Gloss Angeles Podcast Summary

Episode Title: Brand Graveyard 2025: Who Left Us, Who Ghosted Us, and Who Came Back from the Dead?
Hosts: Kirbie Johnson & Sara Tan
Date: October 30, 2025

Episode Overview

In this special Halloween-themed episode, beauty journalists Kirbie Johnson and Sara Tan take listeners on a reflective and entertaining journey through the "Brand Graveyard" of 2025. The pair discuss which beloved beauty brands said their goodbyes, which have disappeared without explanation, and which have miraculously come back to life. Along the way, they weave in discussion on party etiquette, mask-wearing adventures, spooky TikTok discoveries, and the realities of celebrity-backed beauty brands.

Key Discussion Points & Insights

1. Halloween Festivities and Beauty Transformations (02:37–16:44)

• Wicked-Inspired Costumes: Kirbie and Sara embrace the Halloween spirit with Wicked-inspired costumes—Sara as Elphaba and Kirbie as Glinda. They chat about the impact of the upcoming Wicked movie, makeup trials, and their admiration for the musical.
  • “Let me tell y’all, I am changed for good.” – Kirbie (03:55)
• Makeup Challenges & Respect for Artists: Both hosts have newfound respect for special effects and prosthetics makeup after spending hours in makeup chairs for elaborate looks. Kirbie details her Dolly Parton transformation:
  • “I was in makeup for four hours and the party. So I was done by 6:30 so I could make content with Jovi. And then the party didn’t start till 7:30. So by 8:30, I was already dying.” (09:21)
  • They also highlight the professionals behind their looks and discuss the difficulty of maintaining heavy wigs and prosthetics.
• Party Recap: Kirbie recaps her Halloween party, thanking sponsors and friends (e.g., Baby G’s Burgers, Lush, Inky List), and gives a shoutout to tarot reader Alicia Taro, reflecting on her father's experience with tarot.
  • “If you’re in LA and you’re looking for…even virtually, [Alicia Taro] does it…Sometimes you’re like—even if you don’t believe in stuff like that, I always take it with a grain of salt. Right. I don’t want it to dictate my life.” – Kirbie (15:26)

2. Spooky & Modern-Day Reflections (16:44–27:00)

• Robots in Hospitals: Sara shares a TikTok of a glammed-up robot delivering medications in a hospital, sparking discussion on technology’s creep into everyday life and the possible implications for the workforce.
  • “That was definitely the spooky part, that it was just all alone going down an empty hospital hallway. But it also had full glam on. And that made me feel, I don’t know, uneasy, but I was also impressed.” – Sara (17:21)
• RSVP Culture & Event Etiquette: Kirbie vents about the increasingly “spooky” culture around event RSVPs, particularly when hosting large (and costly) gatherings.
  • “The RSVP culture in this country…If you say you’re going to show up, show up.” – Kirbie (19:20)
  • Both outline their preferred RSVP protocols and lament the ghosting of hosts, especially for intimate dinner parties.

3. The Brand Graveyard: Farewells, Ghosts & Resurrections (27:06–44:42)

Brands That Have Closed (RIP)

• Ami Colé (Late September 2025)
  • Hopes for a future revival; praise for founder Diarrha N’Diaye-Mbaye’s continued influence.
• Youthforia (August 4, 2025)
  • Closure was anticipated due to prior industry issues.
• Flower Beauty (Late September 2025)
  • Surprise at closure despite Drew Barrymore’s cultural relevance.
  • “What happens when your founder feels overextended and just over it?” – Kirbie (29:41)
• REN Clean Skincare (End of Q3, 2025)
  • Commentary on how being acquired by a conglomerate can diminish a brand’s presence:
  • “I think that’s the curse of being acquired by these larger companies…the magic’s gone.” – Kirbie (32:47)
• SKKN by Kim (June 2025)
  • Quiet shutdown; speculation about Kim Kardashian’s next move with Skims Beauty and press-on nails.

