Fame Meets Foundation: Do Celebrity Beauty lines last?
Celebrity beauty brands have exploded over the past decade, transforming the cosmetics landscape with massive followings, glossy packaging, and promises of authenticity. With new names constantly entering the market, it's clear that fame sells, but does it sustain?
From Selena Gomez's Rare Beauty to Rihanna's billion-dollar Fenty empire, celebrity-backed beauty labels are vying for long-term relevance in a saturated industry. In this article, Hollywood Branded explores how celebrity beauty brands stack up in terms of success, strategy, and staying power.
The Gold Standard: When Celebrity Brands Get it right
Rihanna's Fenty Beauty set the gold standard when it launched in 2017 with its both unprecedented and impressive 40 color foundation shade range. By prioritizing inclusivity, Fenty became more than a beauty brand, it became a cultural movement. In its first 40 days, the brand reportedly made $100 million in sales, and in 2021, Forbes declared Rihanna a billionaire largely due to her stake in the company.
Similarly, Selena Gomez's Rare Beauty launched in 2020 with a mission centered around mental health and self-expression. With the Rare Impact Fund pledging to raise $100 million for mental health resources over ten years, the brand taps into Gen Z’s value-driven buying habits. It generated $70 million in revenue within its first year and has since become a best-seller at Sephora.
Both brands succeeded because they went beyond vanity. They told authentic stories and addressed real consumer needs. Influencer partnerships on TikTok and YouTube helped extend their reach without relying solely on traditional advertising.
Photo Credit: Fenty Beauty Official Website
The Middle Ground: Brands Finding Their Footing
Celebrity brands that don’t launch with such a viral splash can still thrive by adjusting their strategies. Take Makeup by Mario, created by celebrity makeup artist Mario Dedivanovic. Though not a traditional "celebrity," Mario leveraged his reputation as Kim Kardashian's go-to makeup guru to develop a product line built on professional-grade performance. The brand steadily gained traction and is now praised for its quality and artistry.
Then there’s Ariana Grande’s R.E.M. Beauty, which entered the market in 2021. Early reviews were mixed, and the brand initially struggled to define its identity. However, strong visuals, sci-fi-inspired packaging, and Ariana’s loyal fanbase have helped it gain momentum, especially among younger demographics. Collaborations with influencers like Mikayla Nogueira have also boosted visibility.
These brands are navigating the transition from "celebrity novelty" to credible contenders. Their success lies in refining their storytelling and building long-term trust.
Photo Credit: Wit & Whimsy
The Hype Trap: Why some celebrity brands fizzle out
Not all celebrity beauty brands maintain their initial buzz. Jeffree Star Cosmetics, once hailed as an industry disruptor, saw major declines in sales and reputation following controversies involving its founder. Despite early viral success on YouTube, public backlash and brand fatigue made it difficult to regain footing.
Another notable example is David Beckham’s House 99 grooming line. Launched in 2018 with L'Oréal, the brand promised a modern take on men’s grooming inspired by barbershop culture and Beckham’s personal style. Despite the global star power behind it, House 99 was quietly discontinued just a few years later. Lack of clear positioning, underwhelming product differentiation, and low consumer connection all contributed to its short-lived run.
Both examples show that without continuous innovation, transparency, and cultural relevance, even the most hyped celebrity brand can falter. Star power might open the door, but substance keeps it open.
Photo Credit: Instagram @jeffreestar
Trends shaping the future of celebrity beauty
Consumers are increasingly savvy, they're not just buying a face; they're buying values. The beauty industry is evolving toward skin-first, wellness-driven narratives. This shift favors brands that prioritize inclusivity, sustainability, and mental health over glamour alone.
Influencer campaigns continue to play a key role, but there's a pivot toward micro-influencers who offer niche, engaged communities. TikTok virality still matters, but it's now bolstered by ingredient transparency, performance credibility, and founder accessibility.
Additionally, celebrity brands that extend beyond makeup into skincare (like Hailey Bieber’s Rhode or Pharrell’s Humanrace) are tapping into the growing desire for clean, minimal routines. These trends reflect a maturing consumer base that demands more than a familiar face.
Photo Credit: Global Design News
Beyond the glam: Turning buzz into beauty brand loyalty
The celebrity beauty boom isn’t slowing down, but the rules are changing. Brands backed by big names need more than an initial splash; they need a mission, a unique voice, and the agility to evolve.
For marketers, this is a powerful reminder: fame might attract first-time buyers, but authenticity, quality, and community keep them coming back. Whether you're launching a new brand or collaborating with a celebrity, understanding what resonates with today’s savvy consumers is critical.
Photo Credit: WWD
Eager To Learn More?
Interested in celebrity brands, partnerships, and strategy? Take a look at some of our other articles exploring this and more!.
- Billion Dollar Celebrity Brands: What Happens After They Sell?
- Selena Gomez: The Ultimate Celebrity for Modern Brand Partnerships
- Four brands that are doing sensory marketing right
- Al Roker: The Weather Icon Who Brings Trust to Brand Endorsements
- From Luxury to Everyday: The Rituals That Make Brands Iconic
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