Kiss Products-owned Joah Beauty may be shuttering. A month ago, an eagle-eyed Redditor spotted that the accessible K-Beauty-inspired brand’s website was offering 50% off all products and proclaimed it was the “last chance to shop Joah Beauty.”
Beauty Independent reached out to several people at Kiss about Joah Beauty’s status and didn’t receive a response. The brand, which underwent a design overhaul in 2023, has wiped its Instagram and Facebook accounts, and it hasn’t posted since June 10 last year on TikTok. Joah Beauty made its debut exclusively in retail at 4,000 CVS stores in 2018. Its products are now heavily discounted at the pharmacy chain.
Selfless by Hyram, a skincare brand affiliated with influencer Hyram Yarbro, appears to be no longer sold at Target. It launched at the big-box retailer in 2023 after an ill-fated Sephora tenure, where it bowed in 2021. The brand remains at other retailers, and it posted on May 4 that it had landed at Winners, Homesense and TJK Maxx in Canada.
Selfless by Hyram was initially created in a joint venture with The Inkey List, but publication The Business of Fashion reported that Yarbro acquired the brand in 2024. Beauty Independent didn’t receive responses to requests for comment sent to the brand and Yarbro.
After seven and a half years and serving 100,000 people, Switch2Pure informed its customers on April 27 that it’s winding down. Founded by Estela Cockrell, the company began as an e-tailer and later extended to a physical store in Houston that carried over 50 clean indie beauty brands and product line. Switch2Pure’s clean beauty and personal care products were previously stocked at retailers such as J.C. Penney, Saks Fifth Avenue and Bering’s.
Erin’s Faces, a skincare, body care and makeup brand started in 2011, announced on social media April 2 that it would close. Makeup artist Erin Williams created the brand to challenge messages about beauty standards that troubled her and offer eco-friendly formulas.
In a May 1 post on Erin’s Faces’ closure, she wrote, “Some piece of Erin’s Faces will continue to exist—formulas will be shared with other folks, either on a small or large scale, that remains to be seen—but the trust that we’ve built together that isn’t going to go away. I’m still here and will still be on social media and I hope that we can stay in one another’s lives.”
Nigella Therapy announced via social media and email on April 23 that it will close on May 15. Started in 2016, the skincare brand centered on black seed oil and rooted in ancient Egyptian heritage landed at Macy’s Backstage in 2020.
Formerly Strobe Cosmetics, Shroud Cosmetics told its customers in April 3 social media posts and an email that it’s closing after more than a decade in business. The makeup brand was known for its artistic eyeshadow palettes, including Dark Academia and Creepy Cute.
Founder Chloe Taliaferro wrote, “For the past year, I’ve been focusing on something I’d been ignoring for far too long; my own health, my own healing, and my personal life. Walking away from something you’ve poured your soul into is never easy, but I’ve come to realize that closing a chapter isn’t failure. It’s just part of the story.”
Valerie, a London-based women’s wellness brand focused on perimenopause, has raised nearly $690,000 in pre-seed funding in a round led by angel investors, including Giles Brook, founder of investment firm Whitespace Ventures and ex-CEO of Vita Coco for Europe, the Middle East and Africa.
Wizz Selvey and Olly Johnson launched Valerie in 2024. On its website, it sells Daily Essential Vitamin & Mineral Shots for 49 pounds or roughly $65. In the first quarter this year, the brand saw sales rise 84% from the year-ago period. It’s on track to exceed 1 million pounds or about $1.3 million in sales this year and hit an eight-figure sales total by its third year on the market.
Muhza, a clean skincare brand formulated to work with the menstrual cycle, has launched with five products—Muna Serum, Peri Serum, Qori Serum, Ayni Serum and Ilari Oil Cleanser—priced from $32 to $84. Alexia Coutts founded the brand inspired by her experience with PCOS and Peruvian heritage.
Luxury biotechnology-driven brand Neuvian Skincare has launched with five products priced from $79 to $159: B5 Precision Hydration Serum, NMF+ Rejuvenation Serum, Cell Turnover Serum, Redness Rescue Serum and Rapid Bond Caffeine Eye Serum. The brand’s formulas feature a proprietary ingredient complex it calls bioidentical dual peptide technology and smart release polymer technology.
