I woke up yesterday to a slew of terrible news on my twitter timeline concerning world events. It’s starting to feel again like we’re teetering on the edge of a World War, if not more armed conflict. Amongst all that was a major piece of news from the beauty world – Bobbi Brown was leaving her eponymous brand. My head reeled at that point.
2016 has been one hell of a ride and even in its sunset days, it’s still continuing to stun us with bizzare and surreal news. If there was ever an annus horribilis, this is it!
As was reported in WWD, makeup artist Bobbi Brown is leaving her cosmetics brand after 25 years. The brand celebrated its 25th anniversary this year in 2016, and there was a slew of products to mark the milestone. What none of us consumers were expecting of course, was for the lady herself to bid her brand goodbye.
I got to thinking then of how a brand like Bobbi Brown, who has always been fronted and led by the creator herself, would fare once she leaves. That’s in just a few days for she steps away from her brand by the end of 2016!
Some time this year, I too participated in a big mini celebration (yes oxymoronic but descriptive) on Instagram, with the issuance of limited edition kokeshi dolls in her likeness, which were taken on a jaunt around the world. The kokeshi is what you see in the picture here. Ironically, it is this 25 years that has apparently made her decide to leave her brand.
I have mixed feelings. I’m sure she has other exciting projects on hand – she’s hinted as much, if you read the article. On the one hand however, I can’t help thinking of the brand Stila Cosmetics, after it was acquired by Estee Lauder and creator Jeanine Lobell left. The brand, so beloved by many for its pretty, wearable colours and cute packaging designs died a slow, painful death. Stila’s changed a few hands since, but if anything, I feel like Stila is now just waiting for the plug to be pulled. It is a pale shadow of its hey-days when Jeanine Lobell was there.
On the other hand, I’m also reminded of other eponymous brands like Jo Malone and Jimmy Choo, both of which still enjoy roaring success after their creators and name owners left the companies they founded and built. If anything, these brands are growing by the day.
Jo Malone went off and eventually created Jo Loves, a fragrance brand that isn’t easily available (but which I’m told by those who have tried it, is what Jo Malone used to be in its early days pre-acquisition) while Jimmy Choo set up a couture line of bespoke shoes.
I suppose therefore, the departure of Bobbi Brown herself, from the brand, may have a significant impact on the brand…. or it might not. Time will tell. It cannot be denied however, that she has always been the “face” of her brand, that hasn’t signed on many celebrities spokespersons.
There is something about the gently smiling, black-clothed, bespectacled woman, in her neutral makeup, that is instantly recognisable and who I associate with the brand. So, it’s going to be interesting to see how this changes. Incidentally, a friend who isn’t into beauty, saw my kokeshi above, and said “Hey, that’s Bobbi Brown!” So, I guess that says it all! 😀
If the releases in recent years are anything to go by, I’d say that the quality of Bobbi Brown products have significantly improved as compared to previous years. I was exposed to the brand quite early on, but it didn’t appeal, because the foundations were too yellow, and the colours too muted and neutral. All that has changed in recent years, with a wider (very much wider!) range of base shades, and much more attractive colours. Whether this is due to Bobbi’s influence and creative elements, I honestly can’t say. But I will most definitely be keeping a close eye on the brand from 2017 onwards. This will be very interesting times! 😀
What was your reaction on hearing the news?
I read the news at 7.30am on Twitter, before I was even fully awake. That woke me up faster than any double shot of espresso! LOL 😀
Paris B
25 years in a role is a long time. I’m always curious how founders feel when they get bought out. In this case, she probably has a lot less creative freedom because she has a bunch of shareholders and board to answer to. Part of me thinks that’s probably why she wants to go off? Return to her roots of basic, simple and muted makeup for every woman and not be asked to justify creative directions that may or may not impact the bottom line.
I say good on her for taking this step and making the change. Most of us get comfortable in a routine/role. Daring to take the plunge keeps us alive.
I’d be curious to see what she does after this.
Well, the founders usually get a boatload of money when they’re bought out, so it isn’t necessarily a bad thing. Also, Bobbi herself was allowed to helm her own brand and I think that maybe after 20 years in that role, she decided it was time to go and do something else. After all, life is short! 😉 Considering she does have a non-compete clause in her contract, it may not mean another makeup brand, but who knows what she’ll do – the field is pretty wide 🙂
Very sad news. When a founder leaves her company, it rarely gets better. I’m looking for replacements for my Bobbi Brown favorites. I hope she starts another makeup line.
I’d tend to agree with you Esme. Especially in a brand like Bobbi Brown where the founder is so hands on with the products and direction. From what I read, considering she has a non-compete clause, a new makeup line isn’t likely. But who knows what else she gets up to! 🙂
Sad I was,
Shocked, I still am
What’s her brand without her face
Absolutely! She made the brand, and it’s sad to know she won’t be behind it anymore
With her leaving the hart of the brand also leaves, I’m gutted! It’s a generation of women that have influenced the industry like no other, enhancing beauty instead of theater doll look which we have nowadays.
Yes yes! While in my early days of makeup I wasn’t into the natural look, I’ve grown to embrace it and Bobbi Brown was a natural brand to gravitate towards because she/they do natural makeup so well. I like her philosophy and it is a refreshing departure from the thick, caked on makeup styles we have come to see everywhere. I hope that doesn’t change!
