THE WHAT? Bite Beauty has announced its closure following 10 years in business. 

THE DETAILS Known for its vegan and cruelty-free range, Bite Beauty took to Instagram to announced the closure, stating, “We have some news to share. To our incredible community, we are sad to share that Bite Beauty will be closing this year. Thank you for the past 10 years of love, growth, and fun. You have always been our ultimate inspiration.”

Nine Bite Beauty Lip Labs will remain open, with Bite Beauty clearing its inventory and offering consumers a 50 percent discount at its namesake website and Sephora’s online store. 

THE WHY? While no reason was given for the closure, its been said its 2020 rebrand to a vegan range may have fallen short with consumers, with one Instagram user commenting on the post, “Changing the products was the wrong move. Most people don’t care if their lipstick is vegan.”