How can a makeup brand regain a positive reputation in your eyes?

It really depends on how much damage was done to their reputation and in what respect. If it’s a quality issue, then they’ll just have to put out better releases that are more consistent for a year or longer. If it’s more of an ethics issue, say a “forgivable” kind of thing, then maybe six months of no additional issues or seeing the changes actually implemented.

— Christine


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Mariella Avatar

it really is that old saying about how it takes a long time to build a good reputation but only a moment to destroy it. When it comes to treatment of other people (employees, comments about race or ethnicity, women’s rights, allegiances to political parties or mind-sets I find offensive), it would take a very great deal indeed for me to move back to a company like that. As for companies like UD and BITE, the quality of which has tanked, well, all I need is for them to release a few good products and if they are products I need or like, I’ll be back like a shot.

Pearl Avatar

Probably a change in ownership. Any changes after an offense would seem like it’s just motivated by money. I don’t believe any major company truly cares about their customers, I think they just follow the latest ethical trends for optimized sales.

Ana Maria Avatar

Just by having good quality products consistently and showing that they do efforts to improve formulas, packaging and the whole shopping experience.
I personally think in specific products, I don’t really care about brands specifically that much.

Z Avatar

Depends on the infraction. There is NO coming back from racism, discrimination against the lgbt+ crowd (re: chik-fil-a), support of fascism (abh and an awful lot of other rich, white women), etc….

Just about anything else I can look past IF there was a genuine improvement after – not just lip service.

Genevieve Avatar

It really depends upon the problem: for most makeup brands it generally is a quality issue – eg Urban Decay. But if its an ethical issue regarding comments made by the brand owner – then I refuse to purchase from them. And sometimes, only if the brand owner leaves/resign would I think about purchasing from them again. I would want to read about a massive culture change, less turnover of staff, better pay and conditions for the workforce. That kind of thing.

Nina Avatar

I don’t let many things bother me or I’d be up all night but I’d never buy anything from KVD when they called a lipstick Lolita or Underage. Or Urban Decay using many illicit drug references for their products. Children, I draw the line. Drug abuse, nope, we have a drug problem in this country I’m not supporting UD or KVD.

Cristiana Avatar

I think that product quality issues are something where product improvements and consistent good quality earn a once shaky company their trust back.
However, poor company ethics is a very different matter. In some areas, like racism, I can never forgive a company. Other areas, like misleading the public, can be forgiven if a good apology is made and efforts are made to make amends.

Moxie Avatar

A change in ownership followed by a public acknowledgment of what led to the bad reputation, and actions to show that the company actually has changed from the top down.

Having said that, I don’t think that anything can rehabilitate a company like Jeffree Star’s with people who actually truly care about social justice since he has proven himself to be garbage through and through.

Veronica Denise Avatar

I think Stila has made a come back. They were great in the Late 90’s to about 2005. Then they started putting out some junk I guess after the company was sold and now they have some good products & staples I use,

Also MAC was great back in the day from the late 90’s and they would put some great Holiday makeup. Then they went with 4 collections a years which was reasonable. After that a new collection every month was like too much I couldnt keep up with it. For me it kinda became like a joke. It was exciting w/ the 4 New collections every year. That being said I still have some brushes from 2001 that are still great & intact.

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