Becoming Their Own Marketable Product
When you're a big name celebrity, you are not just a triple threat who can sing, dance, act... you now must also be able to create. For today's celebrities, when you are building your brand it is all about either creating your own line extension within an existing brand, or starting your own brand from scratch.
This is why (smart) brands proactively work to build relationships with celebrities in order harness these marketing powerhouses into turnkey licensing campaigns that are a step above the standard of a traditional celebrity endorsement. Celebrities more so today than anytime in the past want to have a stake of ownership in what they are aligning their face to, and they know they have the ability to really help market to their core followers - and share in the profits. In this blog, Hollywood Branded takes a look at 10 celebrities that have launched their own skincare and beauty brands or created a line extension within an already established brand.
Jessica Alba & The Honest Company
Jessica Alba co-founded The Honest Company in 2011 to create non-toxic household and baby products, which turned out to be a game changer. Getting into the beauty world in 2015, Honest Beauty first launched skincare, makeup and hair products. According to honest.com, Alba is quoted saying, “I created The Honest Company because you shouldn’t have to choose between what works and what’s good for you.” When Alba struggled to find one brand trustworthy enough for all her needs, she decided to the solution was to create it.
At The Honest Company, they understand that their core demographic is extremely careful about what they put on and around our bodies which is why they are extremely transparent with their customers on what is in their product line. To go one step further, they even develop most of their formulas in their house lab to ensure safety.
Drew Barrymore & Flower Beauty
Drew Barrymore, being the no nonsense fighter of women empowerment, decided it was time for women everywhere to have the best quality products at an affordable price. Flower Beauty was born.
Growing up as an actress and always having her makeup done, Barrymore learned at an early age about products and beauty. According to flowerbeauty.com, “Drew’s gift to everyone, FLOWER empowers women by developing products that help you look and feel great in your own skin, and to (help you) embrace your individual beauty with the support of inspired, luxurious products made with you in mind.”
Flower Beauty is about crafting cosmetics and tools that make it easy, and fun while looking and feeling amazing. The line is exclusive to Walmart and ranges from lip glosses to makeup brushes. Interestingly, the brand does not spend money on advertisements, as they want to put those funds directly back into product development. Even the tagline for Flower Beauty aligns with the brand: "Love the way you look."
Hilary Duff & Nudestix
Hilary Duff decided to add one more thing to her to do list - but instead of creating her own skincare or beauty brand, she decided to get her fix by working with one that was a natural fit.
Seemingly understanding how full the world is with all the different beauty brands out there, she decided to work with one that was already established. The perfect partnership collided with a family-owned brand called Nudestix, which releases all of its products in the form of sticks - creating a truly an organic fit. It is said that the line is efficient, user-friendly, and fun, all traits associated with Duff as well.
Out of the collaboration came the Daydreamer Palette.
According to allure.com, the line is “a collection that includes a Nudies Matte All-Over Blush, Glow All-Over Highlighter, Gel Color Lip and Cheek Balm, and three Magnetic Luminous Eye Colors.” Lately, Duff has been under the radar with her career, but this comsetic line has definitely brought her name up in conversation again. Allure.com explains her main focus in creating the line was, "to create the ideal accessory for every woman to get their glam on the go, with a little extra time to follow their dreams.”
Jessica Hart & Luma Beauty
One of the most iconic models in the industry, Jessica Hart, decided her love of beauty and her entrepreneurial spirit were exactly what were needed to create Luma Beauty.
The brand is filled with multi-use products that are all based on the “illuminating properties of crushed pearl.” According to lumabeauty.com, “Jess’ vision for LUMA has always been based on the concept of celebrating your uniqueness, by embracing your flaws and enhancing your natural beauty. Just like her famous gap-toothed smile, LUMA recognizes that beauty is unique.”
The 3 step range of prepare, perfect, and enhance was created after deep conversation and ongoing research. Hart and the Luma team say “Inspired by you, we set to create a multi-purpose, luminous beauty routine that will enhance - never conceal your natural radiance. This skin loving range should make you feel empowered, confident and radiate at all times.”
Paris Hilton & ProD.N.A
Paris Hilton has been quite the busy bee. According to allure.com not only did she get engaged, release a new single, and tour the world promoting her perfumes, she also was able to collaborate with scientists to develop her new skincare line, ProD.N.A.
A press release around ProD.N.A. in 2018 said, “Paris has literally met with world-renowned chemists to tackle select beauty concerns that have previously only been met with products that produce minimal results.” Hilton has found a new way to achieve ageless skin without surgery.
The ProD.N.A. line is built upon GenoMatrix®, a formula of powerful enzymes from marine microalgae and other natural active ingredients. “This proprietary concentration works within layers of skin to support natural DNA maintenance to counteract the effects of aging from the inside out,” according to prodnaskincare.com. Looks like this reality star and socialite is going to keep her face just as flawless as always.
