It’s fair to say that Hollywood’s most in-demand beauty brand has had quite the 2018.

First, we had the highly publicized Robert Pattinson romance, which saw the former couple share an intimate night out multiple times as they attended various events together. Then, we had the premiere of Gucci’s highly anticipated film, Life Is Not A Game, which featured the brand’s iconic ‘Bike’ motif and starred Alicia Vikander. The film was met with mostly positive reviews, and Gucci reportedly sold out the premiere in Los Angeles.

Now, it’s time for the cosmetics giant to make headlines again, as the latest news is that the brand’s best-selling product, Dior‘s longest-lasting lipstick, will be discontinued.

According to a report from WWD, Dior‘s signature lipstick, which has a 15-year history, will be phased out in favor of a new, limited-edition collection.

“Dior is one of the most iconic and sophisticated beauty brands, and we are extremely proud that our lipstick has been associated with the House of Dior for so long,” a spokeswoman for Dior said. “However, we have exciting new products that represent a major shift in direction for the brand, which we are confident our fans will love.

“Dior has always been about experimenting with different formulas and innovations, whether it’s lipstick or perfumes, and this is no different. We are looking into creating lasting impressions and leaving a mark for a while. After all, beauty is as beauty does.

Longest-Selling Lipstick

As we mentioned above, Dior‘s lipstick has been around for a while. It was first launched in 2003 and quickly became one of the brand’s best-selling products. If we go back a few years, we can also see that this is true; the lipstick was extremely popular in the early to mid-2000s.

This was also the case when it came to promoting the product. Back in 2015, Dior really kicked things off by celebrating the 10-year anniversary of its lipstick with a special collection of products. This included a special edition box, a travel-sized mirror, and even a credit-card-sized lipstick.

The brand continued its love for the lipstick in March 2018, as it revealed the top selling products of the month. The color, shade, and formula remained the same; however, the packaging had changed. Now available in a sleek black glass cabinet, the lipstick was more expensive than ever before, retailing for USD $60.

The good news is that Dior hasn’t forgotten about its lipstick roots. The brand will continue to be associated with the product in some way, as it revealed that it will be donating a million euros to fight global warming. The money will be invested in fighting climate change and transitioning to a more sustainable future through a grassroots organization, the CDP (Climate Change and Development Project.)

Next Biggest Thing

While we know that some beauty products will rise in popularity over time, others will fall out of favor. This is especially true when it comes to making a splash in Hollywood. Case in point: When Dior first arrived, it was touted as “the next big thing.” However, as the years went by, this claim became less and less accurate.

This is not to say that the brand’s products are bad; far from it. In fact, as we’ve established, the company has been doing amazing things for beauty for years. What has changed is that Dior is shifting its focus away from making huge hairstyle and makeup fashion statements to creating smaller-scale wearable art.

This change was reflected in its marketing in 2018, as the company put more emphasis on showing off its clothing and accessories designs. Its runway shows were largely devoted to clothing and accessories, and it even removed some of its signature cosmetics products from its makeup lineup.

As a result of this shift, brands like Murad, BECCA, and even Lipstick Jungle have released statements praising Dior‘s new direction. Here’s hoping this new focus on design buys them a bit more time before they, too, are phased out in favor of more trending products.

Mascara

Among the products that Dior has chosen to discontinue is its best-selling mascara. According to a report from WWD, the 13th-generation mascara will be phased out in favor of a new, limited-edition collection.

This comes as no surprise, as the company has been focusing on its clothing and accessories line for years. Its previous mascaras had been around for decades and were some of the most popular in the industry. This undoubtedly had something to do with the fact that celebrities wore them nearly every day.

This was also the case when it came to advertising. The most memorable commercials focused on the product’s unique ability to transform your lashes into a full, natural circle. As one of the most recognizable mascaras in a long while, it’s no wonder that Dior is choosing to discontinue it.

What’s Next?

While we don’t know much about the discontinued mascara’s replacement, we can speculate. According to WWD, the new collection will be released sometime in the spring of next year. The brand didn’t reveal much about its new direction beyond this, so hopefully, Dior will continue to surprise us.