BPerfect pauses sales of cleanser from Annalivia Hynds collection following concerns

The founder and CEO of the beauty brand Brendan McDowell posted to Instagram on Monday, confirming that sales of the brand’s cleanser have been paused

Influencer Annalivia Hynds, who collaborated with BPerfect on a skincare range. Picture: Brian McEvoy

BPerfect Cosmetics has paused the sale of a new skincare product less than a week after its launch, following some customer complaints on social media.

The founder and CEO of the beauty brand Brendan McDowell posted to Instagram on Monday, confirming that sales of the brand’s cleanser, which is part of its ‘Annalivia’ collection with influencer Annalivia Hynds, had been paused.

The ‘BPerfect x Annalivia’ collection was launched on July 23, a bespoke collection which Hynds said fits with her lifestyle as a busy mother of three.

Customers rushed to get their hands on the popular TikTok star’s collection after its launch, but excitement for the collection turned to concern for some as videos appeared on social media claiming breakouts and rashes appeared on some people’s faces after using the products.

The ‘BPerfect x Annalivia’ collection was launched on July 23.

McDowell has since addressed these concerns from customers, confirming that the sale of the collection’s cleanser had been paused and that a full investigation with its skincare experts and labs will be launched.

“I’ve seen the feedback online with some of the reactions to the new Annalivia skincare range and I want to address it directly,” he said on his Instagram stories on Monday.

After reviewing everything, we have identified that the cleanser is what is causing some of the sensitivity for a small amount of people.

“The rest of the range has received great feedback and the majority of customers have had no issues but we are not ignoring the few that have.

“Even though the cleanser has passed all the safety tests and meets industry standards, as a temporary precaution, we have paused all sales while we do a full investigation with our skincare experts and our labs.” 

He said that the brand values all feedback received and said it is “important that we get this right”.

“We always recommend doing a patch test, guys, with all skin products as everybody’s skin is completely different. What works for one person will not always work for the next,” he said.

“We take everybody’s feedback really, really seriously and even though it’s a small number at the moment compared to what we have sold, we have taken action straight away.” 

He advised those affected to get in contact with the BPerfect customer care team.

BPerfect was launched by McDowell in 2012 and the brand is now stocked in over two thousand stockists throughout Ireland, Northern Ireland, the UK and worldwide. McDowell made an appearance on Ireland’s Dragons’ Den in March 2017, securing an offer from two Dragons, and went on to be nominated as Ernst & Young’s Entrepreneur of the Year.

BPerfect has been contacted for comment.