H2O+, the 33-year-old brand owned by Pola Orbis, will shut down at the end of the year.

WHO: H2O+ was founded by Cindy Melk in 1989, manufacturing facial and body skincare products with clean ingredients. At its height, the brand had 2,000 points of retail distribution in 22 countries. More recently, the company has become known for making the bath and body amenity products for Disney resorts and cruises.

WHY: The beauty brand's business environment has become "extremely difficult," with sales falling short of expectations.

IN THEIR OWN WORDS: The brand thanked fans on its website, "After 30+ amazing years of innovation, we have made the very difficult decision to retire the brand at the end of the year. Shop your favorites on Amazon while supplies last."

DETAILS:

• H2O+ was acquired by investment firms Cordova, Smart & Williams LLC, and Goldman Sachs Urban Investment Group in 2008. In 2011, Pola Orbis acquired the business when it had 2,000 points of retail distribution in 22 countries.
• The company said it will fulfill its contractual obligations to supply products in accordance with agreements with its business partners and proceed with dissolution procedures during the second half of 2023. Subsequently, the liquidation will conclude upon the completion of the necessary procedures.
• Shoppers will be able to purchase products via Amazon while supplies last.
• There is no word yet from the Walt Disney Company on what brand will replace H2O+.