Cult French beauty brand Bourjois has ceased trading in the UK market due to declining sales.
The brand’s parent company Coty said it was a “difficult decision”, but necessary in order to allow the firm to pay more attention to its most popular brands.
Last month, Coty reported a revenue fall of almost 10%, which it said was impacted by the decline of its recently divested Younique brand.
The statement read: "We can confirm that following a strategic review of Coty’s Consumer Beauty brands in the UK we’ve made the difficult decision to exit Bourjois.
"This will allow us to focus to a far greater degree on our priority Consumer Beauty brands.
"It will be in store and online in the UK for a limited time only – and will still be available in its birthplace, France and in over 50 markets worldwide."
Bourjois was founded in 1863 in Paris by cosmetologist Joseph-Albert Ponsin and is best known for its blushers and bronzers, which are housed in its iconic little round pots, as well as its Healthy Mix Foundation.
Bourjois will still be available in other countries around the world.
The announcement comes less than a month after Coty bought a major share in Kylie Jenner’s Kylie Cosmetics and Kylie Skin beauty brands.
