Founder of Canadian skincare brand Consonant Skin+Care took to social media, sharing, "After 16 years in business, we have made the difficult decision to close Consonant by the end of the year."WHO: Toronto-based Consonant Skin + Care was founded by Bill Baker in 2010 after his struggle with dry skin and eczema inspired him to launch the brand. The brand claimed the Canadian-made products, which consisted of 35 SKUs priced from $12 to $78, were 100% natural and clinically proven.WHY: The business never fully recovered from the pandemic and made the hard decision that the brand wasn't viable long term.IN THEIR OWN WORDS: Founder Bill Baker took to Instagram to announce the closing, saying, "There's never an easy way to share hard news. After 16 years in business, we have made the difficult decision to close Consonant by the end of the year...Finally, thank you to our customers and community for showing up and lifting us up over the years. We truly have the best customers. You are what has kept us going. Please remember to keep showing up for the small businesses that you love. It means the world to them.""We were getting more and more pressure from our wholesale partners to discount. It felt like it was a race to the bottom with pricing, and that's something that's been echoed by so many founders," Kristina Breckon, President of Consonant Skin+Care, told Beauty Independent. "It's a broader industry issue."DETAILS:Consonant Skin+Care announced the closure publicly on November 4 and closed on December 20.According to Beauty Independent, 40% of the brand's sales came from wholesale.The brand had no outside investors.