Plus, the personal care brand by the founders of pimple patch brand Starface, has closed down.
Julie Schott and Brian Bordainick launched the brand in 2021 with a range of waterless body wash sachets which users would add water to at home to activate.
The company informed investors of the closure last year after reportedly seeing low sales at US retailer Target, where it launched in 2022.
Plus' products are no longer available to purchase online and the brand's social media accounts have been removed.
Plus, similar to Starface, targeted a Gen Z audience and featured bright fonts and bold colours in its packaging and social media marketing.
In addition to Plus and Starface, Schott and Bordainick have gone on to launch three more brands: skin care brand Futurewise, emergency contraception brand Julie and Blip, a nicotine replacement brand targeted at vape users.
The closure comes as waterless and solid beauty formats have struggled to gain traction in the industry, despite a number of big beauty players investing in the format.
“Although consumers do care about the environment and would like eco-friendly purchases, price and efficiency still take priority for consumers particularly during this period of financial difficulty,” Connor Spicer, Senior Research Analyst, Beauty Research at Euromonitor, previously told Cosmetics Business.
“Consumers will often say they care about the environment in surveys, but this often doesn’t align with their purchase habits and decisions.”
Cosmetics Business has contacted Plus for comment.
Read more:
- Beauty Bakerie closes down
- The Body Shop to close nearly half of UK stores and axe 300 head office roles
- Jaclyn Hill’s make-up brand Jaclyn Cosmetics shuts down
