Revlon hair products are seen in a Walmart Supercenter on June 16, 2022 in Houston, Texas. Revlon, the 90-year-old cosmetics giant, filed for Chapter 11 bankruptcy due to financial woes and mounting celebrity competition. (Photo by Brandon Bell/Getty NEW YORK - Revlon, a cosmetics maker that broke racial barriers and dictated beauty trends for much of the last century, has filed for Chapter 11 bankruptcy protection.The company has been a mainstay on store shelves since its founding 90 years ago in New York City, overseeing a stable of household names, from Almay to Elizabeth Arden.But Revlon failed to keep pace with changing tastes, slow to follow women as they traded flashy red lipstick for more muted tones in the 1990s.In addition to losing market share to big rivals like Procter & Gamble, newcomer cosmetic lines from Kylie Jenner and other celebrities successfully capitalized on the massive social media following of the famous faces that fronted the products.Already weighed down by rising debt, Revlon’s problems only intensified with the pandemic as lipstick gave way to a new era in fashion, this one featuring medical-grade masks.Sales dropped 21% in 2020, the first year of the pandemic, though they rebounded 9.2% in the company's most recent reporting year with vaccines widespread.
In the latest quarter that ended in March, Revlon's sales rose nearly 8%, but still lag pre-pandemic levels in excess of $2.4 billion a year.The global supply chain disruptions that are hobbling hundreds of international companies in recent months were too much for Revlon, which barely escaped bankruptcy in late 2020 by persuading bondholders to extend its maturing debt.There may be more corporate restructurings in the consumer products.