however, see smashbox going away.

[@HA-rx7gb]

It’s interesting when you work in a makeup store or counter to see what people actually buy vs what people talk about on KZbin and other media. There is a definite disconnect.

[@inkasaraswati7625]

I've always wondered about what brands "regular" people are buying.

[@Allison-jj1vq]

I love smashbox brushes. It will make me sad if I see them for 3.99 at Marshals.

[@blueberrycowboy]

Agreed. UD is very much a "loyal, regular consumer that doesn't know that much about make up" brand and they still do enough so that beauty youtube at least talks about it (although i don't think they're going to expand on that side).

[@GirtheAlienGoldfish]

Smashbox has a really good concealer. I would hate it if they went out of business. Unfortunately, I see a lot of their stuff at Marshall's already.

[@beccathenoodle]

I thought about Stila for being the next one... I honestly don’t think they’ve released anything worth noting in a couple years.

[@eatdrinkstagger]

I'd forgotten they'd existed till recently...all they have is their Convertible Colour?

[@BrookeClark]

O wow yeah, I forgot about them! and I was just in ULTA yesterday lol I'm sure I walked right past it.

[@rimbadawi8187]

I really love their glow shimmery eyeshadows. They always take my eyeshadow to the next level

[@user-wf3nl3vg3g]

the glitter and glows are the last big thing i can remember. and the foundation that everyone hated.

[@wendyrucker2995]

Yeah the last thing I loved from them was the glitter and glow shadows. But I loved them so much I went out and bought a bunch of them (and they were not cheap for a single shadow) and they all dried out writhing like 6 months to a year. Now I found really great dupes for those that are more affordable.

[@cvgsunset5844]

Re: Urban Decay : in South Korea, they recently worked with a K-pop group to be their brand models/ ambassadors (the group is called Monsta X, highly recommend), and the first day of the promotion, when they included photo cards of the group members with Naked palette purchases, the palettes were gone in *minutes* on the SK UD site. We shouldn’t discount what brands may be doing outside of the US/Western market that we just aren’t aware of.

[@sirieriksson9010]

Yes! I think UD is much easier to get all over the world (I mean I can get it in Norway so that’s when u know it’s worldwide 😂) than Becca, so international customers who are not as affected by COVID can still see it in store and pick things up.

[@enx2526]

Exactly. Urban Decay is huge in my country too (Mexico)

[@sabrina.natalie]

Yeah, I agree. That’s actually a good point. It’s so intriguing that a company can have a dedicated audience in one portion of the country, and then not be doing well in another portion of the world.

[@kawaiikoibito3268]

Thank you! Some commenters are saying MAC is flopping but it's HUUUGE overseas and it's cult following

[@GabbyJibblit]

American influencers thinking they’re the centre of the universe? No way!

[@erinsymone1645]

In a field that's become as oversaturated as the makeup industry has, I think it is inevitable that some brands will fall. A lot of brands are surviving off of the general hype and bloodlust for mad product accumulation in general. Now that people are moving out of that phase, I just don't think all of these brands are going to be able to generate enough demand to stay afloat.

[@Megs1921]

I totally agree. I know I definitely spent WAY too much money on makeup pre-pandemic but I haven’t bought anything since June of 2020. I haven’t worn any makeup since October and only stop into Sephora for my skincare. I think things have definitely changed and I think a lot of people will adopt a way more natural makeup routine for the long term now.

[@SleepinBee]

Declutter videos are big business now, and maybe we should be watching for the brands that get binned regularly

[@RandiRooBoo]

People are still accumulating lots of product, but it has shifted from makeup to skincare

[@morgan3844]

for sure! the beauty standards are shifting towards either no-makeup makeup looks or skincare. people who actually liked doing makeup will continue and those who did it to fit in will move with the trends

[@alibeaulieu1087]

I completely agree. I feel like in past years the push for consumerism just had people wanting to buy a ton of product just to be able to say you had a collection. Now that there’s more of a focus on finding products that work for you and not buying things just to build the collection, I think we’ll be seeing the downfall of a lot of the older brands who have been riding out on hype and cult classics. New brands are operating within the space where they have to actually win over consumers who are more hesitant, whereas these older brands are having to catch up to the new anti-consumerism and smart shopping focuses.

[@symonew33]

I don’t think the zero pigment stuff was even their downfall. It was more of a “Oh so they really don’t care about doing better” type of thing. People have been asking for more from them for a while and they were like “Nah”

[@justadjustor8993]

Exactly this!!

[@taraacs]

I agree, I don’t think it caused their downfall, it was a sign that it was starting/started.

[@sersastark]

This

[@di3486]

Instead of doing a no pigment foundation, why don’t they finally release something for GREEN people? We are the forgotten undertone!😡😤

[@itsz3969]

@@di3486 you know it's forgotten when people dont even know it exists

[@littlewingedzebra]

the influencer world is not the only market for makeup. there are tons of people who pay no attention to it and still buy makeup regularly. also, estee lauder bought becca in 2016, so it's a massive makeup company deciding to get rid of one of its brands, not the brand itself deciding to close, which i think is different.

[@reikun86]

I think it’s called liquidation.

[@rian6858]

Very good point, I don't think people realize this.

[@helloill672]

It's the makeup version of EA then

[@reikun86]

@@helloill672 haha you’re not wrong about that. 😅

[@AFFTFOMSICHTS]

I’m so glad someone said it. I love Hannah but she’s acting like influencers are the end all be all for success in a makeup brand when they’re not. I may have misinterpreted what she meant.

[@nradams1999]

as an employee at a cosmetics retailer, I feel like Urban Decay is going to be like the cockroach of the makeup industry...nobody likes it but it just won't die.

[@reikun86]

Haha 😂

[@izziestevens5835]

Nice way to put it

[@nradams1999]

@Saphyr S. They have a couple of staple products but I don't feel like they have put out anything super innovative or life-changing in the past 5 or so years. They used to be a leader in the industry, but lately all I see from them is the same tired light neutral color story with a pop of blue lol.

[@fadalerabrasool3563]

@@nradams1999 Urban decay was popular in the 200's and early 2010, but as you said theres nothing innovative or new noadays from urban decay

[@Robbiestarduzt]

I remember when I actually wanted their makeup 😢

[@Bambigalore]

I have a friend that has worked for Becca and she spoke of how poorly they treated their representatives.

[@juliagross3136]

This is really telling. If your representatives don’t even love the company...

[@1015SaturdayNight]

Honestly I worked in cosmetics and all retail is like that

[@Beeoog]

Really?!

[@holigatis7588]

I feel for your friend. 😭Sadly, a lot of companies treat their reps like trash. It's not uncommon and its the reason I gave up working in makeup. I still do makeup but for fun and for the love of it but not for a living.

[@rawsteph4114]

I think it was Kelly Gooch who made a really good point: Consumers don't go through highlighters quickly, if at all. So if you buy one Becca highlighter, you don't need to restock. On the other hand, brands like Benefit sell cult-classic brow and mascara products which people do have to buy again every few months.

[@amyV10844]

Exactly my thoughts as well! Benefit Stila etc. have items that dry out and run out. If you are only known for highlighters and blushes you might be in trouble

[@jillymac0613]

I thought that was a good point as well.

