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What can we learn from the closure of REN skincare?
3 Strategic Lessons for Today’s Beauty Brands
Mel Jenkinson
May 08, 2025
When REN Skincare launched, it was a pioneer. A clean, modern, design-led brand that promised purity without compromise. But now, it’s closing its doors for good. So what happened?
As beauty brand founders, marketers, and strategists, it’s essential we don’t just watch these headlines - we learn from them. REN’s closure isn’t just another sad ending, it’s a case study in brand relevance, market positioning, and strategic missteps.
Here are 3 powerful lessons every beauty brand can take from the closure of REN:
1. “Clean’ is no longer a USP - its a standard.
REN was one of the first to shout “no nasties” from the rooftops. But as the industry caught up, “clean” became the norm – not a differentiator. REN failed to evolve beyond that message.
Lesson ✍🏻:
Your unique selling point won’t stay unique forever. Innovation must be ongoing. Ask yourself regularly: What makes us different – today? And if the answer is what made you different 5 years ago… it’s time to evolve.
2. Values matter more than ever - especially when you scale.
When Unilever acquired REN, it created a values mismatch. REN had built its brand on sustainability, natural formulas, and environmental impact. Unilever’s broader corporate reputation likely conflicted with the ethical expectations of REN’s customer base.
Lesson ✍🏻:
Consumers are watching. If your brand is rooted in purpose, you can’t afford to dilute that when you grow. Partnerships, acquisitions, suppliers – they all have to align with your brand DNA. Authenticity isn’t a buzzword; it’s the backbone of customer trust.
3. Pricing matters in a polarised market.
REN occupied the “masstige” space – not quite luxury, not quite budget. But in a market where consumers are financially stretched, this in-between zone becomes dangerous. Customers either trade down to budget options, or save up for prestige brands. REN didn’t quite fit either bill.
Lesson ✍🏻:
You need a clear pricing strategy that reflects your audience’s values and their wallets. Don’t get stuck in the middle. Either offer accessible luxury with clear value, or go premium and justify it with experience and efficacy.
REN didn’t fail because it was a bad brand – far from it. But it became outdated, misaligned, and strategically stuck. Let this be your nudge to audit your own brand:
Is your USP still unique?
Are your values loud, clear, and consistent?
Does your pricing reflect where your audience is now?
Because staying relevant isn’t about having a great idea once. It’s about evolving constantly – with courage, strategy, and soul.
🧠 Need help evolving your brand in a changing market? I help beauty founders grow future-proof brands rooted in purpose, powered by strategy.
Work with me
Website: elixirbrands.co.uk
Email: [email protected]