We've all been there. You go to top up on your favourite foundation, moisturiser or mascara, only to discover the unthinkable has happened: it's been discontinued. A frustrating occurrence to be sure, made more painful by the fact that it's becoming increasingly common for brands to discontinue products. So, why do they happen in the first place?
Before we get into the most common reasons, let's look at your options when you discover your favourite beauty buy is no longer available. First, of course, there may be a grieving period. But then, it's time to make a game plan. According to Kam Kaur, Founder & Chief Regulatory Consultant at The Cosmetic Regulator, you should first "stock up if you know a product you love is going to be discontinued." Then, she says, "Use the time to find an alternative that you like." This might not be from the same brand, so shop around. If you're lucky, "some brands may inform consumers of an alternative too." There may even be a reformulation, rather than a straight-up discontinuation (more on this later).
