Mally Beauty, the makeup line founded in 2005 by celebrity makeup artist Mally Roncal, is shuttering.
The closure was announced via Instagram, with the @mallybeauty account uploading a post on Thursday stating that, “as the beauty industry faces new challenges — from tariffs to market shifts — we’ve made the heartfelt decision to wind down the Mally Beauty business.”
According to the statement, the brand’s products will remain available for purchase via Amazon and online at QVC while supplies last.
Roncal first debuted Mally on QVC after years of working as a makeup artist with celebrities including Beyoncé Knowles-Carter, Kelly Osbourne and Jennifer Lopez. The brand’s debut collection, which sold out in 40 minutes on the network, included lip gloss, shimmery cheek powders and a brush kit meant to help consumers replicate her clients’ makeup styles.
Shortly after launching, the brand opened a counter at Henri Bendel, and over the years expanded to retailers including Ulta Beauty in 2013; Kohl’s in 2017 and nordstrom.com in 2022. Hero products included a shine-controlling Poreless Face Defender balm, currently priced at $29 on Amazon, and Evercolor eye shadow sticks, priced at $25.
Mally Roncal
By the mid-2010s, Mally Beauty began to lose its footing, eventually filing for Chapter 11 bankruptcy in 2015. It was later acquired that year for $10 million by Beauty Visions, an affiliate of TPR Holdings, and then in 2018 secured a minority investment from Guthy-Renker Ventures.
In 2021, Mally was acquired by its final owner, AS Beauty, a $500 million-plus New York-based business that specializes in reinvigorating brands on the downturn.
Mally was one of three brands — including CoverFX and Julep — in the AS Beauty portfolio that cofounder Joey Shamah hinted to WWD last December “may be sunsetted over the next year.” Other brands owned by AS Beauty include Laura Geller and Bliss, which have both undergone more successful turnarounds under the company’s stewardship.
Mally’s closure follows that of several other beauty brands of late.
In 2025, Sknmuse, Youthforia and Ami Colé all wound down operations, as did Gwyneth Paltrow’s Good.clean.goop mass beauty line. Kate Moss’ Cosmoss skin care brand entered liquidation proceedings last summer, and in December, the assets of Pat McGrath Labs, once valued at $1 billion, were marketed for sale. Around the same time, Anastasia Beverly Hills founder Anastasia Soare personally invested $225 million into her brand, hoping to turn it around after private equity firm TPG reduced its stake.