[@kianna270]

exactly!! and with so many makeup subscription boxes now too. i get highlighters like every other month in my subscription box and i have like a lifestyle supply of highlighters now. whereas with mascara and eyeliner, i run out of those within a few months and am always going out to buy more even if i get one in my subscription box.

[@SleepinBee]

Agree it took me a year to pan a becca mini highlighter 😁

[@marrrst]

I still have my same Champagne Pop from like 4 years ago? And I'm still not at pan... Haha this is such a good point

[@sidselap9016]

Urban Decay won't be the next, the aren't being hyped up in the USA beauty community, but the are being hyped up in the mexican beauty community (and I don't think it's the only country), maybe we should take in consideration that some brands sell internationally.

[@sofiabarbery9659]

In south america normally the only brands that you Can find is mac and urban decay

[@alexisu.2220]

In Romania, for example, all you hear talking about is UD and ABH! So I agree😀!

[@AntonioOliveira-ed5yt]

Yeah, people in Brazil looove the naked palettes, it's kinda of everyone's first high-end palette

[@agnesmittakova8510]

Agree!! From a central European point of view, it’s like the brand make up lovers know and will get!

[@carolinasimo6921]

Yes!! Here in México a lot of women buy Mac, UD, Esteé Lauder and Clinique.. I’m just starting to see people into Huda Beauty and some of the new brands like Fenty🤭

[@julianaarias9064]

Some people say MAC is next but I don't think so, MAC is getting huge in asian countries, mostly China. They're getting famous ambassadors and models in the asian market, for example Lisa from Blackpink who is huge in Thailand and China. You can see that MAC is launching very loved products in the k-beauty also, like the powder lipsticks I think

[@kawaiikoibito3268]

Right! I'm heavily into K-beauty so MAC has never been a "flop" brand to me lol

[@folded_pizza]

Yes, in Greece too mac is doing very well, especially since people who are 40+ have known it and used it for years, and don't care about the trendy makeup of abh or huda. It's important to take into consideration that there's big brands that don't sell internationally (colour pop comes to mind) and even if they have good products they aren't used because they aren't sold. I don't know anyone who would rather order a colour pop palette and pay the shipping that go to a physical mac store and buy a palette there.

[@katia.luna213]

MAC was a professional use type brand for this entire time since the 80s, so they go back to that whenever their presence waivers. I feel like they're back, and it's thanks to the Asian market in recent years. Pony and BlackPink

[@energeticallyaligned1482]

I think if they switch to be cruelty free, the sales will increase a lot. i know a lot of people don’t buy MAC because they’re not cruelty free

[@ash-is-napping]

MAC is doing fine overseas. They dont need the American market.

[@peachesbloom]

Honestly, the use of masks, the fact that I’m not going out that much, and also the fact that I can’t test products I don’t know, make not buy makeup anymore, unless it’s something i already own and love.

[@hayleylarsen7938]

Also the rise in project panning. I’ve stopped myself so many times from purchasing a product as I know how long it takes to use a product now.

[@Beeoog]

Exactly. Who is buying makeup in general. Skincare, though? Is thriving, even the expensive brands.

[@Beeoog]

@@hayleylarsen7938 that’s so interesting. People thinking more about what they really want and really are going to use instead of just buying for the hype.

[@peachesbloom]

@@Beeoog Definitely! And the use of masks is not good for my skin at all, so I feel like I'm taking extra care of it

[@sunshinesweetlove..8066]

I barely wear makeup anymore. My bf loves my natural look so I just have no need for tons of makeup.

[@meghn47]

I also think having a highlighter as your hero product automatically creates a disadvantage in a market that's so saturated. Obviously there are some people who like to collect, but most people will buy a hyped up highlighter once and have it for years before using it up (if they ever do). Brands like Tarte and Too Faced have concealer and mascara going for them, so they will have more repeat buyers, but even if you had just one highlighter or blush it could take over a year to pan it completely. They were relying on the durable goods of the makeup world, and at some point demand is going to drop off once everyone has one.

[@creatrixZBD]

Yeah, i have no highlighters, just use the odd shimmery eye shade. They are pretty much the least needed makeup product, and nobody ever uses them up, they just become drawer clutter

[@AllezVous222]

Agreed. 100%. The average consumer is very unlikely to have a wide array of highlighters. I worked in beauty, but even back then-as is now-I own(ed) one highlighter and still repurchase it yearly because it still rocks my world, lol. (RMS "Magic" Luminizer, just in case anybody is curious. Keep in mind, I live on the East Coast and have crazy dry skin, so climate and skin type do play major roles). ❤

[@cupkakke]

I have two highlighters and I don't see myself having to repurchase them in a long time because it's something you just use as a finishing touch

[@nataliersutton]

I think for that reason they could have done better if they had made them smaller / cheaper. More incentive to try/buy more shades or formulas (powder vs cream). For instance I loved the orig liquid skin perfectors but they are so massive! I would have bought more shades had they been smaller and more manageable.

[@enx2526]

I think that sometimes US based influencers tend to forget that big brands like Benefit, Urban Decay or MAC sell their stuff all over the globe. And the international market is way different than the US one. Urban Decay is one of the best selling makeup brands in my country, maybe because there aren't many other options in my country (Mexico) or because people's taste is different based in their context. So yeah, i don't think Urban Decay is going away soon though.

[@di3486]

Or green people like me that only finds their foundation match at MAC.

[@folded_pizza]

I second that.

[@lealmn580]

ppl from the USA thinking they are the only country that matters as usual lol

[@LucretiaLugosi]

Becca also did an influencer collab with a German KZbinr that sold super well, at least here. So much for "no influencer collabs"...

[@virgofairy88]

Tons of my friends who aren’t aware of makeup trends love urban decay. Their makeup is considered staple now in the US, but I would gift it to someone else because they would absolutely love it. My sister and mom loved the basics palette I got for them a few years ago.

[@kimberpoi]

I feel like Stila and Smashbox will go first before Urban Decay. They also are known for 1 product category - each that can be better duped at the drugstore.

[@TheBibliophiliac]

I just mentioned UD and mascara. I love Stila's eyeliner and can't dupe it right.

[@Simyfy]

Idk what happened to stila, the first ever product I tried from them was their In the Know eyeshadow palette and it was one of the best all matte palettes I tried, I still have it. Since then they have not wowed me with any of the eye shadows.

[@happinin07]

On the other hand Stila and UD are not in most countries and rely heavily on the American market whereas Smashbox is everywhere.

[@happinin07]

@forget me It's not available where I live. But I'm not in Europe or North America...

