Key Takeaways
- Joah Beauty, inspired by K-Beauty, appears to be closing after heavy discounts on its products.
- Several beauty brands, including Selfless by Hyram and Switch2Pure, are winding down or ceasing sales at major retailers.
- New brands are emerging, with Valerie and Neuvian Skincare gaining attention for their unique health-focused offerings.
Joah Beauty’s Uncertain Future
Joah Beauty, a K-Beauty-inspired brand owned by Kiss Products, seems to be on the brink of closure. Recently, a Reddit user noted that the brand’s website was offering a staggering 50% off all products, hinting it might be the last opportunity for customers. Despite inquiries sent to Kiss Products regarding Joah’s status, no comments were received. The brand, having revamped its design in 2023, has also erased its presence from social media platforms, including Instagram and Facebook. The last post made on TikTok dates back to June 10, 2022. Joah Beauty initially launched in 2018, with its products sold in 4,000 CVS stores, but now those products are being heavily discounted.
Selfless by Hyram and Other Brand Closures
The skincare brand Selfless by Hyram, launched by influencer Hyram Yarbro, appears to be no longer available at Target. After a brief tenure at Sephora in 2021, the brand made its debut at Target in 2023. Currently, it remains available through other outlets, including Winners and Homesense in Canada. Initially developed as a joint venture with The Inkey List, Yarbro reportedly acquired the brand in 2024.
Another brand, Switch2Pure, announced on April 27 that it is winding down after serving 100,000 customers over seven years. Founded by Estela Cockrell, Switch2Pure expanded from e-commerce to a physical store in Houston, showcasing over 50 clean beauty brands. Throughout its existence, the brand was also stocked at major retailers like J.C. Penney and Saks Fifth Avenue.
Additionally, Erin’s Faces, a brand dedicated to challenging beauty standards and offering eco-friendly formulas, announced its closure on April 2. The founder, Erin Williams, communicated on social media that although the brand would cease operations, she would continue sharing her formulas through collaborations.
Emerging Brands in the Beauty Market
Despite the closures, new brands are making their mark in the beauty space. Valerie, a London-based women’s wellness brand focusing on perimenopause, recently raised about $690,000 in pre-seed funding and noted an impressive 84% sales increase in Q1 compared to the previous year. The founders expect to surpass 1 million pounds in sales this year.
Neuvian Skincare has introduced a high-end series of biotech-driven products priced between $79 to $159. Spearheaded by entrepreneur Jacob Miguel and former L’Oréal marketing head Syed Abdul Haye, the brand features proprietary technology in its formulations.
Further emphasizing innovation, Muhza, a clean skincare line targeting menstrual health, debuted with five products, showing a commitment to addressing personal care needs.
Additionally, BiotechBeauty, launched by cosmetic chemist Alanna Tran, focuses on microbiome-friendly makeup, offering unique products to protect the skin barrier. Other emerging brands like Saint Jō Skincare and Alodia have also entered the market with science-backed and inclusive approaches, respectively.
Notable Product Launches
Three Warriors, a self-tanning brand from Tasmania, has made its debut at Harrods, further expanding its international reach. Meanwhile, Canadian brand Bathorium has launched across 94 Nordstrom locations, reinforcing the growing demand for premium clean bath products.
New skincare brands like Mirror Water, driven by influencer Estée Lalonde, and My Skin Feels, which utilizes upcycled ingredients, demonstrate the market’s shift towards sustainability and innovation.
As the beauty industry navigates closures and emerging brands, it highlights a dynamic landscape where consumer preferences and market trends continue to evolve.
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