We want to share an update on our EVER Forever Long-wear Foundation.
We loved your passion and enthusiasm when advocating to keep foundation in the EVER line during the 2020 holiday season when it went on sale. We took it out of the sale and aimed to continue the foundation program and buy into our top shades that were going low in stock, hoping to see it accelerate in sales.
However, in the first quarter of 2021 where we’ve seen significant growth in EVER, where skincare has been tracking at +50%, foundation sales are down 60% to last year.
We have made the very difficult decision to discontinue the production of EVER Forever Foundation for a few reasons.
Instead of funding more foundation, we’re excited to instead support higher growth categories, like skincare, through deeper investment in product innovation, sampling and marketing to drive the EVER brand, Ambassador businesses and to better support your sales and enrolling efforts.
We know some of you and some customers may be disappointed, but we hope you understand and support our strategic investment and brand building decisions for EVER.
Thank you for understanding.