Another day, another Estée Lauder Cos. brand is exiting the UK and Ireland. Glamglow is leaving both markets.

“Glamglow will no longer accept new orders in UK & Ireland from 29th September 2022. An accumulation of challenges has sadly led to the incredibly difficult decision to cease trading in UK & Ireland,” it posted on its Instagram.

Earlier this week, Smashbox, also owned by Lauder, made a similar announcement, using the same, “accumulation of challenges,” phrase. A Lauder spokesperson said Smashbox’s UK sales have been “impacted by changes in the brand’s retail space and location, combined with competitive challenges.”

The Smashbox and Glamglow decisions could be related to Estée Lauder's strategy to scale back back or close several brands. The company's post-covid Business Acceleration program included shutting down underperforming retail locations, counters in travel retail and Latin America, and other initiatives. Deciem reduced its stockkeeping units, and Becca and Rodin Olio Lusso, were both shut down. ELC acquired Rodin Olio Lusso in 2014.

It’s not known if the decision for Glamglow and Smashbox to exit the UK and Ireland was part of the same initiative. Glamglow was founded in 2010 by Glenn and Shannon Dellimore, as a Hollywood-inspired, prestige skin care brand that offered a collection of high-end, mud-based treatment masks.