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January 29, 2026 - BY Glossy
AS Beauty CEO Joey Shamah on shuttering CoverFX and Mally Beauty (for now), plus warning signs a brand is going under
Joey Shamah, E.l.f. Beauty founder and former CEO, joined the Glossy Beauty Podcast to discuss his decision to close CoverFX and Mally Beauty from his new role as CEO and founder of AS Beauty. Shamah also shared insights into the challenges of running an underperforming brand, the warning signs that a brand is in distress, and the way an operator comes to the decision to sell, shutter or file bankruptcy.
January 29, 2026 - BY Glossy