In recent years, the beauty industry has undergone an unprecedented transformation, driven largely by celebrities creating their own makeup brands. With millions of followers on social networks and a close relationship with their fans, these celebrities not only launch products, but also create an entire aspirational lifestyle that revolutionized the beauty market.. Some of these makeup lines already make millions of dollars, and in some cases, they have become the most profitable names in the sector. Below are some of the most iconic celebrities who have achieved this success.
One of the pioneers and great stars in this field is Rihanna. Her brand, Fenty Beauty, was launched in 2017 with a clear message: inclusion for all skin tones. From the beginning, Fenty Beauty revolutionized the industry by offering 40 shades of makeup foundation, something almost unheard of at the time. Her approach to diversity and commitment to representing all people generated a wave of support that transformed Fenty Beauty into a breakout success.
According to Forbes reports, in its first year, Fenty Beauty generated more than $550 million in revenue, an impressive figure that established Rihanna as one of the most influential entrepreneurs in the industry.. Today, Fenty Beauty remains a role model for inclusive makeup brands and proof of the power of a diversity-focused marketing strategy.
Kylie Jenner and Kylie Cosmetics
Kylie Jenner, the youngest of the Kardashian-Jenner clan, She made history when she launched her Kylie Cosmetics brand in 2015.. What started as a line of lip kits that included lipstick and eyeliner quickly became a multi-million dollar company. In 2019, Jenner sold 51% of Kylie Cosmetics to Coty Inc., in a transaction that valued the company at $1.2 billion, a figure that made her one of the most successful young entrepreneurs of her generation.
The rise of Kylie Cosmetics is largely due to the power of social media, especially Instagram and Snapchat, where Kylie constantly promoted her products. Their marketing strategy was based on creating expectations and limited editions, which generated a “scarcity effect” that increased demand. Today, Kylie Cosmetics remains one of the most profitable beauty brands loved by young audiences.
Selena Gomez and Rare Beauty
Selena Gomez decided to enter the world of makeup in 2020 with Rare Beauty, a brand focused on authenticity and breaking perfect beauty standards. Unlike other lines, Rare Beauty promotes a philosophy of self-love and acceptance, seeking makeup to be a tool to highlight what is natural instead of covering it up.
Rare Beauty captured the attention of millions thanks to its “real beauty” approach. Additionally, the brand donates 1% of its sales to the Rare Impact Foundation, created by Selena to support mental health. This social purpose, along with its accessibility and the quality of its products, positioned Rare Beauty as a unique brand in the market and a favorite among younger consumers.
Lady Gaga and Haus Laboratories
Lady Gaga, famous for her eccentric style and ability to reinvent herself, launched her own makeup line in 2019 called Haus Laboratories. The brand, which was initially sold exclusively on Amazon, reflects Gaga’s bold and avant-garde spirit, with a range of products that encourages her fans to express themselves freely and without fear.
Although its success has not been as massive as that of other celebrities, Haus Laboratories found a niche among those seeking unique aesthetics and high-quality products.. For Gaga, makeup is a tool of empowerment, and Haus Laboratories conveys that message clearly to its consumers.
Lady gaga.jpg
Jennifer Lopez and JLo Beauty
Jennifer Lopez is known for her glowing skin and enviable physique, and in 2021 she decided to share her beauty secret with the world through JLo Beauty. Unlike the other brands mentioned, JLo Beauty focuses more on skincare than makeup, standing out for its products that promise to deliver “JLo skin.” The brand promotes “beauty from the inside out”, an approach that advocates well-being and personal care to achieve healthy skin.
Although still a young brand, JLo Beauty has gained popularity, especially among older consumers looking for products that improve the appearance of their skin. Jennifer Lopez’s brand is expanding rapidly and is already one of the most influential brands in the skincare sector.
Kim Kardashian and KKW Beauty
Kim Kardashian was another of the pioneers in this trend, launching KKW Beauty in 2017. With a product line that included concealers, contour palettes and lip kits, KKW Beauty was an immediate success. Her minimalist aesthetic and focus on contouring and lighting, characteristic of the Kardashian style, were key to her popularity.
In 2021, Kim sold 20% of his company to Coty Inc., valuing the brand at $1 billion.. Although the brand is in the process of renewal and is expected to relaunch its products in a different format, the success of KKW Beauty demonstrates the power of a celebrity like Kim to turn a personal trend into a global phenomenon. Even, as it recently emerged, Kim would be looking to buy back the shares he sold to regain full control of the firm.
Source: Ambito
