*This is NOT an April’s Fool joke

L’Oreal has just announced that Shu Uemura will be pulling out from the U.S market! It’s such a pity, really 😦 I’m saddened by the news.

A prestigious brand left behind by legendary Japanese make-up artist Mr. Shu Uemura, has actually failed to carry on breaking the boundaries of beauty creation in competition with the other brands L’Oreal has in its portfolio.

Carol Hamilton, president of L’Oreal USA’s Luxury Division shared that it is their desire “to focus on growing the larger brands” and the closure in US is not because “the brand isn’t vibrant and beautiful”. Apparently, Shu Uemura is “a very small part” of the division’s portfolio.

“It’s a simple decision after a very complex analysis: we have a very large portfolio, and we want to focus on growing the brands which have a larger presence in the U.S. market.”

Thankfully, Shu Uemura products can still be purchased online in the U.S. Therefore, loyal customers of the brand will still be able to get their hands on cult products such as ‘The Supersized Cleansing Oil’ and their Extravagant Lashes. It is a great comfort and blessing to know that at least in Asia, Shu Uemura is still very much loved and used by many, including myself.

Personally, I feel that every makeup founder who believes in his/her creation and legacy should at least have a heir – someone who has as much, if not more, passion for the brand as he/she does. Otherwise, when the stakes of the brand falls into the hands of a corporate conglomerate, it is very difficult to predict how its future will pan out when all that matters is the $$$.

After all, when a company has too many brands to look after, like how a mother has too many children to look after, how fair and unbiased can you be?

p/s. SAB says she is not surprised by the news at all and that such is the cruel reality of the makeup industry… but I still so sad! 😦