SO many makeup brands are closing… here’s why

Summary

Podcast Summary: Fool Coverage with Manny MUA & Laura Lee

Episode: So Many Makeup Brands Are Closing…Here’s Why
Date: March 27, 2026
Hosts: Manny MUA & Laura Lee

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Episode Overview

In this episode, Manny and Laura dive into the surprising wave of recent makeup brand closures, dissecting the “why” behind the downfall or restructuring of both indie and celebrity beauty brands. Sharing their perspectives as influencers, beauty brand owners, and industry insiders, the duo unpacks market saturation, celebrity involvement, shifting consumer trends, and their personal journeys—especially Laura’s experience closing her own brand. The conversation balances industry analysis with personal anecdotes and plenty of their signature banter.

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Main Discussion Points & Insights

Setting the Scene: Personal Peaks and Pits

• The episode kicks off with the hosts’ customary "peak and pit" segment, setting a candid, personal tone:
  • Laura's Peak: Feeling inspired after being complimented in a workout (02:00)

    “I was doing my thing and had no idea on Earth that I was inspiring anyone else to do anything.” – Laura Lee (03:55)

  • Laura's Pit: Allergic reactions to lash lifts, yet can’t quit them (10:43)
  • Manny's Pit: Lingering shoulder pain from volleyball (14:29)

Show Update: Studio Transformation

• Manny and Laura announce an upcoming renovation of their podcast space, reflecting on the importance of environment for creativity and energy.
  • “Your home or your space is an extension of your energy field.” – Laura Lee, quoting Jay Shetty (06:21–06:40)
  • They discuss the psychological impact of clutter and why space matters, with lighthearted joking about each other's habits (07:01–08:00).

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Deep Dive: Why Are Makeup Brands Closing?

[Starts ~16:14]

1. Changing Industry Trends & Investor Pressure

• The beauty industry is over-saturated, making it hard even for established or celebrity-backed brands to thrive.
• “[Investors] are here to make money…The second they see red, they’re out…they’ll cut their losses quickly to stop the bleeding.” – Laura Lee (55:11–55:31)
• There’s less cachet in novel launches; now, consumers demand value and authenticity.

2. Case Studies: Recent Brand Closures and Restructurings

Flower Beauty (Drew Barrymore)

• Quietly closed after 13 years; investors wanting to shift focus from color cosmetics to faster-growing categories (skincare, fragrance, etc.) (20:11–20:39).
• “I am shocked because she had so many amazing products…such good stuff.” – Laura Lee (21:10–21:28)

Fenty Beauty (Rihanna & LVMH)

• LVMH reportedly selling its 50% stake; the brand’s hyper-fast expansion may have contributed to market saturation (24:00–25:36).
• “At some point, you’re just coming out with…launches to try to create newness, but they already made everything.” – Manny MUA (25:10)
• “That’s not to say Fenty’s closing…but LVMH is trying to sell their stake.” – Laura Lee (25:58)

Kylie Cosmetics & KKW Beauty (Kardashian/Jenner)

• Discussion on Kim buying back KKW Beauty, and insights into how celebrity brands sometimes get rebooted under stronger umbrella brands (like Skims for Kim, 26:55–27:42).

Glossier

• Laid off a third of workforce in Feb 2026 after previous cuts; a “company reset” to regain profitability. (30:07–30:47)
• "I did not expect that from Glossier. They had the biggest store on Melrose..." – Manny MUA (30:49)
• The rise of newer, more niche brands with strong celebrity faces (like Hailey Bieber’s Rhode) is seen as siphoning Glossier’s "Clean Girl" audience (31:38–32:23).

When Beauty (Serena Williams)

• Reportedly in jeopardy after only about a year. Strategic partner collapse, heavy discounts, and minimal buzz contributed (33:13–36:06).
• “It just wasn’t talked about. No one was pushing it. I just didn’t see anything about the brand whatsoever.” – Manny MUA (35:36)

Give Beauty (Gwen Stefani)

• Shut down after only three years; even celebrity “glam girls” aren’t guaranteed longevity (39:17–39:35).

Pat McGrath Labs

• Filed for Chapter 11 bankruptcy in January 2026, seeking to restructure $50 million in debt (40:43–42:01).
• “At the end, it was too expensive, too creative…clean girl was coming in, and that's the opposite of Pat McGrath's brand.” – Laura Lee (42:05)
• Decline in quality and relevance as the market shifted and price points soared (43:10–44:58).

3. Industry Trends & Real-World Lessons

• Price Sensitivity: Consumers now look for high quality at accessible prices. The era of $120+ palettes is waning unless the brand offers something genuinely unique (45:03–47:42).
• Celebrity Involvement: Brands backed by celebrities who are genuinely passionate and actively involved (e.g., Selena Gomez, Hailey Bieber) outperform those that are merely figureheads (40:00–40:22).
• Brand Attachment: Smaller, personality-led brands (like Laura Lee Los Angeles or Lunar Beauty) often rely on direct loyalty—which cuts both ways. After public controversies or if the brand can’t outgrow its namesake, growth stalls (50:15–53:17).

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Personal Reflections: The Story of Laura Lee Los Angeles

[Detailed dialogue @ 48:26–54:24]

• Laura explains why she closed her eponymous brand:
  • The beauty space was less saturated when she started, but market entry and maintenance became prohibitively expensive.
  • After personal controversies, investor appetite faded, and she shifted the business from growth to a “mom & pop” model until it quietly wound down.
  • “I knew then that the brand wouldn’t be able to spread its wings…It would be a small mom and pop brand until we didn’t have it anymore.” – Laura Lee (50:21)
  • “Brands…have courses. It doesn’t mean that they weren’t amazing, just that the course ran as it was meant to.” – Manny MUA (53:05)
• Both hosts reflect on how influencer/celebrity brands are now built differently, often with infrastructure and investment from day one.

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Notable Quotes & Memorable Moments

• “Your home or your space is an extension of your energy field.” – Laura Lee quoting Jay Shetty (06:21)
• “Investors are here to make money…The second they see red, they're out.” – Laura Lee (55:11)
• “I feel like Road is the new Glossier.” – Laura Lee (31:38)
• “You can't just throw money at [a beauty brand] and walk away...people are smart. Once they see it's your passion, they'll buy.” – Laura Lee (40:13)
• “Just because the ending of something isn't selling it and creating something huge with it doesn't mean it shouldn't exist.” – Laura Lee (50:17)
• “Sometimes, if the celebrity is not specifically known for beauty...it makes it harder.” – Laura Lee (34:53)
• “It used to be the novelty of a high-end thing, but drugstore has stepped their [game] up so fierce.” – Manny MUA (45:35)

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Timestamps for Key Segments

• 00:46–16:14: Banter, personal “peak/pit,” podcast studio update, importance of space
• 16:14: Transition to main topic: brand failures and industry shakeups
• 20:11–23:10: Flower Beauty closure
• 24:00–26:29: Fenty/LVMH and the perils of rapid expansion
• 27:55–28:54: Kylie Cosmetics & KKW Beauty, and launch pacing
• 29:00–32:23: Glossier layoffs, the Rhode/Glossier paradigm shift
• 33:13–36:06: When Beauty's struggle and the importance of authenticity
• 39:17–39:43: GIVE Beauty shutdown; REM & celebrity involvement
• 40:43–47:28: Pat McGrath Labs bankruptcy and high pricepoint scrutiny
• 48:26–54:44: Laura Lee’s transparent retelling of her brand’s lifecycle
• 55:11–56:08: Investor dynamics and “get in, get out” culture

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Tone & Style

Casual, candid, and full of playful banter, this episode balances industry insight with personal storytelling and genuine vulnerability—especially in Laura’s recounting of her business closure. The hosts’ chemistry and openness make even the harshest industry realities feel relatable and engaging.

