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Mega Beauty Company, BECCA Cosmetics, Is Going Out Of Business

By Elysa ZanonView Author PostsFeb 25th 2021

Instagram/@beccacosmetics

It’s quite a sad time for beauty lovers everywhere. The brand that brought us the infamous pressed highlighter is officially closing its doors. BECCA Cosmetics will be going out of business by September 2021.

BECCA Costmetics took to its Instagram account to reveal the brand’s decision.

The caption explained the main factor for the closure, “…At BECCA, an accumulation of challenges, together with the global impact of COVID-19, has sadly been more than our business can withstand…” The post left an overwhelming amount of fans shocked by this news. You’ll find the comment section flooded with heartfelt and loving comments by fellow makeup lovers.

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Since the launch of the beauty line in 2001, it’s released a ton of products that are essentials in everyone’s makeup bag from lipsticks, to blush, to foundation.

Not only did BECCA’s Shimmering Skin Perfector become the best-selling highlighter in the USA, the brand also collabed with a variety of notable celebs like Chrissy Teigen, Khloe Kardashian, and Jaclyn Hill.

While the news may come as a shock to outsiders, Amy Lucas, who is the Head of Commercial at Cosmetify explains that going out of business was definitely in the cards for BECCA Costmetics, “Our Q3 Beauty Index we revealed how each beauty brand performed in 2020 and BECCA Cosmetics sadly ranked in just 184th place. The brand saw a 18.1% decrease in search volume and had just a 0.05% engagement rate from its followers on Instagram. This was a big drop from our Q1 Beauty Index where it ranked in 73rd place.”