There was once a time when you couldn't watch a beauty video on YouTube without hearing influencers mention Becca Cosmetics. Now, the cult-favorite brand is going out of business.
On Wednesday, the makeup company announced that it would no longer be available as of September 2021. The brand said it recently faced "an accumulation of challenges," as well as "the global impact of COVID-19."
The brand noted on Instagram that those struggles of the past year have "sadly been more than our business can withstand," leading to its eventual shutdown.
"We are confident that the spirit of BECCA will continue to live on through all of you," the brand wrote on Instagram.
On its website, Becca Cosmetics added that over its 20 years in business, the company formed connections with shoppers, makeup artists, influencers, and brand ambassadors.
Most famously, the brand teamed up with Jaclyn Hill in 2015 to create the Champagne Pop highlighter. By 2016, the highlighter was a staple of the brand's line, and the duo went on to create numerous Champagne Pop-themed products that earned more than $3.5 million in online sales alone.
The brand also made an effort to do "meaningful work" in support of mental health, according to its website. Becca Cosmetics previously worked with nonprofits The JED Foundation and Mental Health Mates, and the brand says it will "continue to do so" by supporting The Trevor Project in June 2021.
"Together, we put our best light out into the world, and for that we are forever grateful," Becca Cosmetics wrote. "Thank you for every last ray of positivity and support."
Now, beauty fans say they're shocked by the announcement, and disappointed to see a staple brand disappear.
"Omg I'm so sorry to hear this!!" one fan wrote on Instagram. "I've been using your amazing products for so many years — I'm truly gutted 😭😭Where will I find that Becca glow again!! 😢💔"
"I can't live without your highlighter 😢😢" another person wrote, while a different fan said "OH NO!!!!! I LOVE YOUR PRODUCTS!!!!!! I'll have to STOCK UP!!!!!"
On Twitter, beauty fans seemed equally upset.
—makaw (@sailorboi88) February 24, 2021
—Brandi Amabisca (@BrandiAmabisca) February 24, 2021
—D 💜 (@doll_face_123) February 24, 2021
—ella (@ellajacksonn_) February 24, 2021
Representatives for Becca Cosmetics did not immediately respond to Insider's request for comment.