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Conclusion

Laura and Manny provide rare honesty about the difficulties facing beauty brands today—celebrity or otherwise. Success depends on passion, relevance, consumer trust, and, increasingly, business savvy—not just hype or star power. Brand closures aren’t always failures; sometimes, they’re just part of the normal cycle in an ever-evolving, oversaturated market.

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Listeners are encouraged to share their own thoughts and experiences with beauty brands, and to “chirp in” on social media.

Transcript

[A]

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[C]

I just fucking said that.

[A]

We all sit around and tell jokes.

[C]

We're all queens here, you guys. We're all queens here.

[A]

Double it times 10.

[C]

Double at times 10. Like, I literally just said it to you, remember?

[A]

I would never.

[C]

Do you even listen to me?

[A]

I'm like, that's it. Okay, I'm pissed now. Welcome to your favorite podcast is full coverage with your host, Laura Lee and Manny Mua. He's still scratchy because it's only one hour from when we.

[C]

Correct.

[A]

It's only 10 minutes after we just

[C]

filmed the last week's episode, so I'm still a little up. What are we gonna do? My voice is just destroyed. It is what it is, so bear with me.

[A]

We're gonna work through it.

[C]

We're gonna get through this. Laura's gonna carry us through, and you're

[A]

gonna get to hear every thought I had for the next.

[C]

God, what a gorgeous voice you have.

[A]

Oh, yes. I've been told that so many times.

[C]

So many times. I've told you myself many times.

[A]

So many times. Well, I'll start with my peak. I just did a little heated workout on Monday, and there was someone beside me because there always is because the class is full. And whenever I was leaving, the girl was like, you did such a good job. I was, oh, thank you. You too. And then she was like, you were encouraging me and inspiring me because you just kept going in there and I wanted to quit. And you. I was like, what?

[C]

So you. You were basically being watched without realizing it. That you were inspiring.

[A]

Yes. But that's so crazy to think, like, I'm definitely the type of person that's in my own world. Like, someone could walk in butt naked and I literally wouldn't even notice you. Only because, like, in that state, I'm so Focused on what I need to get out of it. That class is easy to me.

[C]

Oh, that one's an easier.

[A]

That's an easier one. But I'm just so focused on what I need to get out of it.

[C]

Yeah, of course that. Making sure that you get your real workout.

[A]

Yeah. Like, doing my thing and, like, what we're doing that I would never notice any. Anything going on.

[C]

But I never noticed a soul.

[A]

I really would.

[C]

I would notice too much. I think that's my problem.

[A]

You think so, huh?

[C]

I'm too, like, look around.

[A]

Like, you give a little peruse.

[C]

I just observe so much. Like, I'm always looking around to see, like, what's happening, my surroundings. Like, I'm always that person. Like, that I'll notice. I'm like, lori, he's looking at you. Like, I'll, like, be that person. Or I notice, like, when people are like. Or, like, taking photos or, like, recording whatever it might be. I'm always very hyper aware.

[A]

Aware. I am hyper aware. But in those classes, I'm just very focused on myself. I also stare at myself in the mirror the entire time, which you're kind of supposed to do. Like, that's why the whole room is mirrored and everywhere. Workout class I take. So you can check your form, man. Check your form.

[C]

Every mirror, Laura goes by.

[A]

No, no, no, no, no.

[C]

Maybe you're right here.

[A]

Nope, not true. Stop spreading rumors about me. Stop spreading rumor.

[C]

If it's true. I remember if it's true. Oh, my God, that's such a cute pizza.

[A]

I just thought that was so nice of her to tell me that, because I could have been inspired her and she could have not said a single word to me.

[C]

Absolutely.

[A]

You know what I mean? And also, I was like, wow, that's so cool that, like, I was doing my thing and hadn no idea on Earth that I was inspiring anyone else to do anything. You know what I mean? Like, I didn't know that.

[C]

Of course. How would you know? You're still your own thing. You're living your life.

[A]

I live my life.

[C]

My peak is that this is the last episode we're filming here. Not here. Not here. Obviously, we're, you know, in our space, but we have been working behind the scenes to, you know, renovate and get our space up and going. Because we've said, like, this is not our permanent set up. Like, this is, like, we just had to move in quickly and we had contractually, like, how to, like, boom. Start recording. Go, go. So this is our last one, I believe, here in this setup and then I think we're film probably a couple

[A]

at Laura's because they're going to be gutting the room and like working on the new setup. So we won't be able to get in here anymore. And it's going to take them a couple weeks. So last episode here today.

[C]

These are our last episode with this.

[A]

And then you'll see us at my house filming and that's because this will be happening. And then we'll be right back in here and then you guys are going to, to see.

[C]

I'm so excited.

[A]

Yes.

[C]

I'm excited for like our real like setup.

[A]

It's gonna be really crazy, you guys.

[C]

Dude, I'm like, just from the mock ups that we've been seeing, I'm in

[A]

like definitely the craziest thing we've ever done. Not the word crazy isn't right. But it's like the most dramatic thing we've ever done.

[C]

Definitely the most dramatic of all of our transformations that we've done. And honestly, like my favorite. Just from mockups. From mockups.

[A]

Oh, yes.

[C]

You know, it's been my like favorite to look at.

[A]

It's definitely the most dramatic change for a room. So we're really excited. What you see here, if you're a listener. It's just a white wall.

[C]

Yeah, white wall, black couch.

[A]

It's very.

[C]

Just chill vibes.

[A]

It looks. Yeah, it's, it's. You're. You're seeing nothing really. So that was just to get us going. And yeah, we're really excited.

[C]

I'm just like beyond excited. I cannot freaking wait to get in. And like, I just feel like when the space is like refreshed, it makes you feel refreshed in a way where you're like, like you're inspired by your own space.

[A]

100. I actually quoted something by Jay Shetty and he was specifically talking about your environment. It was like a little quote. I need to. I must read it. But it was so good. But it was talking about why it's so important to. Oh, here's my request. Here it is. Your home or your space is an extension of your energy field. This is why practices like cleaning your home, rearranging your furniture, organizing your closet, and getting rid of objects that are cluttering your space can have a profound impact on your mind, body and your spirit.

[C]

I believe it.

[A]

I reposted that. I was like, yes. People discount how important it is not to live in clutter. Every door you open is just cram packed. You can't even hang another item up in Your closet. Because you have so much power. Manny, I'm talking to you. I'm talking to you.

[C]

I'm the dog emoji that's like,

[A]

get real personal. Get real personal up in here. But it is more important than you think to not live like that. And I have a policy. I would rather have space than things.

[C]

Right.

[A]

So that's kind of my policy. Like, I would rather be able to see all my shoes, then have so many shoes that I can't even get to the shoes. I would rather be able to scoot the clothes side by side and let go of some pieces so I can get in there and see the clothing that I own than have so much piled up on top of each other. I'm not wearing anything, and I can't see what I have. Like, I would rather let things go and be able to use less things that I have than have so much that I can't even get to what I have or I don't even know what I'm having. I know you have grabbing the first thing that's on top because it's what I can get to and don't feel like digging through.

