Charles Sternberg, Associate Editor01.03.23
The past year was a challenging one for the beauty industry, from the lingering pandemic to soaring inflation and supply chain issues. As a result, many beauty brands did not make it to the end of 2023.
Some brands were shut down in order to relaunch under new names, while others suffered from dwindling sales. Whatever the reason, these five brands did not survive:
Kim K posted on Instagram: “Fragrance as many of you know is deeply personal for me. I put my heart and soul into every bottle, and I’m so incredibly proud of every KKW Fragrance product and collaboration that we have launched since Crystal Gardenia in 2017.”
“Thank you from the bottom of my heart for your loyalty and love these last few years. I cannot wait to introduce you to the next chapter of my fragrance journey—I promise I won’t be gone for too long.”
The brand shared the news in a post on Instagram:
“We are sad to share that Bite Beauty will be closing later this year. Thank you for the past 10 years of love, growth and fun. You have always been our ultimate inspiration.”
While Bite Beauty has exited the market, associated Lip Lab locations, where shoppers can obtain custom makeup products, will remain open and expand. There are currently nine Lip Lab locations.
Founded by Cindy Melk in 1989, H2O+ was acquired by investment firms Cordova, Smart & Williams LLC and Goldman Sachs Urban Investment Group in 2008. By 2011, H2O+ had 2,000 points of retail distribution in 22 countries, and Pola Orbis acquired it.
Since joining the group, H2O+ was engaged in the manufacture and sale of cosmetics primarily in the U.S. However, the business environment surrounding the beauty brand became “extremely difficult,” with sales falling short of expectations.
In post on Instagram, founder Cheryl Yannoti Foland said: “My labor of love has run its course. I am so grateful for our Lilah B. community of friends. Your love and support over the past seven years is what continues to inspire me and what has kept us going even through challenging times. I thank you all.”
Lilah B. was an early entrant in the clean beauty channel, with a focus on mindful ingredients and thoughtful formulations. The packaging was minimalistic, encouraging a movement to declutter, minimize and simplify.
The company is reallocating resources from its direct business, including beauty, to grow its luxury consignment business. As part of this, The RealReal will be selling through existing inventory and discontinuing the beauty category.
Some brands were shut down in order to relaunch under new names, while others suffered from dwindling sales. Whatever the reason, these five brands did not survive:
1. KKW Fragrance
Kim Kardashian shut down her fragrance brand KKW Fragrance at midnight on May 1, so that she could relaunch the brand in the future under a new brand name—and under a new web store.Kim K posted on Instagram: “Fragrance as many of you know is deeply personal for me. I put my heart and soul into every bottle, and I’m so incredibly proud of every KKW Fragrance product and collaboration that we have launched since Crystal Gardenia in 2017.”
“Thank you from the bottom of my heart for your loyalty and love these last few years. I cannot wait to introduce you to the next chapter of my fragrance journey—I promise I won’t be gone for too long.”
2. Bite Beauty
In May, Bite Beauty, a portfolio brand of LVMH-owned beauty incubator, Kendo, announced that it would close by the end of the year.The brand shared the news in a post on Instagram:
“We are sad to share that Bite Beauty will be closing later this year. Thank you for the past 10 years of love, growth and fun. You have always been our ultimate inspiration.”
While Bite Beauty has exited the market, associated Lip Lab locations, where shoppers can obtain custom makeup products, will remain open and expand. There are currently nine Lip Lab locations.
3. H2O+
H2O+, known as the company that made all of the bath and body products that were provided in Disney resorts and cruises, also shut down at the end of 2022.Founded by Cindy Melk in 1989, H2O+ was acquired by investment firms Cordova, Smart & Williams LLC and Goldman Sachs Urban Investment Group in 2008. By 2011, H2O+ had 2,000 points of retail distribution in 22 countries, and Pola Orbis acquired it.
Since joining the group, H2O+ was engaged in the manufacture and sale of cosmetics primarily in the U.S. However, the business environment surrounding the beauty brand became “extremely difficult,” with sales falling short of expectations.
4. Lilah B.
In October, indie beauty brand Lilah B. announced that it would close by the end of the year.In post on Instagram, founder Cheryl Yannoti Foland said: “My labor of love has run its course. I am so grateful for our Lilah B. community of friends. Your love and support over the past seven years is what continues to inspire me and what has kept us going even through challenging times. I thank you all.”
Lilah B. was an early entrant in the clean beauty channel, with a focus on mindful ingredients and thoughtful formulations. The packaging was minimalistic, encouraging a movement to declutter, minimize and simplify.
5. The RealReal
In March 2023, The RealReal, a popular online and brick-and-mortar luxury consignment store, announced it would be winding down its beauty business to focus on its core operations.The company is reallocating resources from its direct business, including beauty, to grow its luxury consignment business. As part of this, The RealReal will be selling through existing inventory and discontinuing the beauty category.