I Feel Pretty: The Evolution of Celeb Beauty Licensing

Makeup collaborations have been a licensing class for manufacturers for a long time, from celeb make-up artist  Kevyn Aucoin teaming with Ultima 2 for cosmetics  to MAC x Barbie in 2007  to even  Chipotle and E.L.F. Cosmetics this 12 months.  

In addition to celeb magnificence model is the celeb perfume class, which consists of celebrities like Britney Spears, Katy Perry and Jessica Simpson. Some branded fragrances from the likes of Lady Gaga, Kim Kardashian and Jennifer Lopez have branched out into magnificence manufacturers with Haus Laboratories, KKW Beauty/Fragrance and JLo Beauty, respectively. The celeb fragrance line is robust, with Dolly Parton not too long ago introducing a branded perfume. 

The glamour of celeb and the sweetness wants of the buyer go collectively, leading to a strong advertising instrument. In 2019, YPulse discovered that 51% of GenZ can be extra doubtless to purchase a product if their favourite on-line celeb really useful it. Knowing the ability of celeb, make-up manufacturers selected them to be the face of a product launch. Not solely do celebrities wield affect over their viewers, however potential affect over the sweetness market.  

With this shopping for energy of their palms, celebrities have jumped on the chance to attempt their luck within the magnificence house. Recently, singer and actress Ariana Grande debuted her make-up line with the upcoming launch of her model, R.E.M. Beauty. Actress Jennifer Aniston additionally not too long ago launched a haircare line referred to as LolaVie. 

Grande and Aniston comply with within the footsteps of celebrities like actrss and singer  Selena Gomez with Rare Beauty, social media influencer and actress Addison Rae with ITEM Beauty, Kylie Jenner with Kylie Cosmetics and Rihanna, who has launched Fenty Beauty and Fenty Skin. 

Some celebrities select to collaborate with established manufacturers to launch licensed collections – assume Megan Thee Stallion x Revlon, Zoë Kravitz x YSL.  

With loyal fan bases, the capitalization of the celeb make-up market is a step for leisure business who’re recognized for his or her bodily look. Both the celeb and the model they entrance profit from this parasocial relationship. But what is going to occur if celeb begins to fade, and what does this imply for the sweetness business? 

“As of now, unbiased and celebrity-backed magnificence manufacturers are nonetheless of their early progress levels and can proceed to provide the normal manufacturers fierce competitors over the approaching years,” Alanna Dible, senior audit supervisor, and Mark Grant, audit senior, Mazars USA, advised WWD. “However, particularly for celeb manufacturers, it’s unsure whether or not the gross sales will wane as soon as the celeb’s shiny attraction fades. A brand new technology of celebrities might enter the business with a magnificence providing of their very own. We might even see every model have a shelf life, with bigger celebrities outlasting the remainder.” 

For instance, celebrities like Marilyn Monroe have turn into icons within the magnificence house which have allowed licensed merchandise together with her likeness to be produced for many years. Monroe’s signature look has turn into a traditional magnificence staple, permitting her to proceed to promote years after her passing. 

As magnificence developments proceed to ebb and stream, licensed cosmetics proceed to be produced and bought. The adoration followers have for the celebrities who signify the make-up firm might profit the visibility of each celeb and model.  

Long-lasting celeb magnificence manufacturers will probably be these linked to those that can keep within the highlight – and people who can proceed to encourage the aesthetic of their followers. 


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About the Author: Jessica