Some have speculated that Becca’s closure was a reflection of Estee Lauder’s new corporate priorities. Perhaps the company is focusing more on promising opportunities than on developing beauty products, and is choosing to shift its focus from cult status to more affordable and accessible brands. Its partnership with celebrities, such as Kim Kardashian, has allowed the company to learn from Becca’s mistakes. Other companies, including Clinique, have benefited from Becca’s mistakes.
Becca’s struggles
The story of Becca Cosmetics started back in 2001 when its founder, Rebecca Morrice-Williams, founded the brand with Steven Schapera and Andrea Harwood. The three co-founded Invincible Brands, WelleCo, and Becca, and were all well-regarded in the beauty industry. Unfortunately, the company was struggling, with a shortened shelf life and operational problems. This led Becca’s CEO to advise Morrice-Williams to go the drugstore route and keep the lineup smaller.
The company failed to match the profits that it made with its Jaclyn Hill collaboration. The brand was forced to recall the eyeshadow palette due to poor quality. The company has since collaborated with celebrities like Khloe Kardashian and Crissy Teigen to increase sales and brand recognition. The brand hasn’t entirely sailed since, however. While its recent successes in collaborations with celebrities like Hill and Teigen seem promising, many are unsure if it will be enough to save Becca Cosmetics’ failings.
Its celebrity partnerships
While Becca Cosmetics’ celebrity partnerships are closing, it’s not all bad news. The beauty brand’s first partnership with YouTuber Jaclyn Hill resulted in a highlighter collection with shimmering highlights that sold out in 20 minutes. It also partnered with beauty influencers Chrissy Teigen and Barbie Ferreira, and subsequently became a household name. Its high-end products were also popular with makeup artists and were found in many of their makeup artist kits.
After the COVID-19 pandemic hit the beauty industry, Becca’s second partnership with actress Jaclyn Hill produced a champagne-themed eyeshadow palette that sold out in five hours. However, the brand’s celebrity partnerships are not delivering sales in the way that they used to. The makeup line has logged impairment charges in its accounts for Becca, Too Faced, and Smashbox. The company’s other two brands, Prescriptives and Deciem, also filed for bankruptcy.
Its product line
Becca Cosmetics is closing its doors. The natural beauty brand is the reason why your cheekbones are accentuated. Its founder, Rebecca Morrice-Williams, launched the brand in 2001. She pushed for more diverse shade ranges and insisted that drugstores carry her full product line. However, the brand never really gained a foothold in the beauty world and fell victim to a number of issues in recent years.
Becca Cosmetics was acquired by the Estee Lauder Companies in 2016, which also owns M.A.C, Smashbox, Dr. Jart+ and more. The company has cultivated relationships with influential people and has worked closely with Becca customers. Its recent announcement of a massive cutback in its workforce worldwide has disappointed some fans. As a result, the company is laying off employees and closing 10 to 15 stores.
Its Shimmering Skin Perfector highlighter
The company’s closure comes amid a recent flurry of bad news about the brand. BECCA, the company behind the beloved Shimmering Skin Perfector highlighter, announced its closure in February, citing a pandemic that hurt its business. Many fans immediately stocked up on their favorite Becca makeup. Smashbox is now stepping in with good news, taking over some of Becca’s best-selling products and offering a wider range of shades.
Becca Cosmetics was founded in 2001 and has been a top makeup brand since then. The company has released a number of viral makeup products, including the Shimmering Skin Perfector highlighter, which was named the best selling highlighter in the United States by the NPD Group. The company has collaborated with a number of celebrities, including Jaclyn Hill and Chrissy Teigen.
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