[@juliem8187]

damn i’ve never been able to dupe the stila eyeliner quite right

[@alanal3768]

Not going to lie, I wasn’t expecting this at all (referring to Becca Cosmetics)

[@authorivyangelina]

IKR

[@babylon3463]

No one see that coming, I always seen Becca Cosmetics as a high end makeup brand so it's a really surprise for everyone

[@whoome1638]

I thought they would eventually re-vamp their products and vibe. Not completely go out of business

[@danielleknoop2449]

I saw it coming but wasn’t expecting it coming before other brands like Too Faced and Buxom

[@SleepinBee]

@@danielleknoop2449 I def see too faced going the same way. Nothing they produce gets me exicited at all. Doesn’t help I don’t care for Jerrold at all. I think he’s like kat was to kid. And how Jeffrey will be soon to jsc. I just hunted down some because under eye brightened, was completely sold out everywhere in UK - clearly was an indication But I didn’t think anything if it, was waiting for a restock which clearly isn’t going to come . So I trailed every site I could, for a spare until I find something to replace it

[@seanian8986]

I feel like 75% of Becca's releases over the past four years have just elicited groans

[@ahaziahjoshua1397]

"Refused to innovate" THISSS Becca stayed releasing their comfort blanket products and I think that was their undoing

[@GoldieSC]

Smashbox going under wouldn't surprise me but Urban Decay absolutely would. The online community may be sick of them but nearly everyone I know IRL that loves make up always buys products from them.

[@CreatePeace612]

VERY true. Every day consumers still buy UD even if KZbinrs and their followers don't.

[@LishaMaria2009]

Same with the people I know, that and I've never bought from urban decay so I don't have any of the naked pallettes but the new one is actually at the top of my wishlist, it does look basic and just has that one pop of color but I've been looking for something that I can just throw on when I'm in a hurry or I just want a simple look. I haven't really seen too many basics that appeal to me but that one really does for some reason..... how do you all feel about urban decay?

[@CreatePeace612]

@@LishaMaria2009 Personally they don't interest me now that I've duped the All-Nighter setting spray with the Milani stay may. But I do see the appeal of the new Naked palette. Just had to remind myself that I have a few Elf Bite Size palettes for quick every day makeup.

[@erinmarashi4869]

Urban Decay isn't going anywhere any time soon. It would definitely surprise me if they did.

[@elsiemae5182]

I feel like this announcement has been so surprising is because even though they were kinda in every “brands that are falling off” video they were never the focal points of those types of videos. Also I feel like a lot of people have a few Becca products they like but they don’t often showcase them on social media and they’re older products.

[@lanadelreyisgay]

the thing about becca is that it fell off in a way in which people didnt even notice that it fell off. it just did

[@89gummybears]

Not to mention anti-hauls, purchase or passes, will I buy it videos. So people who are so loud and vocal about "No one asked for this!", "This is neutral with a pop of blue!", "Same thing they always do!", "You don't need this!" don't realize the damage that THEY can do by making those comments. They think they are "helping" consumers but really, they could be ruining something for so many people, employees of the company or consumers. I've been feeling worried for Urban Decay because all anyone does is bag on the Naked palettes but many people still love them and would be sad to see them go! I wish "influencers" would realize just how much influence they really have. If they don't like something, just move on. Instead they are starting witch hunts without realizing it and many everyday people will have to say goodbye to the OGs (UD, Tarte, Stila) that they still love...

[@rachaelbrown3656]

@@89gummybears Hm, I don’t agree. The reason why Urban Decay is still kicking is because of standard consumers. As Hannah has stated, there’s a huge gap between YT consumers and standard consumers. That’s the thing with capitalism, in order for a surviving business to keep going you have to evolve, and flow with the times. I think blaming influencers is a little silly, if brands can’t keep up with the times and the trends then it’s only natural that they fail. Sucks, but it’s true. No one was witch hunting Becca, or any other brands, they just weren’t as popular as they used to be.

[@creatrixZBD]

@@rachaelbrown3656 normal free market stuff, basically.

[@m.2325]

just when i’m getting hungry, hannah puts SNACKS ON THE TABLE. so STOKED FOR THIS. 🥰

[@emmyjulianne6850]

Same lmao I was rewatching old yass or pass videos

[@kristyrussell1748]

😂😂😂

[@autumnroy]

@@emmyjulianne6850 lol I was watching one of her old talktorials when I got the notification

[@alleahsasseville]

YES!!!!! 😊🍻

[@justadjustor8993]

This is such an adorable comment! 😖😄🍣🍙🍔🍩🍎

[@DarksideBallerina]

As someone whose hobby it is to study the downfall of companies, there's a lot more going on than just low sales and the virus. Neither situation is good and always contributes to the downfall, but I'm sure the Estee Lauder buy out and how they managed Becca had a huge hand in this. They may have completely changed the team/direction or just not given them enough money to innovate. There's a lot of factors, and I'm sure it will come out eventually. Another company I'm curious about is Benefit. Unless they've been pumping out really cool releases and I'm just not paying attention, always possible.

[@sirieriksson9010]

I’ve heard Benefit does great 🤷🏼‍♀️🤷🏼‍♀️ I think they catch the eye of «normal» consumers who just wants a blush or they heard of porefessional in passing. No idea how it’s going during the pandemic though

[@kaleidoscopickait]

I always wonder how a smaller company being purchased by a larger conglomerate effects the smaller company in the long run. Sometimes it’s really good, and the smaller company can get the funding they need, and retain creative control. And sometimes the larger conglomerate swoops in, replaces people, and tries to change what made the smaller brand good in the first place. It’s really interesting, and seems to change on a case by case basis

[@eggegg8181]

I think Benefit does well due to their brow products

[@alyssaxxy]

@@sirieriksson9010 porefessional. Worst primer. Ever.

[@andreabelec7852]

Also benefit focuses on brows and mascara which are products people repurchase pretty often so I’m sure they get many repeat sales from loyal customers.

[@juliagross3136]

If Becca used the cream makeup trend to repackage and/or push their poured cream highlighters and expanded that formula to blush and bronzer then sent them to micro influencers in PR I think they could have really made a comeback

[@LishaMaria2009]

That really would have been a great idea, I guess its too late but you sound like the mind Becca needed... even if that's your one singular idea for the brand.

[@taylorrosepole]

WOW Jaclyn looks so different between now and that throwback Becca photo. It still shocks me every time I see an old pic of her

[@alissah5785]

loved that photo of her. she looked ‘normal’ & very beautiful.

[@reikun86]

It kinda hurts seeing her old photos. She had such a pretty smile.

[@natalielopez5328]

I agree! I don't think she needs all those fillers.

[@mbbm1999]

It's so weird, I know Becca wasn't hyped in a while but I didn't think it would be this bad that they are closing down

[@reikun86]

I don’t buy a lot of Becca products, but i can’t help but feel sad.

[@Life_of_Julie]

If the pandemic has done anything for the makeup industry, it’s give drugstore brands the push to make innovative and high quality products for a small amount of money. Just from 2020 alone I shifted from buying all high end makeup to literally only being interested in drugstore.

[@BrookeClark]

true but I noticed where I live, drugstore makeup is starting to really go up in price from certain brands.

[@reikun86]

@@BrookeClark There’s almost no difference in price anymore, so I just end up using my Sephora gift cards (My family and friends always know what to get me for Christmas and Birthdays 😅)

[@cadyhoffer]

I dont think Urban Decay will go down soon. Their All Nighter, Eye Pencils, Brow Products and and Primer Potion will keep them alive. Becca really only had highlighters. I really think Smashbox is next. Their spray and primers are all they have that I hear about but that's not enough especially when the skincare industry is booming right now.

