L’Oreal gives Clarisonic the brush off

Clarisonic, L’Oreal’s cleansing brush system is closing down after almost a decade since the beauty giant purchased the brand in 2011.

On its website, Clarisonic wrote: “After more than a decade of game-changing innovation and industry-leading technology, the Clarisonic brand will be shutting down as of 30 September 2020.

Sonic skin-cleansing brushes have fallen out of favour since consumers started to question whether ‘brushing’ was actually any good for the face and skincare Bloggers and YouTubers alike, branded the beauty tool ‘an unhygienic breeding ground for bacteria’.

A spokesperson for L’Oreal told WWD: “this difficult decision was made so that L’Oréal can focus its attention on its other core business offerings.”

The brand has also posted a worldwide 50% off everything sale message to its Instagram account.