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Celebrity Partnerships With Makeup Brands

Posted by Alexa Mancilla on January 4, 2021 at 8:59 AM

What Can't She Do?

From becoming a Grammy award winning artist and starring in her first feature film, Lady Gaga shows no signs of slowing down. There have been speculations spurring around over the course of 2018 that the famous artist is releasing a beauty line called Haus Beauty.

However Lady Gaga has not publicly promoted her incoming brand yet, leaving her fans thrown with questions like What type of products are we expecting in Haus Beauty, and will it be as glamorous as the artist's style herself? In this blog, Hollywood Branded examines celebrity partnerships with makeup brands and the Lady Gaga's newest beauty line, Haus Beauty. 


Celebrity Beauty Partnerships


A New Competitor Has Arrived

Lady Gaga had the beginning preparations of her website launched on the last day of the year. Naturally, fans noticed HausBeauty.com on their own and spurred up a frenzy on social media. 

Rumors have it the creation of the brand began in May of 2019. Some fans realized her company Ate my Heart Inc., filed for a trademark back in February for Haus Laboratories. The beauty brand celebrates inclusivity and creativity, and the products showcase this perfectly. With striking eyeliners, stunning lip colors, and beautifully pigmented eyeshadows and blushes, Haus Labs perfectly encapsulates the unique qualities of Gaga that we have all grown to love! The vegan and cruelty-free beauty company strives to give back, and promises to donate $1 from every transaction to the Born This Way Foundation, a nonprofit dedicated to helping raise mental health awareness. 

Lady Gaga Haus Laboratories

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Feel Like RiRi

Rihanna has always been known as a figure of Barbadian beauty, making her the perfect face of a beauty line. Her make up is always on point and fans around the world had been craving a makeup line from the celebrity. In September 2017, Rihanna released her new beauty line called Fenty Beauty and it has been a hit ever since. 

It is popular due to its inclusivity across skin tones of all colors and genders. A consumer (& Rihanna's) favorite is the Pro Filt'R foundation. This foundation initially started off with forty different types of shades. The line has expanded since and Rihanna will be adding another ten more to the collection. As if it cannot get any better, Fenty Beauty is also 100% vegan and cruelty-free. 

Fenty Beauty by Rihanna


Aging Like Fine Wine

Now we know the reason why Jessica Alba has taken a break from Hollywood for quite some time now: Honest Beauty has taken up all of her time! Jessica Alba is the owner of beauty line, Honest Beauty and has led this company to be valued at just shy of one billion dollars in 2017. Sadly, there has been multiple lawsuits over the years due to false labeling and contaminated products, the company flushed out their products and needed a fresh start.

After a 200 million dollar investment and putting behind multiple lawsuits, the beauty line has relaunched with fewer products, new formulations, new packaging, simplified product names, and a lower price point. Jessica Alba wants to focus on clean ingredients and smaller selection for the renewed company. 

Honest Beauty Jessica Alba

Celebrity invite to brand event ebook


The Cosmetic Juggernaut

One of the newest and the most popular beauty line in the market is Kylie Cosmetics by Kylie Jenner. Kylie launched her company at the end of 2015 with a Kylie Lip Kit. Fast-forward three years and the company is now worth over 900 million dollars. 

The cosmetic CEO has her fans all over the world endlessly purchasing her Kyshadows and Kyliners; these products have been available since the launch of her company. It doesn't stop there, Kylie Cosmetics also provides lipstick kits (and liquid lipstick as shown in the picture below), makeup supplies like brushes, skin concealer, as well as a Kylighter. 

Kylie Jenner Kylie Cosmetics Lip Gloss


Millie Bobby Brown Taps Into Her Gen Z Roots

She may be young, but Millie Bobby Brown definitely knows how to market herself. After quickly catapulting to stardom with her role as Eleven in Stranger Things, Brown decided to add beauty guru to her resume! In 2019, MBB released her own line of clean beauty, called Florence by Mills

The line was created with Gen Z'ers like herself in mind, but anyone from any age group can enjoy it! Florence by Mills aims to help teens and young adults feel beautiful in their own skin - with natural skincare products and light makeup that doesn't clog pores. The line includes skincare products (like serums and moisturizers) as well as makeup items (like foundation, blush, lip colors, and eyeshadows). The affordable line (nothing is more than $35!) is available exclusively at ULTA Beauty and will likely have new products come out later this year. 

Florence by Mills Millie Bobby Brown


Selena Gomez Is RARE

Selena Gomez joins the ranks of artists like Rihanna and Lady Gaga with her own beauty line - Rare Beauty. The newest line (launched in September 2020) hopes to inspire beauty lovers to embrace their flaws - for that is what makes them rare. The brand hopes to create a safe and inspiring space in the beauty industry while also being sustainable and good for the environment. 

The brand, available online and in Sephora stores across the country, has an inclusive foundation and concealer shade range, as well as a wide range of lip and eye colors, and makeup tools for anyone from beginners to makeup pros. 

Selena Gomez Rare Beauty


We're (Not) Far From The Launch Now

Although it is Lady Gaga's first time releasing a makeup and skincare line, it doesn't come as a surprise that she has experience in the beauty industry. She has done work with MAC and their campaign to raise money for AIDS research and dropped her own perfume fragrance, the Lady Gaga Fame with Coty.

However, the beauty industry is highly competitive with long time competitors like Mariah Carey and MAC, Gigi Hadid and Maybelline, Fenty Beauty by Rihanna, Honest Beauty by Jessica Alba and the list can keep going. The opening of HausBeauty.com hasn't been announced yet, however, expect the new makeup line to drop this year!

Want to learn more about branded partnerships with celebrities? We've written a wealth of other blog posts on the subject that you should check out...

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Topics: Celebrity Initiative, Strategic Partnerships, Celebrity Endorsements