In major “get it while you can” news, L’Oreal is apparently pulling the plug on the Shu Uemura line in the United States. When they changed the formulation of the Nobara creme foundation – which was one of the best foundations ever produced – and then when Mr. Uemura passed away, you just knew something was happening and it wouldn’t be long before the bottom fell out.
L’Oreal holds all of the international rights for the Shu brand outside of Japan. Presumably this means that the line will still be available abroad, and of course it will still be available in Japan. But us makeup mavens in the US will have to suffer as L’Oreal decides to focus on more pedestrian brands and the generally more profitable fragrances market.
I can’t tell you how much this pains me. While this is a major brand in the Asian market, for whatever reason Shu Uemura remained more of a pro and cult status brand here in the US. It is unfortunate that with the conglomeration of more and more brands under big corporate umbrellas, niche/specialty lines are squeezed out in favor of those that will appeal to the most broad consumer base. Would there was a way for big business to recognize the value of both.
Shu Uemura – whether recognized in the States or not – is one of the best cosmetics lines ever. As long as the product quality remains the same, one way or another I will find these products and keep them in my kit.
© 2010, Tania D. Russell / Makeup to Go. All rights reserved.