[C]

Yeah. So I think that's, like, a really great way of seeing it, too. Just like, so you can actually have, like, access to what you want to wear, what you want to see. Just in general. Alyssa. Alyssa Edwards is. Who is our Jesus.

[A]

But you're going to get in trouble.

[C]

I'm going to get.

[A]

No, girl. You know, the Christians are. They're like this. As a Christian, did you just call a drag queen? Jesus. Made it sure at the camera?

[C]

I did. And I do it again. It's so funny because my voice is like. But my whispering is normal.

[A]

So if I whisper, it's, like, normal. We could do the whole episode. Imagine the hospital whispering. We don't know how to whisper, baby. What's whispering? If this is whisper, I know my

[C]

parents always would tell me. They're like, turn down, like, my volume.

[A]

Oh, I know they did. I know they did.

[C]

Because obviously, of, like, my brothers and I.

[A]

You're the loudest.

[C]

I was the loudest.

[A]

Who's the second loudest? I know it ain't Aaron. I said, who's the second loudest?

[C]

Moment thought Aaron. Wrong. It was me the loudest. Then Nick and then Aaron.

[A]

Y' all sucked all the air out of that.

[C]

And the thing is, you know me, I'm like, the second, like, Aaron says a joke under his, like, lowly. And I'm like. And I say the same joke. But loud. And I get all the laughs. I get all the laughs.

[A]

Manny steals all of Aaron's jokes, and I just want to talk about that.

[C]

Wait, Annex.

[A]

Okay.

[C]

Like, if they say something, I just say it in a different way, but it's the exact same thing, but louder. And my parents laugh because it's so funny. I'm like, no. And then my brother and I'll be like this.

[A]

I know they want to slap you. I know.

[C]

Nick's like, I just said that.

[A]

Oh, I know. Sick of your ass.

[C]

I might then say it louder. Does anyone relate? Like, do you have siblings? Or like, where, like, they say a joke, like, low, and you just repeat that, and then you get all the laughs.

[A]

What's it like to be a family? What's it like to have a family? I don't know. Where we all sit around and tell jokes. Oh, what's up?

[C]

What the is that?

[A]

I leave. I'm like, that's it. Okay, I'm pissed now.

[C]

It's been lovely. We'll see you next week.

[A]

Next week? We had to cut this episode in half.

[C]

No, it's just, like, a fun. Like, I've. And I didn't realize I did that until they pointed out to me.

[A]

Yes.

[C]

And I'm like, well, now I have to keep going.

[A]

You do say it louder.

[C]

I'm sorry. Say it louder than babe.

[A]

Listen, I get it. I don't, but I get it.

[C]

You have to survive.

[A]

Yeah, but I've always been the loud by stealing jokes. Anything else did we just say?

[C]

Did you say your peek and pit both?

[A]

No, didn't say it. Okay. I need to say a pit. So I love to get a lash lift, honey. Because these lashes.

[C]

Another. You have something with a pit with your lash lift.

[A]

Well, the problem is, is, like, I'm allergic to lashes.

[C]

Oh.

[A]

But I'm not gonna stop getting them.

[C]

Of course you're not.

[A]

So I know other people out there. Eczema. I know other people out there are getting lash lifts, and it's, like, burning your skin off, too. So what are we doing? This is an open conversation. What are we doing about that? My next theory is to put Vaseline not on the lashes, on the skin under eye.

[C]

Yeah.

[A]

Full eyelid Vaseline to block the solution like a shield. I don't know if the little lash man will stick down because, you know, they put, like, that sticky rubber piece on your eye.

[C]

How could it not stick down, though?

[A]

Vaseline might make it slip and slide. I don't know.

[C]

I'm not the one doing it.

[A]

So Like, I don't know.

[C]

But also in a way, like, if there's a barrier between your eyelashes and your skin, why are you getting a reaction?

[A]

It's just.

[C]

I think about that.

[A]

Just. Wow, you're a scientist today. I am now.

[C]

Let's think about that. There is a barrier between your lashes and your skin. So why are you reacting?

[A]

It still reacts like the fumes.

[C]

It's just like your sensitivity to it also. That smells like chemicals.

[A]

Acid.

[C]

Every time I've done a brow lift. Eczema. Not eczema.

[A]

Perioreally irritated pilly.

[C]

Oral.

[A]

You get severe dermatitis.

[C]

I get dermatitis.

[A]

Sd you get.

[C]

I will get like skin lifting just absolutely up my brow. So I stopped doing brow lifts. But I luckily on the last time I did a lash, if I didn't get the reaction. Yeah, but every time I do on the brow. So I understand exactly what you're talking about. Where it's like, gives you this, like, flare up. It's like a flare up. So what are you gonna do?

[A]

I don't know.

[C]

You're gonna keep getting them.

[A]

I need someone just to tell me. I know someone's got a trick out there.

[C]

Like. Like a way to prevent it from happening. But what if you're just allergic to the solution?

[A]

I'm sure that I am.

[C]

That's probably what it is.

[A]

Yeah. But like, how do we go ahead and keep that going?

[C]

Did you like your last lash lift?

[A]

Loved it. Yeah, it was really good. I guess I'm going back.

[C]

I. I fear I'm gonna have to get a lash lift again.

[A]

They're so.

[C]

The last one I got was so good, though. Like, yeah, really good. Like, I just like that it wasn't.

[A]

You look like a different person when you get lash love. You do. You like a completely different person in a good way.

[C]

My first lash live.

[A]

You just look flirty. You look like a little princess. Yes, yes.

[C]

My first one was really bad.

[A]

No, it wasn't. It was good.

[C]

It would go so high up.

[A]

But you look like a little princess.

[C]

No, Laura, I looked fudgeing crazy.

[A]

I liked it.

[C]

I'm working out and I'm like this Miley Cyrus.

[A]

Like the Miley Cyrus, you guys.

[C]

The lashes were sticking straight up. I'm like, this is unbearable. I loved was too, like, soft for me.

[A]

You look like you are full deva at all times. I. I mean, you are full diva at all times. See?

[C]

No, it was. It was too much.

[A]

It was good. It was fine. It was healthy. It was good for you. Don't do that. Don't do that.

[C]

We just watched Drag Race, like, what, two nights ago?

[A]

So everyone's like, we're acting up.

[C]

We're all queens here, you guys. We're all queens here.

[A]

Double it times 10.

[C]

Double it times 10. Okay, but what's my pit?

[A]

Come on now, Laura.

[C]

I had one.

[A]

You did have one.

[C]

Like, I literally just said it to you, and you don't remember.

[A]

Yeah, I would.

[C]

Do you even listen to me, baby? Let me tell you something she don't listen to. Oh, my shoulder.

[A]

Shoulder.

[C]

You guys are hurt. My shoulder playing volleyball three weeks ago. Oh, and my shoulder still hurts. And it's not my shoulder here. It's in. It's, like, in low into, like, my trap. So everyone. I do. What did you say?

[A]

Nothing. Nothing.

[C]

It's deep in, like, my trap, like, inches down. And I only activates when I do a certain, like, movement. So I'm like, there's something there.

[A]

I wonder if you dislocate it. Something. Now you would know.

[C]

Or, like, a terror.

[A]

A tear.

[C]

Not even a tear. Maybe like, a pool where it's drained, like, and it's been strained for weeks.

[A]

Those take a long time to heal,

[C]

so it's just, like, taking me a while. And, like, it's not as bad as it once was, obvious, obviously. But, like, even yesterday, I was sleeping and I was, like, laying on my side and I moved, and I'm like, I, like, jolted a pain through my whole body, and I was like, dude, I still have this, like, lingering terror. And I start playing again in two weeks. So I'm kind of like, maybe the.

