Samantha Ravndahl is closing Auric Cosmetics after five years in business. Rising production and shipping costs, unstable tariffs, and challenging market conditions made it impossible for the premium beauty brand to operate sustainably. The Canadian beauty influencer announced the decision in early August. Her announcement ended a cosmetics business built around carefully formulated products, luxury-style packaging, and a deliberately limited release schedule.
Auric's official website identified Monday, 26 October 2026 as the final day to shop its closing sale. As of Tuesday, 27 October, the company's website remains visible online. The brand had offered discounts on its remaining products to sell through inventory and limit waste before closing its doors.
The announcement prompted discussion on Reddit. Fans and critics debated the company's prices, product range, marketing and ability to compete in a crowded cosmetics market. Some users expressed disappointment at losing a brand whose products they valued, while others questioned whether its limited launches and premium pricing made it difficult to attract enough repeat customers.
Why Is Auric Cosmetics Shutting Down?
Auric's public statement cited economic pressures rather than a single isolated problem. The company said changing market conditions, unstable tariffs, and rising production and shipping costs made continued operations increasingly unsustainable.
'We have made the incredibly difficult decision to close our business,' the company said in its announcement, thanking customers for supporting Auric over five years. The post described the decision as heartbreaking.
Ravndahl also addressed the decision in a YouTube video, describing running the business as one of the greatest pleasures of her life. She highlighted the opportunity to create jobs, work with people she admired and develop products she was proud to bring to market.
The founder indicated that the closure had more than one cause. In remarks reported by Beauty Independent, she said she could devote a separate video to explaining a portion of the reasons behind the decision. She also said she would not change her decision and remained proud of the products the team created.
From Glow Lust to an Eight-Product Range
Ravndahl launched Auric in 2021 with beauty brand incubator Magic Dusk. The Canadian creator, known online as ssssamanthaa, had already built a following through makeup tutorials, product reviews and frank discussions about the beauty industry.
Auric was designed to reflect Ravndahl's preference for premium formulations and considered packaging. Its initial launch featured two products: Glow Lust Radiant Luminizer, priced at $45 (£34), and Smoke Reflect Cream + Powder Eye Shadow Duo, priced at $39 (£29). The company subsequently expanded its offering to eight products covering complexion, eye makeup and lip care.
Its range included Glow Lust, a luminising complexion product; Smoke Reflect, a cream-and-powder eyeshadow duo; and Plush Ritual Ceramide Lip Treatment. The brand also sold cheek products and false lashes. During its closing period, the range included products at different price points, with some items discounted substantially.
Auric's approach favoured a smaller, curated selection instead of frequent product drops. That philosophy was part of its identity, but it also meant the brand expanded more slowly than competitors that introduced new products and shades more frequently.
Beauty Independent reported that Auric typically launched only one or two products a year. In a 2024 interview, Magic Dusk co-founder Daniel Kiyoi said the company prioritised quality over speed, while acknowledging that customers wanted more products than the business could introduce at the time.
Did Pricing and Limited Releases Contribute?
Auric's announcement sparked a debate about whether its premium positioning worked against its long-term prospects. On Reddit, some commenters argued that its products were expensive relative to the size of its assortment, while others said the formulas and packaging justified the prices.
Customers also discussed the difficulty of repurchasing long-lasting products, as well as shipping costs for international buyers. Those views offer insight into how some consumers perceived the business, and Auric has not released detailed sales data or identified one product or business decision as the decisive factor.
The brand's limited product range also posed a potential challenge in a crowded market. Makeup brands often rely on customers returning for products they use regularly, such as mascara, concealer or other everyday staples. Auric's more curated assortment included products that some users said lasted a long time, potentially reducing how often they needed replacements.
Another question consumers raised was the brand's visibility. Some Reddit users believed Ravndahl's intermittent social media activity made it harder for Auric to remain in the conversation as new beauty launches competed for attention. Others pointed to broader economic pressures and the cost of luxury makeup.
What Happens to Auric's Remaining Products?
Auric announced a closing sale to move its remaining inventory before the business shut down. Its official website said it was lowering prices to help customers reach the products and reduce waste. The site identified 26 October as the final shopping date.
The brand's closure also marks the end of a five-year project that Ravndahl said she was proud to have built. While the decision ends Auric's operations as a beauty brand, it does not mean the founder has announced a permanent departure from beauty content or ruled out future projects.
