Does the closing of BECCA Cosmetics signal the death of the highlighter?

It was announced today that beloved makeup brand BECCA Cosmetics would be closing up shop in September 2021. 

The sad news comes just one day after its owner Estèe Lauder Companies made a $1 million purchase for majority stake in DECIEM, which houses brands The Ordinary and NIOD.

BECCA built its fan base on ‘glow’ over 20 years, providing some of the best pressed and liquid highlighters in the world. Its purple First Light Priming Filter and Under Eye Brightening Corrector also gained mass recognition amongst makeup artists and YouTubers alike. Not to mention its Champagne Pop collaboration with Jaclyn Hill was one of the best-selling campaigns of all time.

So with the makeup brand known for dewy faces out and no-fuss, affordable skin care brands in, we have to ask – is this the end of highlighter?

Only a year or so ago, we ourselves would hardly leave the house without a dusting of Opal across our cheeks, but ask yourself – when was the last time you picked up a highlighter on the regular?

The last few years have seen a big shift in beauty, with the majority of our purchases going towards the skin care category. DECIEM itself reported a 161 per cent increase in one vitamin C product alone at the start of the pandemic. We no longer look to makeup for glow, it's all about a solid skin care routine filled with antioxidants instead. 

It's no surprise that many makeup brands have already cottoned on to this, with serum foundations and balmy tints replacing full coverage products and powders. Creating skin care-makeup hybrids has become the new way forward if you're looking to stay in the game.

BECCA didn’t snooze on this change, launching glow serums, hyaluronic acid tinted moisturisers and even a zero-pigment foundation in recent years. However, the zero-pigment foundation in particular was met with mixed reviews and naysayers asking why they need a makeup product to fake good skin, when they could just have a good skin care routine?

Just like skinny jeans and side parts, it appears the light-reflecting makeup we once loved hasn’t survived the Gen-Z massacre either.

And although the brand cited impacts from COVID-19 as a big factor in its decision to close, we can’t help but wonder if the writing was already on the wall.

Main image credit: @beccacosmetics

Love BECCA Cosmetics as much as we do? We’ll be stocking up on the highlighters and primers while we can.