[A]

It'll heal over these two weeks of you not. It has to your shoulder.

[C]

So. You know what? I haven't, like, done a back day in three weeks because I'm so freaked out of hurting my, like, trap in my back again, that I'm like, I'm just going to let it, like, let it lie, and I'll do, like, biceps and, like, my chest, and I'll do other things, but I'm not. I'm avoiding anything with my back that makes sense, which is so frustrating. I have, like, a weak little bird back now. Baby bird over here.

[A]

Not that quick.

[C]

Baby bird. It is deteriorating.

[A]

Big back, Baby.

[C]

That back tire is fucking nodding.

[A]

And we're doubling down. The back is still activated, babe.

[C]

Activated. It's so tiny.

[A]

Activated.

[C]

God damn it.

[A]

Okay, so we want to talk about all the makeup brands that have flopped. Oh, man, he just spit out his drink. Listen, I say that because mine is included in this Crossover. Okay. My brand. We're gonna talk about the end, but I get to say that because I'm included in this. Okay.

[C]

Right.

[A]

It was not personal. If I'm hating on myself, it's dry jog first.

[C]

So how are we. How are we doing this?

[A]

Okay, here's thing.

[C]

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[A]

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[A]

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[C]

What's like the what do we like? Why brands close?

[A]

Sure. Great.

[C]

We don't even know.

[A]

So there are so many recent I am not talking about like Bite Beauty and all those that closed down eons ago. I am talking about brands that have come and gone recently or brands that are reportedly gone and going downhill.

[C]

Yeah.

[A]

So why first one? I don't know. No one wants their I don't know why. I genuinely do not know. But I think I'll just start and then we'll chirp. There's one on here I don't think a lot of people know about. Did you know that Drew Barrymore's brand Flower Beauty closed after 13 years?

[C]

I had no idea.

[A]

I had no idea.

[C]

What's crazy. I was at CVS of the day and I didn't see Flower.

[A]

It's gone so.

[C]

And I would always see Flower Beauty there.

[A]

I was digging, digging like what recent brands have closed.

[C]

She has good.

[A]

She is good.

[C]

I love your stuff.

[A]

And she, she was at Ulta, she was at Walmart, she was at cvs. So it was everywhere. So the investor M A E S a Mesa.

[C]

Mesa.

[A]

They reported so they kind of gave like slightly a answer. They said reportedly they want to focus on faster growing categories outside beauty such as skin care, body care, fragrance and hair care. So they don't want to invest in makeup anymore. So the investors pulling out.

[C]

Got it.

[A]

Any brand that's doing fantastic by the way, no investors like yeah, not a thing. Not a thing. So I guess it just wasn't hitting. And I'm really shocked because she had so many amazing products.

[C]

She was her skus were crazy, crazy skus all over the concealer that I was obsessed with.

[A]

Yes. I feel like it was a very quiet closure which is fine. There's so many brands now you don't have to do in big expose like I did.

[C]

I didn't. I didn't not know that it was

[A]

even close by the way, how crazy Flower beauty not but, like, anymore.

[C]

I'm just shocked because they had such good stuff.

[A]

13 years, honey. She said the makeup brand. We're doing talk show.

[C]

And she's eating it up.

[A]

And she's eating it up, and she's eating it up.

[C]

But I'm just like. I'm just surprised. I'm surprised about that one because I thought that one was doing really, really well. And perception is I met Drew on, like, a little flower, like, with my mom. They did, like, a little trip going to, like, up north for Santa Barbara.

[A]

That was me and you not eating your mom. I was waiting to see if you were gonna connect the dots. And we got on the private jet, and Drew was on the plane.

[C]

Helicopter. So that makes sense.

[A]

Okay. So that was me and you.

[C]

Okay.

[A]

And luckily, Drew took me a manny, and it was literally, like, five of us. Luckily, Santa Barbara.

[C]

Laura remembers things sometimes better than I do. Oh, Laura. Only sometimes there's a tick tock I'm gonna record, and it's so accurate, and it's like, she's the vault. No, Tyler. Tyler is literally, like, confirming the vault is real because it's. It's not even Laura. It's so true.

[A]

I do remember things.

[C]

You remember things because even. Oh, Tyler's coming.

[A]

Oh, he's throwing.

[C]

You know how it was over here like this?

[A]

It's because Tyler will do stuff to piss me off.

[C]

And you remember it.

[A]

I can remember it.

[C]

Oh, from seven years ago.

[A]

He says, okay, it's not from seven years ago.

[C]

It was from seven days ago.

[A]

What's your tick tock?

[C]

Okay, the tick tock is literally where it's like, a girl. She's like, I want to recreate it where it's like, when your friend remembers things better than you do about your own life, and it's like, what?

[A]

You're shocked?

[C]

And I'm literally shocked. That's actually me with Laura. And it's not even funny because I'm like, you just said that. So I was like, I remember this, but it was with us on a private jet.

[A]

I even have pictures of me and you playing in makeup with Drew. We taught her how to do something on Snapchat. Like, we taught Drew Barrymore. It was IG story.

[C]

We're doing a cheek on her for something. I remember this now. Yep.

[A]

And we hung out with her. But that was me, babe.

[C]

It was like. It was like. It was supposed to be like, a

[A]

sleepover, vibes, and we were in pajamas. That was me.

[C]

See, now it's all coming back to me. No.

[A]

Yes.

[C]

But I remember because my mom was so obsessed with the idea of this, and I thought that's why it was her, because she's, wow. A Drew. Like a holic. Really? And so I remember being like, mom, Like, I met Drew. So I think that's why I thought that.

[A]

Are you ready for the next one? That shocked me.

[C]

What?

[A]

So LVMH owns a ton of brands. They're a huge investor. Benefit is one of their main. So benefit is huge for them. I think LVMH owns all of Benefit if I'm not. So they own 50 of. 50 of Fenty. LVMH. I didn't know that either. So LVMH owns a ton of huge cosmetics. High end. High end. High end. So they own 50 of Fenty Beauty. They are now trying to sell. Sell their 50 stake in Fenty Beauty right now.

[C]

Sell to who?

[A]

Another? They don't want it.

[C]

No.

[A]

Yes. They're selling their steak.

[C]

You know what's funny about Fenty?

[A]

Tell me what is hilarious about Fenty?

[C]

You know what's hilarious? No, I feel like some other stuff has, like, slowed down.

[A]

Yeah.

[C]

Have you noticed? Like, I feel like there's less launches from them and I'm not seeing as many, like, things come out from the brand.

[A]

I didn't want to say that, but, like, now that we're here, I have noticed that.

[C]

I'm like, it's like one of your plot points and you're like, do you want to say it?

[A]

It's like, point one.

[C]

I'm like, I. I genuinely just feel, like, big. You know what it is, too, because they have so many SKUs and they have such a realized brand that I do feel like it's hard because then at that point, you're just coming out with, like, to try to, like, create new launches. Does that make sense?

[A]

100.

[C]

They already made everything.

[A]

Everything. And you now, flawlessly. So where do we go from here?

[C]

That's what I feel like. I'm like, what do you. What are they even supposed to do? Like, they've already come out with such

[A]

amazing things and they haven't fast. Yes, I know when the investors jumped in, but I have a feeling, like, when investors jump in and it just snowballs and, like, just starts, like, coming out so fast, you don't even know what all they're making anymore because it's so much stuff. But that's not to say Fenty's closing by any means, but there's. LVMH is trying to Sell their steak.

