Celebrity beauty brands are a billion-dollar business. Beyoncé and Rihanna's latest ventures show where it's all heading

As celebrities shift away from being the face of brands to becoming founders, it's hard to name an A-Lister who is yet to enter the beauty space.

"You know how much switching my hair up matters to me," Rihanna wrote to her 151 million Instagram followers when announcing the new line.Zara Wong, a brand consultant specialising in the fashion, beauty and lifestyle space, says haircare has been "such a booming growth category." While not yet as crowded as the make-up space, more celebrities are making their foray into haircare.

"She is quite reticent so she isn't very public-facing in a sort of spoken way that resonates with customers today," Ms Wong explains. "It really goes to the empowerment message that they really tend to push in that space and these products really being more than what they do, but what goes in them and also how it makes you feel," he says.Skincare dupes are cheaper products that claim to match the look, feel, and effectiveness of more luxury offerings. But do they do what they say?"Ten years ago make-up was all about contouring and trying to make yourself look like something else," she says.

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