The world of beauty is witnessing a power shift. Celebrity-founded brands, once seen as a fad, are starting to shatter expectations. The celebrity beauty brand industry has collectively surpassed $1 billion in sales for the first time in 2023, according to NielsenIQ. This growth has overtaken the traditional beauty category by a significant margin , signifying the undeniable influence celebrities now hold within the industry.
"But then obviously baking in her products that have these routines, which is a smart move. She's figured out the algorithm. She's figured out how to get creators on board and get fans and audiences engaged. And that's the engine behind how she's growing Rhode moving forward."Celebrity brands are often at the forefront of inclusivity.
Fenty Beauty by Rihanna revolutionised the foundation market by offering a record-breaking 40 shades. This resonates with people who value authenticity and representation thus fostering brand loyalty and driving sales.And finally, when a brand goes beyond makeup. When a brand is able to represent your thoughts and beliefs you don't just buy into the brand, you are buying into what that celebrity stands for.
The billion-dollar mark isn't spread evenly across all beauty categories. Fragrance and cosmetics reign supreme, with celebrity brands capturing a significant 2.9% share of total sales in both segments. Brands like Kim Kardashian West's KKW Beauty and Kylie Jenner's Kylie Cosmetics have become household names, while Ariana Grande's Cloud perfume continues to be a top seller.
However, challenges remain. Maintaining quality and innovation will be crucial for sustained success. Celebrity endorsements alone can't guarantee long-term loyalty. "I think what we're moving now into is that it’s not good enough. These brands need to compete with really, really high quality products that are coming out. Specialist retailers, and specialist startup founders and they have to be able to play on all of these different fields," Zoe says.