Why does this Ulta worker think these brands will close?

An Ulta employee shares her predictions about the brands she thinks will go out of business. Your favorite beauty may be on the cutting board.

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Ulta is a beauty retailer that offers a mix of high-end and drugstore brands in one place (unlike Sephora, which tends to be more expensive). It sells a variety of beauty products, including makeup, skin care, and hair care.

While employees at retail stores may not track sales the way businesses do, they do have a live pulse on what is selling and what is not. So, when they say a brand is floundering, you might want to listen.

In a viral TikTok thread, an Ulta Gisselle employee (@gizzelle.22) shared her insights into brands she thinks will downsize or close soon.

1. Beautyblender

The Beautyblender’s popularity exploded in the early 2000s when it revolutionized the makeup game with its signature Beautyblender sponge.

The iconic sponge has become a favorite for its versatility in applying makeup. It can seamlessly blend liquid, cream and powder makeup, creating a smooth finish.

Its drop-shaped shape also makes it useful for a variety of applications, from blending full-face makeup to baking the crevices of your eyes and nose.

The special latex-free material makes it stand out from any other sponge on the market. The design makes it durable, soft and reusable.

“It was revolutionary, but now it’s being duped by every single company,” Jessel said. “I know they have more products than just a sponge, but the lack of variety in the store makes me think they won’t last much longer.”

The $20 price tag for a single sponge is also a big deterrent, Jessel added. Especially when you can get an imitation for $10 or less. She agrees with commentators who say the brand could be more successful if it adjusted its price point to be more competitive with its imitators.

@Gisel.22 Don’t get me wrong, I still love a good beauty blender but it’s declining at this point #fyp #and #for you #fypage #fypviralシ゚ #foryoupage❤️❤️ #foryoupage #viral video #viraltiktok #PopularVideo #trending #ulta #extreme beauty #ultaemployee #ultabeautyhaul #ultimate_beauty_products #Ultabeautyfinds #Beautyblender #Cleaning_beauty_blender ♬ Es Demasiado Tarde – Ana Gabriel

2. Mario Badescu

Mario Badescu is an established skincare brand that offers simple yet effective ingredients. These include aloe vera, rose water, and cucumber. They market their products as great for sensitive skin.

“Before Starface was the go-to for treating acne, Kylie Jenner had the general public flocking to the Mario Badescu aisle to buy her infamous drying lotion,” Giselle said in her clip.

Giselle noted that Badescu products were a status symbol among teenage girls around 2017 (much like Stanley cups are an “important” item today), especially with rose water making its way into beauty influencers’ routines and even being sold at Urban Outfitters.

“But since then, Mario Badescu has lost his good standing,” Jessel said, adding that all the other skincare brands have come along.

Giselle also blamed 2014 lawsuit As part of their downfall. The lawsuit against them alleged the presence of undeclared stimulants in their products.

3. Florence by Mills

“I don’t know what’s weirder,” Jessel said. “The fact that it took nine years…to produce five seasons of Stranger Things, or Drake’s weird friendship with Millie Bobby Brown and Bon Jovi, or the fact that Florence never applied for any class.” From bankruptcy.

Florence by Mills is a skincare and beauty brand founded by actress Millie Bobby Brown in 2019. Aimed at the Generation Z audience, Florence’s products aim to enhance natural beauty rather than covering it up with elements like skin tone and cream blush.

However, she soon faced controversy when Bobbi Brown dropped a skincare video where she appeared to be pretending to use her own products.

“This reinforced the fact that she is just the face of the company and not a passion project,” Jessel said.

Giselle added that while not all celebrity makeup brands are bad, Florence doesn’t have the authentic feel of a brand like Fenty and Rare Beauty. She also said it might be time for the brand to evolve as Bobbi Brown grows.

The Daily Dot reached out to Gisselle for comment via email and Instagram direct message. We also reached out to Beautyblender, Mario Badescu, and Florence by Mills via email.

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