Mally Magnificence, the make-up line based in 2005 by movie star make-up artist Mally Roncal, is shuttering.
The closure was introduced by way of Instagram, with the @mallybeauty account importing a submit on Thursday stating that, “because the magnificence trade faces new challenges — from tariffs to market shifts — we’ve made the heartfelt choice to wind down the Mally Magnificence enterprise.”
In response to the assertion, the model’s merchandise will stay accessible for buy by way of Amazon and on-line at QVC whereas provides final.
Roncal first debuted Mally on QVC after years of working as a make-up artist with celebrities together with Beyoncé Knowles-Carter, Kelly Osbourne and Jennifer Lopez. The model’s debut assortment, which bought out in 40 minutes on the community, included lip gloss, shimmery cheek powders and a brush package meant to assist customers replicate her shoppers’ make-up kinds.
Shortly after launching, the model opened a counter at Henri Bendel, and over time expanded to retailers together with Ulta Magnificence in 2013; Kohl’s in 2017 and nordstrom.com in 2022. Hero merchandise included a shine-controlling Poreless Face Defender balm, at present priced at $29 on Amazon, and Evercolor eye shadow sticks, priced at $25.
Mally Roncal
By the mid-2010s, Mally Magnificence started to lose its footing, finally submitting for Chapter 11 chapter in 2015. It was later acquired that 12 months for $10 million by Magnificence Visions, an affiliate of TPR Holdings, after which in 2018 secured a minority funding from Guthy-Renker Ventures.
In 2021, Mally was acquired by its last proprietor, AS Magnificence, a $500 million-plus New York-based enterprise that makes a speciality of reinvigorating manufacturers on the downturn.
Mally was one in all three manufacturers — together with CoverFX and Julep — within the AS Magnificence portfolio that cofounder Joey Shamah hinted to WWD final December “could also be sunsetted over the following 12 months.” Different manufacturers owned by AS Magnificence embody Laura Geller and Bliss, which have each undergone extra profitable turnarounds underneath the corporate’s stewardship.
Mally’s closure follows that of a number of different magnificence manufacturers of late.
In 2025, Sknmuse, Youthforia and Ami Colé all wound down operations, as did Gwyneth Paltrow’s Good.clear.goop mass magnificence line. Kate Moss’ Cosmoss skincare model entered liquidation proceedings final summer time, and in December, the property of Pat McGrath Labs, as soon as valued at $1 billion, have been marketed on the market. Across the identical time, Anastasia Beverly Hills founder Anastasia Soare personally invested $225 million into her model, hoping to show it round after non-public fairness agency TPG lowered its stake.
