The Wondering Truth Of the Now Celebrity Beauty Brands

When did celebrity beauty brands even begin? 

If it’s not already obvious, the beauty industry is one of the hottest topics right now in the country! Okay, maybe that’s a bit of an exaggeration, but with the beauty industry expected to be worth $450 billion in 2025, it’s pretty dang close.

After years of lip kits, skin tints, mascaras, and skincare flooding the market, people may think “there’s no way it can go any more up than here,” but let’s be real, it is just getting started. 

Some trace it back to the 90s with pioneers like Iman Cosmetics, while others argue it really took off when consumer demand skyrocketed with the launch of brands like Fenty Beauty, followed by Kylie Cosmetics, Rare Beauty, and more. 

There was a time when celebrities were simply the faces of beauty brands endorsing products rather than creating them. But today, many artists and influencers are launching their own lines, giving rise to what we now call “celebrity beauty brands."

So, what changed? Why the shift from spokesperson to founder? Let’s take a closer look behind the smoking mirrors of the industry. 

Who was the first to start the celebrity beauty brand phenomenon

We have to first give it to the queen herself, Supermodel Iman Abdulmajid, who was the first person to launch our “celebrity beauty brand”, Iman Cosmetics.

This was also the first cosmetic brand to be marketed as inclusive of all different skin types, according to an article published by Australian Vogue. That being said, Iman was living ahead of her time because in today's market, celebrity beauty brands are booming. 

Why has it become such a hit in the 21st century?

Let’s be honest, within the 21st century, the internet has completely transformed our lives. Social media platforms like Instagram, Twitter, TikTok, and Snapchat have become gateways into the lives of these celebrities, giving fans exclusive access to the Hollywood lifestyle and a sense of closeness that never existed before. 

In the past, celebrities were seen as distant, almost untouchable figures. But as social media evolved, that barrier began to disappear. For the first time, fans could finally see into their favorite celebrities' daily lives, routines, and personalities, making the consumer feel as if that life can be attainable. 

As we follow the footsteps of influencers and artists and watch their lifestyle unfold in real time, we blindly become more influenced by their tastes and likings, including their definition of beauty.

So when celebrities began launching their own beauty products, it felt like a natural next step to swipe the card. For many fans, supporting these brands wasn't just about the product; it was about buying into a lifestyle and a person they already admired. 

The Marketing Psychology Behind a Celebrity Beauty Brand

As mentioned earlier, social media has become a powerhouse in marketing celebrity beauty brands. With the help of platforms like Instagram and TikTok, celebrities can test and showcase their products in real time- often from the comfort of their bathroom or makeup chair, alongside their makeup artists.

This raw “behind the scenes” access puts them in a more relatable space and even a vulnerable state that builds trust with their audience.

We no longer need a traditional marketing strategy that relies on billboards, magazine spreads, TV commercials, and radio. In today's digital age, marketing has shifted toward social media posts, influencer content, SEO strategies, and targeted campaigns.

This method makes it faster, more personal, and meets the consumer right where they are, without having to look much outside other than their screens. 

More than what's on the shelf, these brands thrive on emotional connection as well. Fans already feel deeply connected to these public figures, and when that connection aligns with the brand's message, it creates powerful brand loyalty, almost like the peanut butter to its jelly.

For example, Rare Beauty resonates strongly with mental health advocacy, a cause that is personal to founder Selena Gomez. This alignment gives the brand authenticity and emotional depth.

On the other end of things, some brands are not as lucky. For instance, Addison Rae’s brand, Item Beauty, was not particularly effective at conveying the meaning behind the brand.

While the brand itself had popular products, the brand lacked a compelling emotional narrative and struggled with consistent marketing to debut the brand story. As a result, it did not gain the long-term shelf life like its other beauty competitors. 

How are the brands we love ranking in today's market

In today’s day in age, the beauty market is fast and booming, especially when it comes to your local Ulta and Sephora, celebrity beauty brands are basically running the show. Because who wouldn’t want to drop $20 on a lip gloss that you can just smack in the back of your phone and give the cool girl aesthetic like Mrs.Bieber.

According to an article posted by Retail Boss.com, here’s how your top 5 favorite celebrity brands are currently trending: 

• Fenty Beauty by Rihana

Coming in hot at number one, Fenty sold at over 1,500 retailers and has a whopping 12.5 million Instagram followers. Not shocking, Rihana really understood the assignment. 

• Rare Beauty by Selena Gomez

Let’s be honest, were we actually surprised by this one? Rare Beauty is available at more than 1,200 retailers and has earned 8.7 million followers on Instagram.

• Kylie Cosmetics by Kylie Jenner

Still holding strong, Kylie Cosmetics is sold at over 1,000 retailers and boasts an insane 27 million Instagram followers. Say what you want, but the girl knew how to market that lip kit. 

• Haus Labs by Lady Gaga 

Approved by Gaga herself, Haus Labs is in more than 900 retailers with a 32million followers on Instagram. 

• Rhode Skin by Hailey Bieber

Minimalist Skincare with a glazed donut inspo, Rhode has sold in over 800 retailers now Sephora, to add to that mix. It is sold at over 800 retailers, with 1.8 million Instagram followers. 

Staring in the late 2010s and into the 2020s, the celebrity beauty brand scene has exploded. Thanks to killer marketing, constantly having viral moments in social media, and a little from fame, only a handful of these brands get the real red carpet treatment. As for the rest, let’s just say better luck at the next product launch. 

What does the future of beauty brands look like 

As we can see from the statistics above, celebrity beauty brands aren't going anywhere anytime soon. But as time goes on, marketing to audiences will become more challenging. As consumers are becoming smarter shoppers, old tricks won't likely work like they used to.

For brands to stay relevant, they would need to evolve, adapt, and think outside the box. In the future, we might even see more collaborations between celebrity beauty. Let’s be real, seeing a collab between Rare Beauty and Hause Labs would be unbelievable.

Overall,  this industry is constantly full of exciting and unexpected releases, so we will just have to wait and see which celebrity jumps in next.

✍️ Written by Natalie Vasquez