Becca Cosmetics, a makeup brand known for its highlighters, announced in February 2021 that it would be going out of business in September of that year. The brand attributed the closure to "an accumulation of challenges, together with the global impact of COVID-19". Although the news was devastating for some fans, the brand had faced a series of issues and missteps over the past few years that contributed to its decline. Some of these issues included quality issues with products, problematic promotional photos, and a loss of touch with customers. The COVID-19 pandemic also impacted the brands sales, as it did for many small businesses. However, some of Beccas most popular products, such as the Shimmering Skin Perfector Pressed Highlighter in Champagne Pop and the Under Eye Brightening Corrector, were brought back by Smashbox in 2022 under a new partnership.