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Beauty Industry

Clean Makeup Brand Athr Beauty Closes

The brand bid farewell to its loyal customers on Instagram.

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By: Charlie Sternberg

Associate Editor

Clean makeup brand Athr Beauty is shuttering its operations after a five-year run in the industry.
 
To bid farewell to its loyal customers, the indie beauty company is offering a final opportunity to snag its products at heavily discounted prices before it ceases trading. Athr Beauty has also made a commitment to honor all customer rewards until the end of this month, May 31, 2023.
 
Tiila Abbitt, the founder of Athr Beauty and a former Senior Director of Product Development at Sephora, established the brand in 2018. Her motivation stemmed from an awareness of a market void for a sustainable makeup range that embodied the principles of cleanliness while boasting high-quality pigmentation.
 
Athr Beauty’s accomplishments include collaborating with the Forest Stewardship Council to create zero waste eyeshadow palettes. Additionally, the brand introduced a mascara housed in a tube crafted from recycled ocean plastic, featuring a biodegradable wand. These innovations exemplify Athr Beauty’s commitment to environmental sustainability and socially responsible practices.

The Brand’s Goodbye on Instagram

Abbitt took to the brand’s Instagram account to share the news of its closure, stating:
 
“It is with great sadness that I am announcing we are closing Athr Beauty. It has been an incredibly difficult decision but it is the right one for our company. I am so incredibly grateful for the love and support you have shown us over these past 5 years—it has never gone unnoticed.”

“You are the reason why I created Athr Beauty in the first place,” she added.
 
Reflecting on the brand’s impact on the beauty industry, Abbitt highlighted Athr Beauty’s achievements. These milestones range from the introduction of the world’s first zero waste eyeshadow palettes to the feat of diverting over 500,000 packaging units from landfills. Additionally, Athr Beauty was committed to maintaining fair and ethical wages across its entire supply chain.
 
In closing, Athr Beauty expressed hope that its devoted customers would continue to rally behind other “breakthrough small, indie sustainable beauty brands” striving for industry-wide change.

Other Beauty Brands that Have Shut Down

The brand’s departure serves as a reminder of the dynamic nature of the beauty industry. Revisit these 5 beauty brands that shut down in the past year.

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