Becca Says Goodbye

After 20 years in the game, Becca is bowing out.

Due in part to the global pani that shook (and continues to shake) us all, Becca will cease to exist.

The brand stated:

“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.” on their IG.

How is it that in just 5 years after being acquired by beauty behemoth Estée Lauder for a whopping $200 million, this former “cash cow” is being put to sleep?

I don’t have the answer to that, but we all know the once “IT” brand, celebrated most famously for their glow and complexion products saw a string of misses in recent years. Many fans of the brand remained excited for each release, but were ultimately left feeling uninspired. Over time Becca seemed unclear about who they were in the ever changing beauty space.

Case in point, the no pigment foundation. A release heard ‘round the beauty world yet never spoken of again. The desire to innovate was there, but it was a move that felt like it was after a moment in the limelight more than a permanent spot on our vanities.

This identity crisis may have been a factor, but only the people deep on the inside truly know what went wrong here.

Behind the brand of course are people who will be starting over again, and my heart goes out to those individuals. 🥺

There’s a lesson or two here. I don’t know enough to tell you, but what do you think other brands can learn from Becca? Hit me up on Instagram or head straight to the blog to sound off in the comments.

Ttyl,

Ehlie