Makeup Geek, which heralded the rise of social media beauty influencers and brands, is closing down.
In a message to customers, the brand explained, "We truly appreciate each and every one of our followers' and customers' support. COVID-19 has had a large impact on the company and our sourcing capabilities. We are heartbroken to announce the closure of Makeup Geek in April 2022. Thank you to all our Makeup Geeks!"
Founder Marlena Stell gave a bittersweet farewell on her YouTube channel and noted:
Makeup Geek began its journey on some shelves and a shipping table set up in my parent's basement. YOU are the reason it grew into a multi-million dollar business. I hope you understand how extraordinarily grateful I am for your support.
Closing Makeup Geek marks the end of a massive chapter in my life- but this book is far from over. We started this journey together in 2008, and you've been with me through so many joyful and bittersweet moments. I hope you decide to join me on this new journey because there are still so many chapters to write and incredible experiences ahead.
Even though there's so much more I'd like to say, I just want you to know how grateful I am for you all. I've been blessed with a life I never thought possible because of you. Thank you from the bottom of my heart.