Updated: Analysis of 2025’s biggest beauty brand closures – From Ami Colé to REN Clean Skincare

By Alessandro Carrara | Published: 29-Sep-2025
Colour Cosmetics

A saturated market and increasingly volatile conditions are putting strain on the beauty industry as an increasing number of brands, from Ami Colé, Flower Beauty, Jecca Blac and REN Clean Skincare to Youthforia, close their doors this year

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Alongside mounting job losses sweeping across the industry in 2025, beauty brands themselves are proving no less safe amid a wave of business closures this year. 

Company size does not seem to matter either, from small but mighty players like Ami Colé and Youthforia to ‘clean’ giant REN Clean Skincare shuttering – few are being spared from a vastly more competitive industry.

More recently, vegan and gender-free make-up brand Jecca Blac announced plans to shutter, alongside Drew Barrymore’s cosmetics brand Flower Beauty. which is also reportedly shutting down after 13 years in business.

And saturation is the key issue in all of this, Robin Russell, Chairman & CEO at perfume and essential oils manufacturer First Natural Brands, tells Cosmetics Business.

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