It’s almost a year since the entire world was put on high alert because of the pandemic. In a blink of an eye, necessities were redefined, physical socialising took a turn, and livelihoods — big or small — were hugely affected. News of company bankruptcies, permanent store closures, and shut-downs hit us with shock, frustration, and maybe even confusion. The latest brand that surprised us with the sad news is Becca Cosmetics.
The brand announced on its official Instagram account that they are ceasing operations by September 2021.
A look into Becca’s 20-year run
Founded in 2001 in Perth, Australia, Becca Cosmetics is a brand that prides itself on releasing products that are cruelty-free and PETA-certified. It also upholds diversity and inclusivity. The beauty brand peaked in popularity between 2015 and 2017 when it collaborated with YouTuber Jaclyn Hill. The partnership gave beauty lovers all over the world one of the most coveted highlighters up to the present — the best-selling shade, Champagne Pop. Since then, Becca Cosmetics products have been on the lips of many — from vloggers to celebrities to magazine editors.
In 2020, the brand donated a margin of their sales to the Jed Foundation, a non-profit organisation on mental health support and suicide prevention. And as its last hurrah before the announcement, this June, it partnered up with the Trevor Project (an LGBT youth suicide prevention organisation).
Becca Cosmetics’ track record as a beauty brand is pretty spotless (they’ve risen after the need to recall the release of a brightening concealer for preventive safety measures). So it’s easy to see why patrons of the brand feel devastated by the news.
Why Becca?
In case you don’t know, the Estée Lauder Group acquired the Australian brand in 2016 during the peak of its popularity. However, multiple reports show that the beauty industry — under or outside Estée’s umbrella — took a huge hit in sales last year.
However, Becca Cosmetics’ seemed to be on the up-and-up. In 2016, it spiked up to USD200 million in value, and then there were collaborations with big personalities such as Chrissy Teigen, Khloe Kardashian, and more.
The sudden drop in the lipstick index caused by the pandemic may not have been the reason either since lipsticks are also not Becca’s main selling points. This makes the news truly surprising, leaving us hoping for a more detailed explanation. While we’re not sure if it will happen, we’re holding on to these picks before we finally bid the brand adieu.
Goodbye buys from Becca
For Fashion Features Writer Sheryl, Becca’s Shimmering Skin Perfector™ Pressed Highlighters is on top of her list of products from the brand she’ll surely miss.
“It's designed to provide a natural, luminous glow to the skin, which makes it perfect for days when I need to look extra 'awake' for early Zoom meetings,” said Sheryl. “I'm all about the 'no makeup-makeup' look so this is just up my alley. I’ll probably stock up on more while I can!”
For Senior Features Writer Therese, the No Pigment Foundation will hold a special place in her heart.
“As someone who likes no-fuss makeup, I'll miss having the option to buy the No Pigment Foundation,” said Therese. “I'm all for skincare-makeup hybrids that give that easy natural look and don't completely hide and clog pores."
Features Writer Alyana, on the other hand, said that she’s hoping to find the Becca Mineral Blush in Sweet Pea in counters soon before it’s gone for good.
“I’ve been eyeing it for a long time now but it’s always been out of stock,” she said. “Its mauve-nude shade would look natural on my medium skin tone, adding just a touch of healthy glow on my cheeks.”
As for me, the Sunlit Bronzer will be the hardest to say goodbye to. Buildable, creamy, and blends beautifully to the skin, this bronzer is definitely one of the best ones in the market today.
What now?
Becca Cosmetics did not share their plans for their employees as well as if the shut-down will be temporary or permanent. This reminds us that in times like these, the people behind a company that’s shutting down need the most minding.
The least we can do now is continue to support the brand in the hopes of turning over the situation. Of course, we’re not telling you to bulk-buy Champagne Pop (at least against your own will) just for the sake of an uncertain situation turn-around. But merely looking up Becca’s causes and maybe zooming in your efforts on those more can also serve as a great alternative.
Finally, see this situation as a reminder to support homegrown businesses. If it can happen to a big name such as Becca Cosmetics, it can happen to smaller establishments.
The situation doesn’t call for popping champagne (pun intended) but we’re hoping to see the day when we, as a society, can celebrate more wins than losses once more.
(Cover photo from: @beccacosmetics)
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