The Estée Lauder Companies continues a post-Covid strategic evaluation of shedding underperforming brands, retail locations, and counters in travel retail. The conglomerate announced Glamglow and Smashbox will be exiting the UK and Ireland.

Smashbox made the first announcement in an Instagram post stating the brand decided to leave the markets because of "an accumulation of challenges.”

Glamglow, the business founded in 2010 by Glenn and Shannon Dellimore and acquired by The Estée Lauder Companies in 2014 followed with the news.

A spokesperson provided a statement to FashionUnited that said, "The Estée Lauder Companies is committed to ensuring that it is focused on investing its resources into the most strategic long-term growth opportunities and value creation globally."

"Over recent years, Glamglow's sales have been impacted by changes in the brand's retail space and location, combined with competitive challenges in key subcategories and have had to make the difficult decision to cease selling the brand in the UK and Ireland. Glamglow will continue to sell products in select markets around the world."

Manchester Evening News reported Boots has slashed pricing on all Glamglow and Smashbox products on their website with much of the Smashbox range already out of stock.

Over the past 24 months, The Estée Lauder Companies has been rationalizing its portfolio driven by the COVID-19 pandemic, shuttering Becca, Rodin Olio Lusso, and the Aramis & Designer Fragrances division, looking to focus investment on growth areas.

This past spring The Ordinary took to Instagram to announce that it would be closing four of its smaller brands to focus on its hero business The Ordinary. The company is in the process of winding down the operations of HIF, Hylamide, Abnomaly, and The Chemistry Brand, selling the remaining products until they are sold out. The Ordinary, Deciem's most successful brand, and Niod, the businesses' high-end skincare range, will continue operations.