Futurewise Goes Out of Business

The future isn’t looking very bright for Futurewise.

The Gen Z-centric brand announced in an Instagram post and on their website that it plans to go out of business with the words “Goodbye for Now” beside a cartoon of a red slug looking downcast.

“After a lot of thought, we have made the hard decision to sunset Futurewise,” read the post. “We are deeply grateful for your trust and support over the years — it’s been an honor to be part of your skincare routine.”

Fans of the brand, which has 32,000 Instagram followers, voiced their displeasure. One commenter wrote, “Noooooo!!! I love your products” with another writing, “The only products that fixed my eczema what.” Another wrote, “I’m holding you to that ‘for now’ part !!! I hope everything is okay on the other side of the screen though.”

Futurewise — which touted itself a vegan and cruelty-free skincare brand that made products without slugs — formulated around the process of slugging. The dermatological practice involves applying an occulsive layer over the skin to prevent water loss.

Slugging first gained traction in the early 2010’s; one of the first documented mentions of the term was on a Reddit thread. The skincare trend reportedly accrued a cult-like following, with many beauty enthusiasts declaring their adoption of the “slug life.”

But the 15-year-old business model wasn’t futureproof.

Futurewise’s hero products included the Slug Boost, Slug Cream and Slug Balm, serving as a hydrating mist, barrier repair moisturizer and and moisture-locking occlusive, respectively. They are currently being offered for a 60% discount on futurewise.world.