Kylie Jenner & Kylie Cosmetics
Kylie Jenner globally launched Kylie Cosmetics in 2016, and this brand has become the one of the most desirable makeup lines on sale anywhere, between the Kylie Lip Kit, Kylighter and Kyshadow.
Starting out with the infamous “Lip Kit” which included a velvet matte liquid lipstick and liner, allowing the user to create the perfect Kylie pout, this beauty brand is one of the fastest growing beauty brands in the world. According to Kyliecosmeteics.com, “Kylie’s never-before-seen concept disrupted the market and changed the face of the beauty industry forever.
Kylie has since gone on to expand the collection into a full range of color cosmetics, including eyeshadow palettes, concealers, highlighters, blushes, accessories and more, as well as becoming one of the most renowned and coveted cosmetics brands of 2018.” When starting this company, Jenner wanted to create products that captured her aesthetic.
Kim Kardashian West & KKW Beauty
Following in her younger sister’s footsteps, Kim Kardashian West founded KKW Beauty in 2017. Popularizing the classic makeup technique, baking (using translucent powder to create poreless, smooth complexion) on Instagram, KKW Beauty gives you the tricks and tools to get you Kardashian ready.
"A lot of my stuff is going to be for skin.…[I’m] trying to mirror skin care with makeup," Kardashian told WWD. "It’s going to be a different vibe; it’s not going to be a full color cosmetics [range] with shadows and all of that to start. I will probably do some kits here and there of specific [makeup] looks I’ve done and keep it within the looks." The contour kits, the nude lipstick collection and the variety of tools, KKW Beauty seems to have it all to get you looking like Kim.
Miranda Kerr & Kora Organics
Known as one of the most famous models in the world, Miranda Kerr decided to give skincare and beauty a try. After studying nutrition and health psychology in Australia, she founded Kora Organics in 2009. According to us.koraorganics.com Kerr mentions, “In 2006, I started the development of KORA Organics – a company I founded on the values of making a transformative difference to people’s skin, their confidence, and offering them a healthier alternative to other brands on the market.
We use certified organic and natural products for one simple reason – because what you put on your skin soaks in.” Kora Organics is now sold globally across 25 counties. The products are organic and certified to detoxify, nourish and revitalize the skin.
Gwyneth Paltrow & Goop
Back in 2008, Gwyneth Paltrow launched goop, which started in her kitchen as a simple weekly newsletter. Since then, it has grown immensely. According to goop.com, “we operate from a place of curiosity and nonjudgment, and we start hard conversations, crack open taboos, and look for connection and resonance everywhere we can find it. We don’t mind being the tip of the spear—in short, we go first so you don’t have to.”
And to the beauty side of things, goop by juice beauty is a high-performance skincare line supported by science. The line is formed by an advanced blend of organic botanicals, treating the skin with safe, effective, and beneficial ingredients that deliver both immediate and ongoing results.
Rihanna & Fenty Beauty
When Rihanna was a little girl in Barbados, she was obsessed with her mother’s lipstick and after the first time she tried makeup herself, there was no turning back.
According to fentybeauty.com, “makeup became her weapon of choice for self-expression—a way to radiate her ever-changing mood—and it powered a fearless take on beauty that helped her become the boundary-breaking icon she is today.”
Fenty Beauty was launched after Rihanna tirelessly experimented with top tier products and continued to see a lag in products that worked on all skin types and tones. According to fentybeauty.com, “She launched a makeup line “so that people everywhere would be included,” focusing on a wide range of traditionally hard-to-match skin tones, creating formulas that work for all skin types, and pinpointing universal shades.
The products in Rihanna’s line are lightweight but still build that desired coverage, and continue to make skin look like skin. Rihanna says, “makeup is there for you to have fun with. It should never feel like pressure. It should never feel like a uniform. Feel free to take chances, and take risks, and dare to do something new or different.”
Celebrities Understand It
Celebrities are very much in the know that they are more than just a marketable face - they are a marketable product. Many celebrities create a brand to not only keep them in the spotlight, but to provide a monetization income stream away from the silver screen. Regardless of the route these celebrities take, other brands can learn lessons about branding and celebrity power to market and drive new business.
Celebrities are incredibly powerful, and they can help skyrocket a brand's sales. Of course, this can only happen with the right elements to support the partnership.
Take a look at some of the blogs our team has written on the topic:
- Cause Related Marketing Campaigns Getting The Celebrity Treatment
- Celebrity Endorsement Ads Paired With Unexpected Brands
- Celebrity Partnerships With Makeup Brands
- 9 Celebrity Brand Endorsements In Home Décor
- 10 Insights On Giving A Celebrity Equity In Your Brand
- Celebrity Investments In Business
- 20 Celebrities With Their Own Clothing Lines
It's time to think about how you can use celebrities as part of your marketing campaigns. Check out our course on celebrity and influencer marketing where you will get a load of information that will help make sure you stay ahead of your marketing game!