successful in other categories, such as catering to a diverse consumer base through both product and marketing imagery,” said Manola Soler at Alvarez & Marsal. “The category’s success will hinge on the ability of the formulations to deliver from a quality and performance perspective, but overall the move feels like a strong extension for the brand,” she continued.
“They’ve done a good job of calling out the science backing and the compound they launched with,” said Lauren Bitar, chief innovation and strategy officer at Trendalytics. “A lot of celebrity lines just fizzle, because anyone can launch a perfume, but is there meaning behind it?” “While cosmetics and fragrance lines by celebrities have seen significant success, hair care remains relatively untapped. This represents an opportunity for celebrities to branch out into hair care, offering products like shampoos, conditioners, treatments, and styling tools,” said Anna Mayo, vice president of beauty thought leadership at NielsenIQ. “The potential for innovation and market penetration in hair care is substantial, especially as consumers seek trusted and authentic brands.
Pointing to celebrity brand success stories, like Hailey Bieber’s Rhode, product performance is also crucial. “Look at the Rhode blush, it got so many views, and for Rare Beauty, blush is a powerhouse, too,” Bitar said.