Chinese cosmetics brand Hedone yesterday announced its closure, effective November 9, with services extending to November 30. Recently active on social media for the first time since 2022, the brand received consumer comments seeking product restocks, but confirmed its departure instead. Founded in 2014 and launching its makeup line in 2018, Hedone faced challenges in a competitive market where smaller brands are gaining share. Its JD.com flagship store ceased operations in 2023, and its Tmall store now features only a “closure ceremony” link. The brand’s closure reflects broader difficulties in the cosmetics industry, as other major brands like Nyx and Benefit have also announced store closures.