* Revlon's Financial Difficulties and Restructuring: Revlon filed for bankruptcy in 2022. As part of their restructuring, they discontinued underperforming brands and product lines to streamline their operations and focus on core brands. Ultima II, while having loyal fans, likely wasn't generating enough revenue to justify its continued production in their new leaner business model.
* Shifting Market Trends: The makeup industry is constantly evolving. Trends shift, and consumers' preferences change. There may have been a decline in demand for the specific type of longwearing foundation that Ultima II offered, leading Revlon to focus on more popular product categories.
* Changing Distribution Strategies: Revlon has been adjusting its distribution channels, moving away from some traditional retail outlets and focusing more on online sales and specific partnerships. Ultima II may not have fit into their new distribution strategy.
* Product Reformulation Costs: Sometimes, brands discontinue products because the cost of reformulating them to comply with changing regulations or consumer preferences is too high. This is less likely for a shade than the entire line, but possible.
It's frustrating when a favorite product disappears! You might want to try searching on sites like eBay or other online marketplaces where people resell discontinued products. Also, many makeup artists or salespeople at other brands may be able to recommend a similar shade and formula from a current line.