(image from www.amplitude-beauty.com)
(info from www.po-holdings.co.jp,
acro-inc.co.jp, www.amplitude-beauty.com,
www.itrimbeauty.com & maquia.hpplus.jp)
Amplitude and Itrim will be discontinued.
According to Pola Orbis Holdings Inc., the two brands will be discontinued this year as their performances have not been meeting the company’s expectations. (Pola Orbis Holdings Inc. owns Acro Inc., which owns Amplitude and Itrim.)
You can read the official announcements in Japanese from Pola Orbis Holdings Inc. (here), Acro Inc. (here), Amplitude (here) and Itrim (here). You can also read the official announcement in English from Pola Orbis Holdings Inc. here.
According to Maquia, the brands’ upcoming products that have been planned will still be released (which is possibly similar to what happened with Chicca).
Both Amplitude and Itrim were launched in September 2018 so they are still very young brands. I have been following the releases from Amplitude on my blog since the launch of the brand, and several products from Itrim (which carries skincare, bodycare, haircare and fragrance items) have caught my attention.
(image from www.itrimbeauty.com)
Acro Inc. also owns THREE and FIVEISM X THREE, and hopefully they will continue to be developed. Meanwhile, we will have to wait and see what Rumiko (the creative director of Amplitude and the creator of her namesake RMK) will do next.
Related posts:
Amplitude Valentine’s Day 2023 Makeup Collection
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