Auric, the beauty brand founded by Canadian influencer Samantha Ravndahl, is closing down due to market conditions.
Founded in 2021 with Magic Dusk, the beauty brand incubator behind influencer-founded brands such as Dezi Skin and Mane Ivy hair care, Auric announced on social media and on its website that the business is shutting.
“We have made the incredibly difficult decision to close our business,” the brand said in an Instagram post.
“We have so deeply appreciated your support over the past five years.
“We cannot thank you enough for trusting us and giving Auric a place at your vanity.
“As is the case for so many other small businesses, the ever-changing market conditions, unstable tariffs, and rising costs of production and shipping have made it increasingly unsuitable to continue operating.
“We are heartbroken, but beyond appreciative of the time we had in a community we love so much.
“It has been an honour creating products for you.”
Ravndahl, who has nearly one million YouTube Subscribers and 1.9 million followers on Instagram, also posted a video on YouTube thanking those involved in the business.
“Running this business has been one of the greatest pleasures of my life,” she said.
“Having the opportunity to create jobs for people and getting to work with so many talented people that I admire and respect, and being able to create products that I loved and was excited to see on the market, was a really incredible privilege that I do not take lightly.”
Auric, which means derived from gold, produced a range of colour cosmetics including for lips, eyes and complexion.
The brand’s website is currently still taking orders, but is offering a “goodbye sale” with discounts of up to 40%.
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