REN Clean Skincare to Shut Down Amid Unilever Brand Restructuring

THE WHAT? REN Clean Skincare, a long-standing UK clean beauty brand, is set to be discontinued by parent company Unilever later this year as part of ongoing portfolio consolidation.

THE DETAILS  Unilever has confirmed that it will begin formal steps to close REN Clean Skincare following a collective consultation period. A precise closure date has not been given, but the brand is expected to exit the market in Q3 2025. REN, founded in 2000 and acquired by Unilever in 2015, gained a loyal customer base with products like the Evercalm line and the Ready Steady Glow Daily AHA Tonic. However, efforts to revive the brand—including portfolio streamlining and a push into the US market—have not reversed its commercial decline.

The decision follows leadership changes within Unilever Prestige, including the 2024 departure of division CEO Vasiliki Petrou, who originally led the acquisition of REN. Plans to sell REN and fellow prestige brand Kate Somerville were reported in 2023, but no buyer materialised.

THE WHY? REN’s closure reflects broader restructuring at Unilever, which is shifting focus to a smaller group of high-revenue “power brands” generating over €1bn annually. REN, understood to contribute under €50m in annual revenue, does not meet that threshold. The move also highlights the saturation and slowdown within the natural and “clean” beauty segment, which has faced rising competition, economic pressures and shifting consumer interest. REN’s discontinuation signals continued consolidation in the prestige skincare category, particularly for mid-size brands struggling to scale globally.

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