Celebrity beauty brands breaking industry barriers
Celebrities building businesses and capitalising on their fame and following is nothing new. Since the 90s, we’ve seen actors, musicians, and sportspeople try their hand at everything beauty-wise from perfumes to edible skincare. Some sink, some swim, some float in the middle.
In a time of content and competition overload, the talk of celebrities and pop culture dying out are constant. It’s harder than ever for brands to succeed. It’s also harder to know which products are actually worth the hype and which are simply overhyped due to their famous backer.
We’re going to have a look at a few of the celeb-founded beauty brands to see what works and what doesn’t in today’s world from the products to company values to marketing strategies.
Standout beauty ventures
What does it actually take to build a brand that can outperform the throngs of competitors? Consumers were once more interested in the brand and who was behind it. Social media reviewers now highlight the products, ingredients, and effectiveness, meaning products must live up to and exceed expectations..
Our pick of standout brands generally garner praise for varying reasons, from diversity to company values.
Rihanna's Fenty Beauty
Rihanna’s beauty and makeup brand was a hit from day one. Her interest and influence in the beauty industry is one of a kind. Championing true diversity in its shade ranges and garnering a cult following, it’s hard not to mention Fenty in this list.
Why it works:
Diversity
Everyone should have access to quality products from top brands. Unfortunately, it’s something many companies fail at time and time again. Rihanna’s first makeup launch was praised for true diversity and an incredible shade range.
Marketing
Yes, Rihanna is half the marketing effort, and showcasing her brand at major events like the Super Bowl is hard to match. But the marketing team gets it right every time. The feel-good nature of their campaigns and marketing, combined with inclusivity, is what women want and need.
Products
Fenty, poised as a luxury brand, offers high-quality products at an affordable price. The constant innovation and expansion into new areas – skincare and fragrances – set the stage perfectly for continuous growth.
Rare Beauty by Selena Gomez
Selena Gomez’s newer beauty kingdom came out swinging. With so much competition in the industry, it’s essential to carve out a space for yourself, and she did. Her dedicated following definitely helped along the way, but Rare also knew who to target and how to do it successfully.
Why it works:
Authenticity
Selena built this empire with her beliefs and values at the core. The brand is an extension of herself. She is transparent and authentic, and that resonates strongly with today’s consumers.
Social media
Hitting the mark with social media presents many challenges, but their presence is spot on for the Gen Z audience. A blend of products, tutorials, and mental health education, it’s the perfect face of the brand.
Purpose
Selena’s vulnerability with her own mental health struggles proves the brand is more than its products. The brand’s values align profit with purpose without being performative through the Rare Impact Fund.
Rhode Skin by Hailey Bieber
Hailey Bieber’s empire has taken the industry by storm. Though there may have been doubters, she took a strategic approach and really proved herself. Rhode addresses skincare issues and promotes environmentally friendly, vegan products, among a host of clever techniques to succeed.
Why it works:
Simplicity
Rhode hones in on simple and effective products to achieve healthier skin, in a market of overwhelming choice. Hailey promotes a ‘less is more’ take on beauty.
Scientific
Working with expert dermatologists and chemists, Rhode uses ingredients proven to improve your skin barrier. Peptides, niacinamide, shea butter, and hyaluronic acid are just a taste of what you can expect from the latest trends.
Branding
Hailey’s brand hit the headlines once again this year for the viral lip balm phone case. A simple, everyday item with added functionality. Hitting the mark time and time again, capitalising on user-generated content, influencers, and her own personal brand.
Celebrity brands impact on the industry
The success of celebrity-backed beauty brands like Fenty, Rare, and Rhode underscores the power of a solid personal brand and authentic connection with consumers. These brands have demonstrated that a combination of celebrity influence, product efficacy, and a clear brand identity is essential for breaking through the crowded beauty market.
Keeping up with the celebs
While social media and influencer marketing play a significant role in launching and growing these brands, it’s crucial to remember that product quality and brand authenticity are necessary for long-term success. To emulate their achievements, aspiring beauty brands should focus on developing innovative and effective products, cultivating a strong brand identity, and building genuine connections with their target audience.
It’s not impossible to build an incredible founder story for your brand. Though it may be hard to match the fame of ten to twenty years, just take a look at Huda Beauty and how a makeup artist and influencer turned entrepreneur and built one of the biggest makeup businesses to date.
Hiring for successful beauty brands
Hiring for high-growth beauty brands such as these require talented individuals who will drive success and growth. Finding those who are agile enough to adapt to market changes and consumer trends is the beginning. Brands also want people involved in the business who are passionate about the industry. Growing at the rate it is, thriving in the industry means it has to be more of a lifestyle than a job.