[@bowenarrows7819]

I forgot Smashbox existed until this comment

[@leannschaffnit7376]

I do really love their spray though, if they do go down, im buying like 5 bottles when it goes on sale

[@carolinasimo6921]

Agree, Smashbox, Stila and Makeup Forever could be next☹️

[@Chloe-ik9cr]

I feel like Becca relied so heavily on collabs and just didn't bother with concepts and quality like the Chrissy Tiegan collab and Khloe Malika

[@SarahSmith-mu1wc]

I have the face pallettes from both collabs and I am really happy with the products. I can't say I'm shocked they're going under, but I'm kinda sad. Becca was one of the 1st high end brands I started to purchase from. But they haven't released something that I've been super hyped about in quite some time.

[@mandisamthembu9230]

It's 1am in South Africa and I just got back from a night shift, all I wanted to do was to shower eat then sleep, but alas, here we are

[@martapichel6428]

Can we talk about how STILA is still a thing? I haven't heard anything from them since the glitter shadows,and apart from thatone,the only product I've ever seen hyped were their liquid lipsticks for a few months in 2016,that's it. Becca at least had launches and were promoted online by beauty news pages..But Stila????

[@BrookeClark]

ooff that reminds me, I need to prob get rid of them lipsticks lmao They were good though!

[@shannonsweenycurran7297]

So the interesting thing is that it is the Estée Lauder owned brands that are falling behind, we we come into an era where large parent companies can’t keep up with innovation in the makeup industry? Or they are seeing their classic brands like older targeted Clinique doing well for them so they will cut back on the others? They go where the money is.

[@alyserotten1241]

Or are they buying them to kill them

[@reikun86]

@@alyserotten1241 Very possible. Kinda like how Disney bought Blue Sky just to shit it down. Less competition for them.

[@kiwibrickproductions4149]

@@alyserotten1241 wonder if that’s their plan with The Ordinary. Hmmmmm.

[@bambi6711]

Rip Becca y'all kinda did nothing as of recent other than drop that invisible foundation thing but it's still sad to see a big name fall 😔

[@c.r.d.9147]

Yesterday I went to Sephora to buy the under eye color corrector by Becca, and I started talking with the employee about the company closing. She told me that it wasn't a surprise for any of the employees, that even before covid they were not even selling enough. People bought their highlighters once and that's it.

[@danieIIemydear]

I dont see urban decay going anywhere soon because I think there's a huge difference between the makeup community and the mass market and there's a disconnect between the two groups if you only pay attention to the KZbin makeup sphere. While the makeup community is more dedicated and buy more makeup per person, there's way more casual makeup users as a whole. And they're the ones going to sephora or dept stores where urban decay is still an incredibly popular brand.

[@AFFTFOMSICHTS]

I totally agree. I love Hannah but the influencer market is not the end all be all for makeup brand success.

[@smileyshani2252]

With urban decay, I get the sense that they have a lot of customers who aren’t necessarily part of the KZbin community. I dunno why I think that. But it was my great lightbulb as I consume this second glass of wine

[@JadeYueRyu1]

No I would say you have a point and your wine brain is onto something. The fact of it all is that there are tens of millions of people globally who buy makeup and do not give a rat's hinney about influencers or shiny new products. While I usually find Hannah's analysis to be fairly on point I feel as though this video was not as well thought through as many of her past videos and that a few key points were missed. These points (my own opinion formed by looking through Becca's history and other not so influencer popular brands as well as my own memory from about 12 years of makeup buying plus a lifetime of a parent who is a business consultant) are down below. 1. Loads of people have staple products that they buy over and over again; in particular products such as primers, foundations, concealers, eyeliners, brow products, mascaras, and setting sprays. None of those products are revolutionary, however, they are products that people go through every day and tend to repurchase. Urban Decay, for example, has multiple products that fall into this category, but Becca has discontinued nearly all of theirs over the last 4-5 years. 2. Some products expire more quickly, cream products are a good example as are liquids and come in smaller quantities than their long-lasting powder counterparts. 3. People who buy staple makeup like to know that their (edited because I am a nerd) staple products will be there when they need a new one, thus quick turnover influencer brands tend not to be attractive to them as they tend to have weak permanent collections that are unreliable. 4. Even new makeup users look for brands for those staple products. 5. As stated above, there are tens of millions of makeup users globally who do not give a hoot about influencer brands or partnerships and this video seems to totally discount that, which is odd considering that Becca isn't even a US based brand, they are Australian and that is where their original look and line based it's demographic on so not using a global perspective gives an incomplete picture overall. Becca has had issues in multiple areas after they were bought out by Estee Lauder four years ago and retired a large amount of their staple products such as the Beach Tints, the Shimmer Souffles, powder blushes, and their eye tints which are all products that people tended to love and rebuy as they used them up or they went bad. Then instead of replacing them with perhaps updated versions they stuck to an emphasis on large size liquids and creams that went bad quickly and were really expensive and a powder product (highlighters) that is huge in size and takes an eternity to use up. Then when they did have something good like the shadow formula for the Volcano Goddess palette they refused to capitalize on it. Becca could have maintained themselves as a fantastic face brand with easy to use products and a couple of stunners with the occasional interesting release and done very well but instead they disassembled their mainstays that allowed them a stable income flow and ended up with a discombobulated line that said nothing and tried to coast on an image that their line no longer even had the products for. If EL had put someone competent in charge Becca would actually be doing okay right now I think as they would still have a line with multiple staple workhorse products as opposed to what they have had over the last few years.

[@smileyshani2252]

@@JadeYueRyu1 totally agree about staples and reliable products. I think those of us who follow beauty influencers forget that we are a small percentage of those who buy and wear makeup. I kind of want to go back to the days of me having 1-2 eye shadow palettes!

[@JadeYueRyu1]

@@smileyshani2252 Agreed! I am one of multiple sisters in a line of families of multiple sisters and no sons on my mom's side (makeup wearing or otherwise) so I have had ample opportunity to observe over time what they buy and use. Of all of them I am by far the one with the most makeup, though that has gone down over the years! Eyeshadow is still my big weakness though, that and trying all of the highlighters that may match my (in the words of TheresaisDead) uncooked chicken skin tone. I will be sad to see Vanilla Quartz go and to never get a sequel to the Volcano Goddess eyeshadow formula!

[@smileyshani2252]

@@JadeYueRyu1 eye shadow palettes are definitely my first love! I have been trying to focus on the palettes I tend to use the most and sending others to my younger teen cousin and now her sister wants palettes too lol.

[@holigatis7588]

Yeah, I worked at sephora until recently and they definitely have a lot of regular customers.

[@bonnievalentine]

I’m waiting for stila to follow suit. How are they still kicking?

[@alice_rabbit8345]

And Lorac

[@fueluponpositivity]

@@alice_rabbit8345 Lorac is sold at Kohls here. It's one of the better brands that store offers. That may be keeping them going.

