Unilever has announced it will discontinue its clean beauty brand REN Skincare, ending its 25-year journey in the skincare market. The move comes as part of Unilever’s broader strategy to streamline its beauty and personal care portfolio, focusing on high-growth and scalable brands in an increasingly competitive and cost-conscious market.
The company confirmed it has initiated formal steps to wind down REN, following the conclusion of a collective consultation period. While an exact closure date hasn’t been specified, Unilever expects REN to cease trading by the end of Q3 2025.
Once considered a pioneer in clean, non-toxic skincare, REN was known for its sustainability commitments and ethical formulations. However, despite its strong brand values and early leadership in the clean beauty movement, REN struggled to maintain commercial viability amid shifting consumer preferences and intensified competition.
Unilever acknowledged REN’s influence and the team’s dedication over the years, stating, “We are proud of what the REN team has achieved – from pioneering clean skincare to making a positive impact on people and the planet.”
The closure reflects larger industry dynamics, where smaller, purpose-driven brands often face challenges scaling within large corporate frameworks. As consumers demand value and transparency, companies like Unilever are focusing on fewer, stronger brands with global potential.
The decision also highlights a shift in the clean beauty movement – once a disruptive force, it now finds itself integrated into mainstream offerings, making it harder for niche players like REN to stand out.
