What can we learn from the demise of REN? Experts have their say...
In major beauty news this week, REN Clean Skincare confirmed it will cease trading later this year, prompting an outpouring of support and opinions from across the industry following the announcement.
Following the conclusion of a collective consultation period, the Unilever-owned skincare brand is initiating formal steps to close the business, citing a mix of internal challenges and market difficulties that have made it "unable to sustain long-term success" in recent years.
Rumours of its possible closure surfaced earlier this year, with industry sources revealing that the skincare brand was undergoing a strategic review. It expects to cease trading by the end of Q3 2025.
Here's what the beauty industry thinks...
Millie Kendall OBE, CEO at the British Beauty Council
REN Clean Skincare ceasing to trade has really hit the UK beauty industry on an a level that I have not seen for decades. Journalists, content creators and beauty lovers alike are really feeling the impact of the news of the brand's demise. Its sustainability credentials and pioneering approach were remarkable and renegade.
The British beauty industry is one that admires the fusion of environmental innovation and commercial prowess - and REN seemed to tick both these boxes. A post mortem on the challenges the brand faced will be important to watch closely, offering valuable lessons for the future.
Tracey Woodward, industry thought leader
The challenge for the brand, in my opinion, was maintaining storytelling. REN was the original educator for sustainability but lost its community through a lack of purpose. When it first launched, the brand built a community around meaningful product connected to environmental issues. It established its community by being a disruptor, but suddenly it stopped disrupting and it stopped communicating. Okay, it has good products, but where is its purpose?
As soon as you lose that voice, what do you stand for? When you no longer know what you stand for, how can you expect your consumers to know? And, therefore, where is your community? The legacy of it has vanished. Every product needs to have a relationship with its consumer, and it has to be more than just product performance, because there are lots of great products. It has to speak to consumers - what they stand for, their beliefs, opinions - asking how can I belong to you and be your advocate and ambassador?
At one time, these were the building blocks of the brand, which means that eventually it crumbles. I think that's the saddest thing - that it has been allowed to happen. I’d love to see someone take it over who truly wants to shout about environmental issues and what the REN community really stands for.
Wizz Selvey, consumer & retail trend analyst
The news that REN will cease trading by the end of 2025 is a sobering moment for the beauty industry. As a pioneer in clean and sustainable skincare 25 years ago, REN set early benchmarks for non-toxic formulations and eco-conscious packaging, long before these became industry trends and then norms.
The current market landscape has become saturated with the number of brands touting "clean" credentials, making it challenging for brands like REN to maintain distinctiveness - "clean" is no longer is a point of difference, as we saw with the decline of The Body Shop. When brands are acquired by large conglomerates, there can be a disconnect between the brand's original ethos and the parent company's broader objectives, which can lead more conscious consumers to question the authenticity of the brand's commitments.
Unilever has undergone significant leadership changes recently and also scaled back several of its environmental and social pledges, which only highlights a further a disconnect between REN's brand values which customers are savvy to.
Layer in broader economic pressures, consumers often gravitate towards either affordable, value-driven products or premium brands perceived as offering superior quality or prestige. Mid-priced brands like REN struggle to maintain market share.
REN's closure demonstrates the complexities of sustaining a brand's original mission within the framework of a large corporation, especially in a rapidly evolving market. It serves as a reminder of the importance of authenticity, adaptability, and clear brand positioning in resonating with today's consumers.
Ateh Jewel, beauty broadcaster and entrepreneur
To say I’m devastated by the news of REN closing is an understatement. There’s so much industry and customer love for this brand - but unfortunately, it’s the business of beauty that is why we are losing this brand, and that’s heartbreaking. I truly hope someone can buy it and rescue it. I have everything crossed - because a world without Rose Otto Bath Oil and Body Oil is making me weepy.
It’s a reminder that while we all appreciate something new, we should also show even more love to our treasured British brands by supporting them through every season.
Mel Taylor, beauty brand advisor
I’m surprised and disappointed to hear of the news that REN will cease trading this year. It seems surprising that Unilever would give up on a brand that has existed for 25 years and has a hugely loyal following, including over 320,000 followers on Instagram.
Whilst clearly the market has changed a lot since it was founded back in 2000, there’s still a role for the brand in the crowded skincare market. Being a "clean beauty" brand is no longer a differentiator and maybe like many brands, they were slow to recognise this, but REN's product range offers so much more than just non-toxic skincare. Its products are highly effective and some have cult status, particularly its Evercalm range and AHA tonic. The Evercalm range, in particular, talks to the current trend of protecting and restoring the skin barrier, a much-needed solution for skin that has been overstimulated by harsh actives - in other words, it’s the perfect product for Gen Z who have overdone it at Sephora.
It’s also a brilliant British brand with real authenticity and transparency. I wonder, therefore, if this was part of the reason it struggled in the Unilever family. A bit like how L’Oréal struggled with The Body Shop, you need a different approach to nurture a purpose-driven brand. It’s not enough just to listen to your customers, you have to be able to anticipate what they are going to want from you. This takes creativity and a bolder, braver approach. This isn’t easy but so worthwhile and I sincerely hope that someone is prepared to take on the challenge and save it from extinction.
An industry insider
This is sadly what can happen when big corporates buy a brand and then try to make it fit into something that it isn't. I also fear that it’s what happens when the original founders are no longer part of the business, at least from a creative direction point of view.
REN really was at the forefront of what it did, but I then think that being swallowed up by Unilever and trying to fit into that environment meant that the core of the brand was lost.
I suspect that there were too many pressures on P&L, corporate processes, and more, that meant that the heart of the brand was lost and it didn't keep up with the competition and others overtook the brand. There will be so many people who will miss its products.