[@Pacidy123]

I still do love stila ... There is nothing better for me than the shimer and glow eyshadow ... (not the glitter one) .. No one is talking about them ... sadly

[@alice_rabbit8345]

@@fueluponpositivity yes, they’re sold at my Kohl’s as well. I have 3 of the Pro Palettes and really like them!

[@RandiRooBoo]

My friend swears by the stila felt liner. She buys a new one almost every month for $30

[@mrssabre2946]

I appreciate the way you handle sponsors. It short and sweet and to the point. Some KZbinrs make the sponsored part way too long.

[@nikki4012]

I'm not sure about Urban Decay. I see youtubers liking the Wild West palette and they have staples that everyone picks up frequently. While I feel like their comment section is negative and passive, the same could be said for Colourpop. I feel like Urban Decay would have to make a huge mistake before they're considered in the danger zone personally.

[@emn3178]

as someone who works in a sephora urban decay is not going anywhere. we are constantly sold out of their naked palettes, setting sprays and primers. they’re still a three bay (while becca was only a one and barely touched). i wish urban decay would shut down bc i don’t like selling it but people are still weirdly crazy about the naked palettes

[@sarikatimmi]

you dont like selling it?

[@emn3178]

@@sarikatimmi no i don’t like selling products i don’t believe in (or are worth a clients $$$)

[@erikamartin8359]

I also feel like Marc Jacobs Beauty is an interesting one. All of their stuff is on sale or at TJ Maxx, even the new collections. And everything they’ve put out hasnt been innovative enough.

[@SleepinBee]

It took me 5 years to pan a Tom Ford small bronzer. I replaced it with a mark Jacobs. I think it will be left in my will. I haven’t even managed to take the embossing off it yet. Clearly I don’t do make up like a KZbin 😂😂😂

[@leerodriguez9564]

my guess is Marc Jacob too!

[@juliagross3136]

Oooh this in interesting. I think only their lip cremes and bronzers are actually ever purchased. Those are great products but how often do you have to repurchase them?

[@zenmaster9195]

While a lot of Marc Jacob's stuff may be on sale at the authorized retailer, I don't think TJ MAXX is an authorized retailer for most of the higher end brands. Most of that stuff has been diverted. They've been purchased from other retailers at a discount, or during shipping it was diverted from where it was supposed to go. This has been happening for years. Redken and Paul Mitchell have been fighting this for years. They can't really do anything about it because the product was technically already purchased from them. Once it leaves their warehouses, its out of their hands. That is why when you go to TJ MAXX the selection is spotty. No full lines, a lot of damaged or expired product. They're not getting it because the brand gave it to them. They're selling it, but the brand isn't guaranteeing it, or backing the sale of it.

[@adriennebeamer8037]

I thought I read in the last year that Marc Jacobs, the actual fashion house, was closing, so I wouldn’t be surprised if the makeup line follows suit. Part of the appeal of designer make up is that it’s easier for us normies to buy a $70 designer bronzer than a $7,000 purse.

[@lanaesworld6976]

I'm just happy there giving there employees and customers till September to find jobs or new favorite products, and not just immediately close.

[@SleepinBee]

Yes but they don’t seem to be restocking retailers. The under eye brighter has been OOS on every online retailer in uk. I did manage to get one as part of a set so I’m on the look out for something that works for me like this does. Groans

[@joycesukasi]

I’ve also noticed that brands that are bought out by Este Lauder the quality of the brand significantly decreases

[@kiwibrickproductions4149]

This. Tom Ford is a good example.

[@maze4028]

People having to “cut a little” is an understatement. 90% of the people I know, me included, are on a low-but or no-buy year. And the first thing on the list to go is usually makeup since it isn’t an “essential”.

[@agnesmittakova8510]

Okay so I’m sure it’s very true for the US, but a lot of European countries are actually doing really well, and most people have been able to save due to no socialization, not eating out, no holidays etc. Thankfully all the people I know around us have used this opportunity to clear their depths, doing house renovations etc. I do agree though that with working from home people are not interested in new products per say. I have only re-purchased what I have already used and loved and run out of...

[@Ruinwyn]

There is a thing called "lipstick index". It's based on the observation that during economic downturns lipstick sales go up and underwear (especially mens) sales go down. Basically people completely wear out unseen clothes and treat themselves with relatively cheap beauty products when they can.

[@maze4028]

@@Ruinwyn yeah I can see buying a couple of cheaper thing to “treat yourself” but that can also be budgeted into a low-buy, not like these $130 palettes that are just plain dumb. However I do understand that the idea of “luxury” also changes with your level of income. Going from buying 3-4 “luxury items” per year to 1 or 2 tops.

[@Ruinwyn]

@@maze4028 most people are never willing to buy 130€ palette. Most companies have plenty of smaller purchases available. And as has been stated, Europe has fared a lot better. Asia as well. Companies that rely on big expensive palettes or kits in US market are in trouble. Those willing to curate their palettes to minies or quads and selling internationally, not so much. The core buyers for the true luxury brands aren't millenial or younger working people. It's their employers.

[@bimbozos]

i barely wore makeup in 2021 LOL

[@Bambigalore]

It is really interesting, another brand that I wonder about is Makeup Forever. I think they did a disservice to themselves in someway by focusing their products to the general public versus when they were more primarily an artistry brand.

[@HanHanMC]

YES

[@afracrum2379]

Oh WOW I forgot about them! I remember when they had a cult following back in the Makeup Alley days! Are they still in business?

[@prettyacct]

They were always focused on pros, so they will do okay.

[@BrookeClark]

i 100% agree! I literally had to look them up to see if they were still in Sephora

[@Eflatkey]

I was thinking about them too during the video. When I first started watching beauty-tube 6 ish years ago, their foundation was all anyone talked about and now I never hear anything from them.

[@lenaalmassy1050]

I feel as though Becca may have decided that influencer collabs were too risky for their brand after all that drama with the face palette she had after Champagne Pop. Becca isn't exactly a makeup institution like Maybelline, Lancome, etc. are - perhaps they just didn't want to risk constantly taking huge hits from influencer collabs not always going perfectly? They obviously made the wrong decision, but I can see what the bigwigs may have been thinking.

[@rainydays9967]

Yeah, I think they got burned by the second Jaclyn collab and lost money

[@OiOi-kk5ti]

I don't own a single make up product. And don't plan to own any but I love to listen to Smokey Glow because she seems genuinely fascinated and interested in what she's talking about. Love it.

[@barbara9315]

I started buying Becca after I saw it being sold at TK Maxx for a third of the price.

[@itsameila6427]

When it comes to Urban Decay my friends and family that aren't into the beauty community, still buy from them and get excited about their stuff because they're not over saturated with makeup releases in the same way I am. But obviously, I don't know their finances so I could be wrong and they could be in trouble. I don't hear anyone inside or outside the beauty community talk about the likes of Smashbox though.

[@kimberpoi]

Agreed. I think UD has a bigger following away from the online beauty community. Where I groan my friends are into a lot of their new releases.

[@202cardline]

@@kimberpoi Yes I agree. I see the Naked Wild West and hate to see the lack of ingenuity but - for people who don't follow releases and analyze the industry, Naked Wild West probably doesn't feel like beating a dead horse like it does for so many.