As I said earlier, what is Bobbi Brown without Bobbi Brown?
2017 will tell I guess. I’m wondering if I should get backups of my favourites… then again, any sane brand won’t make drastic changes so soon.
The irony would be that like everyone else who sold a brand based on their name, she won’t be able to use her name elsewhere! I doubt the brand will make a drastic change. But moving forward, it’ll be interesting to see what they come up with, now they don’t have her, as a person to fall back onto, to push a certain look.
The brand would need someone strong to helm the ship. Perhaps a change will be good because BB has been the same since it started. Not terribly exciting. I know it’s known for safe / neutral colours but it gets a bit boring after a while. As for Stila, I’m still crying.
So sad about stila! They had some nice stuff, and it was like the Too Faced of our generation wasn’t it? LOL! That said, I’ve never tried anything by Too Faced. I was shocked when EL bought it for something like US$1.2b?! 😛 It’ll be interesting how they project the BB brand from now, without her at the helm. BB wasn’t always about using faces for the brand, except for the founder’s so I hope it doesn’t mean the brand will start to drift after this
What?!! I wasn’t expecting this when I saw your IG post about something big that you wrote in this blog. Oh no! Bobbi Brown is leaving?!!
I hope the brand will still strive and keep their unique image as natural look (none of those contouring trend that still keep going wild or anything that change the original face but more to enhance the beauty).
I wonder what will be her next project. Maybe she will focus on skincare!
Here’s to great hope for both Bobbis 😀
I know it’s your favourite brand, Fathin! 😀 I too hope things won’t change too much. There is a reason people buy Bobbi Brown products – and it’s not because they want to look like any of the Kardashians 😛
Oh wow. Bobbi Brown foundation is my first department store makeup brand I tried and I still have good impression of them even though I rarely buy their stuff now.
I always wanted to use Bobbi foundations but couldn’t back in the day because they were always so yellow. I never used to use BB products for this reason – because of her philosophy that yellow works for everyone. It doesn’t! LOL! But after they came up with more neutral, lighter shades, and I tried their foundations, I have to say they are really good. Very natural, and comfortable to wear!
I first found out about this news from ELLE Malaysia newsletter. Although not a big BB fan I am, this news is still too big for me to handle! I hope the brand doesn’t change too much once the lady herself leaves.
I think it’s definitely rocked the beauty world, whether or not a fan of BB! 😀 We haven’t had news this big for a while, maybe because there aren’t many big brands around where their founders are still there, helming the brand. It’ll be interesting to see what happens after this!
Just wanted to add – Right after I heard the news about Bobbi Brown, I found out it’s pretty much gonna be the same thing’s been going on with Sonia Kashuk! She’s leaving and, while I think Target already owns the brand, it seems the internet’s pretty unsure what’s going to happen with her whole line. Pity too; I LOVE her brushes!
Hope it stays. One of the highlights of my annual US trip to see family is picking up new brushes at the SK counter. They are brilliant! (I know this is sad)
Oh dear I didn’t read about Sonia Kashuk but that really sucks! I remember her brand had decent, affordable makeup brushes. Wanted to get my hands on them for the longest time, and I own 2 from waaaaay back, but it’s so hard or impossible to find them online from a website that would ship internationally. Oh well, I guess we’ll have to wait and see what happens after this!
Target has started shipping internationally. I haven’t investigated further as I suspect once I’d start shopping it is going to be difficult to stop! We’re going in August so I can always grab you a few brushes if they’re still available.
Thank you so much for the offer Tubbs! I truly appreciate it! 😀 That said, I am a little saturated with makeup brushes at this time. For some reason, I’ve found myself reaching for the same ones over and over, and since these things don’t ever finish (unlike makeup or skincare!) I have no reason to buy more haha! Well, ok I have a reason to buy more but I really shouldn’t 😀 That said, do enjoy your trip and I hope you haul lots of brushes before they disappear for good!
To be honest, I am more upset that BECCA is now a part of EL. I was a huge fan but I can already see the changes which I do not like as a customer, they are not the same brand I used to buy from.
Ooh yes I read about that, but it was rather quiet. I guess it’s because they didn’t acquire it for as much as they acquired Too Faced? I’m not terribly familiar with Becca as a brand before this, so I can’t say I notice the changes. It looks like these giant brands are swallowing up the industry doesn’t it?
I walked past a counter the other day and the books / fact sheets are already gone 🙁 Which was a pain as I wanted to grab a few!
She’s been such a big influence and taught people so much. My default makeup is basic Bobbi with some tweaks. Although I don’t buy her stuff any more because it’s not cruelty free.
I wish them both all the best. But you’re right, most beauty brands aren’t the same once the founder moves on. And usually not in a good way.
Happy New Year to you too! All the best for 2017
Happy New Year Tubbs! 😀 Gosh, they were quick to clear away traces of Bobbi weren’t they 🙁 She’s spent the better part of the past 25 years helming the brand and being practically the face of the brand, it’s a little worrying to see how it’ll move on after this. I do like her basic philosophy that we can all look good, naturally, without having to pile on the makeup. In many ways, I’d say I wear the Bobbi neutral look too, even if I don’t use all her products all the time. Let’s hope the brand survives this!