Six years after its launch, UK-based skincare brand Faace is closing its doors. Recently, founder Jasmine Wicks-Stephens confirmed the decision in an emotional LinkedIn video, citing her inability to finalize a sale for the brand as the key reason for its shutdown.
Wicks-Stephens revealed she had put Faace up for sale in July 2024 and believed she had found the ideal buyer. However, the deal unexpectedly fell through in recent weeks. “I still wholeheartedly believed in the brand and the product,” she shared. “But I don’t have the mental resilience to keep taking the huge highs and massive lows that come with running the business, so I’ve made the really difficult decision to close it down.”
Launched in 2019, Faace was created with the mission to disrupt the UK beauty market through its no-fuss, ethical skincare that catered to moments when people lacked time or energy for self-care. The brand gained recognition for its hormone-focused product line, offering solutions for stress, menstruation, menopause, fatigue and perspiration. Its products were sold via its own website as well as through major UK retailers.
Faace reached a major milestone in 2023 when it secured investment from three high-profile entrepreneurs—Steven Bartlett, Peter Jones and Touker Suleyman—on BBC’s Dragons’ Den. Despite that momentum, the brand ultimately struggled to sustain operations.
In her farewell message, Wicks-Stephens thanked everyone who had supported her along the journey: “I don’t even have the words, but thank you so much.”
