Hi everyone,

I’m writing to share some bittersweet news. After a decade and a half, I’ve made the incredibly difficult decision to officially close Shroud.

What started as a small hobby in my parents’ kitchen at the age of sixteen grew into something so much bigger than I could have ever imagined. Shroud became not just a business, but a space where I learned, stumbled, grew, and connected with all of you. It’s been a journey filled with countless lessons (and let’s be honest, a lot of trial and error). But every misstep taught me something valuable, and every success felt like a shared victory.

As many of you remember, 2020 was a pivotal year for Shroud. Despite my best efforts, unforeseen challenges and a lack of preparation left me struggling. The nine months between September 2020 and June 2021 were some of the hardest of my life. Despite that, I pushed through, finding success but battling constant exhaustion. In June 2023, my father was diagnosed with cancer, adding even more pressure. Trying to juggle work and family took a toll on my health, and I needed to step back.

By February 2024, we learned my father’s cancer was terminal, and he passed away in April. When I tried to return to Shroud afterward, I was overwhelmed with a sense of dread, feeling as though I had let so many down and burned too many bridges to even think about rebuilding.

Eventually, I had to be honest with myself. For the past year, I’ve been focusing on something I’d been ignoring for far too long; my own health, my own healing, and my personal life. Walking away from something you’ve poured your soul into is never easy, but I’ve come to realize that closing a chapter isn’t failure. It’s just part of the story.

Before I officially shut the doors, I’ll be selling the remainder of Shroud’s stock. This will be a great opportunity to grab some final pieces before they’re gone for good. So, while this is goodbye for now, it’s not the end of everything.

If I do decide to return to the beauty world, you can be sure it will be done with the care, intention, and preparation it deserves. I’ve learned so much from this experience, and if there’s a next time, I’ll be ready.

But before I go, I need to say this; Thank you to all of you who supported Shroud over the years. Thank you for every order, every message, every shout-out, and every moment of patience when things didn’t go as planned. Every single one of you made this journey what it was, and I’ll never forget it. Shroud wouldn’t have existed without you, and I’m endlessly grateful for every role you’ve played in its story.

I also want to give a special thank you to the incredible creatives and makeup artists who believed in Shroud, used our products to create magic, and shared your artistry with us. Your talent, passion, and creativity have been a constant source of inspiration over the years, and your work is a reminder of the power of art.

From the bottom of my heart, thank you for being part of this adventure with me. If you’ve ever felt like you’ve been cheering me on, just know I’ve felt it. I’ve felt it every step of the way.

Take care of yourselves, and maybe we’ll cross paths again in the future.

With all my love and gratitude,

Chloe, your makeup friend