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Inside a vast company juggling several makeup brands—in addition to Becca, Too Faced and Smashbox, there’s MAC, Bobbi Brown and Tom Ford Beauty—Becca didn’t manage to find sure footing. “The brand hasn’t evolved much and struggled to stay relevant,” says Melissa Hibbert, a makeup artist and brand consultant. Patricia Valera, founder of brand development agency Beautybrandr, agrees, saying, “Becca can be a case study for what happens to a brand that doesn’t have a crystal-clear point of differentiation in this day and age. Today, even large brands don’t have the luxury to rely solely on having pretty colors. They need to have a deeper meaning.”
As the buzz around makeup influencers diminished, Becca had trouble replicating the success of Champagne Pop. It tried with products in collaboration with Christy Teigen, Khloé Kardashian, Malika Haqq and Barbie Ferreira.Allure reached out to Becca Cosmetics and a representative for the brand shared the following: "For 20 years, we've built incredible connections with our communities — consumers, makeup artists, our wonderful network of influencers, and our amazing brand collaborators and brand ambassadors from yesterday and today. We've done meaningful work together supporting mental wellness and will continue to do so through our commitment to The Trevor Project this coming June. Together, we have put our best light out into the world, and for that, we are forever grateful." I still find this to be one of the worst foundations I've tried, however, I tried Wayne Goss's tip of mixing in some oil and it made a big difference.
The changing influencer landscape has made the Hill model incredibly tough to duplicate. “We are seeing a shift toward micro-influencers playing a bigger role rather than the macro-influencers, and this is due to saturation in the beauty space,” says Amra Beganovich, co-founder of digital marketing agency A&E and an influencer with the handle clubfashionista. “Big influencers had become so staged and overproduced that they lost touch with their audience.” that violates any law, statute, ordinance or regulation (including, but not limited to, those governing export control, consumer protection, unfair competition, anti-discrimination or false advertising); Finish with BECCA’s Skin Love Glow Shield Prime & Set Mist or Hydra-Mist Set & Refresh Powder to help set and refresh the appearance of makeup for a long-lasting, fresh look. Australian makeup artist Rebecca Morrice-Williams started Becca in 2001. Steven Schapera, who’s continued to be involved in the beauty industry with haircare brand London Labs and incubator Invincible Brands, and Andrea Harwood, previously CEO of supplement company WelleCo, were co-founders of the brand. Shortly after its launch, Becca entered Sephora in the United States.In 2011, Robert DeBaker, ex-CEO of Korres North America, became president and CEO of Becca. In 2012, Luxury Brand Partners acquired the brand at a bargain price in a move industry sources describe as almost a favor to the lagging property. The company had been focused on developing brands to energize the professional beauty sector, and Becca’s traditional retail approach was an anomaly for it. Following its departure from Sephora, the brand went the drugstore route in places like Duane Reade, and its assortment ballooned to 350 products. The first time I tried this foundation, I had to remove it and start over as it looked awful. I tried a couple of different brushes as well as a beautyblender but somehow it actually accentuated my pores. Opened or used products that you are not completely satisfied with can be returned for an exchange within 28 days of
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