[@Ruinwyn]

UD has big international market, they are doing fine.

[@methosimortal]

@@202cardline honestly ingenuity isn't always a good thing when it comes to eyeshadow pallettes. You're much more likely to use what a make-up guru might deem as a boring palette than one that has all sorts of colors and color stories you're never going to wear. the vast majority of people aren't make-up collectors. they're looking for 1-2 palettes that can get them a variety of looks. it's also important to consider that when you buy a palette with an interesting or different color story, you risk ending up with shades that really don't look good on your skin tone/eyes/style etc. But everyone looks good in neutral shades.

[@AnikoVargaMakeup]

I have a feeling Urban Decay and KVD will be the next

[@beasttitanofficial3768]

@@sarah_4860 Geoffrey Baratheon Starfish is like a cockroach

[@pamelafreeman2781]

I think Urban Decay will probably be okay. They have significant exposure and brand loyalty. Maybe KVD will not make it. My bet is that Stila and CoverFX will not make it through the year. Kind of sad to see a brand fail nevertheless

[@TashiSoCali]

I WILL CRY. UD is my fave brand

[@AllezVous222]

@@TashiSoCali Awwww ❤. I think UD will be ok! It's an established brand with a strong brand identity; it never wavered from its style/vibe in the nearly 30 years it's been around. What UD has going for it is that it knows who it is, and who its core customers are.

[@folded_pizza]

@@sarah_4860 yes please. I want him gone

[@Nounouxoxo]

Hey Hannah. Can you do the evolution of Jackie Aina next ?❤️❤️

[@mariahavelino2241]

I hope she does, especially after Jackie last video about "leaving" KZbin and focusing on her brand and tiktok/instagram

[@lifesnofairytale]

Respectfully disagree on Urban Decay. For the non-KZbin Makeup users, urban Decays naked line is still very popular. Where as Becca became super popular on KZbin, I’m not sure champagne pop became as popular in the mainstream makeup industry like the Naked Palettes did. I think Urban Decay has more widespread brand recognition, similar to say-MAC- that it is less likely to close. Totally think Smashbox is headed down the Becca route though. What will be interesting is to see if other brands buy out the best seller formulas like the highlighters and under eye correctors.

[@kendallfranks435]

Totally agree with you. My grandmother bought Estée Lauder, my mom buys Clinique, my sister and her friends buy Urban Decay. Urban Decay went the route of being a mainstay brand for typical makeup user’s of the millennial and older generations. It will be fine. People that are not into the makeup community on social media still love them.

[@justDanielle_M]

For me, the brand that always comes to mind in terms of falling off is CoverFX. Like seriously think about it. They had the glow drops that everyone talked about and other brands duped, but now you don't really hear about a lot of new things from them. I know they have the gripping primer and the blush/highlight bronzer/highlight duos but you rarely see them come up with new releases and they're rarely talked about. Maybe they have a secret cult following that I know nothing about, but I personally think they could go before UrbanDecay

[@tmarie69]

I completely forgot about CoverFX!!!

[@caitlinspeer4108]

I would be so pissed because their contour palette is my fav and they’re the only big brand that actually likes the photos i tag them in! Lol i love CoverFx!

[@BrookeClark]

So true! I was at Marshalls yesterday and they literally had so many glow drops on sale there for $8.99!

[@dannelle17]

CoverFX is hot in the professional makeup game so i doubt they’ll be next. Their shade ranges alone keep them afloat, bc other brands “can’t” (read:won’t) increase their shade ranges.

[@Dragonlight_labs]

I use their power play foundation and REALLY like it. But thats the only thing from them I use.

[@kam0406]

I really want to know when and IF Becca will be at tjmaxx and IF their highlighters will on sale.

[@cthebelt]

I've seen Becca at TJMaxx/Marshalls for a good while now. I recently purchased a Becca highlighter from Marshalls.

[@rayspace6362]

That's pretty much already happening. There are many videos of Tj hauls with Becca finds, but yeah you can assume after the coming few months it'll be more frequent to find them in Marshals or Tj.

[@kayartdotjpeg]

Mine have them! I bought 3 pack mini best seller highlights!

[@kayartdotjpeg]

We have the lip tints and barbie Ferreira collab face palette too

[@GirtheAlienGoldfish]

They're already there.

[@laurawalls778]

It feels like every single "brands that have fallen off" video I've watched has always included Becca which if people were right about that whats going to happen to brands like mac, smashbox and maybe even in a few years time abh?

[@blueberrycowboy]

I feel like mac specifically is going to be fine. they're not really a brand that depends on social media, they thrive on make up artists and "regular" consumers that don't watch any beauty youtube. unsure about smashbox but i think abh has the potential to get back on track.

[@acmilanfan44]

@@blueberrycowboy totally agree! Especially internationally. So many people I know have no sephora and aren’t willing to ship from here in the US and pay those fees. MAC is still a household name in so many places. Tons of MUAs and both younger & older audiences love them. They’ll be totally fine.

[@lessthanlaughable]

Like everyone said, MAC will be fine. I was watching an Angelica Nyqvist video where she talked about how MAC has been focusing on their asian market for the last few years and that's why we never hear of anything from them, but they're doing well overseas.

[@whereisannah]

@@lessthanlaughable yup Mac is super popular here in China for their lipsticks so I don’t think they’ll go away anytime soon

[@parissinclair6513]

I feel like ABH is here to stay because they have such a strong base internationally.

[@_Shawne]

It looks like Estée Lauder took their funding from Becca, who was underperforming, and put it into buying Deciem. The announcements of the two things were days apart and seem pretty obvious to connect the dots. But I think you’re right, I think other brands will follow this trend and if it’s not too late for them they should pay attention. Speaking of ColourPop (who took business away from a lot of brands, but Makeup Geek comes to mind), I wonder who will dethrone ColourPop in the future? Urban Decay is owned by L’Oréal, so I don’t think they’re as in danger as you might think, but who knows. Maybe they’ll pull an Estée Lauder and sell UD to buy something else.

[@Gardeningcats]

I was really sad that they bought deciem - buying up great brands to drop and destroy them a few years later

[@ceilingbattles]

I was thinking this as well but didn't have the info to back it up. They are owned under a parent brand, and from time to time the parent will thin out the companies they own in order to make more money from newer ones, even if they aren't necessarily losing money. They probably just weren't as profitable as others.

[@corinalymburner1121]

I just went to Becca’s website and was appalled at their prices... 🙄

[@rileyketterhagen3637]

I feel like crap, laying in bed. This is perfect

[@x.Kristen.x]

Same. I have a horrible migraine 😩 hope you feel better!

[@JolienR1995]

Same! This video was perfect timing. Hope you both feel better soon 💖

[@aprilpeach929]

Same, I'm on my period. Hope y'all feel better soon! ❤️😘

[@rileyketterhagen3637]

@@x.Kristen.x thanks

[@brookerasnick2040]

same i just got done with a 13 hour shift. i hope u feel better💘

[@natalielammers6726]

I absolutely love this channel. She is so good at breaking down and detailing the progress of both people and companies!

