Estée Lauder's Becca brand to shut down

Estée Lauder's Becca Cosmetics brand is shutting down, in part due to the impact of the Covid-19 pandemic.

The brand announced on its website and on Instagram that it will close at the end of September 2021, citing "an accumulation of challenges, together with the global impact of Covid-19."

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

Originally founded in Perth, Australia in 2001 by Rebecca Morrice Williams, the brand was sold to Luxury Brand Partners in 2012, and was later acquired by Estée Lauder in 2016—at which point, Morrice Williams left the brand. Building a devoted following of fans, Becca became particularly well known for its popular highlighters and complexion products.

Over the course of its history, one of the moments that caused Becca's popularity to skyrocket was its partnership with YouTube beauty guru, Jaclyn Hill, in 2015. The partners created the 'champagne pop' highlighter, which was so popular that it was added to Becca's permanent selection, and Hill and the brand would go on to collaborate on a subsequent champagne pop collection that brought in up to $3.5 million in online sales.

"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. We’ve done meaningful work together supporting mental wellness with the JED foundation and Mental Health Mates and will continue to do so through our commitment to The Trevor Project this coming June. Together, we put our best light out into the world, and for that we are forever grateful," said the brand.

FashionNetwork.com has reached out to Becca Cosmetics for further comment.

Estée Lauder's Becca brand to shut down

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