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Why Estée Lauder Is Shutting Down Becca Cosmetics

The 2016 acquisition was already challenged before the pandemic, and the beauty conglomerate is making cuts as it looks ahead at a post-pandemic recovery.
Becca Cosmetics brand display in 2019. Shutterstock
Becca Cosmetics brand display in 2019. Shutterstock
By
BoF PROFESSIONAL

Less than five years after The Estée Lauder Companies acquired the social-media friendly makeup brand Becca Cosmetics for an estimated $200 to $300 million, the beauty conglomerate is shutting the whole brand down. Estée Lauder made the announcement on Wednesday, stating the brand will wind down its operations by September. The ample advance notice is meant to give employees more time to find other jobs, either within Estée Lauder or elsewhere.

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