Makeup and fragrance were the hardest hit in the beauty category during the COVID-19 pandemic.
Listen up Becca Beauties, you only have a few more months to buy your favorite Becca Cosmetics products before they close for good. The cruelty-free brand was created in Australia in 2001 by Rebecca Morrice Williams and was acquired by Esteē Lauder in 2016. Known for its highlighters and primers, Becca Cosmetics is sold in department and beauty retail specialty stores including Sephora and ULTA Beauty. The brand’s award-winning highlighters fit a wide range of skin tones and have been revered by celebrities and makeup artists.
A statement on the company’s website faults the global pandemic for the imminent closure.
“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.”
The decision to shut down BECCA was such a difficult one, but was carefully considered. After a thorough review, and in the wake of COVID-19, we decided the brand could not sustain itself long-term. Ultimately, the global impact of COVID-19 was more than we could withstand. 💔— beccacosmetics (@BECCAcosmetics) February 24, 2021
Two of the brand's most popular products are the Shimmering Skin Perfector Pressed Highlighter and the First Light Priming Filter Face Primer. As of today, Becca products are still in stock at major retailers and on the Becca Cosmetics website. Fans should be able to buy in-stock merchandise through the summer.
The pandemic has changed buying habits when it comes to makeup and clothing. Faced with spending more time at home, consumers have spent less money on makeup and business attire, instead opting for casual clothing and skincare products. According to NPD data, sales of prestige makeup dropped by 52 percent year-over-year in the midst of the pandemic while sales of treatment masks, hair color, and nail care soared. Even with the expansion of vaccines, mask-wearing is expected to continue through 2022. Makeup brands will lean on eye products like mascara, false lashes, and eyeliner to boost sales.
What a Becca Cosmetics product will you grab before it's gone? Let us know in the comments.