In an Instagram post released last Tuesday, cult cosmetics line Bite Beauty officially announced the closure of its brand. In their statement, they shared, “We are so grateful to our BITE community and your continued support over the past 10 years. BITE Beauty is closing its doors, but for all the beauty lovers out there, Lip Lab continues to grow and mix up some envy-worthy lipsticks.
The announcement, though met with much sadness from the beauty community, wasn’t all bad. Bite Beauty reassured customers that their nine Lip labs would remain open. A studio where customers could customize their own lipsticks, Bite’s creamy lipstick formula, paired with their dynamic campaign visuals, became cult. After growing and adapting significantly over the past 10 years, Bite’s closure comes on the heels of several other beauty brands trying to survive the post-pandemic market. In January 2020, it was rebranded as a clean and vegan beauty line, which changed its product line.
In a report per Highsnobiety who addressed the rebranding of the cosmetics brand, they shared “For its first post-rebrand release, Bite has branched out into a whole new category: foundation. Her foundation, primer, and Changemaker powder did well, but they never really caught on. Reformulated lip products have also failed. Brand loyalists were disappointed that Bite removed lanolin (derived from sheep’s wool that wasn’t vegan) from its once-fan-favorite Agave lip balm. And many found her Power Move lipsticks too matte, a far cry from Bite’s beloved Amuse Bouche, a creamy yet weightless formula.
Over time, Bite’s range decreased. Their previously beloved lipstick shades that boasted glossy pigments have become much more subdued and, their loyal following has slowly become much more alienated.