Seint Makeup News: What’s Happening With the Brand?

Fresh on the heels of the news about Beautycounter’s closure, the spotlight is now on Seint Makeup as people try to figure out what’s next for the brand. Questions about what’s happening with the company started when Reddit users noticed many artists who regularly promoted the products had gone quiet.

“I’ve seen some Seint (formerly MaskCara) influencers posting some vague posts alluding to something bad happened with the company, anyone know what the scoop is?” One person wrote on the site. Shortly after, the brand posted a statement on it’s Instagram. “Effective October 1, 2024, Seint is transitioning from a direct selling model to an enhanced affiliate commission structure and program,” the post read.

Essentially, what this seems to mean is that artists who work with and promote the brand will be making money based on the amount of sales that they bring in — not how many people they recruit to work for the brand, as was previously the case. According to the notice, the reason for the shift is that the change better aligns with the goals of the company, simplifies the commission structure, and allows for flexible, independent growth for each artist. (PS reached out to representatives at Seint Makeup for comment but didn’t hear back.)

While the brand turned the comments off on the Instagram post, the notice says artists have three months to align their business models to the new guidelines, presumably to better prepare for the October start date. Some people are welcoming the change. “I’m an artist with Seint and I’m happy about it,” one Reddit user said. “I can make more [money] now than under the last plan.” TikTok user Emma Rivera was on the other end of the spectrum. “So many women, mothers, wives, families . . . it’s absolutely going to devastate them,” she says.

Some people are speculating that the brand is trying to scale globally, but that theory has yet to be confirmed by official brand representatives. As of right now, Seint’s website is still up and running, with products available to purchase. The brand says that more information is on the way to further illuminate the company’s path forward. You can read the full statement below.

Ariel Baker is the associate editor for PS Beauty. Her areas of expertise include celebrity news, beauty trends, and product reviews. She has additional bylines with Essence and Forbes Vetted.