[C]

So then with that, do you think there's like, separate. Like, LVMH has 50 and then what does Rihanna have 50, like, or either another. It could be used to do with her.

[A]

Literally, like, the way business work. It could be Rihanna has 10, this person has 10, this person has 10,. This, like. And then this person has 50. It can be all over the place technically, on whatever works. Negotiate is negotiated. It could be Rihanna has the other 50. Like, it could be anything. It could be 20 other investors for the other 50, so.

[C]

Oh, interesting.

[A]

Yeah. So it just depends on, like, how she's. How she sold off some of this brand. And I guarantee you Rihanna started Fenty under an umbrella company with venture capital from an investor. Like, it. It wasn't like Rihanna sitting in a lab trying to figure out how to make.

[C]

I think it was Kendo, actually.

[A]

Oh, okay. So maybe like, Kendall started. This is what we're gonna create. And then. And she advertises it.

[C]

Do you think Rihanna would buy back

[A]

those pieces if it's not doing good? I don't think she would same. I don't think she would. But, you know, Kim just bought back KKW beauty from Cody.

[C]

You're kidding.

[A]

And I think she's gonna do away with it and come out with something under the lines of skims. This is speculation, but.

[C]

So like, almost like Skims, the skim's name by caring beauty under Skims, his name, which is the stronger name right now, obviously.

[A]

It seems to be like, I would

[C]

honestly love that if she just created skims was like the umbrella thing and then she created other things on like, skincare or so much more sense beauty about, like, skims is the thing where it's like kind of like there's like an umbrella effect for other capacities. Skims is already so popular, so why not do skims lip liner?

[A]

Genius.

[C]

I would buy that.

[A]

Yeah.

[C]

I would buy all the makeup that she comes out with, to be honest, because. So fascinating. I'm like, I would love to. I actually always really like the KKW beauty stuff. They had such really great good things.

[A]

And Cody is what's doing Kylie.

[C]

Yeah.

[A]

So. But that Kylie is, you know, moving forward. I think Kylie probably does okay. I mean, it's definitely not. They keep launching launches, but I think she's probably moving units and doing okay. She's like an Ulta Oliver Ulta now. So I'm sure that's.

[C]

I genuinely think too, Laura, that like, brands for longevity purposes, when you're launching things, even full, full blown brands, you don't need to launch every month. Like, I genuinely think having launches like every three months or like every four months and then like, having really curated launches that really just make sense for your brand or like adding to your brand's overall roster. Yeah, it's way better than trying to come out with like, something every single month.

[A]

Then it's just inundated with yes, but then cares.

[C]

And then you. You create like, what look like Fenty has so many things, right? Every single sk. So then you create every single skew so quickly. So it's like. No, no, no, wait. To create every single skewer and market it like, just for later on.

[A]

The next one is interesting as well, which Manny actually sent me this article that he found glossier.

[C]

I. I study girl.

[A]

Reading is fundamental.

[C]

You know what's sickening? As I know I'm on book five of Acotar Love.

[A]

Oh my God, it must be getting juicy.

[C]

What's crazy is that, like, I only had read one by Christmas, and since Christmas I've read almost four. And it's March.

[A]

You saw that the author went on call her daddy. Did you watch?

[C]

I couldn't watch it. I can't watch. Because you don't want. It's too many spoilers.

[A]

Okay.

[C]

But luckily I've gotten, like, information that there's like, two books coming out. One coming out this year, one coming out next year. And the thing is, the fifth book is actually sickening.

[A]

Oh, sickening.

[C]

Because remember, I was like, the fourth is.

[A]

Is it.

[C]

It wasn't giving. It wasn't giving. But my audience was telling me, like, all the reason the fourth isn't giving is because it's not like a real book. It's like a transition book to book five because it's from a different point of view in book five.

[A]

Oh, okay.

[C]

It's like based on two different characters.

[A]

Okay.

[C]

So I'm like, okay, well, that makes sense. I said it was it being like, like a bridge. It was almost like a catalyst for the next one.

[A]

Wow.

[C]

But I just had to say that based off of me reading.

[A]

Love that. So Glossier, it says in February 2026. Last month, Glossier laid off approximately one third of its workforce as a part of a. As a part of a major company reset by the new led CEO Colin Walsh. This restructuring aims to restore the profitability in the brand and return to its core beauty, focus and refine its retail strategy following its previous rounds of of cuts in 2022 and 2020. So basically, it means that the brand has not been Very profitable.

[C]

And so basically, that just said, basically, you're saying we're not making money.

[A]

We got to make cuts and figure it out.

[C]

Got it.

[A]

So that's basically what it says.

[C]

I did not expect that from Glossier.

[A]

Did not expect that. Also, they had the biggest store on Melrose. It is so the whole inside is designed in marble and stone in, like, this incredible stone. Like, multi, multi, multi, million dollar. And also, the store is massive, and it's on Mel. So it's one of the highest real estate plots and trafficked and traffic areas in Los Angeles. So I don't know how they're paying for that. Like, that. That alone, they're making money somewhere, if that store is still there. But I think to pay for all that, it's like, wow. Also, they launched in Sephora last year, I believe it was. And it seemed like a blowout. I thought so too, Sephora.

[C]

But I feel like a lot of the brands that enter Sephora, they do really, really well in the beginning. And then it becomes like, okay, it's just a part of the roster.

[A]

You know what I feel like? Hot take.

[C]

Give it.

[A]

I feel like Road is the new Glossier.

[C]

I thought the same thing.

[A]

And I feel like there's so many brands that are gonna mimic Road. They're gonna hurt Glossier because Road is literally a more niche, and it has the face behind one of the biggest, most influential celebrities ever. Justin Bieber slash Hailey Bieber, as the faces of it.

[C]

Yeah.

[A]

So it's, like, hard to compete with.

[C]

It's like the new Clean Girl vibe that Glossier had. Road kind of had taken it. And the thing is, because Haley's behind it, having, like, someone behind a brand, whereas Glossier is Glossier. There's no, like, person behind Glossier. You know what I mean? But people like Haley, so they're like, okay, we want to, like. We like the Haley vibe, so they'll support Road. So it's like, that's the part where the celebrity thing makes sense.

[A]

And it's like, Glossier has been around for a long time, and Road is new and exciting, so. And I would say Road is the front leader in the Clean Girl brand, so it is gonna hurt. Whereas Glossier used to be the front. Front runner.

[C]

Of course it's gonna hurt Glossier in a way. Also, them going into Sephora gonna hurt them again. A double whammy. And also, Elf owns Road going into

[A]

Glossier is in Sephora. I mean. Yeah.

[C]

And again, Elf is, like, one of the biggest brands in the world, and they Also just they acquired road so then they have this trajectory where they're able to like actually do a lot with it. You know what I mean? Like they have so many resources to help with it it. So I just feel like it's just they're like this oh yeah, 100. Yeah, 100.

[A]

Our next brand that quietly went off the shelves was when Beauty by Serena Williams. It says here when Beauty makeup brand launched by Serena Williams in April 2024 is facing a significant uncertainty regarding its future with reports indicating that it may be in jeopardy following the collapse of its strategic partner. Ulta would decline with declining sales and heavy discounts. The brand has its experienced declining sales at Ulta Beauty, its exclusive retailer since its launch. This compliant reports of the products being heavily discounted, sometimes $5 or less has sparked speculation for the brand preparing for a shutdown or to leave the retailer.

[C]

And when was that written? Last year, I'm assuming.

