Becca Cosmetics has announced that it will be closing the brand at the end of September, 2021.
Related: Estée Lauder Takes Majority Ownership in Deciem
This decision comes from the the impact that COVID-19 has had on the brand as well as an accumulation of challenges it has faced in 2020.
Becca has been around for 20 years and has worked with mental wellness organizations such as the JED foundation and Mental Health Mates. The brand plans to continue this through its commitment to The Trevor Project this coming June 2021.
Becca was acquired by The Estée Lauder Companies in 2016 with expectations of growth opportunities for the brand.
A statement from the brand said: "The global pandemic has had an impact on everyone around the world on many levels. It has also had a tremendous impact on so many businesses. At BECCA, an accumulation of challenges, together with the global impact of COVID-19, has sadly been more than our business can withstand, and we have had to make the heartbreaking decision to close down the BECCA brand at the end of September 2021."
“We believe in you, and we believe that the beauty inside you is the light you share with the world. We are confident that the spirit of BECCA will continue to live on through all of you. Please keep illuminating your true selves. Light your own paths and push your limits. Share positivity and light the way for others as you make an impact on this world. Own your light on your own terms."
