Becca closed permanently last month, and many beauty fans – myself included – will miss it. The Australian-born makeup brand was the first to promote a pared-back, natural and cool-girl aesthetic to women of all skin tones and ages, and its quality was outstanding. Becca suffered an identity crisis at the dawn of Instagram, when lurid marketing and dubious collaborations jarred with its signature chic look and philosophy. When it finally returned to its roots, the pandemic meant even the brand’s best efforts couldn’t save Becca.
Last spring fans reacted to the news of its imminent closure like saloon patrons to prohibition. Remaining stock of Becca’s hero products vanished within days, leaving latecomers bereft. But dry your eyes: I have been researching alternatives.
The most faithful dupe of Becca’s deservedly famous Under Eye Brightening Corrector is Beauty Pie’s gratifyingly shameless Superluminous Undereye Genius (£7.24 to members, £20 to non-members, 0.14oz). Anyone mourning the original, or placing crippling bids on eBay dregs, can head straight to Beauty Pie and never look back. It’s available in the exact same two shades as Becca’s – pink (light/medium) for those with grey/blue circles, and peach (medium/deep) for those with brown, regardless of underlying skin tone – and the same dense, creamy, less-is-definitely-more texture, and one could barely slide a Rizla between the two products.