[A]

No, I think, I think this year, like early this year I think I got that off like USA Today or something like that about that.

[C]

So basically the brand was lasted a year is what it seems like it does because I just didn't. I had not heard a lot about when me either. When it even had launched. At the time I was excited for Serena. I think Serena's fucking incredible. But I just didn't know and I just remember them like their. The color was like a tennis ball color. So I thought that there was like a really cool marketing and like idea behind everything. Hey guys, it's your friend Michelle Collins

[D]

and I'm here to invite you to

[C]

listen to the Michelle Collins show. Yes, yes, that's my show. Unfiltered, unscripted, unhinged and covers pretty much everything you're going to want to care about.

[D]

It's funny, it's fearless.

[C]

It could go off the rails at any moment and often does. So follow rate and review the Michelle Collins show wherever you get your podcasts and let's spiral together.

[A]

I think sometimes if the celebrity is not specifically known for beauty. Beauty where Selena Gomez I don't think was ever really known for beauty, but I do think her content shifted and like she.

[C]

About beauty.

[A]

Exactly. To sell her product like she had a consistently and that's all Selena shows up to all her events. She's posting beauty every day on her Instagram. She's posting every day doing makeup tutorials. I mean she's really dived in whereas she wasn't beauty, but she was like we got to sell this beauty brand. Whereas I feel like Serena was more tennis. And I love the yellow packaging. I thought that was such innovative, odd. I think if she leaned in more, though, she could have had something there.

[C]

I think so too. I think that there was actually something really cool about it. It being, like, about, like, sporty girls, like a makeup line for sporty girls that. So I just thought the idea of it was cool, but I feel like at the time, like, it just wasn't talked about. Like, no one was talking about it. No one was pushing it. I just didn't see literally anything about the brand whatsoever. And I honestly am, like, not surprised that it's kind of going away only for the sake of. When you hear no buzz about something online for so long, it's like, how long can it last?

[A]

You know? You already know. The clock is ticking.

[C]

It's ticking.

[A]

You know, we were talking about recently, we were in New York with a brand that was, like, founded in Europe, and they were basically saying America is just such a heavily inundated of competitive market in beauty. And they're basically saying, if you can make it in America's beauty market, you can make it anywhere in the world. Your product will sell anywhere in the world if you can get it to sell well in America. Yeah, because we have too much here. We're oversaturated. It's hard to get yourself out there. But so. So to say, like, these brands, like, coming and going, that is part of the problem. Like, exactly. It's a hard market. Like, they're trying to do a hard thing that just takes so much work. And it's honestly a lot of luck, too.

[C]

I'm sa about when, because I honestly, like, I really like serene. Like I was saying, it's just hard when someone who isn't, like, inundated with beauty and lifestyle comes out with the beauty and lifestyle brand. It just makes it, like, harder, I

[A]

think if they don't commit.

[C]

If they don't commit to, like, really being about the product, they're selling product and, like, really so fiercely obsessed with it, you know, I want to see come out with a moody line and I would buy every single thing.

[A]

Zara Larson. Yeah, I buy everything.

[C]

I would love.

[A]

If the right investor approaches her, she'll do it.

[C]

I would, you know. And you know what the brand would be like to me in my mind, like, what I imagine, like, half magic.

[A]

Yeah, like that.

[C]

Like Donnie Davy, like, vibe. Because App Magic is actually a very fun brand to me, where it's like, that celebrates, like, creativity. So I'm like, that's like, what I would imagine like Zara Larson being about like that kind of fun, expressive rhinestones. Like very like half magic vibes. I would also love Charlie XCX to come out with one.

[A]

She don't wear makeup, though.

[C]

I know, I hate it.

[A]

Yeah, she's like, girl, you're not getting a makeup line out of me. What's she gonna sell? Clear brow gel? I'd buy it next collab. A collab. See, now we're talking.

[C]

Now we're cooking.

[A]

She collab with like, Mac or something. That would be.

[C]

I would like a Matt.

[A]

Because Mac is like very like dark and like. Yes, could do something. So, Charlie, what else?

[C]

Could she club with you?

[A]

Yeah, let's think about that. I want to think that would make sense. Think of edgier brands.

[C]

Edgy, urban decay.

[A]

But they're not like

[C]

with urban.

[A]

Yeah, it would.

[C]

Because they've been edgy, like for so long. I feel like they actually would. Like there's a lot that like, make no sense.

[A]

Like, it was edgy.

[C]

Not a lot of. That's the thing. Not a lot of brands.

[A]

It's not popular back in the day.

[C]

I could have seen her do with like kvd. Yeah, KVD could have seen something really, really cool with that.

[A]

Yeah.

[C]

Yeah, but I feel like it is. Yeah, it's not like a. It's more like clean girl vibes. It's not like edgy. Yeah, but I would love to see that happen. I think Mac, though.

[A]

Mac. Right. The only one I can like do collabs with celebrities. So mad.

[C]

The only one.

[A]

Next brand that is kinda. Actually this one is gone. Give Beauty by Gwen Stefani, which, by the way, girl started in 2022. It only lasted three years. So it says the cosmetic Lamb, founded by Gwen Stefani in 22 has reportedly shut down operations as of February 2026.

[C]

Also, she was a glam girl and

[A]

has been a glam lamb girl.

[C]

So like that one, like, I think that also goes to show, like, even if you are a glam girl, sometimes it's like just not meant to stay. Even though the things that give did. Like. Yeah, they had a lot of amazing products actually.

[A]

Yeah.

[C]

Beautiful stuff.

[A]

Good stuff.

[C]

But it's just hard because sometimes again,

[A]

like, I feel like when the celebrities also. You know what? Another celebrity brand brand is not going away is REM Beauty.

[C]

Ariana grand stays going. But yeah, I know you don't. Because they don't launch a lot of stuff.

[A]

You just don't hear a lot about it because you can tell. I think the celebrity brands that do the best are when the celebrity is like, so into the brand. They're posting about it every day.

[C]

Like Selena.

[A]

Haley. Haley post about her brand. Her whole entire Instagram stories every single day is about her brand. She makes content weekly using her brand.

[C]

That's I feel about Selena too.

[A]

Absolutely. So, like, their brands are killing it. You can't just like, throw money at it and walk away that it's not working anymore.

[C]

No.

[A]

You know what I mean? No matter how big the celebrity, you

[C]

can't just be the face of it anymore.

[A]

Exactly. You gotta, like, get in there and get going with it and like, really commit. Because I think once the audience, like, they're smart now, like, people are smart. And I think once they see that it's a passion of yours and you really do love your products and you're showing us how to use them, people

[C]

will buy like, oh, like they're actually obsessed with it.

[A]

Will be just as interested in your brand as you are.

[C]

Exactly.

[A]

So that was gone. Okay. And then Pat McGrath Labs is not gone. She's still up and running. But it says they filed her Chapter 11 bankruptcy in January 2026 to restruct to restructure over $50 million in liabilities stemming from high debt and cash flow issues, says USA Today. The makeup company's filing does not, however, mean that it's the death of a legacy brand. Yet the filing in court, the lawyers indicated that the founder wanted to operate the business in the ordinary course to preserve the value of the estate for the job. So the people and to facilitate the reorganization of the company. But yeah, they're asking for also a loan to help pay off their employees and keep the business afloat.

[C]

Damn. Yeah, so when you file, it clears your debts.

[A]

It clears your debts. So then like Morphe did.

