If you want jordana cosmetics today, plan on buying leftover stock online and checking every unit before you pay. The brand, a budget American makeup label that sold bold lipstick, eyeliner pencils, and face powder at drugstore prices, stopped operating on December 31, 2020. Nothing new has shipped since, so what remains is sealed inventory on marketplaces, closeout sites, and the occasional clearance rack. The real questions are which pieces are still safe to use and which current brand replaces the rest.
This page contains affiliate links. We may earn a commission at no extra cost to you.
What Happened to Jordana Cosmetics
Jordana closed for good at the end of 2020, and no company has relaunched the American line since. It was created in Los Angeles in 1986, and the same owners bought and relaunched Milani in 2001, which made the two labels siblings inside one company. In its last stretch, Jordana sat in Walgreens, Walmart, and Kmart aisles as well as beauty supply shops, nearly always as the cheapest color makeup in the section.
The catalog was built around pigment rather than skin care: lipstick, lip liner, lip gloss, eyeliner pencil and liquid liner, eyeshadow singles and duo palettes, concealer, foundation, pressed powder, bronzer, blush, mascara, and nail color. A lavender eye shadow or a pot of rouge cost a few dollars, so students and teenagers made up much of its buyer base.
Who Owned Jordana at the End
In 2018, Gryphon Investors, a San Francisco private equity firm, agreed to take a majority stake in Milani Cosmetics, the parent of both labels. Owners Ralph Bijou and Laurie Minc kept significant minority stakes, and Gryphon’s announcement named Bijou as continuing president of Jordana. Roughly two and a half years later, the company shut Jordana down and kept its sister label going. No outside buyer picked up the older label, so treat any listing that claims a relaunch or new formula as unverified.
The old jordanacosmetics.com domain no longer runs a store. Its final message thanked customers for their support over the years, and nothing official has replaced it.
Is Jordana Still on Drugstore and Discount Shelves?
Not in any reliable way. Drugstore chains restock from the manufacturer, and production stopped in 2020, so any unit in a physical store is a leftover that slipped past several markdown cycles.
- CVS and Walgreens: no new Jordana stock arrives, and the shelf space went to other budget lines long ago. A stray clearance unit is luck, not inventory.
- Rite Aid: no longer an option at all. The chain closed its last stores in 2025 after its second bankruptcy filing.
- Walmart: the largest brick and mortar retailer in the United States still keeps a Jordana page on its website, but what appears there changes and much of it comes from third-party sellers. Check the “sold by” line on each listing.
- Dollar and closeout stores: they sometimes buy discontinued beauty lots, so old makeup can land in their aisles without warning. Glance at the beauty section if you are already there; do not drive across town for it.
Independent beauty supply shops are the most realistic in-person source, since they carried the line when it was current and still take closeout lots. Find nearby shops through Yelp and phone them first.
Where Jordana Cosmetics Stock Still Turns Up Online
Online shopping is where nearly all remaining inventory lives, and the pool shrinks every year. Four sources are worth checking, largest first.
Amazon Marketplace
Amazon, the largest online retailer, carries the widest selection through third-party sellers, from a single eyeliner pencil to a multi-piece set. Each seller sets its own handling and return terms for a discontinued item, so read them before you add anything to the cart. Browse current listings
eBay Singles and Lots
eBay lists singles and bundled lots, many tagged “new old stock,” and a sealed lot is usually the cheapest route to several pieces at once. The eBay Money Back Guarantee covers items that arrive damaged or do not match the description. See what is available
BeautyJoint and Wholesale Beauty Sites
BeautyJoint, an online discount beauty retailer, still runs a Jordana collection page. Most of it is marked out of stock, with a handful of liquid liners, lip liners, glosses, glitter pencils, and shadow singles left at closeout pricing. Check the collection page
Instacart for Local Delivery
Instacart, the same-day delivery platform, lets you search the cosmetics aisle at partner stores near you, a quick way to see whether anything still sits on a local shelf without a trip. Results depend on your zip code and are often empty for this label. Run a local search
Here is the search order that wastes the least time:
- Search the exact shade name, not the label alone. Listings bury it in the title, so leading with the name cuts the noise.
- Filter to new and sealed condition. Used listings are common on resale platforms and not worth the risk near the eye.
- Ask the seller for a photo of the batch code. Age decides whether an item is usable.
- Compare the total cost, shipping included, against what a current budget label charges for the same item. Shipping is where a fair listing turns unfair.
Marketplace returns on a sealed beauty item vary widely by seller, so it helps to know which stores have the best return policies before you order from a small one.
Old Stock Risk: Which Leftover Formats Still Make Sense
Every unit for sale is at least several years past production, so the format matters more than the shade. Dry, low-water products hold up in storage; anything liquid or used near the eye does not.
| Format | Storage risk | Verdict |
|---|---|---|
| Pressed powder, blush, bronzer, eyeshadow | Low if sealed | Reasonable buy |
| Lip liner and eyeliner pencils | Low to moderate; old pencils can dry out | Fine if sealed and application is still smooth |
| Lipstick | Moderate; oils can go stale | Smell it, skip if rancid |
| Lip gloss and creamy formulas | Moderate to high | Only for a shade you cannot replace |
| Mascara, liquid liner, foundation | High | Skip |
Eye makeup deserves the most caution. The U.S. Food and Drug Administration, the federal agency that regulates cosmetics, warns that eye cosmetics can become contaminated with bacteria and advises discarding them rather than holding on.
