After ten years, the brand is shutting down soon after an unsuccessful relaunch.
Bite Beauty, a portfolio brand of LVMH-owned beauty incubator, Kendo, has announced that it will close later this year.
The brand shared the news in a post on Instagram:
“We are sad to share that Bite Beauty will be closing later this year. Thank you for the past 10 years of love, growth and fun. You have always been our ultimate inspiration.”
While Bite Beauty is exiting the market, associated Lip Lab locations, where shoppers can obtain custom makeup products, will remain open and expand. There are currently nine Lip Lab locations.
About Bite Beauty
Bite Beauty was founded by Susanne Langmuir in 2011 with a focus on lip products and food-grade ingredients. Highly pigmented lipstick Amuse Bouche was the hero product out of the gate when the brand launched in 2012.
Kendo took over Bite Beauty 2014. Four years later in 2018, Langmuir departed the brand, and went on to spearhead the beauty incubator SL&Co. and waterless skincare brand An-hydra. Many fans felt the brand lost its way after Langmuir’s departure.
In 2019, Bite Beauty discontinued Amuse Bouche and announced a rebrand was in the works. A year later, the rebrand was implemented with a vegan reformulation and extensions into the complexion category, but it wasn’t until 2021 that a replacement for Amuse Bouche (Power Move Hydrating Soft Matte Lipstick) was introduced. Reviews for the rebrand were mixed at best.
“In a way, I already said goodbye to Bite Beauty,” writes Christine of Temptalia. “The rebrand did not strike me as promising (I loathe ‘clean beauty’ and never liked that they were leaning into it), and when products came out, nothing made me fall in love with the brand again, only more and more disappointed over time. I’m still sad over the loss of the products from before the rebrand, LOL!”