Skincare Brand Futurewise to Cease Operations

Futurewise, a skincare brand known for its products tailored for “slugging” — the application of an occlusive layer to prevent water loss — is shutting down. The company has started a 60% off sale on its website, with the final order date set for March 24. Founded by Julie Schott and Brian Bordainick, Futurewise expanded its reach quickly since its late 2022 launch, making its way into Target, Urban Outfitters, and CVS. Despite its rapid expansion, the brand has decided to close, expressing gratitude to its customers on their website.

This closure coincides with the announcement of the dermatology business Apostrophe, owned by Hims & Hers, shutting down as well. Apostrophe, acquired by Hims & Hers in 2021, has ceased subscriptions and plans to issue refunds. Customers will continue receiving support for 30 days.

A report from Circana suggests that growth in the skincare category is decelerating, with skincare being the weakest-growing category within prestige beauty segments, showing only a 2% rise in dollar sales and a modest increase in the mass market.