Let’s skip the rumor mill and get right to it: No, Korres—the iconic Greek skincare powerhouse—is not going out of business. If you’ve heard unsettling closure rumors swirling on TikTok, Reddit, or those “breaking news” beauty forums, don’t panic-scroll and empty your shopping cart just yet. The company is not folding. In fact, Korres appears to be gearing up for another act.
But why does this question keep popping up every few months? Spoiler: it’s not just pandemic whiplash. There’s real business drama and a healthy dollop of online misunderstanding mixed in.
Let’s break it all down. Fast, straight, no fluff.
The Rumor Mill: Where Did The Panic Start?
Start with 2020—a year that needed more stress like beauty brands need useless parabens. Retail stores everywhere locked their doors. Consumer behavior zig-zagged. Even loyal luxury buyers pinched pennies, skipping their favorite serums for, well… essentials.
Korres wasn’t immune. They felt the sting, just like every other label with a mall lease and too much inventory. Sources close to the company reported tightening budgets and operational changes that overlapped with pandemic slowdowns. Cue the “Are they bankrupt?” threads, mostly echoing one another with zero receipts.
Then came mid-2022, when Greek business outlets dropped news of Korres entering a “financial restructuring phase.” Within days, “restructuring” became “rescue” and then “on the verge of collapse” thanks to social media’s talent for extreme telephone.
If that’s the case, what’s actually true? Let’s dig deeper.
Pandemic Shockwaves: The Raw Facts
Between early 2020 and late 2021, beauty was one of the hardest hit retail categories—especially anything positioned as premium or aspirational. Per multiple industry reports, home self-care boomed, but in-person shopping bombed.
Korres’ own numbers, though private, got swept up in market-wide headwinds. Wholesale partners cut orders. Global shipping backed up. The brand operated, but had to gut-check its strategies.
Bottom line? If you weren’t spending on cosmetics during quarantine, you were in the clear majority.
But the business pivoted, not perished. Management began consolidating operations, streamlining product lines, and planning their next moves.
The Real Story Behind the “Financial Restructuring”
Financial restructuring sounds dramatic—until you realize it’s corporate code for “Don’t freak out; we’re trimming the fat.” In 2022, Korres quietly reviewed budgets, optimized costs, and rethought how many SKUs it needed in major markets. That meant less overstock, cleaner supply chains, and more direct online engagement.
Did they lay people off? Some. Did they close underperforming stores? Sure. These moves are standard fare for most brands aiming to future-proof. But there were zero official bankruptcy filings, and no major investor signals that Korres was in danger of shutting its doors.
Social media, though, hears “restructuring” and smells blood in the water. That’s how rumors like “Korres is over!” catch fire, even when the source is only a few budget spreadsheets and a statement about “upcoming changes.”
Innovation—Not Obituary—On the Agenda
If you’ve been watching what Korres is actually doing in 2024-2025, the story is… expansion, not contraction.
Their flagship Black Pine range? It’s evolving, not retiring. Korres has invested hard in next-gen formulas—think more advanced peptides and hyper-potent plant actives. Per interviews and recent press releases, the R&D engine in Athens is humming, not crumbling.
Meanwhile, the brand’s push for sustainability isn’t just marketing gloss. Korres sources botanicals locally, partners with Greek farmers, and invests in traceable raw materials. It’s one of the few midsize players doubling down on what they call “ethical luxury.”
Translation: If Korres was looking to pull the plug, they wouldn’t keep throwing money at greener packaging and eco-certifications.
Louder Than Rumors: Concrete Signs Korres Is Alive and Kicking
Want real-time proof? Reviews from 2025—yes, this year—are full of new product launches and excited unboxings. They’re not fancy “farewell tours,” either. Bloggers and dermatologists are dissecting ingredient lists, testing reformulations, and comparing the latest Black Pine Night Cream to competitors.
You’ll also hear straight from Korres leadership. In interviews with leading beauty and business media, executives not only squash closure rumors, but tease new categories and international partnerships.
A recent statement: “We are focused on breakthrough botanical technologies and expanding our reach into new global markets.”
Translation: code green.
And then there’s the financial piece. No Greek or European business filings point to insolvency. No distressed asset sales. No ominous “store closing” signs at the flagship boutiques in Athens, London, or online. That’s about as unambiguous as it gets in retail.
Perspective: Why All This Noise, and What’s Actually Moving the Needle?
Let’s get practical. Why does Korres—a respected, if niche, name in beauty—spark so much speculation? Chalk some of it up to the natural chaos of the beauty sector. Even the big dogs (Estée Lauder, anyone?) trim brands and shutter doors when the macroeconomy sneezes.
A lot of today’s rumors are just echo chambers. Everyone wants to be the first to call a business death, hoping for Internet points. Meanwhile, the people at Korres are (quite literally) in the lab, not the courtroom.
More context: per industry data, Greek exports of prestige skincare are up for the first time since 2021. Korres has inked fresh distribution deals in Asia and the Middle East. Not something you do if closing up shop.
If you’re watching the business model rather than the TikTok feeds, there’s realignment toward direct-to-consumer (DTC), tech-driven product drops, and a swerve away from heavy wholesale. That puts them in line with retail’s forward thinkers.
Want more on retail pivots, operator moves, and what founder mindsets look like when the ground shakes? Check out Business Divers for sharp takes in your inbox.
What Can We Expect Next From Korres?
If that’s the case, here’s what’s on deck:
- Continued emphasis on their flagship Black Pine line, but watch for more clinical claims and eco-friendly packaging.
- Even louder marketing around “Greek botanicals” and “farm-to-face” supply chains.
- Expansion into wellness-adjacent categories—think supplements, hybrid beauty ingestibles, or even retail partnerships outside of traditional beauty doors.
And if you’re worried your favorite moisturizer will disappear? Don’t be. Even as the business trims its product catalog, the hero SKUs are sticking around and probably getting even more potent.
For operators, here’s a simple lesson: Brands that communicate openly, act decisively, and double down on what makes them unique not only survive industry shakeouts—they can win bigger market share on the other side.
Takeaway: Should You Switch Brands or Breathe Easy?
There’s a big gap between corporate turbulence and outright collapse. For Korres, the facts tilt toward a brand rebuilding for modern retail—not one quietly exiting stage left.
Bottom line? If it doesn’t move the metric, it’s noise. Korres is no ghost brand. Customers should expect continued launches, better products, and a more agile company as the dust settles.
Don’t buy into the panic. Save your doomsday dollars for something less predictable—like Greek tax law or the next viral beauty ingredient.
In business, the only thing that truly counts is momentum. Right now, Korres isn’t slowing down—it’s just changing lanes.
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