Makeup Geek, once a leading force in the beauty industry, experienced a significant downfall in recent years.

Established in 2010 by Marlena Stell, Makeup Geek quickly gained popularity for its high-quality and affordable products, becoming a go-to brand for makeup enthusiasts and professionals alike.

However, in 2016, Makeup Geek faced a series of setbacks that contributed to its decline. The brand struggled to keep up with the rapidly changing market and failed to innovate its product line to meet consumer demands.

what happened to makeup geek

What Happened to Makeup Geek?

Makeup Geek, once a popular and beloved makeup brand, has faced a significant decline in recent years. Makeup enthusiasts and fans of the brand have noticed a decrease in product releases, limited availability, and a lack of communication from the company. So what exactly happened to Makeup Geek?

Change in Leadership

One of the key factors contributing to the changes at Makeup Geek is a shift in leadership. The brand’s founder and CEO, Marlena Stell, stepped down from her position in early 2019. Stell was known for her passion and transparency, and her departure left a void in the company.

Under new leadership, Makeup Geek underwent a restructuring process that resulted in several changes. The brand shifted focus towards collaborations and limited edition releases, which deviated from their previous strategy of regularly launching new products. This shift in direction left many loyal customers feeling disappointed and disconnected from the brand.

Financial Challenges

Another factor that contributed to the decline of Makeup Geek was financial challenges. The brand faced difficulties in managing its finances and sustaining growth. This led to a reduction in the number of product releases and limited availability of existing items.

The financial struggles also impacted the brand’s ability to invest in marketing and promotion. As a result, Makeup Geek lost some of its visibility in the competitive cosmetics industry, making it harder for the brand to attract new customers and maintain its existing customer base.

Competition and Changing Trends

The cosmetics industry is highly competitive, with new brands constantly emerging and established brands evolving to meet changing trends. This intense competition posed a challenge for Makeup Geek, as it struggled to keep up with the ever-evolving market.

Makeup Geek faced stiff competition from both established brands and influencers who launched their own makeup lines. These new players in the market attracted attention and diverted customers away from Makeup Geek.

Furthermore, the trend in the beauty industry shifted towards inclusive and diverse offerings. Customers began to demand products that catered to a wide range of skin tones and individual needs. Makeup Geek, with its limited product range, failed to keep up with this growing demand, further impacting its position in the market.

Lack of Communication

One of the main concerns expressed by Makeup Geek customers is the lack of communication from the brand. Fans of the brand have raised questions and expressed their disappointment over the limited updates and transparency from Makeup Geek.

The brand’s social media channels have been relatively inactive, and customer inquiries have gone unanswered. This lack of communication has left customers feeling disconnected and uncertain about the future of the brand.

The Future of Makeup Geek

While Makeup Geek may have faced significant challenges and changes, it remains to be seen what the future holds for the brand. The new leadership has taken steps towards addressing some of the concerns raised by customers. They have expressed a commitment to improving communication and bringing back the regular product releases that fans had come to expect.

Additionally, Makeup Geek continues to have a loyal customer base who appreciate the formula and quality of their products. As the brand works to regain its footing in the industry, it will be crucial for them to adapt to the changing market trends, listen to customer feedback, and rebuild trust with their audience.


In conclusion, Makeup Geek has experienced a decline due to various factors such as change in leadership, financial challenges, competition from other brands, and a lack of communication. The brand’s future will depend on its ability to adapt, reconnect with its customers, and regain its position in the highly competitive cosmetics industry.

Key Takeaways: What Happened to Makeup Geek

  • Makeup Geek, a popular cosmetics brand, has experienced significant changes in recent years.
  • The company faced financial difficulties and filed for bankruptcy in 2018.
  • Makeup Geek’s founder, Marlena Stell, stepped down as CEO but continues to be involved in the brand’s creative direction.
  • In 2020, Makeup Geek announced a relaunch with new products and a focus on inclusivity.
  • Despite the challenges, Makeup Geek remains a beloved brand among beauty enthusiasts.

Frequently Asked Questions

Makeup Geek is a popular cosmetics brand known for its high-quality and affordable makeup products. Over the years, there have been some changes and developments within the brand that have raised questions among its loyal customers. Here are some frequently asked questions about what happened to Makeup Geek.

1. Why did Makeup Geek go out of business?

Makeup Geek did not go out of business. However, the brand underwent some changes in recent years. In 2019, the founder, Marlena Stell, announced that the brand would be restructuring its business model. This involved transitioning Makeup Geek from a traditional cosmetics brand to a primarily influencer-driven platform. The brand shifted its focus to collaborations with popular beauty YouTubers and influencers to promote their products.

While Makeup Geek faced some challenges during this transition period, the brand is still active and continues to release new products and engage with its customer base through its website and social media channels.

2. Has Makeup Geek discontinued its products?

No, Makeup Geek has not discontinued its products. As part of the brand’s restructuring, there may have been some changes in product offerings, but Makeup Geek continues to release new products and restock popular items. Customers can still purchase Makeup Geek products through their website and authorized retail partners.

Makeup Geek remains committed to providing high-quality and affordable makeup products to its customers.

3. How can I purchase Makeup Geek products?

You can purchase Makeup Geek products through their official website. Simply visit their website and browse through their product offerings. Once you have selected the items you want to purchase, add them to your cart and proceed to checkout. Makeup Geek also has authorized retail partners where you can purchase their products in-store or online.

Make sure to check their website and official social media channels for any updates on authorized retailers and exclusive deals.

4. Are Makeup Geek products still cruelty-free?

Yes, Makeup Geek products are still cruelty-free. The brand has always been committed to creating products that are not tested on animals. Makeup Geek does not sell its products in countries where animal testing is required by law.

Makeup Geek is also transparent about the ingredients used in their products, making it easier for customers to make informed choices about the cosmetics they purchase.

5. Will Makeup Geek be launching new products in the future?

Yes, Makeup Geek will be launching new products in the future. Despite the changes and restructuring within the brand, Makeup Geek continues to innovate and release new makeup products to cater to the evolving needs and preferences of its customers.

Stay tuned to their website and social media channels for updates on their latest product launches and collaborations.

what happened to makeup geek 2

LIFE AFTER MAKEUP GEEK: What happened and what’s next…

Makeup Geek, a popular cosmetics brand known for its high-quality products, experienced some significant changes in recent years.

In 2019, the company faced some financial difficulties and ultimately had to downsize its operations. As a result, they made the difficult decision to discontinue several products and close down their retail stores.


  • Maria J. Morrison

    Maria is a professional Beautician and his hobby is beauty & Personal care. she has been for the last 5 years and he loves makeup while on outings as well. Based on his experience with the different types of makeup. She is sharing his opinion about various makeup so that a beginner can get started the right way. Find him onTwitter here. Happy reading.