It’s a crowded and lucrative market that more and more celebrities are moving into. Standing out requires a few key qualities.
What Does It Take for a Celebrity Beauty Brand to Succeed in 2021?
In November 2015, Kylie Jenner launched three lip kits. The kits, consisting of a lip pencil and liquid lipstick available in a pinky nude, a beige neutral and a deep brown, sold out almost immediately.
Jenner’s wasn’t the first celebrity beauty brand to launch. In 2009, Australian model Miranda Kerr founded Kora Organics, while actor Drew Barrymore launched Flower Cosmetics in 2013. But Jenner’s was the first to leverage the reach, engagement and influence of its founder in the social media era. Nearly six years later, the lip kits have evolved into a full makeup and skincare brand and in 2019, she sold 51 percent of her business (at a valuation of $1.2 billion) to Coty for $600 million.
The rise of celebrity beauty brands
Today, the legacy of Kylie Cosmetics—as well as Rihanna’s industry-changing Fenty Beauty, which launched in 2017—is everywhere, as celebrities jump on the beauty bandwagon. There’s Lady Gaga’s Haus Laboratories; Selena Gomez’s Rare Beauty; Kim Kardashian West’s KKW Beauty; Pharrell Williams’ Humanrace; Millie Bobby Brown’s Florence by Mills; Jennifer Lopez’s JLo Beauty; Halsey’s About-Face; Victoria Beckham; Paris Hilton’s Pro DNA, and many more.
Cardi B has teased a forthcoming makeup range, as has YouTuber James Charles, while Hailey Bieber, Gwen Stefani and Ariana Grande all reportedly filed trademarks for beauty products. Welcome to the golden age of the celebrity beauty brand.
This story originally appeared on: Vogue - Author:Alex Peters
