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Becca vows to maintain charitable support in run-up to closure

Gaelle Walker
01 March 2021

Australian-born make-up brand Becca Cosmetics has vowed to keep up with its work to support mental wellness in the run-up to its closure later this year.

The Estée Lauder-owned company, established in Perth in 2001, is set to cease trading in September as part of ELC’s Post-Covid Business Acceleration Program.

Launched last year, the two-year program is designed to resize ELC’s business “against the dramatic shifts to its distribution landscape and consumer behaviours in the wake of the Covid-19 pandemic.”

Becca Cosmetics, which specialises in skin-highlighting complexion products for all skin types and colours, has been hit hard by the global fall in make up sales fuelled by the pandemic and new requirements for face-coverings.

In an online statement to customers Becca said: “The global pandemic has had an impact on everyone around the world on many levels.

“It has also had a tremendous impact on so many businesses. At Becca, an accumulation of challenges, together with the global impact of Covid-19, has sadly been more than our business can withstand and we have had to make the heart-breaking decision to close down the Becca brand at the end of September 2021.”

“For 20 years – from Perth to New York and across the globe – we’ve built incredible connections with this amazing community, from our consumers to the makeup artist community, our wonderful network of influencers, to our amazing brand collaborators and brand ambassadors from yesterday and today.

“We’ve done meaningful work together supporting mental wellness with the JED foundation and Mental Health Mates and will continue to do so through our commitment to The Trevor Project this coming June.”

National organisation The Trevor Project provides crisis intervention and suicide prevention services to lesbian, gay, bisexual, transgender, queer & questioning (LGBTQ) young people under 25.

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