It Took Years of Begging (Literally), But These Cute Viral Items Are Back in the Store

Don’t underestimate the perfume lover who wants to smell something that has never been done before. They’ll aggressively track it down from the depths of Reddit, remove it from discount sales around the world, exchange it with other sellers offering up to $300, and launch petitions for their brand to awaken a cult following. (Yes, actually!) Bloodhounds have nothing on cosmetic preferences.

Now I’m happy to say that, for many, all that work has paid off. Over the past few months, many beautiful people have re-released their old photos, taken them out of the archives and given OG devotees what they’ve been asking for. Looks have always been around (give it a few years, and the classics are shiny and cool), but now, so are the formulas. Mission accomplished, beauty lovers—The big ones are coming back with a bang in 2024.

Kate Moss is doing her makeup in the 90s

Take the scroll Redditand you’ll see a lot of frustrated users (understandably) wondering why brands leave their images in the first place. If a product is selling like hotcakes, why leave such a winner?

The answer is not cut-and-dried. Some brands choose to create product ranges, such as Fekkai’s Brilliant Glossing Styling Créme. “At the time, we were switching to cleaner, more natural products to match the natural beauty trend,” founder and celebrity hairstylist Frédéric Fekkai tells me. For others, production pains played a role, such as major raw materials being too expensive or chain delays (words that will unfortunately become common since 2020).

“We first launched Revlon Super Lustrous Glass Shine Lipstick in 2020, and it was an instant hit, going viral on TikTok — but the trend hit,” says Kelly Solomon, Revlon’s chief marketing officer. Unable to produce the product in the same quantity and at the same speed, the brand eventually decided to stop, much to the chagrin of Redditers who swore by it. similar to Chanel. (Although, they have an advantage: Super Lustrous Glass Shine is expected to launch again in November!)

Vincent Oquendo applying lipstick to a model

Makeup artist Vincent Oquendo uses Super Lustrous Glass Shine backstage at NYFW

Also, the market changes—and so do makeup trends. For example, Urban Decay, decided to build on its beloved Naked eye shadow with similar words – like. Naked2 Basics and Naked3 Soft Pinks-when the original 12-pan planet was removed in 2018. “We didn’t underestimate the love for it from our fans and the community,” says Arnaud Kerviche, VP of Marketing at Urban Decay, but at the time, it was clear that the group did. change the palette as the buyers themselves did.

What they don’t expect are the many comments asking the brand to bring back originals or photos of users proudly displaying their 13-year-old palettes. (Although using eye shadow that is older than members of Gen Alpha is questionable, I appreciate the dedication.)