Auric, the brand founded by Canadian beauty blogger Samantha Ravndahl, announces closure
On 2026 year 8 month 5 day, Auric, the makeup brand founded in 2021 year by well-known Canadian beauty blogger Samantha Ravndahl, officially announced it would cease operations. The brand issued a statement via social media and its official website stating that despite receiving broad consumer support over the past five years, continuing operations had become unfeasible due to the constantly changing market environment, unstable tariff policies, and rising production and logistics costs. Auric was established with the assistance of beauty brand incubator Magic Dusk, which has successfully incubated influencer brands such as Dezi Skin and Mane Ivy. Auric focuses on lip, eye, and base makeup products, with its brand name meaning "derived from gold." In the statement, founder Ravndahl said that the decision to close the business was extremely difficult, but she felt honored to have been able to create jobs, collaborate with talented individuals, and launch products she loved. She emphasized that this decision was not made lightly, but was based on the severe survival pressures currently faced by small businesses. Currently, the Auric official website is still accepting orders and has launched a "farewell sale" with discounts of up to 40% to clear inventory. This closure reflects the challenges faced by independent brands and influencer-owned brands in the 2026 year global beauty market amid fluctuations in supply chain costs and uncertainty in the macro trade environment. As tariff barriers increase and operating costs rise, some small and medium-sized brands lacking economies of scale are being forced to exit the market, which may prompt the industry to pay further attention to supply chain resilience and cost control strategies.