[@jenniferwilson8131]

My not into makeup mom friends buy Urban Decay. They all love the Naked Palette. There's a world outside of KZbin. Urban Decay sells much better than a lot of makeup that KZbinrs talk about all of the time.

[@nikki4012]

These kind of brands remind me of one-hit wonder music. They have one product that sells well and just can't seem to replicate it again. It's just kinda sad. But I definitely think influencers help/hurt a brand so much.

[@AS-zz2ke]

Urban Decay having to close would have surprised me a lot less than Becca does. I agree with you that UD hasn't really come out with anything innovative in recent years but I also think that covid made things a lot worse for them. I feel like, even though their naked pallets aren't raved about anymore online, there are still some people who walk through make up stores and pick up those pallets. Every time UD releases a new naked pallet the most popular make up store in my country make a fuss about it and you can't enter their stores without noticing those pallets. But those stores are now closed (at least in my country) so those consumers aren't being influenced by the pallet's placement and presentation anymore. I do think that that had an impact.

[@JenCruz.]

make up artist use their products a lot. space cowboy has a cult following.

[@SadGirlsRUs]

All there palettes look like repeats

[@GirtheAlienGoldfish]

I really love their lipsticks. And their setting spray is good to have in my traveling kit.

[@iminacult1636]

I think UD and Too Faced have massive audiences in Asia, I mean, recently a really big K-Pop group became brand embassors, they're making moves in those markets

[@mattmc90]

When you're in the middle of re-watching old Smokey Glow videos from 2018, (because you have basically watched them all) and you get a notification saying Hannah just has uploaded a new video! YAAAAAYYYYYYYYYYYY! Thank you for keeping us entertained/informed/engaged during lockdown xx

[@Tatiana-gf6be]

Just from observation, their downfall was definitely the fault of marketing and lack of creativity in that department. They don’t even necessarily have to be innovative. I one hundred percent agree that their failure to hop on the influencer trend really killed their brand. So many big brands don’t collaborate with influencers and that’s why their brands aren’t doing so well. For example, I learned in my marketing class that people are interested in being sold an experience and not so much a product. Makeup brands sending their products to an influencer who tries it on camera and is gushing about how good it is is selling an experience to potential consumers. Look at Tik Tok for example, people share the products they bought and how much they love it and people are in the comments like “I’m opening the Amazon app right now!!” , “BRB getting this rn”, etc. They really dropped the ball.

[@chillimilli13]

Another point of view that might be interesting: I‘m from Germany and over here people are still pretty excited about brands like Urban Decay I assume because we don‘t have that huge amount of brands to choose from as you in the US.

[@mynciee]

Me: sitting down to do calculus assignment Hannah: WE HAVE AN EMERGENCY Me: ok the degree can wait

[@brittanyanderson8769]

Lmfao me with my pharmacology assignment

[@mynciee]

@@brittanyanderson8769 we got thissss

[@jordanwilliams2479]

Too faced. I don’t see them lasting through the end of this decade. Literally every time they put out a new product, it gets roasted and then we all move on. Also being such a personality driven brand, their history outside of the makeup, as well as the current fiscal situation, I feel like they could be on the chopping block quite soon

[@michellestratford9753]

I agree with you. Too Faces would be my next guess. Depending on their financial backing of course.

[@SamanthaStew]

I feel like they have a million peach products that people seem to love.

[@alyserotten1241]

Plus they have to be so sexually aggressive with their names alongside a childish type packaging. It’s weird

[@itsz3969]

@@alyserotten1241 I mean it is called Too Faced for a reason but your statement is reasonable

[@alexw1698]

Anyone still remembers that shady move they pulled off couple of years ago? The one where they sent different quality products to PRs and the ones they actually sell?

[@whyaleichia]

Becca’s downfall: 1) they kept their high end prices while brands like color pop and juvia’s place have way better quality at much more affordable prices. 2) ofra exists 3) they really said: “lol, diversity? We don’t know her.” (Peep that photo you showed of their complexion products.)

[@giaverma5437]

Actually Becca was one of the first brands to have large shade ranges with bronzer and highlighter. But they do miss the mark in face pallets

[@StillNatty]

Ofra! Yes! They stepped up and showed the makeup industry what a highlighter could be! Lol

[@parissinclair6513]

I could see Ofra going out of business too in the next couple years TBH. I hardly ever hear anyone talk about them anymore.

[@gabipassantino7239]

and every pallet was a regurgitated version of the ones before

[@kmonet7707]

Juvias place is where it’s at. They’re stuff is so pigmented but affordable. I have most of their palettes and their foundation is the main one i use from my collection.

[@meganderus865]

I don’t really have a particularly global perspective on the topic as far as overall company health, but I do work at Ulta and I help people find new products every day. At least where I’m located, urban does extremely well. We sell significantly more of their complexion products than anything else. I think those of us that spend a lot of time in the social media sphere of ig/KZbin/tiktok influencer forget that there are tons of average consumers who don’t give two flips what is going viral or being talked about. They just want good staple products. The customers I interact with on a daily basis ask us what we like and what sells and they just want good products. Of course we do have people who want the hyped products too. The hardest thing for us in the retail sphere is that drugstore is just more popular in general bc of quality and price point, it’s hard to keep them in prestige brands and it’s like.... I totally get it. As far as who’s next... my thoughts are smashbox, pur, Lorac, and Kylie 🤐

[@celestecelestial90]

I always try to remember that influencers aren’t my friends so I don’t feel inclined to buy a product just because it’s a collab. If I buy I want it to be because I’m truly interested in the product itself and I think I do a good job at that overall. 😅 Becca has a lot of interesting highlighters but $38 for a highlighter is a lot when I can get a highlighter for like $5 from the drugstore that looks so similar.

[@bowenarrows7819]

I finally bought a couple of highlighters. Couldn't justify the cost before now. Was kind of a "now or never" thing.

[@celestecelestial90]

@@bowenarrows7819 I’m about to do the same thing. ULTA sent me a $15 off $75 coupon so I’m going to get a highlighter that I’ve been wanting and the back light priming filter that I’ve been wanting to try. I’m also hoping to see their products in Boxycharm soon. 😆

[@heidiv4322]

With companies like Colourpop and ELF stepping up the affordable game, these more expensive companies will control fall.

[@wandacrowell6766]

It seems that when EL buys a brand, it stands still.

[@dawnanderson1545]

That’s why I’m nervous the just bought the ordinary and deciem - I hope they don’t mess that up!

[@cearathomas930]

I would like to know how KVD has survived this long...

[@kianna270]

probably some type of cult following. i know a lot of people who still religiously buy the eyeliners and fountains.

[@GirtheAlienGoldfish]

A cult following and the products actually being decent enough. Plus, Kat is no longer the face of the brand.

[@sabrina.natalie]

If you go on their Instagram, they’ve deleted all of their posts. I wonder what that’s about. I wonder if they’ll be closing too, or if they’ll be making an announcement regarding rebranding the company.

[@reikun86]

Kendo has some pretty nice brands under their belt.

[@amahsenile]

I think KVD lasted this long cause they sold the business

[@nikkicox3314]

Smashbox is the first brand i thought of, when you said other brands should be scared lol.

