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Who is Makeup Geek owner Marlena Stell as beauty brand confirms closure?

Amber Peake March 5, 2022
Who is Makeup Geek owner Marlena Stell as beauty brand confirms closure?


Cosmetics brand Makeup Geek, popular across the online beauty community, has announced it is closing down after more than a decade.

The news was confirmed in a statement on Twitter on Friday (4 March), which stated the company would close in April.

As the announcement makes waves among beauty-lovers, fans are curious to know more about Makeup Geek founder and owner Marlena Stell.

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Meet Makeup Geek owner and founder Marlena Stell

Before becoming known for the success of her cosmetics brand Makeup Geek, Marlena Stell was a high-school music teacher.

She always had a love for make-up growing up and, in an interview with Forbes in 2015, Stell revealed during her musical studies at Pensacola Christian College, she even minored in stage make-up.

In 2008, the then music teacher began sharing passion for make-up through tutorials uploaded to her YouTube channel.

More than a decade on, Stell has amassed almost 1.5 million subscribers on her channel as she continues to share educational-style make-up videos as well as uploads on favourite beauty items.

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A look at the popular brand as closure announced

Following her early success on YouTube, Marlena Stell began researching for her own cosmetics line in or about 2009. Around this time, Stell also left her teaching role to pursue her love of make-up full time. In 2011, she went on to launch the brand now known as Makeup Geek, initially selling eyeshadow.

Makeup Geek soon became a known brand among the YouTube beauty community as influencers made videos trying out her products. While the brand is famed for its eyeshadow, it has evolved over the years to include face products such as highlighters, blushes and brushes.

However after more than a decade in business, this week it was announced via a statement on the official Makeup Geek Twitter that the brand would close down in April 2022. The statement explained the closure follows the impact of covid-19 on the company and its sourcing capabilities.

Stell opened up on her decision in a YouTube video entitled Goodbye Makeup Geek: The Ending Of An Era:

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Marlena Stell’s net worth explored

Makeup Geek is reported to have had annual sales in the millions, with Forbes reporting the brand to earn a gross of $1 million monthly in 2015. Meanwhile, an article by Beauty Independent reported the brand had annual sales of $22 million in 2019.

However, there seem to be conflicting reports over the Makeup Geek founder’s net worth as of 2022. Some sites have estimated Marlena Stell’s net worth to be in the millions, with Idol Net Worth suggesting it is about $1 million. Other reports estimate it could be up to $5 million.

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Amber is an entertainment journalist with a love for anything showbiz, celeb or reality TV. After graduating with a degree in Journalism at Brunel University she became a Showbiz Reporter at Having written for both HITC and The Focus, Amber is now a staff writer for The Focus covering the latest celeb and entertainment trends.