Top 10 Makeup Brands That Don't Exist Anymore

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Top 10 Makeup Brands That Don't Exist Anymore

VOICE OVER: Kirsten Ria Squibb WRITTEN BY: Taryn Crankshaw
We can't believe these makeup brands don't exist anymore. For this list, we'll be looking at the most notable cosmetics lines that were all the rage, but like a bad concealer, lacked staying power. Our countdown includes Jemma Kidd, Versace, Bonne Bell, and more!
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Top 10 Makeup Brands That Don't Exist Anymore


Welcome to MsMojo, and today we’re counting down our picks for the Top 10 Makeup Brands That Don’t Exist Anymore.

For this list, we’ll be looking at the most notable cosmetics lines that were all the rage, but like a bad concealer, lacked staying power.

Which of these makeup brands do you wish would make a comeback? Let us know in the comments below!

#10: Mary-Kate and Ashley


The Olsen twins’ massive empire left absolutely no stone unturned. They had everything from movies, to clothing, to books under their belts. So it's no surprise that their dedicated fanbase went wild when the sisters got into the cosmetic industry and launched their own makeup line. The collection seemed like another success for the pair, offering lip glosses, eyeshadows and everything in between. However, as the Olsens got older and their brand changed, the line was understandably discontinued. Though many years have since passed, we’re sure their devotees would welcome a relaunch with open arms!

#9: Jemma Kidd


Long before beauty influencers were a thing, Jemma Kidd was on the scene. So you could say she was one of the first of her kind. Situating her entire brand identity around her love of all things relating to makeup, the model and English aristocrat created an empire. She didn’t do it alone though as Jemma Kidd Make-up Limited had several directors throughout the years. Regardless, with the company, the Countess put out a successful cosmetics line, books, and what seemed like the world at her feet. But in 2012, the conglomerate came to a screeching halt when Jemma was forced to file for bankruptcy. Unfortunately, the collapse meant eventually closing up shop, which resulted in Kidd moving on from the beauty industry for good.

#8: Dainty Doll


Founded by former Girls Aloud bandmate Nicola Roberts, Dainty Doll launched in the late 2000s. Starting modestly, the line featured a minimal assortment of items. A couple of years later, Roberts decided to expand the brand and featured a full-scale selection that included eyeliners and lip products. Inspired by her own frustrations over limited foundation options to match her pale skin, the line specialized in creating products for buyers with fair tones. However, the relaunch and expansion were apparently not enough to sustain the brand in the long term. Sadly, Dainty Doll fell off shelves a few years later.

#7: Ruby & Millie


Launched by beauty moguls Ruby Hammer and Millie Kendall, this brand took the UK makeup world by storm in 1998. It was affordable, and beautifully displayed in clear packaging. So naturally, people loved it. Sold primarily at the British drug store known as Boots, the cosmetics enjoyed a solid run until 2011. And while it's certainly been missed by many, the duo didn’t stop working. Instead, they continued to chase their dreams through ventures like the British Beauty Council. Co-founded by Millie Kendall, it’s a company dedicated to representing beauty workers and creating a fairer industry. Needless to say, it’s an admirable endeavor.

#6: Morphe x James Charles


James Charles rose to YouTube prominence and became one of the biggest beauty gurus in the game during the 2010s. Posting tutorials and other makeup related content, it seemed like it was only a matter of time before the makeup artist would get his own brand. Collaborating with Morphe Cosmetics in 2018, he and the massive company launched Morphe x James Charles. The hype around the partnership had fans frantically running to the shelves. But in 2021, the project faced an uncertain future after sexual misconduct allegations against Charles came to light. Morphe eventually cut ties with the influencer, leaving their collaboration in the past.

#5: Versace


Not all that glitters is gold, and that’s precisely what happened with Versace’s venture into cosmetics. When the high-end designer brand created its makeup line in the late 1990s, it seemed like it would be a surefire hit. And it was - for a while. Known for their bold and luxurious designs, their brand did well at first. However, a little over a decade later, the beauty line grew out of style. Versace discontinued everything from their lipsticks to their compacts, making the wise decision to focus on runways rather than shelves.

#4: Khroma Beauty


These days, you can bet that any venture that has the Kardashian/Jenner moniker attached to it will do well. But before the empire, there was the far less successful Khroma Beauty. Helmed by sisters Kim, Kourtney, and Khloé, this was basically the Kardashians’ first foray into the cosmetics biz. But the line had a rocky run, as lawsuits against the brand were filed shortly after it hit stores. Years later, the siblings have learned from their mistakes, and continue to pump out new businesses and products. Kim Kardashian and Kylie Jenner launched their respective makeup companies in the mid-to-late-2010s. They’ve been such hits that Khroma is barely even remembered anymore!

#3: Tokidoki


Sold at Sephora, the Japanese-inspired lifestyle brand Tokidoki enjoyed a great run at the beauty retailer for quite some time. Featuring some of the coolest packaging ever, the compacts and tubes featured characters, making the products feel like collectibles. As gimmicky and playful as it was, however, the line ultimately couldn’t hold its own. After a couple of years, it was put on clearance, and eventually just fizzled out. Although the Tokidoki brand continues to thrive in other ways, it doesn’t seem like they’ll be rushing back into the cosmetics game any time soon.

#2: Bonne Bell


If you were a teen who wore makeup in the 80s and or 90s, chances are Bonne Bell was a fixture in your collection. The affordable and easy to use brand was started by a makeup salesman by the name of Jesse Bell. The company had humble beginnings, which began with Bell creating the items in his own home. The most popular product, fruity scented balms called Lip Smackers, changed the lip game for good when they hit the market in the 70s. Decades later, the brand was acquired. However, while Lip Smackers haven’t entirely vanished from the market, Bonne Bell itself is now just a sweet sweet memory.

#1: Jessica Simpson Dessert Beauty


In a competitive business like the beauty industry, you’ve got to stand out to fit in. So when Jessica Simpson launched her own cosmetics line in the 2000s, she added a little something different to her products. Known as “Dessert,” the brand featured edible products such as body sprays and glosses. But despite the sugary and sweet flavours, the products apparently didn’t satisfy shoppers’ tastes. Plus, there was legal drama that complicated matters. So the line was soon discontinued. Look, we like confectionery treats as much as the next person, but we’d rather have them on a plate than on our face!
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