“We believe in you, and we believe that the beauty inside you is the light you share with the world,” it continued. “We are confident that the spirit of BECCA will continue to live on through all of you.
Please keep illuminating your true selves. Light your own paths and push your limits. Share positivity and light the way for others as you make an impact on this world.
Own your light on your own terms.”Becca was founded in 2001, but shot to popularity in the Instagram age thanks to its highlighters, which were a backbone among many bloggers' looks.
The brand was then acquired by Estée Lauder in 2016. This just goes to show that even backing from one of the largest beauty conglomerates in the world is no match for the consumer behavior.