As another celebrity skincare line pops up on our Instagram feeds, a change is starting to happen. Where we once welcomed an A-lister launching a beauty brand as a rare and exciting event; a way to access your revolutionary liquid lipstick or serum, now the mood is changing. SKKN, Rhode, S’Able, The Outset, AF94, Cosmoss, Le Domaine… the list of celebrity lines released in 2022 alone is extensive. But, as with our post-90s rejection of big-name fragrances in favor of lesser-known niche scents, has the over-saturation of celebrity beauty lines led to its own downfall?
There’s no denying that previous cases of A-listers entering the beauty sphere delivered sought-after products seen as filling a need: Fenty Beauty almost single-handedly changed the game for representation, pioneering more than 40 ranges of base tones. But, as more and more celebrities became aware of the lucrative opportunity to expand their personal brand into beauty, short-term attention-grabbing drops replaced quality, well-thought-out formulas. When asked, ‘Why are you launching a beauty brand?’ the answer was simply, ‘Why not?’
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Recently, Brad Pitt’s addition to the celebrity beauty soup, Le Domaine, made headlines – people were fed up. On the decision to launch, he said simply in his press release: ‘Le Domaine is not intended to be a celebrity brand. It is a range of anti-aging cosmetics for all men and women. I love the idea of a genderless line. The actor’s foray into £240 moisturisers, despite what seemed like little prior interest in skincare, sealed the fate of other famous names who might be looking to profit by launching products on our social media feeds and hoping that something stays. Finally, the worm had turned around. “Beauty experts, brands and enthusiasts are fed up with celebrities entering the industry without true passion and experience – they are calling them out,” explains Emma Chiu, Global Head of Wunderman Thompson Intelligence.
Leading the charge for change is a group of independent beauty brand founders, like Elth’s Sam Freedman, who addressed Pitt directly in an open letter. “In recent years, it seems that every celebrity feels that she can enter the industry that we have worked in for our entire career and gain awareness overnight that we are fighting for. You dear celebrities have NO experience in this industry,” the letter reads.
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A frustration that is apparently shared by many. “While the letter is addressed directly to Brad, it represents a build-up of frustration within the industry,” says Molly Hart, founder of. Brand B Corp, HIGHR. “Celeb lines are adding unnecessary clutter and waste to the industry, an industry that is actually filled with smart, hard-working professionals trying to solve real problems and gaps in the marketplace.”
But, this isn’t just about the bitterness directed at celebrities. At a crucial time when sustainability is as much about what is not produced as what is produced, the endless disposable drops of extensive (and expensive) beauty lines, whether they are made with recycled glass or not, that’s surely 10,000 steps on the wrong path. address. Thankfully, there’s a new wave of famous names diving into beauty with sustainable growth, rather than sloppy skincare, at the helm of their businesses.
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It is about investing instead of adding. ‘Instead of creating yet another product in a market, why not partner with or invest in founders who are already innovating to fill real user gaps? I think it would be great if this led to more meaningful collaborations that would make the global beauty industry more impactful,” says Winnie Awa, founder of textured hair advice site, Carra. Something Dua Lipa has committed to with her latest role as a major shareholder in hair care brand Dizziak. Speaking about her beauty investment, Lipa said, “Dizziak really is in a category of her own, and I’m so excited to be an investor in her journey.” When I was first introduced to the brand, I was drawn to its spirit of making healthy hair care products accessible to people of all hair types.’
The category is: Support existing brands that have purpose, expertise, and integrity. “Beauty is a really personal journey and people want to see that from the people behind the brand,” says Chiu. “From investments and hires to collaborations and brand ambassadors, people will expect these partnerships to have intent and purpose.” Take, for example, Terri Bryant hiring Selma Blair as Creative Director of Guide Beauty, a brand on a mission to make beauty tools and products more accessible. As someone who has been outspoken about her experience with multiple sclerosis, Blair’s pairing with Guide feels thoughtful and appropriate.
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Similar collaborations include Dakota Johnson, who has not only invested in chic sexual health brand Maude, but also taken on the role of co-creative director, while Serena Williams invested in shaving brand Billie, saying in a press release: “I am proud to become an investor in Billie, an inclusive female body brand that is raising awareness and tackling this inequity head-on. The shaving industry is dominated by male brands that have traditionally overcharged and neglected women.” Whether they’re disrupting the sexual wellness conversation, empowering black-owned businesses, or addressing entrenched gender issues within the industry, these beauty partnerships drive progress, not profit.” Authenticity is key and investment from Dua is truly authentic to what we do,” says Dizziak founder Loretta De Feo.
Instead of creating more products, why not partner with or invest in the founders who are already innovating?
The bottom line is that just because you can launch a beauty line doesn’t mean you should. ‘Everyone has a place in our industry – the question is how do you fill the real gaps? Launching a brand with only a household name behind it? Or helping and supporting those who are really making a change in this space?’ says Ksenia Eytan, co-founder of skincare education platform Lion/ne. There is another option. Celebrities who channel their support (both financial and promotional) towards small businesses that stand for something will benefit us all. For any celebrity thinking of creating a new beauty line, why not do what Dua and Dakota did? Go back to slow beauty over smash and grab sales.
As Freedman puts it, ‘There are so many inspiring industry-led founders who are driving real change. If celebrities could better use their experience, audience and capital to support them, what we can achieve is huge.”
Source: news.google.com