For fuller coverage, use a foundation brush to pat and press the foundation in small layers to the center or your face, blending outwards. Australian makeup artist Rebecca Morrice-Williams started Becca in 2001. Steven Schapera, who’s continued to be involved in the beauty industry with haircare brand London Labs and incubator Invincible Brands, and Andrea Harwood, previously CEO of supplement company WelleCo, were co-founders of the brand. Shortly after its launch, Becca entered Sephora in the United States. Allure reached out to Becca Cosmetics and a representative for the brand shared the following: "For 20 years, we've built incredible connections with our communities — consumers, makeup artists, our wonderful network of influencers, and our amazing brand collaborators and brand ambassadors from yesterday and today. We've done meaningful work together supporting mental wellness and will continue to do so through our commitment to The Trevor Project this coming June. Together, we have put our best light out into the world, and for that, we are forever grateful."

Opened or used products that you are not completely satisfied with can be returned for an exchange within 28 days of The caption provided more details: "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."Coming in a wide range of shades, the foundation will suit all skin tone and types. Each shade is carefully developed to consider neutral, cool, and warm undertones in both light and dark varieties. No matter the shade you choose, you can be sure you’ll benefit from coverage that’s transfer and water-resistant while remaining true to colour. Carolyn Chen, founder of Reset, owner of the beauty brands Vesca and Orosa, and Hana Ben-Shabat, founder of consumer insights firm Gen Z Planet, deduce Lauder’s shuttering of Becca reflects updated corporate priorities. Chen speculates Lauder is “constantly evaluating new investment and acquisition opportunities. I think Estée Lauder had to evaluate their opportunity cost of continuing to invest in Becca, [which] most likely had several quarters of declining performance or investing more money into other high-growth opportunities and chose to invest in more promising opportunities.” In a note, Wissink mentions Lauder has already leveraged learnings from Becca in highlighter collections from Clinique, MAC, Bobbi Brown and Smashbox. that violates any law, statute, ordinance or regulation (including, but not limited to, those governing export control, consumer protection, unfair competition, anti-discrimination or false advertising);

use of the content you supply does not violate these Terms of Use and will not cause injury to any person or entity. As the buzz around makeup influencers diminished, Becca had trouble replicating the success of Champagne Pop. It tried with products in collaboration with Christy Teigen, Khloé Kardashian, Malika Haqq and Barbie Ferreira. The first time I tried this foundation, I had to remove it and start over as it looked awful. I tried a couple of different brushes as well as a beautyblender but somehow it actually accentuated my pores.

that is, or may reasonably be considered to be, defamatory, libellous, hateful, racially or religiously biased or offensive, unlawfully threatening or unlawfully harassing to any individual, partnership or corporation; I would like to believe that this is the end of the closures, but I think there will be a lot more.” Inside a vast company juggling several makeup brands—in addition to Becca, Too Faced and Smashbox, there’s MAC, Bobbi Brown and Tom Ford Beauty—Becca didn’t manage to find sure footing. “The brand hasn’t evolved much and struggled to stay relevant,” says Melissa Hibbert, a makeup artist and brand consultant. Patricia Valera, founder of brand development agency Beautybrandr, agrees, saying, “Becca can be a case study for what happens to a brand that doesn’t have a crystal-clear point of differentiation in this day and age. Today, even large brands don’t have the luxury to rely solely on having pretty colors. They need to have a deeper meaning.” Galina Achkasova-Portianoi, a freelance beauty journalist and founder of The Curiosity Gap content destination, says, “Rebecca engaged in an open conversation about the need for age and race diversity of the models used in her brand’s editorials and created makeup that made customers look and feel good as well as enhanced their individual features and skin tones, somewhat unheard of at the time.” To make matters worse, any blush or contour you put on top of it is impossible to blend (and yes, I have set the foundation with powder by then). Blush looks patchy and uneven.

I still find this to be one of the worst foundations I've tried, however, I tried Wayne Goss's tip of mixing in some oil and it made a big difference.In its post-Hill existence, Becca enlisted the celebrities Christy Teigen, Khloé Kardashian, Malika Haqq and Barbie Ferreira to spark interest, but nothing replicated the frenzy Champagne Pop had whipped up. Meanwhile, the initial beauty influencer mania was ebbing, and the makeup machine it built ran out of gas. The pandemic certainly hurt the makeup segment—according to The NPD Group, prestige makeup sales in the United States decreased 34% last year—but it had been sliding in advance of the health crisis. In 2019, Lauder registered impairment charges for makeup brands Becca, Too Faced and Smashbox.