CosBeauty Magazine #94

FEATURE
TheRISE
& RISE of
CELEBRITY
BEAUTY
BRANDS
REMEMBER WHEN EVERY CELEB HAD
A SIGNATURE SCENT? WELL, NOW
THEY’VE GOT ENTIRE PRODUCT LINES.
WE DELVE INSIDE THE LUCRATIVE WORLD
OF CELEBRITY BEAUTY BRANDS AND
WHETHER THEY’RE WORTH THE HYPE.
Elizabeth Taylor started it, Iman reigned supreme in the 90s,
Kylie Jenner made US$420 million in her first 18 months and
now ScarJo and Halsey are giving it a red-hot go. Even if it
wasn’t spelled out in the headline, you’d know in a heartbeat
we’re talking about celebrity beauty brands.
Celebs have long been walking and talking endorsements and
ambassadors for fashion and beauty brands, monetising their fame
by being the face of a product or campaign. But it appears this is no
longer enough for these beauty-preneurs – they are now creating
their own successful beauty brands in rapid succession.
The phenomenal success of these brands isn’t just because of their
name on the label – these products have some serious research and
science to back them. The epic rise of social media-led brands is also
a dominant factor in their rise to the top, dramatically changing the
traditional beauty landscape and how we consume beauty products.
We take a look at some of the best-known celebrity beauty lines
and offer a sneak peek at what’s to come.