Recently, John Masters Organics, a pioneer in clean haircare, is closing its U.S. and Canadian operations after 30 years in business. Known for its presence at retailers like Whole Foods and Natural Grocers, the brand informed wholesale partners it would cease processing orders and announced a 50% liquidation sale on its website until January 15, 2025. Products will remain available through Amazon, but direct-to-consumer sales will end.
The closure reflects challenges faced by legacy clean beauty brands as competition in the space intensifies. Recent years have seen similar struggles, with brands like Aubrey Organics, H2O+, and Boscia also exiting the market.
John Masters Organics’ difficulties were compounded by private equity profitability pressures. British firm Permira acquired the brand in 2016 for $336 million but sold it in 2022 to Japanese private equity firm Aspirant. Although the brand maintained a global footprint, its North American distribution had shrunk significantly, losing placements at major chains like Ulta Beauty and Target. Aspirant ultimately deemed the North American market unviable.
Founded in 1994 by hairstylist John Masters, the brand gained credibility early on for its performance-driven, clean formulations. While primarily a haircare brand, its offerings extended to skincare and body care, with notable products like the Hydrate & Protect Hair Milk and Lip Calm.
Despite efforts to innovate, including a baby care line and plant-based keratin treatments, John Masters Organics struggled to find its niche. Beauty consultant Rachel Cook Northway highlights the brand’s market challenge: too costly for mass-market shoppers but lacking the prestige appeal of newer high-end clean haircare competitors like Roz and Gisou.
