Athr Beauty, the sustainable makeup brand that shuttered last July, is being revived under new ownership.
Gostrider, a company led by founder and CEO Audrey Napoleon that describes itself as building a portfolio of beauty brands for the next generation of music artists, has acquired Athr Beauty for an undisclosed amount and plans to relaunch it on June 20, the summer solstice. Tiila Abbitt, former senior director of product development at Sephora who’s currently head of formulated products at e-commerce aggregator SellerX, originally launched the brand on the summer solstice in 2018.
In an email to Beauty Independent, Napoleon says, “Our strategy to acquire exceptional brands that could benefit from our support and resources began in 2023. We searched for brands with a strong mission, exceptional products and a devoted following…After being introduced to Tiila Abbitt, we found that Athr checked every box, so deciding to acquire it was easy. We are excited to be a part of this special and unique brand, which has the potential to make a real difference in the world. This is what we aim for in all our acquisitions—brands that resonate with their audience and have a positive impact.”
At the relaunch, Athr Beauty is expected to bring back four of its bestsellers with their formulas unchanged—The Big Bang Mascara, Rose Quartz Crystal Eyeshadow Quad, Citrine Crystal Eyeshadow Quad and Summer Solstice Crystal Eyeshadow Palette—and introduce four additional products: The Comeback Mascara, Infinity Eyeliner, Aurora Glow Lip Oil and Dimensional Dream, a three-in-one multi-stick with three shades. Prices will range from $16 to $58.
Squarely in the clean makeup space, Athr Beauty has pushed the sustainability needle in the beauty industry. For example, it constructed what it called zero-waste eyeshadow palettes from Forest Stewardship Council-certified paper, water-based soy ink and recycled aluminum pans, and its mascara featured a recycled ocean plastic tube with a biodegradable wand.
Napoleon emphasizes that Gostrider remains committed to upholding the brand’s environmental values. She says, “Tiila’s continued involvement in Athr ensures that we maintain the high standards of integrity, transparency and ethical practices that Athr is known for.”
Napoleon believes beauty shoppers are increasingly considering the environment in their purchasing behavior, and surveys support her belief by persistently showing that a sizable group of consumers report they’re interested in buying sustainable products to reduce their environmental impacts. However, in the beauty industry, sustainability alone hasn’t proven to be a strong draw, and brands must pair sustainability with performance, a priority of Abbitt’s from the beginning of Athr Beauty, if they’re to have a chance.
“Athr Beauty is here to stay.”
“The demand for sustainable goods is definitely on the rise. Consumers are becoming more aware of the environmental impact of their purchases and are seeking eco-friendly and socially responsible products,” says Napoleon. “In response, many businesses are adopting sustainable practices and offering sustainable products to meet this growing demand. It’s a positive trend that has the potential to drive positive change and promote a more sustainable future for all.”
At its height, Athr Beauty was sold in roughly 1,200 doors at retailers such as Sephora, Credo, The Detox Market, Free People, Neiman Marcus, Anthropologie and Douglas along with over 200 smaller stores and e-tailers. By the holiday season this year, Napoleon says the brand will be stocked at several boutiques. By 2026, her goal is to have it be available at retailers that previously sold it.
Athr Beauty will face fierce competition upon its return. Makeup brands like Saie, Caliray, Ere Perez, Half Magic and Mango People are vying for beauty consumers looking for clean formulations and eco-conscious positioning. On top of the competition, Athr Beauty will be at a disadvantage because it’s reentering a market aware of the struggles that caused it to shut down.
In a rocky period for consumer package goods players, the ranks of beauty brands trading hands in the hopes fresh management will pave a path to a fruitful second act are swelling. Although it’s extremely rare for a beauty brand to land on major retail shelves after going kaput, it has happened. For example, Cheryl Mayberry McKissack and Desirée Rogers bought Fashion Fair out of bankruptcy in 2019, and the brand broke into Sephora in 2021.
When Abbitt stewarded the ship, Athr Beauty encountered waves of obstacles that have been crashing on emerging brands across the beauty landscape, including heightened ingredient and customer acquisition costs, lack of funding and legal issues. Athr Beauty was named Aether Beauty at first and rebranded as Athr Beauty under legal pressure from apparel line Aether.
Napoleon is embarking on Athr Beauty’s relaunch with her eyes wide open to the challenges reviving a brand presents. Still, she’s convinced it will succeed because the brand’s reputation for quality products and dedication to sustainability hasn’t diminished despite its business being halted for nearly a year. Athr Beauty has retained 45,600 Instagram followers.
“We have observed our customers’ strong emotional attachment to Athr, and their excitement for its return has been overwhelming,” she says. “Seeing how the customers eagerly await its return and the opportunity to enjoy their favorite products again has given us great confidence in the brand’s success. We are optimistic about its growth prospects and expect to see a surge in demand for the brand’s products.” She adds, “Athr Beauty is here to stay.”
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