REN Clean Skincare will cease trading later this year.
Unilever (the owner) says the brand will be axed because of a mix of internal challenges and market difficulties that have made it unable to sustain long-term success in recent years. While there is no fixed date for final closure, the brand expects to cease trading by the end of the year.
In a statement, Unilever said: “We are proud of the REN team for all they have accomplished during 25 years of business, putting clean skincare on the agenda and creating positive change for both people and planet and thank them as they continue to support us through this closure.”
Established in 2000 by Rob Calcraft and Antony Buck, REN Clean Skincare was born out of a personal experience when Buck’s wife developed skin reactions during her pregnancy.
Determined to find a solution, the duo set out to develop a range of natural, effective skincare products, after quickly realising that not only was there no “clean” skincare market, but truly “clean” products were also unavailable at the time.
Since its inception, the brand has focused on the concept of “clean” skincare, harnessing bioactives from natural origins with proven skin benefits. Today, it is known for its bestselling Evercalm range, as well as its Radiance Ready collection.
REN Clean Skincare made its physical retail debut in 2004 with Liberty London, followed by a partnership with John Lewis the following year. By 2016, the UK-based brand was available in Marks & Spencer and Selfridges, as well as a wide range of other retailers and department stores worldwide.
The business was acquired by consumer goods giant Unilever in 2015 to help unlock its global growth potential. However, a combination of internal challenges and market difficulties have hindered the brand’s ability to sustain long-term success.
In 2023, REN Clean Skincare discontinued 29 products as part of a wider strategy to streamline its portfolio, placing a greater emphasis on sensitive skin, while refocusing efforts on key areas, particularly the US market. Rumours of its possible closure surfaced earlier this year, with industry sources revealing that the brand was undergoing a strategic review.
EI Comment: The axing of REN Clean Skincare is a major disappointment. The brand was a pioneer, producing efficacious natural personal care products. It held high market share in the UK natural skin care product market, and was also awarded the Sustainable Beauty Award for its ocean plastic packaging in 2018. Sadly, its fate has followed that of other pioneers like Aubrey Organics. As the natural & organic beauty products market has become more competitive, expect to see more brands lose market share.
Related Report: The Global Market for Natural Personal Care Products
