It is rather surprising to see a clean beauty pioneer like REN Skincare closing its doors after 25 years of success in the beauty industry. Acquired by Unilever in March 2015, the announcement of its impending closure by the end of Q3 2025 has sent shockwaves through the skincare community and beauty market.
A Trailblazer in Clean Beauty
Founded in 2000 by Rob Calcraft and Antony Buck, REN Skincare established itself as one of the first true pioneers in what would later become known as the “clean beauty” movement. Long before “clean” became a marketing buzzword, REN was rigorously eliminating controversial ingredients from its formulations.
The brand was instantly recognizable by its iconic circular badge proudly declaring products “free from” problematic ingredients like sulfates, parabens, synthetic fragrances, propylene glycol, and petrochemicals. This transparent approach to formulation set a new standard in the industry that countless brands would later adopt.
Environmental Innovation
REN wasn’t just about clean formulations—it was also at the forefront of sustainable packaging innovation. The brand made headlines with its commitment to ocean plastic reduction, developing recycled packaging made with marine plastic. This environmental focus extended throughout its supply chain, demonstrating a holistic approach to sustainability that was ahead of its time.
A Changing Market Landscape
The clean beauty sector has undergone dramatic transformation since REN’s founding. Consumer expectations have evolved, with shoppers now demanding not just clean ingredients and sustainable packaging, but also clinical efficacy, cutting-edge biotech innovation, and sophisticated brand stories.
Despite attempts to modernize its image and streamline its product portfolio—including discontinuing nearly a third of its products in 2023—REN couldn’t overcome what Unilever described as “internal factors, compounded by market challenges” that left the brand “unable to sustain success in the long term.”
REN’s closure serves as a reminder of how quickly the beauty industry evolves and how even pioneering brands must continuously reinvent themselves to stay relevant in an increasingly competitive market.