Back from the Dead

• Counter (formerly BeautyCounter) (Relaunched Summer 2025)
  • New business model after founder re-acquisition; hosts express skepticism toward its MLM structure and are not eager to jump back in.
  • “MLMs are for the most part predatory. So I’ve never been a fan of it.” – Kirbie (35:59)

Ghosted Brands (Unexplained Absence or Silence)

• Õm by Ciara
  • Instagram inactivity, minimal mentions by Ciara herself.
  • “People keep hiring her for beauty events and stuff like that. So it seems pretty clear that…the writing’s on the wall.” – Kirbie (37:46)
• GXVE by Gwen Stefani
  • “Kaput.” Noted for strong mascara/blush but mismatched aesthetic and apparent loss of founder interest.
  • "If you are a celebrity founder, if you are not passionate about it, it is very obvious..." – Sarah (38:37)
• WYN Beauty (Serena Williams)
  • Massive clearance sales, low social engagement, and lack of founder promotion suggest an imminent end; skepticism about sports/active positioning as a sustainable angle.
• Ciaté London
  • Inactive Instagram; hosts intend to get more info from insiders.
• CoverFX
  • Products on deep clearance, repeated customer confusion about inventory, and no formal closure.
  • "[CoverFX] created, like, the bronzing drop. And I used to love their stuff... It's not looking good." – Kirbie (42:45)

Industry Insights

• Why do brands "ghost"?: Lack of transparency is common when new owners or shifting priorities mean brands quietly clear inventory without public announcement.
• Legacy challenges: Selling to larger corporations or losing founder involvement often leads to diminished attention and eventual downfall.

Notable Quotes & Memorable Moments

• On Halloween Makeup:
  • “I just have so much more of an appreciation for like face paint artists or just makeup artists in general. I’m like, this is hard.” – Sarah (08:29)
• On Brand Acquisitions:
  • “Once you sell your brand, how does it actually become a legacy brand…versus dies?” – Kirby (33:08)
• On MLMs and Brand Revivals:
  • “There's not one thing I think right now that could get me back on this train.” – Kirbie on Counter (35:59)
• On Brand Silence:
  • “If you’re not posting regularly every single day, that’s not a good sign.” – Sarah (36:54)
• On Founder Interest:
  • “If you are a celebrity founder, if you are not passionate about it, it is very obvious.” – Sarah (38:37)

Timeline of Important Segments

| Timestamp | Topic | |--------------|---------------------------------------------------| | 02:37 | Wicked costumes & new Wicked movie discussion | | 07:39 | Makeup trial tales & product recommendations | | 08:56 | Kirbie’s Dolly Parton transformation recap | | 12:14 | Party sponsors shoutouts & tarot reading stories | | 16:44 | Spooky TikTok: Robots delivering meds in hospitals | | 19:18 | RSVP etiquette & event hosting woes | | 27:06 | Introduction to Brand Graveyard segment | | 28:36 | RIP to Ami Colé | | 29:18 | RIP to Youthforia | | 29:30 | RIP to Flower Beauty | | 31:46 | RIP to REN Clean Skincare | | 33:08 | RIP to SKKN by Kim | | 34:25 | Back from the Dead: Counter/BeautyCounter | | 36:54 | Ghosted Brands Check-in | | 37:03 | Õm by Ciara ghosted discussion | | 38:18 | GXVE closure & celebrity passion | | 39:21 | WYN Beauty (Serena) hangups | | 41:37 | Ciaté London eerie silence | | 42:09 | CoverFX fadeout | | 44:42 | Reflections on the “horrors” of the beauty industry|

Final Thoughts & Tone

The episode blends sharp industry insights with the hosts’ signature wit, empathy, and love for beauty pop culture. Kirbie and Sara don’t shy away from tough truths—especially regarding celebrity brand ventures and the realities of staying relevant in an oversaturated market. Their candor, mixed with their evident enjoyment of Halloween and respect for artistry, makes this a can’t-miss listen for beauty insiders and casual fans alike.

High Note:
The episode closes with a playful nod to Wicked and celebratory Halloween wishes:

• “Happy Wickedween, everyone. I hope you’re happy in the end. I hope you’re happy, my friends.” – Kirbie (44:49)

For more updates and beauty breakdowns, catch all Gloss Angeles episodes with Kirbie and Sara, wherever you listen to podcasts.