Is Almay going out of business? This question pops up regularly in business circles, beauty forums, and among small retailers watching the shifts in the beauty industry. If you’re tracking beauty brands for professional reasons or just stocking shelves you want clear signals, not rumors.
Almay, a staple drugstore makeup brand known for sensitive-skin formulas and clean beauty claims, is still very much in business as of August 2025. Yet, several factors fuel speculation about its future. Let’s walk through what’s really happening with Almay, drawing lessons you can apply to your own business as you scale and adapt.
Current Operations: Almay Is Open for Business
Before making big decisions, check the basics: Is the company serving customers and selling products? For Almay, this answer is yes. The official Almay website is live, complete with product updates and the usual ecommerce checkout. National retailers like Walmart, Target, and Amazon still stock Almay goods. Trade data and distribution lists show it’s still being restocked in stores.
If you’re in wholesale or retail, take this as a cue don’t pull Almay just because of industry chatter. Focus on the customers you already have before chasing new ones. Watch real supply and sales data, not just headlines. A quick inventory tally and web audit will keep your risk low and your business decisions grounded.
Impact of Revlon’s Bankruptcy: What Does It Mean for Almay?
Revlon, Almay’s parent company, filed for Chapter 11 bankruptcy in June 2022. To clarify, Chapter 11 is a legal way for companies to restructure debt while continuing to operate. This isn’t a liquidation; the company doesn’t close its doors overnight. Revlon reorganized, restructured finances, and kept core brands Almay included running.
For business owners: Don’t assume bankruptcy always signals the end. Sometimes it’s a reset. Keep your eye on which brands or divisions are getting resources versus those left to “wind down.” In Almay’s case, Revlon stayed committed to supplying and marketing the line, at least for now.
Key takeaway: Never base inventory or partnership decisions on bankruptcy news alone. Review regularly for operational changes that affect your contracts, payment terms, or supply reliability.
Challenges Faced by Almay
Why all the noise about Almay’s possible exit? In short: declining relevance in a crowded, fast-moving market.
Over the past few years, Almay has struggled to keep pace with trend-driven brands like e.l.f., NYX, and even clean beauty specialists like Honest Beauty. Their core audience women with sensitive skin remains loyal but small. In comparison, newer brands launch viral products monthly, eating into shelf space and attention.
Public sales data and retailer reports signal that Almay’s growth has been flat or negative. Supply chain experts also point out that some SKUs (stock keeping units) have quietly disappeared from store shelves, though this is common with slow-selling items. For small business owners, balance product diversity with shelf velocity: cut what isn’t moving, but don’t overreact based on a dip in sales.
Tip: Before swapping out legacy brands, talk directly to your top spenders. Sometimes the “old reliable” sells better to your most predictable customer segment.
Legal and Reputational Issues: The “Clean” Problem
Almay has leaned hard into “clean” beauty claims meaning products free of certain chemicals or skin irritants. However, a class action lawsuit alleges some Almay makeup contains PFAS (per- and polyfluoroalkyl substances), which are controversial due to potential health risks.
For context, class action suits gather multiple complainants. This isn’t a minor customer complaint it can snowball if negative media or new evidence appears. So far, the lawsuit focuses on marketing and ingredient transparency, not safety recalls.
What does this mean for business partners or retailers? Legal issues can rock brand reputation and sales, even if no products are pulled from shelves. For example, when another brand faced similar scrutiny last year, dozens of retailers flagged those products for review.
Key takeaway: Have a contingency plan for supplier-related PR crises. Communicate clearly and quickly to your teams and customers even a short “we’re monitoring the situation” message boosts trust.
Speculation and Industry Opinions
No shortage of media speculation surrounds Almay. A quick scan of beauty magazines, industry podcasts, and TikTok reveals a chorus of opinions: “Almay’s on the brink,” “Drugstore classics disappearing,” and so on.
Yet, when you look for hard facts legal filings, public statements, investor updates no authority has declared Almay dead or even in the process of closing. Speculation often ignites during industry slowdowns or after parent company turbulence.
For example, after Revlon’s bankruptcy, several YouTube beauty channels listed Almay among “brands you should buy before they’re gone.” Some even compared it to legacy lines that vanished abruptly in prior industry shakeups.
If you manage inventory, remember: Buzz positive or negative moves stock for short bursts. Long-term planning relies on real supply chain signals and statements from parent firms or major distributors, not influencer guesswork.
Official Statements and Future Outlook
As of August 2025, there are no press releases, retail directives, or official statements from Revlon or Almay about closure, brand discontinuation, or acquisition. Regulatory databases, such as the Federal Trade Commission’s Mergers & Acquisitions tracker, show no activity on Almay specifically. Industry watchdogs and retail analysts also flag any major changes but they remain quiet.
For consumers and business owners alike: Monitor updates directly from corporate newsrooms and major retailers. Set Google alerts for “Almay closure” or “Revlon brand update” to stay ahead.
If your business relies on Almay or any at-risk supplier take three simple steps:
1. Review sales monthly for signs of slowing or erratic shipments.
2. Build a substitution plan with two comparable brands per product type.
3. Communicate early with key accounts about backup options.
Another way to protect your business is to keep links to trustworthy industry news. Bookmark outlets you trust. For example, Mega Business Journal covers current events on beauty businesses, with timely updates on mergers, bankruptcies, and brand performance. This keeps your situational awareness sharp.
Tip: Avoid buyers’ panic. Over-ordering “just in case” can tie up cash and create waste if no shutdown happens.
Conclusion
Here’s the bottom line: Almay is still in business. The brand faces clear challenges declining market share, increased competition, and a tricky lawsuit but no official move toward closure, sale, or bankruptcy as of August 2025. Media speculation and industry debates signal risk, not fate.
For small business owners, the playbook is clear. Balance older and newer brands by using real-time data. Review operational updates from suppliers like Revlon, not just snippets from social feeds. If you feel exposed to a “brand at risk,” start piloting alternatives now but don’t cut ties prematurely.
Practical optimism matters. Focus on adapting quickly, not chasing every rumor. Key takeaway: Consistently check in with trusted sources and update your contingency plans as new facts emerge.
Watch for supply chain shifts, customer feedback, and real brand statements not just trends. That’s the approach that keeps your shelves stocked and your business steady, no matter which way the beauty market turns. Stay informed, adapt early, and invest where the signals not just the noise point you.