Check the seal and the batch code. Shrink wrap or an unbroken cap is the only real evidence a unit was never opened. Most cosmetic packaging also carries a lot code stamped on the base or the crimp, and free lookup sites decode those stamps into a manufacture date. Ask the seller to photograph it; a refusal is itself an answer.
Do not pay for nostalgia. Scarcity pushes some listings far above what the line ever cost on a drugstore peg, and nothing improved while the box sat in storage. If a leftover lipstick costs more than a new one from a current budget label, buy the new one.
Do not confuse it with Jordana Ticia Cosmetics. Jordana Ticia is a separate British brand from Manchester makeup artist Jordana Ticia Franks, sold through Space NK and best known for bronzer duos and shimmer sticks. Different products, different prices, no corporate link to the American company. Check the seller field and product name before checkout.
Was Jordana Cruelty Free and Vegan?
Yes on cruelty-free, with a date attached. PETA, the animal rights organization, listed both Jordana and its sister label after the company gave written assurance that it did not test on animals or commission such tests anywhere in the world. The blogger certification site Logical Harmony re-certified both in December 2014 after a supplier-testing question was cleared up.
Those listings describe the brand as it operated, and no certifier reviews a company that no longer exists. Vegan status varied by product, so read the ingredient list on whatever unit arrives, since formulas changed over the years. If you follow veganism, a current label with a fully vegan range is the safer route.
Jordana Alternatives Still in Production
These four cover what made the original worth having: affordable prices, strong pigment, cruelty-free positioning, and a useful range of bold, natural, rose, and dark brown tones.
| Brand | Why it fits | Best for |
|---|---|---|
| Milani | Former sister brand, same original owners | Closest formulas and shade logic |
| Wet n Wild | Lowest price tier still on shelves | Matching the old price point |
| NYX Professional Makeup | Deep bold lip range | Matte lipstick and lip liner |
| e.l.f. Cosmetics | Fully vegan range | Shimmer, glitter, and pearl highlighters |
Closest match: Milani Cosmetics. The former sister label, one tier up in price, with the same pigment-first approach. Start here for the nearest thing to what you lost; our Milani Cosmetics guide covers where it sells. Check price on Amazon
Best budget: Wet n Wild. The tightest price match, with a deep bench of eyeshadow palettes and pencils. Sold through mass and drugstore chains, though stock varies by store. Check price on Amazon
Best for lips: NYX Professional Makeup. A wide bold lip range at this tier, from matte liquid lipstick to balm stains and retractable liners. Check price on Amazon
Best for shimmer: e.l.f. Cosmetics. Pearl highlighters, glitter shadows, and bronzers in the same few-dollar territory, with an entirely vegan range. These are surface pigment, not sunless tanning products that develop on the skin over hours. Check price on Amazon
Budget brands that survived this decade did it with an omnichannel retail strategy, holding shelf space and a direct site at once. Jordana ended up with neither. If the piece you miss was a nail color like the one pictured above, a current line such as OPI nail polish is far easier to find in stores.
For more guides in this category, see our pages on NYX Cosmetics, MAC Makeup, and Ben Nye Banana Powder.
Start by searching Amazon and eBay for the exact shade you still want, filter to sealed condition, and ask for a batch code photo before paying. Stick to powders, pencils, and lipstick, and skip mascara and foundation entirely. If your shade is gone or the price has turned into a collector premium, move to one of the four alternatives above. The realistic plan for jordana cosmetics now is to buy the one or two pieces you genuinely miss, then rebuild the kit on something still in production.
Questions Shoppers Still Ask About Jordana
Is Jordana makeup discontinued?
Yes. It ran from 1986 until it closed on December 31, 2020, and its website stopped operating as a shop. What sellers list today is remaining inventory, which is why listings skew toward odd colors rather than the most popular shades.
Who bought Jordana Cosmetics?
No one bought it as a standalone brand. Gryphon Investors took a majority stake in 2018 in Milani Cosmetics, the parent company of both labels, with owners Ralph Bijou and Laurie Minc keeping minority stakes. The company closed Jordana at the end of 2020 and kept the newer label running.
Does Jordana have a website or store?
No. The jordanacosmetics.com domain no longer sells anything, and there are no company stores. Remaining stock sells through marketplace sellers, closeout sites such as BeautyJoint, and the occasional beauty supply shop.
Is Jordana Ticia the same company?
No. Jordana Ticia Cosmetics is a British label founded by Manchester makeup artist Jordana Ticia Franks and sold through Space NK, and it prices well above the old drugstore tier. There is no ownership, product, or supply link to the American company.
How long does sealed makeup last in storage?
There is no single answer, because manufacturers do not publish a shelf life for sealed stock. The period-after-opening symbol, an open jar icon printed with a figure such as 12M or 24M, only starts counting once the seal is broken, so treat old liquids as suspect even with the wrap intact.
Editorial Review
Editorial review: wheretobuyguides.com team. Retailer links and company status last reviewed October 2026.