FORGOTTEN MAKEUP BRANDS! *Makeup Brands No One Talks About*

I used to be a counter manager for Benefit. I quit because no one would buy anything and the brand is white washed. The fact that they didn't release a deeper brozer until last year is laughable and offensive.

hoping morphe gets on this list someday

I think Tarte really shot themselves in the foot when they had that “icy betch” joke palette. A lot of people felt like they were mocking new color trends, and the palette they did put out (a year later) was so boring. They also really did not handle the controversy around the foundation that well

I think Estée Lauder is going for an older audience. They’re more focused towards the way older women shop.

I’ve always felt that brands like Estée Lauder, Lancôme and Bobbi Brown have always positioned themselves as more mature “career women” brands. Both their price point and more neutral and natural releases are geared more toward women who just want beautifying makeup rather then makeup for artistry and can afford the more luxury price tag.

I feel like all of the brands you spoke about could discontinue 70% of their products and no one would notice.

One thing that I see ONLY in declutters is Mac, and when I do the person goes, oh, huh, I forgot I had this, I got it forever ago

at Ulta we actually sell a lot of Tarte and Benefit, they’re still talked about and are popular but Youtubers just don’t talk about them as much. Smash box however, we sell almost none of lmao

MAKE UP FOR EVER stands out to me as THE brand that was huge years ago until they reformulated their staple products (eyeshadows, foundations) and started releasing these random pedestrian palettes. I also feel like BECCA hasn’t had a hype for ages.

The first brand that comes to mind is revlon. They couldn’t keep up in this digital world. Which sucks cause at they time they use to be pretty innovative and different

I think bare minerals is a basic but necessary brand for someone like me who has really sensitive skin

I feel like thebalm is one of these brands too.

Almay straight up makes me think of Avon makeup from the 90’s lol

Inglot is a brand that was really hot about 10 years ago.

I’ve heard Almay is one that people skip because they have really non-inclusive and ashy complexion shade ranges, but I can’t even tell you because I’ve never even looked at their section of the drugstore lol

To paraphrase Regina George: Stop trying to make Lorac Pro palettes, Benefit Dandelion highlighter and Hoola bronzer happen. 😂

Also The Balm. Which makes me sad because I used to love some of their things.

Almay is literally the worst drugstore brand. Bland packaging, bland products, poor quality. I swear they are solely kept in business by old ladies who buy their products at Walgreen’s because they were already there picking up their prescriptions 🤣

The brand that came up to me when I read the title is Urban decay

I’ve been wearing makeup for 27 years, but I’ve never been what I’d call an aficionado or an enthusiast. So I’m not as well versed as many of you on here about the histories of brands and trends, but as someone who has popped into an NYC Sephora regularly for two decades, I have one observation. There was a time when I always went in every few months to get my one, same old product and I always saw Benefit, Buxom, Tarte, Kat Von D, Urban Decay, etc., and they all seemed to be riding this new at the time wave of sort of racy, naughty, cheeky, edgy branding. Drug store brands had never been like that, and I can’t recall too many high end brands being like that. But times are so different now. Everything’s been done and those vibes aren’t edgy anymore. Times changed and they seemed dated, even kitschy now, to me.