L’Oréal-owned skincare device brand Clarisonic made the announcement it is shutting down permanently by September 30 in an Instagram post, and liquidating stock at 50% off on the brand website and with authorized retail partners Sephora, Ulta Beauty, and Amazon while inventory lasts.

“After more than a decade of game-changing innovation and technology, the Clarisonic brand will be shutting down on September 30, 2020,” the explanation reads. “We want to thank all of our loyal customers, dermatologists and retail partners who have helped put this brand on the map.”

The Clarisonic website says, “This difficult decision was made so that L’Oréal can focus its attention on its other core business offerings.”

Founded in 2001 by charismatic Dr. Robb Akridge, Clarisonic was one of the buzziest, fastest-growing beauty brands on the market when L’Oréal acquired the business from Pacific Bioscience Laboratories in 2011. Industry sources estimated the brand generated $100 million in retail sales in 2010.

The global beauty devices market is expected to rise to an estimated value of $166 billion by 2026, registering a healthy CAGR of 19.57% in the forecast period of 2019-2026.

Under L’Oréal’s watch, the popular brand lost its way as it expanded from skincare to devices for men, feet, and makeup application. Dr. Robb Akridge left the Clarisonic brand in 2018. He returned to the beauty industry shortly thereafter with $5 million in angel funding to launch a beauty appliance likened to a Nespresso for skincare under his new company Opulus Beauty Labs.