March 7, 2022

Makeup Geek Going Out of Business and Closing Up

I’m sure you heard by now that Makeup Geek is closing its doors and going out of business. As per a recent youTube video, the company founder Marlena Stell announced her plans to shut down Makeup Geek. Marlena states the closing as a result of the pandemic and supply chain issues. This wasn’t a choice she had planned to make this year but it seems like she was forced to do so due to the pandemic. This news comes close on the heels of Coastal Scents closing their doors several months ago.

“Having almost an entire year of not having product obviously was financially devastating.” Marlena started her Makeup Geek youTube Channel back in 2008 and in 2012 she started her own makeup brand under the same name.

As some of you know she was involved in some controversy when she posted a long since deleted video about Jaclyn Hill’s business practices and “JH Lipstick-Gate”. She’s also been very vocal about the fact her brand’s struggle to stay relevant in the youTube community with influences charging up to $60k per sponsored post stating that her business was unable to pay that massive amount of money to be featured.

I actually didn’t realize that Marlena was involved in Makeup Geek. I thought her x-husband was running that end of the business and she wasn’t as involved and moved on to other things. I’m obviously not paying attention.

Makeup Geek was highly successful! They even made an appearance in Target stores as many of you know and a ta high point had 22 million in annual sales which is incredible for a small business.

It’s sad that Makeup Geek is yet another brand succumbing to the pandemic but also, to the ever evolving world of beauty and the changes that force businesses to close.

Will you miss Makeup Geek?

9 Comments

About the Muse

Isabella MuseIsabella is just an average everyday geeky girl who doesn’t blend her eyeshadow correctly, wears too much blush, and hopes she never finds her holy grail products because she likes the thrill of the chase so much. Her mission is to bring you super honest reviews on makeup, skincare, fragrance and all things beauty. She’s in no way an expert on the topic and she sure as hell isn’t a super model. But she’s passionate about makeup and is seeking like-minded individuals that like pina coladas, getting caught in the rain, and ones that enjoy spending hundreds of dollars at Sephora without feeling buyer’s remorse. If you’re that person feel free to reach out and leave a comment or follow me on Facebook, Instagram, Twitter, and Bloglovin‘.

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Comments

  • Rosemary Aquila

    Oh no, I’ve never tried this brand but have always wanted to. I just went online and placed an order for 9 pans of eyeshadow with the travel palette with the 40 percent off sale. The colors are beautiful and I can’t wait to try it. So sad that so many cosmetic companies are going out of business!

    • Isabella Muse

      Very sad 🙁 I hope you enjoy what you got! It’s sad you had to do now and potentially fall in love with a shadow that’s on its way out!

      • Rosemary Aquila

        I know right. Watch me love the eye shadow and hit pan and fall into a deep depression, lol.

  • Jill

    As callous as this may seem, no, I won’t miss Makeup Geek as it currently stands.
    The website was great in its early days when is was a collective of hobbyists posting looks and tutorials rather than strictly Marlena’s brand. Initially people would post beautifully detailed tutorials where they would describe how they created their looks, and list both the product AND a description of the product (i.e. MAC’s Teddy, or a warm-toned light brown in the crease) so that people could farm their own collections for shades. It was a wonderful community of looks and how-to’s that made recreating them accessible by bringing it down to shades and technique rather than brand.
    Marlena herself would do these great tutorials where she would create multiple looks for multiple occasions from the same products or multiple ways to use one product/feature (i.e. Use these same products to create a look for work, going out, and date night or three ways to use colourful eyeliner). Again, it was about shades, technique, and education rather than brand.

    Then, the old tutorials began to disappear and it was all tutorials with just name brand shades and placement, the techniques and educational suggestions were gone. Once the Makeup Geek brand makeup came out, all of the old looks using other brands were gone and the looks were strictly those made with MG products and tools. I personally felt cheated. It felt like this space was created and cultivated to draw us in and then use a ready made fan base to launch the brand. And hey, it worked, but it felt like a slap in the face to the origins of the site.

    • Isabella Muse

      Ah I remember those days well! It was very specktra forum like. I miss those days as well. I do feel awful about the brand closing though. It meant a lot to her I’m sure and she spent a lot of time building it up and putting energy into creating a dream so the closing is hurting her badly I’m sure.

  • Dee

    I saw her video the other day and was very surprised and sad. Her eye shadows were amazing! Great quality and affordable. She came out with a Matrix Neutral palette that I loved! And I just recently purchased a few brushes from her site so was stunned when she announced she was closing.

    I wish her the best!

  • Agona

    I missed out on the early days (wasn’t into makeup back then) and then was never attracted to the brand. Can’t quite put my finger as to why though. But maybe that in of itself is a commentary on their marketing?

  • Denise

    Yes, I, for one, will miss Makeup Geek a lot! I loved Marlena’s old tutorials. And she seemed humble. I have almost every eye shadow they made. I love the pigmentation, the colors, and the blend ability.
    It makes me s sad that it’s closing because it’s the end of a dream too. Here’s this music teacher who loves playing with makeup. She starts a business in her parents basement and turns it into a ten million dollar business. That was a big hell yeah from every working woman in America who dreamed of starting a business. And the customer service is top notch!
    I will miss the brand.