BECCA - known especially for its iconic cult highlighter - revealed the sad news on social media earlier this week. In the statement, they explained that due to "an accumulation of challenges, together with the global impact of COVID-19" the business had reached breaking point.
As a result, the much loved cosmetics company, which launched 20 years ago in Australia, will be closing its doors at the end of September 2021.
"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," the statement explained.
"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."
And loyal fans are absolutely bereft at the news, with some explaining they'd shed a tear over the decision while another compared the brand to being "like family".
One wrote: "BECCA cosmetics is closing on September 21st of this year and I'm feeling very emotional."
Meanwhile another added: "I am so devastated to hear this news & still can't believe it, sending you all the love & gratitude for everything the brand and the wonderful people behind the brand have done for me over the last 8 years."
"Noooooooo!!!! I'm so sad! BECCA is my ultimate brand and I stock it all in my kit to share the love," added one make up artist.
Others admitted they were heartbroken, with one loyal fan reminiscing: "NOOOOOO :sob:This absolute breaks my heart :sob: I will never forget buying the 'Own Your Light' highlighter and wearing it to a wedding and being blown away by my glow in the photos."
"I feel devastated about this. You guys are family to me," wrote another mega fan.
Others vowed to stock up on all their favourite products before they were discontinued, with one adding: "This is so sad. I'm so sorry to hear. Covid really sucks... I love your products and will be stocking up on all my faves."
However, not everyone was happy about the sudden influx of purchases, with one fan explaining she could no longer get her hands on the brand's under eye colour corrector.
We hope everyone manages to get their hands on their faves while they still can! We're still devastated by this news... sob.
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