If you’re one of the more than one million Tatcha fans following the Japanese-inspired skin-care brand on social media, you may want to take a moment to get a good, long look at its Instagram grid. All of those gorgeous photos of its beautifully packaged products are about to disappear.
Tatcha has announced that it will completely scrub its social media channels on December 31, 2019, and start anew on New Year’s Day 2020. That may sound pretty crazy for a beauty brand these days, but Tatcha may be an exception. It's one of very few beauty brands that doesn't pay influencers for mentions and photo posts, yet it still thrives in the social-media space. And while a total social scrub might indicate rebranding for other companies, that's not the case for Tatcha. The products will still look the same — but you actually won't be seeing them on the 'gram much anymore.
"Rather than posting eye-candy product shots, we want to share content that reconnects our followers with the moment and themselves, elevating the conversation around skin care and self-care," Tatcha founder Vicky Tsai said in a statement. "Authenticity is at the core of our DNA, and there isn’t enough of it on social media. We want to be a place where our followers go to feel good, inspired and centered."
Tatcha says this move is very much aligned with Instagram's decision to start hiding likes in an effort to depressurize the platform. However, like the products themselves, this change is also inspired by Japanese tradition — specifically o-souji, a cleansing ritual that promotes a fresh start for the new year.
It remains to be seen how the reboot will affect Tatcha's social media following, but considering how much the brand is adored for its products, we have a feeling sales will stay strong.
More on Tatcha:
- Tatcha Kissu Lip Mask Is Back, and It Has a 4,000-Person Wait List
- Tatcha Is Launching The Serum Stick, a Solid Hydrating Balm, in the New Year
- Beauty Giant Unilever Just Bought Tatcha for an Estimated $500 Million
Now watch Allure editor in chief Michelle Lee's nighttime skin-care routine:
Originally Appeared on Allure