Let’s face it, beauty brands come and go all the time. Even some of the big names can suddenly disappear from store shelves, replaced by new logos and different bottles with buzzier marketing claims. If you’ve been a Korres fan for years, you might have noticed chatter online lately: Is the Greek natural skincare company going out of business? Are its cult-favorite cleansers and body butters about to vanish?
Here’s a closer look at what’s fueling the rumors, what’s actually happening with the brand, and whether you should worry about your next bottle of Wild Rose oil serum.
Why Did People Think Korres Was Closing?
This question didn’t come out of nowhere. Honestly, the last several years have been rough for lots of beauty and wellness brands, not just Korres. The COVID-19 pandemic disrupted production and hit retail sales hard. Beauty counters sat quiet while people shopped online—or skipped non-essential splurges altogether.
For Korres, the market slowdown led to a drop in sales in 2020 and 2021. There were also reports in Greek business media that the company was facing financial tight spots. In 2022, talk of bankruptcy started floating around, and like gossip at a family picnic, it didn’t take long before beauty forums and social media picked up the conversation.
But where did the buzz really start? Mostly, it started when people noticed Korres doing some restructuring and making budget changes. Some folks online assumed that meant closures or bigger trouble.
What Did Korres Say About It?
When rumors started gaining ground, Korres responded fast. The company publicly denied that it was filing for bankruptcy or shutting operations. Instead, they admitted what most big brands won’t: Things hadn’t been easy, and they were making changes to keep the lights on.
In their statements, Korres said they were looking at their business model to make it more efficient. This included restructuring some areas—think reducing extra costs, rethinking how to ship products, and getting smarter about marketing spend.
The company also shared that, like everyone else, they were hit by the uncertainty of the pandemic, which meant sales took a dip. Still, their leadership was clear: they had no intention of closing shop. They saw a path forward, but it meant tightening belts and refocusing.
How Is Korres Trying to Stay Competitive?
So, what does “restructuring” really mean for a skincare brand? For Korres, it seems pretty practical. They started by cutting some costs and streamlining things behind the scenes. This often means doing more with less staff, smarter inventory management, and even renegotiating contracts with suppliers.
But cost-cutting isn’t the only tool in their kit. When spending slows down in retail stores, smart brands pivot. Korres has doubled down on their e-commerce strategy—making their website easier to use, offering more deals to online shoppers, and promoting items directly through social media.
You’ve probably seen more Korres ads popping up on Instagram or Facebook than in previous years. That’s not by accident. Digital marketing became a serious focus for the brand. By meeting customers where they scroll, Korres aimed to rebuild excitement and get products in front of more eyeballs without relying solely on in-store sales.
Another change? Expanding what’s on offer. Korres started launching more new products and entering new beauty categories. You can now find fragrance, extra supplements, and skincare lines that target different age groups and concerns. Offering fresh products gives loyal fans more reasons to stick around and helps bring in new customers.
What About Store Shelves and Online Shopping?
Maybe the best proof that a brand is still alive is simple: Can you buy their stuff? In Korres’ case, yes—you definitely still can.
Their official website is running, and it’s frequently updated with new launches and deals. Online stores like Sephora, Ulta, and various beauty retailers still carry a broad range of Korres products. Even global marketplaces, from Amazon to European pharmacy sites, are selling their classic body milks and popular cleansers.
If you’re a shopper who relies on drugstores or specialty beauty stores, you might have seen some locations stock less Korres lately. Sometimes, this happens when a brand renegotiates retail partnerships or pulls back on expensive shelf space to refocus resources on digital sales. But overall, there’s no sign that Korres is pulling out of the global market or discontinuing major products.
New lines are still dropping, too. Just recently, the brand teased limited edition scents and a summer collection, and loyal fans were all over it on social media. There are fresh promotions and loyalty programs running online, adding to the sense that the company is pushing hard—not pulling back.
What Sets Korres Apart in a Crowded Market?
It’s a fair question—why do people care if Korres keeps going? For some, it’s about ingredient integrity. Ever since their early days in a Greek pharmacy, Korres has leaned into naturally inspired formulas. They tend to avoid parabens, mineral oil, and other synthetic ingredients that some shoppers skip. They’re also certified cruelty-free, which remains a big draw.
The brand’s story, connected to traditional Greek beauty rituals and herbal medicine, has kept them relevant even as other “natural” brands have come and gone. For shoppers who want products that look good on their counters, smell pleasant, and feature ingredients like yogurt or wild rose, Korres hits a sweet spot between science and nature.
Of course, that’s not to say they haven’t had misses. The price point is a bit higher than drugstore brands, and not everyone is convinced that all-natural equals better results. But Korres’ loyal fan base keeps coming back—and they’re quick to notice when rumors start popping up.
How Does Korres’ Approach Match Industry Trends?
Beauty brands that survive tough market conditions usually share a few things in common: flexibility, a willingness to change, and a solid brand story. Korres’ approach checks most of these boxes.
Pivoting to e-commerce made sense during lockdown, but digital-first strategies remain important even as stores reopen. Influencers and social media reviews play a bigger role than ever in driving sales, and Korres has leaned into this space without losing its “heritage brand” feel.
The global beauty market is noisy, but there’s still real demand for smaller brands that promise transparency and quality. Korres fits that profile, especially with consumers who want something a little different but don’t want to roll the dice on a no-name brand from halfway across the world.
You can read more about how beauty companies survive market shifts in business reports on BlueBusinessMag, which often track trends across the sector.
Is There Any Real Danger Korres Could Close?
If you’re a fan of the brand, this is the burning question. At this point, all the available info suggests Korres is staying in business and intends to keep growing, not shrinking.
Every company faces challenges—especially those that rely on international supply chains and retail partnerships. Still, Korres’ public moves, from launching new products to stepping up digital marketing and communicating openly about restructuring, suggest they’re working to adjust rather than retreat.
It’d be foolish to pretend any brand is immune from changing economic reality: another downturn, a supply hiccup, or changing shopper tastes could knock things off course down the road. But for now, there’s no official sign of an impending shutdown.
The Bottom Line: Should You Stock Up?
The panic about Korres vanishing from the market isn’t matched by facts on the ground. Their stores are open, products are available online, and there’s energy behind new launches and marketing. The company is adapting, which is what any business needs to do when times get tough.
If you’re a longtime fan, there’s really no need to panic-buy your favorite body butter—at least not for now. Keeping an eye on their direct channels and tuning into updates from Korres is the best way to stay informed.
Like a lot of mid-sized brands, Korres is betting big on online loyalty and smart marketing moves. That’s how they plan to stick around, serving fans who care both about natural ingredients and accessible luxury. For now, your favorite Greek skincare products are still very much in business.
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