How pop culture’s biggest stars are shaping the industry

From Rihanna to Pharrell, it seems like every other famous musician, TV star, athlete and more is becoming a beauty entrepreneur. How are the best ones capitalising on their clout and shaping beauty trends? Let’s take a Deep Dive.

?? The new era of celebrity beauty brands has arrived. From skincare to hair to lip gloss, some of the biggest stars we know today are not just taking over our playlists or TV screens, but our beauty routines too.

?? Beyond brand collaborations and endorsements, celebrities are building their own cosmetic companies and getting directly involved in everything from creating the products to starring in the ad campaigns.

?? But it’s not just about extending their fame. Having their own brands also enables celebrities to express their creativity and identities, and connect with fans and new audiences through a different medium.

?? While celebrity names may be front and centre in the marketing, many of them are financially backed by major incubators and investors.

QUOTABLE

“Beauty comes in all shapes, sizes and colours. Embrace your uniqueness and celebrate the beauty within you.” — Rihanna, founder and CEO, Fenty Beauty

BY THE NUMBERS

58% According to Statista, the 2023 revenue from celebrity beauty brands in the United States grew 58 percent and surpassed $1 billion.?

50 According to Bloomberg, more than 50 celebrities and influencers have launched makeup, skincare and haircare brands between 2020 and 2023.

1994 Somali–American supermodel Iman was the first-known celebrity to create a makeup brand that embraced people of colour. She started Iman Cosmetics in 1994.

40 Rihanna’s Fenty Beauty prompted an industry-wide shift towards greater inclusivity, known as the “Fenty Effect”, when it first launched with 40 foundation shades. The brand now has 50 shades.

QUIZ

A report showed that consumers who are drawn to celebrity beauty brands tend to be beauty enthusiasts themselves. Compared to the average beauty shopper, how much more do these enthusiasts spend?

A. 1.25 times

B. 2.10 times

C. 4.20 times

Scroll to the bottom for the answer.

DID YOU KNOW?

Selena Gomez might be next in line to join the ranks of the world’s billionaires. The singer is exploring a sale of her beauty brand, Rare Beauty, which is currently valued at approximately $2 billion. Since its launch in 2020, the brand has won continuous praise and sold about $70 million worth of blush alone in 2022.

THE EDIT

?? At the heart. Rare Beauty, Gen Z’s brand of choice, donates 1 percent of proceeds to mental health organisations through its Rare Impact Fund.

?? Green beauty. Although Kim Kardashian’s skincare brand, Skkn, claims to use sustainable refillable packaging, it has been accused of being wasteful and using too much packaging.

?? Getting in your head. A 2023 study by researchers at the Wharton School of the University of Pennsylvania discusses how celebrities positively influence consumer choices.

?? For all genders. Female stars aren’t the only ones launching their beauty brands. Male celebrities like Harry Styles, Brad Pitt and Pharrell Williams have jumped on the bandwagon too.

?? Asian representation. Asian celebrities are holding their own in the beauty market too. Priyanka Chopra Jonas’ hair care brand is the second most successful celebrity brand after Rihanna’s Fenty Beauty.

LISTEN

Listen as Charlotte Cho, founder of K-beauty platform Soko Glam and beauty brand Then I Met You, talks about creating a brand with intentionality and the beauty industry’s quirk.

THE FULL PICTURE

In the United States, the growth of celebrity beauty brands is significantly higher compared to the overall beauty category for the year 2023.

KEY PLAYER

Kylie Jenner

While Rihanna’s Fenty Beauty is undoubtedly the top earner in the celebrity beauty category, it was when the youngest of the KarJenner clan, Kylie Jenner, launched her Kylie lip kits in 2014 that sparked the latest trend of celebrities launching their own brands.

HONOUREE TO KNOW

Natasha Moor

Running a public relations and events company, Natasha Moor found herself constantly giving beauty advice. After four years of working as a makeup artist, she launched her make-up brand Natasha Moor Cosmetics, which quickly became a hit.

ONE FINAL THING

Alicia Keys may have launched her beauty and wellness brand, Keys Soulcare, but before this decision, she was famously known for quitting wearing makeup.?

NEXT TIME

The answer to the quiz is A (1.25 times)