Where Does Marlene Stell Get Her Makeup
Makeup Geek, the color cosmetics brand from OG makeup influencer Marlena Stell, is closing next month.
Stell announced the news on Instagram and in a YouTube video posted Friday in which she describes the ruinous financial effects of the pandemic-related shift away 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 brand wasn't able to replenish products until the terminate of 2020.
"Having near an entire year of not having product obviously was financially devastating," says Stell in the video. "The fact that we've stayed open up fifty-fifty this long after all of that says a lot about my squad and all of you out at that place for your support, but it'south just honestly you guys, afterward all of that, it's too hard to come up back from that…It's hard to accept new product coming out obviously 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'south difficult for everyone."
She adds, "It'south not a conclusion I was expecting to brand this year. Even so, 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'k 42 now. I'm at a different stage of my life, and there'southward other ventures and things that I would similar to practice."
A high school music teacher for many years, Stell began putting makeup tips on YouTube as a hobby. She quit teaching in 2010 and launched her brand a year subsequently. "At the fourth dimension, there was a huge gap between drugstore and high-end makeup," she told Beauty Independent in 2019. "There wasn't anything that was really loftier quality that still had an affordable price point. I started my make with eyeshadows because that's what I was really passionate nearly."
At outset, Stell envisioned the brand'south customers would only be her social media followers. "I had no idea it was going to be what it became," she said nearly iii years ago. "I just wanted to have 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 entire twelvemonth of not having production plain was financially devastating."
In its heyday, Makeup Geek grew to over $22 one thousand thousand in annual sales "without a unmarried loan or investor," according to information previously provided past Stell. In 2019, the brand had more 300 stockkeeping units in its array 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 surroundings can weigh heavily on a comparatively smaller make. Makeup Geek didn't have a lengthy tenure at Target. Stell also used to have a article of clothing brand, Marsté, that shuttered in 2020.
Although several OG makeup influencers have leveraged their social media power to establish brands (examples include Jackie Aina's Forvr Mood, MannyMUA creator Manny Gutierrez'due south Lunar Dazzler, KathleenLights founder Kathleen Fuentes'south Lights Lacquer, Jaclyn Hill's Jaclyn Cosmetics and I/Size from Patrick Simondac, aka Patrick Starrr), the tanking of makeup sales amongst the pandemic and the rise of TikTok, a platform with its own fashion and set of influencers catering to gen Z, has made it tricky for them to continue to stoke engagement and build followings. Today, Stell has i.47 million subscribers on YouTube, and her brand has two.2 meg followers on Instagram. She plans to remain producing YouTube content.
Certainly, OG influencers aren't the only dazzler industry players that have struggled of belatedly. The list of beauty brand closures has been mounting. Beboe Therapies, Aubrey Organics, Kynd Scent, Steel Birch, Hush + Dotti, Evenprime and Woodlot are among the beauty brands that have shuttered recently or will soon shutter. Supply chain obstacles, baking competition, and soaring costs for raw materials and digital marketing are cardinal factors in brand closures.
A much-loved influencer whose openness has won devoted fans, Stell'southward 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 everyone'due south makeup routine and you actually inverse the game for pricing and quality in the makeup industry. I am so so so distressing to hear that MUG is endmost, but I am And then proud of y'all for everything yous have done and everything amazing y'all've brought to the beauty community. Cheers Marlena, thank you Makeup Geek and I cannot await to see where y'all go from here."
Source: https://www.beautyindependent.com/og-makeup-influencer-marlena-stells-brand-makeup-geek-closing/
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