Make-up brand Becca announces 'heartbreaking' decision to close in September

The cult favourite brand said it could not withstand the effects of the pandemic

Becca Cosmetics will close in September, the brand announced on Instagram. Becca Cosmetics / Instagram

Popular make-up brand Becca Cosmetics has announced it will close in September.

The Estee Lauder-owned brand, known for its cult favourite highlighters and cruelty-free products, made the shock announcement on Instagram on Wednesday.

"The global pandemic has had an impact on everyone around the world on many levels. It has also had a tremendous impact on so many businesses. 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," it said.

“We believe in you, and we believe that the beauty inside you is the light you share with the world. We are confident that the spirit of Becca will continue to live on through all of you. Please keep illuminating your true selves. Light your own paths and push your limits. Share positivity and light the way for others as you make an impact on this world. Own your light on your own terms.”

The brand has put out a number of high-profile collaborations in recent years, including collections with Khloe Kardashian, Chrissy Teigen, and YouTuber Jaclyn Hill.

Fans of the brand, which is stocked at Sephora stores across the UAE and is also available to buy on Amazon, will still be able to shop the collection online until the end of September 2021, or until products run out.

Many took to social media to say they would be stocking up on their favourites from the collection, causing a flurry of orders, in particular of its best-selling Champagne Pop highlighter.

“I am crying real tears,” one Instagram user wrote. “I use Becca primer, foundation, blush, highlight, bronzer, under eye brightener and under eye powder. I am so sad.”

Another user said: “That’s it, I am ordering 10 highlighters. Such a sad day.”

The brand said in its statement: "For 20 years – from Perth to New York and across the globe – we've built incredible connections with this amazing community, from our consumers to the makeup artist community, our wonderful network of influencers, to our amazing Brand Collaborators and Brand Ambassadors from yesterday and today…Together, we put our best light out into the world, and for that we are forever grateful."