BH Cosmetics, which created cosmetics formulas for Doja Cat and Iggy Azalea, has filed for bankruptcy.
 
Launched in 2009, BH was a direct-to-consumer color cosmetics brand focused on the Millennial/Generation Z consumer. The company sold its products online, as well as through Ulta Beauty and other retailers.

BH filed for Chapter 11 bankruptcy protection in Wilmington, DE, on January 14. The company said it will sell its intellectual property for $4.3 million. 
 
BH’s chief restructuring officer, Spencer Ware from Riveron Management, said that the company struggled to obtain profitability after “pursuing an ultimately unsuccessful launch of various product lines.”
 
BH is majority owned by MidOcean Partner, which acquired it in 2018.