As you may have heard, Becca Cosmetics will be closing its doors come September 2021. Started by Australian makeup artist Rebecca Morrice-Williams more than two decades ago, Becca Cosmetics became a huge success thanks to its wide range of shades, particularly those that complement darker skin tones. The brand is known among KeyGlam for their great glitters and shimmers in particular. We especially love their best-selling champagne pop highlighter, which was made in partnership with influencer Jaclyn Hill and helped to skyrocket the product to quick fame. Becca Cosmetics has also had a large share of celebrity promoters after the success with Jacalyn, such as Christy Teigen, Khloé Kardashian, Malika Haqq and, most recently, Barbie Ferreira.
The brand was acquired by Estee Lauder Companies Inc. in 2016. At the time, Estée Lauder President and Chief Executive Officer Fabrizio Freda spoke to Forbes about why the brand was successful. “Its unique focus on complexion products that flatter a wide range of skin tones combined with its sophisticated yet accessible consumer and digital engagement across channels has inspired a devoted fan base,” Freda said. Unfortunately for the brand, their star and influencer power wasn’t enough to drive a healthy profit as they struggled to stay relevant in the competitive beauty market, where offering products for all skin shades is increasingly becoming the norm.
In addition to Becca Cosmetics, Estée Lauder Companies Inc. also owns many other beauty brands like Aveda, Bobbi Brown, Bumble and Bumble, Clinique, Dr.Jart, GlamGlow, La Mer, MAC, Origins, Smashbox, Tom Ford Beauty and TooFaced. They reportedly made the decision to close the brand because of significant challenges caused by the COVID-19 pandemic, as well as other financial problems. In a statement to Women’s Wear Daily, an Estée Lauder spokeswoman said, “The brand could not sustain success for the long term. We are so proud of the Becca brand team and all that they have accomplished over the years. We are handling this matter with sensitivity, both internally and externally. For those who have supported the brand for 20 years, and those who will stand by the brand through this wind down, we thank you.” Even more unfortunate is the jobs that will be lost due to its closing as Becca employees will be laid off according to the publication.
This is tough news if you’re a fan of the brand like we are, but our advice is be sure to stock up while you can. Also look out for their products to hit the clearance racks at popular beauty stores like Sephora, where you can score these great products at closeout prices. We at KeyGlam recommend Becca’s Shimmering Skin Perfector™ Pressed Highlighters. They come in a range of beautiful shades to give you a great glow.