As influencers and celebrities shift from endorsing products to creating their own, how will these new moguls scale the cosmetic industry?
“These days, if you’re a celebrity, having some sort of beauty brand seems like a rite of passage,” recently stated The Cut. One thing is crystal clear: celebrities and influencers turned beauty moguls are increasingly venturing into the industry, offering skincare and make-up lines as unique and diverse as their founders.
As we explore how these trendsetters are reshaping the cosmetic landscape, we seek to address a key question: What does the future hold for star-owned businesses? But first, which celebrity and influencer beauty brands hold the most value?
The Rise of Influencer Entrepreneurs in Beauty
Influencers have harnessed the power of social media to establish themselves as trusted voices in beauty. With their ability to connect personally with their followers, they offer something that traditional advertising often lacks: authenticity. When influencers share their skincare routine or demonstrate a new make-up technique, they do so with a level of relatability that resonates deeply with their audience.
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Take Huda Kattan, for example. Initially known for her beauty blog, Kattan has grown her brand, Huda Beauty, into an established reality. Her success lies in her deep understanding of her audience and her ability to engage with them on a personal level.
“How does one create a billion-dollar beauty empire, exactly?” asked Harper’s Bazaar Arabia in their July cover story featuring Huda Kattan. “It helps if you’re Huda Kattan, a powerhouse whose secret weapon has always been her rebellious spirit,” they answered.
By consistently delivering high-quality, innovative products and leveraging her substantial social media following, Kattan has set a precedent for how influencers can become powerful beauty entrepreneurs.
Which Celebrity Beauty Brands Are the Most Successful?
Not to be outdone, celebrities are also making significant strides in the beauty industry. Leveraging their star power and massive fan bases, they are launching brands that quickly gain recognition.
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Rihanna’s Fenty Beauty is a prime example of this phenomenon. The brand’s inclusive range of foundation shades revolutionised the industry by addressing a significant gap in the market. Rihanna’s influence and commitment to diversity have set a new standard that other brands have since strived to meet.
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Another noteworthy mention is Kylie Jenner, whose Kylie Cosmetics rapidly ascended to billion-dollar status. Jenner’s savvy use of social media, combined with her ability to tap into the desires of her young audience, highlights the impact of celebrity influence. Her brand’s success demonstrates how celebrities can harness their fame to create thriving beauty businesses that resonate with a broad demographic.
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Selena Gomez’s Rare Beauty has also made waves in the beauty industry, focusing on mental health and self-acceptance while offering a wide range of make-up products designed for ease of use and versatility. Rare Beauty’s message of inclusivity and self-love has resonated deeply with consumers, reinforcing the idea that beauty is more than skin deep.
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Similarly, Hailey Bieber’s Rhode skincare brand emphasises simplicity, targeting skincare enthusiasts who seek straightforward and effective routines. Bieber’s approach to skincare, combined with her social media presence, has contributed to Rhode’s impressive growth in the market.
The Future of VIP Beauty Bosses
These new beauty bosses are redefining what it means to be a brand in the 21st century. They are not merely capitalising on their fame but are deeply involved in the development and marketing of their products.
Celebrity beauty brands often reflect their values and aesthetics, creating a more authentic connection with consumers. Moreover, they are setting new standards for inclusivity, transparency, and social responsibility in the make-up and skincare industry.
As influencers and VIPs continue to shape the beauty landscape, their impact is undeniably here to stay. Their ability to blend personal branding with high-quality products is a winning formula that resonates with today’s beauty consumers.
Whether through their commitment to inclusivity or the impactful social initiatives of their cosmetic lines, these beauty bosses are not just participating in the industry—they are transforming it.
A version of this article originally appeared on Minalú, an editorial project created by students from Istituto Marangoni’s Fashion Management, Digital Communication, and Media programme, with Celine Hodroj serving as Editor-in-Chief.