Is Marlena From Makeup Geek Pregnant
Makeup Geek, the color cosmetics brand from OG makeup influencer Marlena Stell, is closing next month.
Stell appear the news on Instagram and in a YouTube video posted Friday in which she describes the ruinous financial effects of the pandemic-related shift abroad from makeup and supply chain disruptions on her business. Following a rebrand introduced in January 2020 that led to Makeup Geek's merchandise selling out almost instantly and thousands of people flocking to a restock waiting listing, the make wasn't able to replenish products until the terminate of 2020.
"Having virtually an entire year of not having production obviously was financially devastating," says Stell in the video. "The fact that we've stayed open even this long after all of that says a lot near my team and all of you out there for your back up, but it'south just honestly you guys, subsequently all of that, it'due south as well hard to come back from that…It's hard to have new product coming out plainly to keep things going and just the timeline now is so much slower with shortages of raw materials, cardboard, so much going on behind the scenes that it's difficult for everyone."
She adds, "It'due south not a determination I was expecting to make this year. Withal, I do know in my soul that Makeup Geek wasn't meant to be the ultimate destination for me. When I started the company, I was 28. I'1000 42 now. I'1000 at a dissimilar stage of my life, and there's other ventures and things that I would similar to do."
A high school music instructor for many years, Stell began putting makeup tips on YouTube as a hobby. She quit teaching in 2010 and launched her brand a year after. "At the time, at that place was a huge gap betwixt drugstore and high-finish makeup," she told Beauty Independent in 2019. "There wasn't anything that was really high quality that withal had an affordable price point. I started my brand with eyeshadows considering that's what I was really passionate about."
At first, Stell envisioned the brand's customers would but be her social media followers. "I had no idea it was going to be what it became," she said nearly three years ago. "I just wanted to accept something to sell to my audience. I was spending and so much time promoting other brands, and I wasn't able to financially survive off of that."
"Having almost an unabridged year of not having product obviously was financially devastating."
In its heyday, Makeup Geek grew to over $22 million in annual sales "without a single loan or investor," according to information previously provided by Stell. In 2019, the make had more than 300 stockkeeping units in its assortment and entered some 600 Target stores. Stell didn't address the difficulties of wholesaling to a big retailer like Target in her YouTube video on the closure of Makeup Geek, but the costs of facing off against consumer packaged goods giants in a crowded retail environment can weigh heavily on a comparatively smaller brand. Makeup Geek didn't have a lengthy tenure at Target. Stell also used to have a habiliment make, Marsté, that shuttered in 2020.
Although several OG makeup influencers accept leveraged their social media ability to establish brands (examples include Jackie Aina's Forvr Mood, MannyMUA creator Manny Gutierrez'south Lunar Beauty, KathleenLights founder Kathleen Fuentes's Lights Lacquer, Jaclyn Loma'southward Jaclyn Cosmetics and 1/Size from Patrick Simondac, aka Patrick Starrr), the tanking of makeup sales amidst the pandemic and the rise of TikTok, a platform with its own manner and fix of influencers catering to gen Z, has made it tricky for them to continue to stoke engagement and build followings. Today, Stell has 1.47 one thousand thousand subscribers on YouTube, and her make has 2.2 million followers on Instagram. She plans to remain producing YouTube content.
Certainly, OG influencers aren't the only dazzler industry players that take struggled of tardily. The listing of beauty brand closures has been mounting. Beboe Therapies, Aubrey Organics, Kynd Scent, Steel Birch, Hush + Dotti, Evenprime and Woodlot are amongst the beauty brands that have shuttered recently or will presently shutter. Supply chain obstacles, blistering competition, and soaring costs for raw materials and digital marketing are primal factors in brand closures.
A much-loved influencer whose openness has won devoted fans, Stell's revelation of the impending closure of Makeup Geek generated an outpouring of support on social media. An influencer with the handle RawBeautyKristi wrote on YouTube, "Over the years MUG has been such a staple in anybody's makeup routine and you really changed the game for pricing and quality in the makeup industry. I am so so so sad to hear that MUG is closing, but I am SO proud of y'all for everything you accept done and everything amazing you've brought to the beauty community. Thanks Marlena, thank you Makeup Geek and I cannot wait to see where you go from here."
Source: https://www.beautyindependent.com/og-makeup-influencer-marlena-stells-brand-makeup-geek-closing/
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