The controversy of Krash Kosmetics: an imminent bankruptcy or a marketing masterpiece?

The KOSHETICS KOSH MAKEUAGE BRAND IS NOT GOING FOR YOUR BEST MOMENT. Currently, its web page It is inoperative, but the company has not spoken about it, or in the form of an official statement, nor in its social networks.

So far, there are only speculation and accusations. Platforms like Tiktok They have filled with videos of content and workers in the sector beauty -e even (ex) Krash employees- that are pronouncing on the subject, both to launch indirects and to comment on this issue from which it has still been unclear.

From MarketingDirecto.comwe tried to contact Krash Kosmetics To try to know what has happened and what is their position, but they have not wanted to make any statement about it, nor to affirm or deny anything poured on them. Nor have we learned if the website will be active again.

The starts of controversy with Krash Kosmetics

What has made alarms jump to many usual clients of the brand and makeup users has been A Goty Makeup videoa influencer Very famous in networks. «Applauding myself To know how to keep my mouth closed (they legally force me), ”he has written in a video posted in his own profile, with the well -known song Black Widow From Iggy Azalea and Rita Pray in the background.

Nothing ensures that it is a message towards Krash Kosmetics, but there are many users who interpret it as such and that they point out that Goty “ended badly” With that company after collaborate On a couple of occasions. In fact, he even launched two joint collections with the brand.

Further creators and makeup artists have joined a kind of trendreiterating the phrase spread by Goty and with the same background song, for example, Lucy Albstar, Ariel Rec about Avera.

The section of comments From these videos it has been filled with curious people who ask for more information on the subject and the truth is revealed. But also, of enigmatic messages of the type “if I get to say what I have lived …”.

Even, from other partners by profession: “What if I say it?” He mysteriously pointed out the influencer Jesús Serrano. “The day you are talking about … we’ll be there,” he also commented Nuria Adraosvery reputed in social networks for its contents on makeup and also made a collaboration with Krash to jointly remove a range of brushes.

They have also spoken La Nenah Brugalwho produced a range of eyeliners colors together with the brand, and Paqui canvaswho has narrated how his experience with Krash was. In this testimony, he has highlighted a encounter with the brand, as well as the anecdote of when she crossed with The founder of the brand in an event, Álvaro Kruse, who called her “Feílla”according to this video.

In addition, Carla and Mili also stand out, who have been Krash employeesensuring that they They can’t speak either. They were two of the most visible faces of the brand, because they always appeared in the direct Tiktok, which although lately they were almost daily, they have now stopped doing.

Legal problems or marketing?

«Several possibilities are considered to the decline of Krash Kosmetics, but for now one of them is winning, the delinquency. It is rumored that people who have collaborated with the brand end the work without receiving a hard one »points the influencer Selena Milan in a Tiktok, although she admits that she has no confirmation of these facts.

«Krash Cosmetics Always very famous for being the most controversial brandsbut these controversies were always glimpsed. (…) But If it is a marketing campaign, for me they are going too far »says Pilukona, another famous content creator who is always up to date with what is cooked in the sector. In addition, he recalled other times in which reputation The company has been affected.

At the moment, the web is fallen. When looking for the name of the brand on the Internet, the official link that usually leads to the page for the online purchase of its products, now instead shows a poster in which it is read: “We feel it, currently this store is not available.”

A good part of the Strategies of Marketing of Kosmetics It is based on paid media and in collaborations with content creators of the sector beautyas well as in the Explicit positioning for certain causes, as against experimentation with animals and respect for environment or the visibility of the LGTBI+ communityin which many of its users are.

For now, it seems soon to clarify what happened and draw solid conclusions. There is no doubt that Krash Kosmetics is on everyone’s lips And, if they wanted to induce the conversation and move to the center of the public debate, for now they are getting it.

What is Krash Kosmetics?

Krash Kosmetics It is a makeup line that was founded by the Cadiz Álvaro Kruse in 2018. He was a young content creator who jumped to fame through its channel of YouTube Linked to cosmetics, where at that time it had about 300,000 subscribers. Kruse is OWNER OF THREE COMPANIES; In two of them, alone (Krash Ventures SL and Krash Brands SL) and Dazz You SL, shared with Leticia Sánchez, better known in networks such as Mycrazymakeup.

He influencer propelled his company defined as vegana («100% cruelty free»). In addition, the positioning stood out «gender neutral»which means that they are not exclusively associated with a female target as usual in the sector.

CEO of Krash himself, admitted that in the beginning: «Everything sold so fast that we couldn’t buy enough stock. Our salaries were invested in product and We almost broke down twice due to lack of liquidity«, According to your statements to Investing. As secured In this interviewin 2021 Krash Kosmetics had a team of 16 people and billed more than half a million euros.

Their products They can usually be acquired through their own website -which is now disabled -as well as in marketplaces as Primor, Amazon (Spain) and Miravia.