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Searching for Bobbi Brown

In just a few weeks, Bobbi Brown, the original no-makeup makeup, will exit nearly every major U.S. department store to focus on Ulta and Amazon instead. Will the brand survive Estée Lauder’s attempted takeover of Puig? Or could it end up back in the hands of Brown, herself?

Stephane de La Faverie
The pivot arrives just as Stéphane de La Faverie, Estée Lauder Cos.’ newish C.E.O., is trying to get his house in order amid merger talks with Puig. Photo: Jose Sarmento Matos/Bloomberg/Getty Images
Rachel Strugatz
April 29, 2026

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It’s been a rough decade for Bobbi Brown, the original makeup-artist brand that mainstreamed the concept of “no-makeup makeup” in the ’90s. Ever since visionary founder Bobbi Brown left the brand in 2016—exactly 25 years after it was acquired by the Estée Lauder Companies—revenue has steadily declined, from a $1 billion peak to around $400 million last year, according to a person with knowledge of the situation. (Another person said the figure is “above $500 million.”) Alas, besides that cream eyeshadow stick, no one in my informal poll could name a single product the line sells anymore. (R.I.P. shimmer bricks.)