[C]

Yeah, right, right. Because they were able to, which is. Honestly, I do feel like Morphe did like, bounce back actually a little bit. Like, not like obviously what they want. They what. What they once were. But I mean, they just got into all targets, like throughout the entire America. So it's like they're clearly doing something and like moving around. So that worked for them. So then maybe this could do the exact same thing for Pat.

[A]

I think sometimes.

[C]

Why do you feel like Pat's brand flopped?

[A]

I think at the end, I think it was too expensive, too creative. I think it was like everything she came out with was so cool, sick, but so innovative. Like, it wasn't basically clean girl was coming in and like, that's the opposite of Pat McGrath brand and. But I do feel like there's an audience for that glitter.

[C]

Totally.

[A]

And the sparkle and the metallics and the cool. Because she had good base products too, then the price point was so, so high. So it just like one. It's clean girl aesthetic right now to price point. Very, very, very high for people. So it's just like a harder sell.

[C]

I felt like. I agree. And I felt like in the beginning, Pat McGrath felt more like Pat McGrath, like, the brand. And then I felt like as time had progressed, it was more so about like just trying to, like, shield palettes. And I think that it wasn't about, like, the core of the brand. And I even felt like some of the quality of the palettes towards the later palettes in the brand had kind of dropped off a little bit. Like it wasn't the same.

[A]

You know, it's funny you saying that. I recent. I did today, I did worse rated makeup. Makeup at Sephora. And Pat McGrath's palettes were some of the worst rated eyeshadow palettes.

[C]

See, that's what I'm saying. Like, I wonder if, like, things had changed formulation wise, because they didn't. They weren't. Because, like, I felt like in the beginning shot, like, everything that they did was like, beyond. Everything I did was beyond, like, next level. And then towards the end of it, it's almost like they had felt like they lost the Pat of the Pat McGrath labs. So I was like, it makes sense for them to file because I felt like they're like, brand mission had got lost.

[A]

Yeah.

[C]

Along the way, you know, I want

[A]

to look up and see how much one of those. Now, the eyeshadow palettes packaging was like, insane. Like, it was like done the craziest, most heavy duty, like, just cool as hell. Expensive, expensive packaging. But I can't. I remember the price point was shocking. Shocking on those palettes.

[C]

They were. They were high. They were like Natasha Zona vibes.

[A]

Yep. Very Natasha.

[C]

I think they were like 120 bucks.

[A]

Which, by the way, Natasha, Nona's been around a long time and she's seems to be.

[C]

Maybe they're pumping out product.

[A]

The foundation alone was $70. Natasha's Pat McGrath right here on our website. The foundation, $70. So see, it's that really high price point. I'm not saying she can't sell something that's expensive, but it's always going to be a harder sell. It's always going to be a harder sell. Okay, let me look at this little eyeshadow palette real quick. Just to See, but I think Pat McGrath. It's our last one, but as you see, it is a lot of brands. Ones. There we go. Motherships, $130 for one of her mother.

[C]

130. And how many shades are in that?

[A]

Oh, let's count. I think it's 10. Might be 12.

[C]

Laura. It's for one of the motherships.

[A]

It's 10 colors.

[C]

Why do I think it was like the big one that was like this? It's. That one is 130.

[A]

30 bucks. So that's why I think, you know, because of that.

[C]

There's a lot of factors. Actually, a lot of factors go into

[A]

like it being a harder sell. A harder sell.

[C]

Especially when I do feel like overarchingly people are more into getting good quality for less money. Like, and it's not about the novelty.

[A]

Yes, it's no longer. But it used to be.

[C]

It used to be. It used to be the novelty of like getting a high end thing. But drugstore has stepped their up so fierce.

[A]

People ain't playing no more.

[C]

People ain't playing. And like the fact that you can get such good quality for such a low price point, like, why the are you spending 70 on a foundation? We can spend 20 on a foundation that does very similar things.

[A]

And that's kind of like the discourse right now.

[C]

Yes, that's what it is.

[A]

Like, let's talk about Haley Bieber's brand rose. So she so influential and she could jack her prices up. Crazy.

[C]

Wanted to. Yeah.

[A]

Her prices are not crazy at all. And she's like, you know, one of the most quote unquote trendy people. Like hot, influential people right now. And I'm gonna look up roach just to see like what the prices are looking like.

[C]

What's like a pocket blush price.

[A]

I'm just curious. Great. A great person to start with.

[C]

That's a. I mean, it's a very. That's great

[A]

makeup. The gloss. 20 bucks. Yeah. For the climate that we're in.

[C]

Like what's in sold in Sephora. Like, that makes sense to me.

[A]

You can get. Also they have discounts on the website. You can get a pocket blush and a lip Balm for 45 bucks. So, like, I feel like it's high end still. Yes. I'm not denying that. But it's reasonable.

[C]

But it's not like Pat McGrath level. So it's like kind of like, you know, it's just like different levels to pricing.

[A]

Yeah. If Pat McGrath. I never want to tell someone to lower their cost of something totally, but like her skin barrier cream's 22 bucks.

[C]

That's pretty.

[A]

I mean, it's. It's not the. The glazing milk that's so famous. Everybody love is $20. So, like, you know, whereas, like, it

[C]

could have been 40.

[A]

Oh, easy.

[C]

You know what I'm saying?

[A]

Easy, easy.

[C]

So it's like, I feel like it really, like the pricing is also what's really helped that brand take off too, a lot. Like, it's not just because it makes it accessible. It's cool, but it's accessible in comparison. Like, yeah, 20 bucks is a lot of money for a lot of people, but the fact that it's not 40 when they could is, you know, a testament itself thing.

[A]

So it's going to go further. So I think that too, with Pat McGras brand. I don't know. But. But you know what? She's not done with it. She's just getting the debt off of it so she can reinvigorate it.

[C]

So I hope, and I hope it's like, what, like the original Pat was. Yeah. Because you remember, like, back then she had the sequin bags. Yes.

[A]

Also really cool packaging.

[C]

Just sick as fucking hell. Like, that is like, what I remember about Pat, like, about having, like, the highlighters in these, like, sequin bag, and you pull them out and it's like this, like, very original thing, very original idea. And I feel like towards. Like I was saying towards the end, like, a lot of that just kind of fell the wayside for me where I was like, the. The really cool things about the brand that made it so unique. I felt like we're not there.

[A]

Yeah. So, you know, well, I'll be looking forward to see what she does with the brand, but that is it.

[C]

That is it, baby. That is it for today's. Wait. What about Lord of the Los Angeles? The best brand of all.

[A]

Oh, my God.

[C]

Hello. The biggest celebrity. I know.

[A]

Exactly.

[C]

I know.

[A]

I did kind of plan on talking. Not kind of. I did plan on talking about this in this video because, like, to talk about all these brands closing, we simply must talk about my own. Okay. We decided to close Laura Los Angeles. So basically, I started Laura Los Angeles in 2017 is whenever we launched Cat's Pajamas. That was our first launch, October 2017, and then we closed it in 2025. So it ran for eight years. Years. Is that the math?

[C]

Yes.

[A]

Yeah. Right. Eight years.

[C]

Maybe longer than some of the brands we just talked about.

