More info on how to answer: I wanted to think about brands we used to love but moved on from because, ultimately, we found another brand that fills that same space but fulfills our needs better now.
Here are a few… Makeup Geek -> Sydney Grace — Sydney Grace is now my “go-to” for a more affordable, more “indie” brand. I would say ColourPop also became a go-to for more affordable recommendations, but they’re such a disruptor to the industry at large that I feel like they’ve replaced pieces from multiple brands.
Urban Decay -> Melt Cosmetics; I think Melt offers more intriguing color stories that fill that “edgy” space, something a bit more offbeat. I’d also that Pat McGrath and Natasha Denona, to some degree, occupy the space of new/interesting pre-made palettes where pigmentation reigns supreme.
Guerlain used to be one of my favorite brands, but I feel like I don’t think about them as much, though I’ve filled their space with multiple brands (like Charlotte Tilbury and Tom Ford). I used to use MAC brushes almost exclusively, but I’ve since replaced with a mix of Hakuhodo, Smith, Sonia G., and Wayne Goss, though I’ve favored Sonia G. brushes over even some of those!