Wayne Goss Resigns from His Brand! What Happened?

OG beauty YouTuber, Wayne Goss, has stepped down from his own brand and he wants you to know he’s no longer a decision maker. Here’s what happened, what I found, and why it matters.

I was scrolling YouTube, like I do, and a video popped up in my feed. I’m used to seeing thumbnails with bright colors and bold fonts, but this one stood out because it was from a creator that I’ve been following for a long time, makeup artist Wayne Goss. It was titled “VERY IMPORTANT! I HAVE RESIGNED,” and the thumbnail practically jumped at me: I WALKED AWAY. I clicked immediately and within seconds, I found myself saying out loud: “Oh no….”

Wayne Goss, one of the original beauty YouTubers and the founder of Wayne Goss Beauty, announced that he has officially resigned from his own brand. The line, which is sold through Beautylish, has built a reputation over the years for offering professional quality makeup and brushes. So to see him step away so suddenly and publicly was genuinely shocking.

But it wasn’t just the title that got me. It was Wayne’s face in the video. The sadness in his eyes, the urgency in his voice. It felt like he was desperate for people to know this information. And fast.

He didn’t explain exactly why, but the subtext was loud. It seems he’s anticipating a change in product quality or brand direction and he doesn’t want his name tied to it. And he wants YOU to know he doesn’t want his name tied to it.

So What Happened?

After the video dropped, I started getting messages asking what was going on. So I did what I always do: some digging (which, let’s be honest, means googling public records with an ADHD-fueled hyper-focused passion).

Here’s what I found:

• Wayne originally self funded the brand in 2020.

• In December 2022, he sold a portion of his company to a man named David.

• In April 2023, David left, Wayne Goss Beauty Limited was dissolved and replaced with Goss Beauty Limited.

• The new company was owned by Wayne (50%) and two men named Christian and Mathew, each with a 25% share.

• All three were listed as directors, and the company reported only three employees total. So this looks like a small, tight-knit operation.

But then, the shift:
On March 28, 2025, Wayne officially resigned as a director.

We don’t know the full story. Wayne didn’t go into detail, and I couldn’t find more beyond the filings. But the tone of his video tells you everything: this wasn’t what he wanted. It felt like a painful goodbye.

Why This Matters for Customers

Here’s the big takeaway: Wayne Goss is no longer the creative director with the brand that bears his name. And he seems deeply concerned that customers might not get the information before things change for the worse.

For me, that’s a major red flag. If the founder is distancing himself this dramatically, I personally would be cautious about buying anything new from the brand going forward.

Damage Control… Then Delete

But then—yet another twist.

As I was wrapping up editing the story for my makeup news show on YouTube, What’s Up in Makeup, I stopped by the Wayne Goss Beauty website. Right there on the front page was a message, most likely from Wayne’s business partners, Christian and Mathew. It read:

“We would like to address recent public comments from Wayne regarding his resignation as a director of Goss Beauty Limited.

While it is with great sadness that we confirm Wayne has chosen to step down from his role as Creative Director, we wish to clarify that he remains the majority shareholder and continues to be an owner of the company.

Wayne's decision to resign from management responsibilities does not change his ongoing position and stake in the business. He remains financially invested in the company and continues to benefit from its success.

We value the trust and loyalty of our customers and want to reassure you that our commitment to delivering the highest quality products and services remains unchanged. We will continue to build on the strong foundation that has been created over the years.”

However, when I visited the website again just two days later, the message had been deleted.

What Viewers Are Saying

Many people weighed in on Wayne’s situation in the comment section of my video. It seems that Wayne going against his own financial interest to disassociate from the brand only strengthened people’s resolve to stop buying.

“Does anyone else feel like his business partners are idiots for letting us know that Wayne still owns 50% of the company? That ain't the flex they think it is 😬”
— @Georgeツ

“Wow wow wow. Wayne’s ex-company is super shady. SMH, to basically say ‘he’s talking smack but he's still making money from us and he's trying to fool you’... that is weird. Wayne doesn't actually care, especially if he's making a public statement saying the product will be trash so don't buy it—and if you do, you were advised. I will never buy again. The audacity of that company, SMH. Imagine trying to trash the character of such a stand-up figure in the makeup community.”
— @monroeglam

“I feel like them stating he’s still gaining money from the company is SHADY. Like anyone else? It seems like they wanted to be like ‘well you're still getting money, why you crying?’ Meanwhile Wayne is concerned with quality. Just my opinion 😳🤷🏼”
— @mundain8818

It’s clear that the brand’s response didn’t land well with customers, especially those who’ve supported Wayne for years. There's a strong sense that the attempt to weaponize his remaining stake to undermine his credibility only made things worse.

I truly wish Wayne the best. He’s been a thoughtful, talented voice in the beauty community for years, and I know whatever he chooses to do next will be incredible. And of course, I’ll keep you updated as I learn more.