[A]

So my original plan with Laurie Los Angeles was to create an amazing makeup line. It wasn't that saturated in the era area. In the era, there wasn't a lot of influencer brands. There wasn't a ton of celebrity brands back then. And I was hoping to start this brand, not make money off of it, but make money off of it to get the brand to be bigger, to put the money right back into the brand. Right. Just cycling because we started to fund the brand to be able to do a lot with it. It. As we got into further creating products for the brand, we realized, wow, like, to keep up with Sephora, we weren't talking about going into Ulta and all that. We were like, this is going to take millions and millions and millions of dollars, which I did not have. So then we kind of started tinkering with investors. Majority investors that were interested in the brand wanted to take like 90 of the brand, I'll say anywhere from 80 to 90 of the brand and control the brand. And I was okay with that. But shortly after that, I got canceled and just being transpar, I kind of knew then that Laura Lee Los Angeles would no longer be what I wanted it to become.

[C]

Right.

[A]

But I was okay with that too, because, like, I could have shut it down right then and there and been like, well, call my losses.

[C]

Right.

[A]

But I still love the brand and I love what I created and I still had a lot I wanted to do with it. I just.

[C]

Were using your own shit all the time.

[A]

Thank you.

[C]

Hello.

[A]

Loved it. But at the same time, I now knew that its path would be different.

[C]

Right.

[A]

And that, you know, I won't be able to turn it into what I originally want. And everything happens for a reason. I genuinely believe that. And I'm happy where I'm at now and like, whatever. That's okay. Trust me. My heart broke back in 2018.

[C]

Right.

[A]

By the time I closed it, I was well and over it. But I. I knew then that the brand wouldn't be able to spread its wings and, like, have huge investors and go do all the things I wanted it to do. It would be a small mom and pop brand until we just didn't have it anymore. I knew that then. So I ran it for what, six, seven more years, and then we decided to close it. But I wanted to do more lunches with it, have more funds. You know, just because the ending of something isn't, you know, selling it and creating something huge with it doesn't mean it shouldn't exist. I love the brand. I love what I created. And I loved creating product and being a business owner and doing that. And I loved Makeup. So knowing that in 2018, I was, like, decided to keep it going and let it run its course until, you know, one day I knew I would have to, like, let it go. Let the bird fly. So, yeah, that's it.

[C]

I mean, it makes sense. I mean, everything you said, like, especially with, like, post cancellation and, you know, it just makes it very different. The landscape becomes different, especially because even more so, your brand was attached to your name. It had your name in it. It's.

[A]

I don't think that had anything to do with it at all.

[C]

No. But, like, do you think that? Because, like, Laura Lee.

[A]

I think it. I could have named it marvel.com and it was just too. Because it was mine.

[C]

Yeah, 100%.

[A]

I don't think it had anything to do with my name being. I think I could have named it anything in the world. It just was marketed as my brand, no matter what I called it.

[C]

Like, regardless.

[A]

Regardless.

[C]

Yeah.

[A]

I don't think that the brand really had a lot of customers that didn't know me.

[C]

Yes. It makes sense.

[A]

Super transparently if that makes sense.

[C]

Like, it was like, your people supporting you and love your brand.

[A]

Yes.

[C]

Because it was your brand.

[A]

Yes. You know, regardless of what I named

[C]

it, I feel like. I feel like that too. With Lunar, I feel like people know it's my brand. And, you know, we definitely have some customers that are not, you know, followers of mine, or they. Or they don't even like me, but they like my brand. Like, they, you know, that's a case scenario, but. But it's a lot slimmer of that. Whereas customers, we have that, like, do follow me, that care about me, that, like, want to support me and support the brand is way more than, like, the. More offsets of, like, you know, someone, like, seeing something and they're like, that looks sickening. I want to buy it. Or Even, like at GCPenney, for example, when we had it in JCPenney, like, my name wasn't really on it because it's its own entity and people would buy it because they just liked what it looked like. So I was like, okay, cool. That's like its own thing.

[A]

Totally.

[C]

But, yeah, no, I feel like it's just at the end of the day, brands, like we were saying, like, have courses. It doesn't mean that they weren't sickening and amazing, incredible. It just means that, like, the course ran its course the way it was meant to run its course.

[A]

You know, that's right. So I knew long ahead. I mean, I can't, like, go online like, well, this brand isn't what I thought it was gonna be. So this. You know what I mean? I. I created because you're passionate about it.

[C]

Yeah.

[A]

Like, I loved it. I love doing it. I couldn't believe. Believe I did it. I was so excited about it. So I was like, oh, well, let's just have fun with it then and do our best with it and, you know, do our thing. And then I know one day it'll come to closing, because I'm not going to. It's so much, by the way, without, like, help to fully run a brand by yourself. It is so much. And I knew I wouldn't always be able to do it, so. Yeah.

[C]

I mean, it is what it is. It's one of those things. It's just.

[A]

I knew one day it would come to this. Yeah.

[C]

If you. I feel like sometimes, too, with, like, brands that are smaller or, like, more mom and pop, if they don't get investors throughout the journey of their brand, a lot of times they do come to a close.

[A]

Yes.

[C]

If they aren't like, you know, one of the biggest brands in the world, it's just like, it's. It's one of those things where it's so hard. So hard.

[A]

And nowadays they structure influencer brands different. They do it just like celebrity brands where they have a full infrastructure, investors from the job, investors come in and they basically create something for you and you license your name lucky sell that product. Yeah. So I don't want to say we did it backwards, but we did it mom and pop.

[C]

Well, we did it the way it was done back then. Back then.

[A]

Back then. Yeah. And then also with or without cancellation, just to be transparent, I mean, maybe the stars would have aligned for us. I don't know that they necessarily would. So there was no ever guarantee. That was just more so a good direction it was going and I hope and a wish, so.

[C]

Exactly. And at the end of the day, people can launch things and take them away immediately after. Like, it just like the Kardashians.

[A]

I have my brand, literally. Also, I have my room for seven years. Some of these brands are reading off today. It's like one and two years. But they do that because when investor. Investors are here to make money, they're. They have this amount of dollars and they want to flip it and turn it this amount. Amount of dollars. And they do whatever they need to do that. So the second they see red, they're out. And that's why they're like, they'll cut their losses quickly to Stop the bleeding. Because they're not. Most investors are not interested in the patch of game of like, oh, let's try to fix it or let's reinvent it. Most investors are like, get in, get out. Yep, get out quick. And that's just business.

[C]

Yeah.

[A]

That is just. Honestly, I should have closed. Probably should have closed. Laura Lee, Los Angeles. Quicker than I did. But I just. Just enjoyed doing it. And we slowed down on launches and it was still fun and to the point where I was like, okay, I can't do everything right. You know, I'm not the beauty guru of the century. I'm not like, you know, reviewing products every single day and all this. So I was like, it's time.

[C]

100, 100 until I get it.

[A]

So talking about all these brands closing, I should start it talking about my own first. I already had this full conversation with you guys on YouTube.

[C]

Yeah, I feel like they, like, you have talked about this though, though.

[A]

Yeah. So it's been closed now for over a year, so. And that is that, guys, Is that it for today's episode?

[C]

I think so. I think that's it for the conversation about, like, brands that had no idea, a lot of them had no idea were even closing or were in trouble or even going through the gigs in any way.

[A]

Yeah.

[C]

So crazy. So crazy.

[A]

They come, they go very quickly. I know. I saw this article.

[C]

It's normal.

[A]

All the Kardashian brands and I think they've had like, between. Of course, there's a ton of them between like over 20 brands. Just like in and out, in and out, come and go, come and go.

[C]

They kind of throw spaghetti at the wall and see what sticks.

[A]

Is exactly what it is. So. Yep. But anyways, we love you guys. Thank you for watching. Be sure to chirp in and let us know your opinions down below.

[C]

Bye, guys. Love you.

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