Serial entrepreneur Jacob Miguel founded Neuvian with Spencer Bouhadir, former director of research development at Cascade Biosciences, who serves as CSO. Syed Abdul Haye, former head of marketing for HERBeauty and group product manager at L’Oréal, is CMO.
Cosmetic chemist Alanna Tran has launched BiotechBeauty, a brand focused on microbiome-friendly makeup to protect the skin barrier. It’s kicking off with two products: BiomeBlush, a $38 stick for cheeks and lips with five shades, and BiomeBounce, a $58 plumping moisturizing serum.
Allyse Cirillo, who spent most of her career in apparel and retail product development and management, has launched science-backed clean brand Saint Jō Skincare with seven skincare and supplement products. The products are $48 Cleanse Daily Cleanser, $98 Defend Serum, $90 Brighten Serum, $68 Nourish Moisturizer, $48 Illuminate Glow Oil, $68 Glow AM Supplement and $75 Restore PM Supplement.
Deau, a brand with high-performance products formulated for melanin-rich skin, has launched with four items: $98 C³ Glow Veil Defense Serum, $120 De-Spot Brightening Serum, $88 Gentle Force Retinol Cream and $55 Onsen Water Cream. Southeast Asian entrepreneur Hina Mian is behind the brand.
Developed over five years at what the brand calls one of Japan’s top skincare laboratories, Deau describes its philosophy as full-coverage skincare rooted in multitasking, barrier-supporting formulas. Its products feature what it dubs smartACE technology, a proprietary blend of Onsen water, Japanese botanicals, smart actives and soothing agents.
Three Warriors, a bootstrapped self-tanning brand based in Tasmania and incorporating Tasmanian ingredients, has arrived at Harrods. The brand is present at 1,500 stores in Australia and its product Natural Gradual Tan is among David Jones’ top 10 beauty bestsellers.
In January, founder Corbin Halliday, who launched Three Warriors in 2017, told the podcast “Life, Money & Love with Dylan Mullan” that Three Warriors sells a product every 60 seconds or 525,600 units per year. Besides Natural Gradual Tan, its assortment priced from $29.95 to $80 includes Self Tanning Mousse, Radian Complexion Serum By Sonia Kruger, Hydrabronze Tan Drops, Face Tan Water and Exfoliating Tasmanian Sand Scrub.
Bathorium, an Ottawa-based premium clean bath products brand, has rolled out across Nordstrom’s 94 locations nationwide. In September, its sub-brand The Bathologist is slated to launch at 300 Nordstrom Rack stores. In the United States, Bathorium’s other accounts include Erewhon, The Detox Market and Burke Williams.
Lilis has launched at Violet Grey. The high-end brand inspired by Korean bath and body care rituals sells $92 Korean Body Resurfacing Instant Peel and $110 Korean Body Resurfacing Firming Serum.
Mirror Water, the London-based bath and body care brand from influencer Estée Lalonde, has launched at Selfridges with Smooth Body Oil, Butter Brick Face and Body Cleanser, Buff Body Dry Brush, Rub Solid Balm, Soak Bath Salts, Sun Through Trees Scented Candle and two sets priced from 14 to 85 pounds or roughly $19 to $114. Launched in 2021, Mirror Water is also carried by Space NK, Liberty, Revolve, Oh My Cream, Dissh, Formula Fig and C.O. Bigelow.
Started five years ago in Brighton by Danielle Clementina Close, who was part of Charlotte Tilbury’s founding team, British brand My Skin Feels has launched in the U.S. at Credo. The brand incorporates upcycled ingredients from the food and beverage industry, including ketchup, olive oil, orange juice and breakfast oats, in its products. At Credo, it sells $38 Clean Fruity Foaming Face Wash and $46 Moisturised Healthy Hydrating Moisturiser.
Alodia, a haircare brand launched by scientist and trichologist Isfahan Chambers-Harris and her doctor husband Rashad DuPree Harris in 2017, has rolled out to CVS stores. Its assortment at CVS includes $15.99 Nourishing Butter Cream, $15.99 Anti-Breakage Curl Defining Gelly Custard and $10 Nourish Hair + Scalp Oil. Alodia is also sold at Target and Walmart.
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