What Happened to Coco Cosmetics by Chloe? New Name & Rebrand

If you’ve scrolled beauty TikTok over the past couple of years, you’ve probably spotted the Marshmallow Sponge — a viral tool that helped a Lake District makeup artist build a small but devoted brand. That brand quietly swapped its name in late 2023, leaving fans asking where Coco Cosmetics by Chloe went and what CLOMANÁ Beauty is all about.

Original brand: Coco Cosmetics by Chloe ·
New brand name: CLOMANÁ Beauty ·
Founder: Chloe Walsh ·
Rebrand effective date: October 1, 2023 ·
Viral product: Marshmallow Sponge

The table below highlights the key facts about the brand before and after the rebrand.

What happened to Coco Cosmetics by Chloe?

The rebrand announcement

In September 2023, Chloe Walsh took to Instagram to announce that her brand would be renamed to CLOMANÁ Beauty, effective October 1, 2023. “The news is out & a name change has had to happen,” she wrote, according to an interview with Net Influencer news report. The post did not disclose the specific legal trigger, but the publication later reported that trademark issues forced the move. Walsh described it as “a blessing in disguise.”

Timeline of the name change

• ~2018 – Brand launched by Chloe Walsh (CLOMANÁ Beauty – Our Story)
• 2018–2023 – Brand grows through TikTok virality; Marshmallow Sponge becomes popular (Net Influencer news report)
• September 2023 – Instagram announcement of name change
• October 1, 2023 – Official rebrand to CLOMANÁ Beauty (CLOMANÁ Beauty – Our Story)
• December 21, 2023 – Legal company name change filed at Companies House (UK Companies House filing history)
• April 17, 2024 – Planned opening of physical store (Net Influencer news report)

The timeline shows a deliberate, well-documented shift that prioritized public awareness over legal formalities.

Who owns Coco Cosmetics by Chloe?

Founder background

Chloe Walsh, a makeup artist based in the Lake District, UK, remains the owner and creative director of the brand. According to CLOMANÁ Beauty’s “Our Story” page, she started the business with 100 pairs of strip lashes and £530 given by her grandmother. At age 26, she is now steering the brand into a physical retail space. The company’s headquarters remain in the Lake District.

That bet reflects a shift from viral e‑commerce to an anchored local presence.

What products does Coco Cosmetics by Chloe offer?

Marshmallow Sponge

The product that put the brand on the map is the Marshmallow Sponge, a uniquely textured makeup applicator that went viral on TikTok. It is still available through CLOMANÁ Beauty’s website.

Tanning products and the Marshmallow Collection

Alongside the sponge, the brand offers a line of tanning items and a core range called the Marshmallow Collection. These are listed on clomana.com and continue to be sold after the rebrand.

That continuity means existing customers need not worry about reformulations or discontinuations.

Where can I buy Coco Cosmetics by Chloe products?

CLOMANÁ Beauty official website

The primary sales channel remains clomana.com, where the full product line is available.

Amazon UK listing

Some items may still appear on Amazon UK, though the brand’s main distribution is direct-to-consumer. The new physical store in Barrow is set to open on April 17, 2024, in a former PC World unit on Ashburner Way, according to Net Influencer news report.

What are the reviews of Coco Cosmetics by Chloe?

Customer feedback on social media

The brand’s popularity surged through TikTok, where beauty influencers demonstrated the Marshmallow Sponge and praised its performance. Reviews are generally positive, though some customers expressed confusion during the transition period. The rebrand itself has not generated widespread negative feedback beyond initial uncertainty.

TikTok virality

Net Influencer noted that the brand’s social media growth was organic, driven by user-generated content and Walsh’s own makeup tutorials. No major quality complaints have been reported.

“The news is out & a name change has had to happen … CLOMANÁ beauty will be the official name from 1st.”

– Chloe Walsh, via Net Influencer

“We are elevating every single part of the company as we move into the CLOMANÁ era.”

– CLOMANÁ Beauty – Our Story

The pattern is clear: a forced rebrand often creates short-term confusion, but Walsh used the moment to upgrade the brand’s identity and retail footprint. For a small business built on TikTok virality, that trade-off may pay off in the long run.

Frequently asked questions

For customers in the UK, the choice is straightforward: the same Marshmallow Sponge and tanning range are available under CLOMANÁ Beauty, with a physical store coming soon. For fans abroad, the online store remains the easiest route — but the rebrand confusion is a reminder that even viral brands aren’t immune to trademark realities.