[@giaverma5437]

I literally have to stock up on all the products I wanted for so long

[@eurekamreum5458]

Ugh I wanted to do the same but Becca isn't sold in Sephora Mexico 😕

[@bowenarrows7819]

I finally bit the bullet and bought the two highlighters I've wanted to try for years. Couldn't justify the price before now.

[@kateburgess2777]

I’m from South Africa and Urban Decay and NYX have just closed here permanently💔

[@tdog3753]

Girl your hair looks so cute today, and I’m honestly shook that Becca is closing but also with COVID, we can only expect things like this to happen

[@alvarod9288]

i'd say urban decay are pretty safe tbh, people still buy their naked palettes they're just disliked by the makeup community but average consumers are still into them and idk if they reformulated but i feel like their new palettes are better quality, and they also have a lot of classic products people still buy thesedays (all nighter spray, eye primer, eye pencils, glitter eyeliners) and besides the naked palettes they've done really good releases, their stay naked and hydromaniac foundations and the stoned vibes palettes had good reviews as far as i know. However, i think brands like kvd cosmetics and stila are in danger...

[@d.m.3133]

I wonder if the arrival of products to TJ maxx and Marshall’s is the kiss of death. Who is going to pay full price when you can find their products there?

[@kimberlywilles8343]

I really would love it if all these “ celebrities” would STOP 🛑 coming out with makeup brands!

[@Ivana_M]

I feel that UD is doing fine globally. I know that I still buy their products, people in my country also do. Sometimes it seems that US influencers tend to hate on brands for not being innovative enough and not having these super interesting colour-shifting eyeshadows and vibrant colour stories. In reality, that's not the kind of makeup a regular teacher, nurse, doctor, banker etc. would wear to work every day. A huuuuge number of women are not profficient eyeshadow blenders and are looking for good quality flattering everyday makeup you can put on relatively quickly and wear to your regular job.

[@yggrastril3427]

In the malls around me, Urban Decay used to have their own store, and then their own shelf in Sephora. Over these past 2 years, I noticed the individual stores closing, leaving only their shelf in Sephora...

[@alligatorjonesphd]

That has little to do with a brand doing poorly and more with physical retail stores not doing well. UD is still sold at Sephora and Ulta. Bare Minerals and Mac and even Sephora have their own stores, but also have micro stores in bigger department stores. Renting a store at a mall is not a smart idea, especially because of the pandemic.

[@alexandraeilise]

I think Laura Mercier will be one of the next to go. I can’t remember the last time I heard anyone talking about them and I’ve seen a lot of stuff at TJ Maxx.

[@tmarie69]

I only get their loose powder and that lasts me the entire year so I could see that.

[@alexw1698]

No not really, Laura is becoming a staple brand in the complexion department much like Kevin Aucoin.

[@MrsMoe72]

It’s terrible that so many people are losing jobs. Im sad for them and their families. But as a consumer I would love to see a reset in the cosmetics industry: New style of makeup, because I see the trends moving towards a more natural look. I’d like to see brands that are more inclusive in their shade ranges and who they work with. And...I’m tired of new products being released every 20 minutes. I only have one face to apply makeup to! Give me less quantity and more quality!

[@montana1080]

You are absolutely right about urban decay and we’ve been screaming at them for years

[@jenniferh9612]

we’re literally going into a recession, we’re going to say goodbye to a lot of well known brands :(

[@andreaogradyfernandez]

Hannah: You probably don't feel personally invested in celebrities' lives Me, with six stan accounts dedicated to Taylor Swift: 👁👄👁

[@sabrina.natalie]

🤣 Samesies.

[@samnpatterson]

They relied on the hype from champagne pop for so long that they could almost never come back from that. It was so iconic, and every single release after that was so blah. The Chrissy Teigen palettes look almost identical to the Kardashian palettes. Boooring

[@dentalfloss3930]

I just LOVE these Hello Fresh ads. Honestly it all looks so delicious!!

[@delia8915]

I've only known Becca for their older products so this is not so surprising to me

[@jasminep1084]

Up until the other day, I haven’t purchased something from BECCA in like 2 years. The only things that I have purchased from them are highlighters. When I saw their Instagram post I went directly to Sephora and bought my favorite highlighter. But I never cared about any thing else they sell 🤷🏻‍♀️

[@MR-pf7ng]

Honestly thanks for bringing the workers facing layoffs. I went through three layoffs in the span of two years - the first two I saw coming so I was able to prep for them, but the last one f'd me up because I was blindsided by a sudden downsizing mass layoff where they targetted my position. It's freaking hard, the third layoff led me through a massive depression and completely messed my life up. After my last layoff, people on Facebook were sharing articles about it with people mocking the layoff. It was a government job, so there were a ton of people who weren't sympathetic, made a joke of it, and were opinionated. To them, I deserved to lose my job because of their tax dollars - it just felt like an extra punch in the gut and I had to start immediately hiding posts related to it for my mental health. I do wish the best for the employees - it's hard especially with the pandemic making it hard to find work. The only positive thing is that they've been given several months for notice - my advice is to not stay loyal to a sinking ship, any good manager would be highly understanding and would encourage you to put yourself first.

[@seanian8986]

People who complain about celebrity brands and collabs while begging for influencer brands and collabs... the disconnect. The delusion.

[@vanessachavarria1893]

It would be interesting to see if any drugstore brands close down, at least the makeup part, like Almay, neutrogen, burts bees

[@kayartdotjpeg]

I doubt it just because it's so inexpensive that people buy a lot more product

[@SleepinBee]

Bourjois pulled out of the UK market last year . Loved their blush, but it lasted ages . Not sure what reasoning was

[@vanessachavarria1893]

I never see almay or neutrogen talked about and their shade ranges for base products are bad. I can at least see almay shutting down

[@kayartdotjpeg]

@@vanessachavarria1893 zalmay is so old school I dont know who their customer base even is

[@siouxsie87]

@@SleepinBee they left the US years ago and it still makes me sad because I love their lip products.

[@cerezabian]

A lot of brands have been really loosing during the pandemic. Both Bobbi Brown and elf are now leaving stores in the country I live because of lack of sales here and loss of income :(( Thankfully I was able to get stuff half priced

[@LittleMissLounge]

I think Urban Decay is well-liked enough by normies at this point to stay afloat.

[@CatNagTaylorsVersion]

I feel like estè Lauter brands will start to close and all there products will start become part of the estè Lauter line so estè Lauter will survive

[@hannahpedersen9429]

I feel like estee lauder has so much that they have to rely on, that it won't impact them too much, especially with how much their clients are more of the older generations and most people just continue to repurchase things from them instead of trying other brands.

[@hannahstolzer2085]

I definitely think brands like este lauter that cater to older audiences don’t rely on social media to sell. Until their customer base dies out (to put it bluntly) they will probably be fine. After that though, it’s questionable.

[@CatNagTaylorsVersion]

@@hannahpedersen9429 becca and too faced are two estè brands that I feel like a lot of people were/are going to merge in to estè lauter

[@eja2493]

Estee lauder skin care line is amazing and won’t going anywhere, older people I know are staple customers.