Celeb Cosmetics: What Are We Really Buying Into?

Celeb Beauty brands products with Rihanna, Selena Gomez, Kylie Jenner and Hailey Bieber faces on pink background artwork by Francesca Trovato, Rhone Spink-Knight and Lorenzo Baldi.

Would you like Kylie Jenner’s lips, Jessica Alba’s skin, or perhaps Bella Hadid’s scent? Celebrity beauty lines offer more than just products—they sell the illusion of their lifestyle, their image, or what we believe they represent

Celeb Beauty brands products with Rihanna, Selena Gomez, Kylie Jenner and Hailey Bieber faces on pink background artwork by Francesca Trovato, Rhone Spink-Knight and Lorenzo Baldi.

30/01/2025

By Giulia D’Amore & Agnete Bay Blichfeldt. Cover Image Artwork by Francesca Trovato, Rhone Spink-Knight and Lorenzo Baldi.

It seems that these days, when we browse the makeup aisles, we’re not just looking at cosmetics; we’re seeing more than that. Many of these products are now infused with star power as celebrities have transitioned from simply endorsing beauty items to creating their own cosmetics lines. Let’s explore this trend and take a closer look at the most successful brands—and what they’re truly selling.

Over the past decade, consumers have been introduced to a wide array of celebrity-founded beauty brands—some highly successful, while others have faded into obscurity. Looking at the statistics, it’s clear that celebrity brands are shaking up the beauty industry. Collectively, these brands generated over 1 billion USD in revenue, with a growth rate of 57.8%, while the overall beauty industry grew by just 11.1%. (1).


Celeb Cosmetics: What Are We Really Buying Into?


Rhode: Is Hailey Bieber’s Beauty Brand More Than Just Hype?

The rise of Rhode, launched in 2022, is a prime example of how social media has influenced beauty culture. The marketing of these products encourages consumers to make purchases driven more by trends than by actual skincare needs. Many people aspire to achieve the ideal of perfection and the “natural glow” embodied by Hailey Bieber. This desire is fueled by the sense of intimacy the brand creates, suggesting that using its products brings consumers closer to that image of effortless beauty. As a result, skincare becomes less about genuine skin health and more about pursuing an ideal, turning it from a routine into an aspirational goal


Kylie Cosmetics: From Lip Kits to Icon

At first, it was all about Kylie Jenner’s plump lips, which set the ultimate trend in the beauty industry. Her brand capitalised on this phenomenon, transforming a simple product into a cultural sensation. With just one product, Kylie Cosmetics revolutionised the beauty landscape by harnessing the power of social media and her massive following. Today, the brand represents more than just makeup. Kylie Cosmetics has evolved into a lifestyle brand, creating a sense of exclusivity and aspiration. This allure compels consumers to purchase the products but also draws them into the glamorous world that Kylie embodies.


Rare Beauty: Is It Truly Redefining Beauty Standards?

Unlike the brands mentioned above, Selena Gomez’s Rare Beauty doesn’t focus on creating an image of flawless perfection. Instead, it aims to help customers feel good by promoting authenticity and enhancing natural beauty. The brand goes beyond just cosmetics; it actively champions mental health awareness and self-love. In a world that often pushes unattainable beauty standards, Rare Beauty fosters a sense of belonging, where beauty is personal, diverse, and, most importantly, real.


Inclusive Celeb Cosmetics, Fenty Beauty: The Power Beyond the Shades of Foundation

From the very start, with the launch of 50 Shades of Foundation, Fenty Beauty made it clear that their mission wasn’t just about filling a market gap; it was about empowering consumers who other major beauty brands had overlooked. Rihanna has consistently championed self-expression and diversity as the foundation of her beauty line. Beyond the ongoing reinvention and success of its products, Fenty’s core values remain firmly rooted in these principles.

When examining celebrity-owned beauty brands, two main general ideologies emerge. The first type of brand relies heavily on the celebrity’s presence for its success. They promise customers a taste of glamour and the chance to infuse a bit of star quality into their daily routines, such as with Harry Styles’ nail polish or Kim Kardashian’s 9-step skincare regimen.

The second type consists of brands that feel more like personal projects, closely connected to the celebrity’s own narrative. These products aim to fill gaps in the beauty market while highlighting political, social, and environmental issues. They make clear statements about animal testing, inclusivity, and production transparency. Ultimately, if these are the values we’re buying into, maybe makeup isn’t as superficial as it seems.

1. Retail Beauty: “Arka Reveals the Most Successful Celebrity-Owned Beauty Businesses”, Melanie Radma, September 19th, 2024 

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