Auric Cosmetics may have officially closed its doors, but Samantha Ravndahl had one last way to make fans wish the beauty brand was sticking around. Ravndahl marked Auric's final day with an Instagram carousel on Tuesday, 27 October, filled with photos from the brand's five-year run. Alongside personal snapshots and early packaging were glimpses at products that never made it into customers' makeup bags.
'Enjoy this non-exhaustive album of name changes and a few of the products we never got the chance to launch,' Ravndahl wrote. Unfortunately for anyone already dealing with separation anxiety from Auric, showing them what they could have had did not exactly make saying goodbye easier.
Samantha Ravndahl Opens the Auric Makeup Vault
Among the biggest 'what-ifs' was an entire collection of makeup brushes. One photo showed more than a dozen black-handled brushes with silver ferrules, ranging from tiny detail brushes to larger face brushes.
Ravndahl had previously discussed developing brushes for Auric Cosmetics, with fans recalling that the project ultimately proved too expensive to produce at a price she was comfortable selling them for. Their appearance in the farewell carousel immediately got attention, with one follower writing, 'The way I'm geeking over those brushes.'
The makeup experiments did not stop there. Ravndahl shared photos of dark, smoky swatches in matte and shimmering finishes, followed by a close-up of a dramatic smoky eye. Another photo showed an arm covered in a much bigger selection of colours, including oranges, pinks, browns, greens, and metallic shades that would definitely make a make-up enthusiast happy throughout every season.
Ravndahl did not identify exactly what every swatch represented, but her followers had theories. 'IS THAT AN EYESHADOW PALETTE,' one demanded, while another simply cried, 'The brushes and the shadows!'
Another image showed creamy pink, mauve, peach, and berry swatches, while one particularly mysterious photo featured a sculptural dark geometric compact. Ravndahl offered no explanation for either, leaving commenters to debate what exactly Auric had been cooking behind the scenes.
Auric Cosmetics Almost Had Some Very Different Names
Not everything Ravndahl revealed was an abandoned product. The carousel also offered a peek at names considered during Auric's development.
Early packaging showed the words 'Second Skin Complexion Luminizer,' while another bottle was labelled 'AURAGLOW Complexion Luminizer.' The luminising complexion product that ultimately made it onto Auric's shelves was Glow Lust Radiant Luminizer, one of the brand's debut products in 2021.
The farewell post came after Ravndahl announced Auric would close amid rising costs and an increasingly difficult market for independent beauty brands. The company ultimately ended its run with products including Glow Lust, Smoke Reflect eye duos, Plush Ritual lip treatments, Crème Cheek products, and the Mirage Shift eyeshadow palette. Judging by the comments, fans were not prepared to discover there was even more makeup to miss.
'I cant believe youd make me mourn unreleased products,' one follower wrote after seeing the carousel. Another declared, 'The swatches are heartbreaking,' while someone else pleaded, 'Stop rn sad we didn't get to see these launch.' As farewell gifts go, a photo album of makeup fans can never buy is certainly one way to make sure your customers think of you every time they retouch their makeup.
