The beauty industry is seeing a boom in celebrity-owned beauty brands. WGSN looks beyond the hype to discover how these brands are appealing with purpose-led products.
Celebrity beauty has evolved. While celebrity endorsements are still widespread, a growing number of actors, singers and influencers have been launching their own brands over the past two years, with skincare the focus for 2022. From Pharrell Williams and Gwyneth Paltrow to Kim Kardashian and Kate Moss, it seems like you’re not an A-lister right now without your own skincare range. Most recently, Brad Pitt has shown his face too with a gender-inclusive skincare line.
But how does this differ from the celebrity endorsements of the past? What role has social media played in the boom? And which brands do we see chiming with WGSN’s trend forecasts for the future? Tune in to this episode of our Create Tomorrow podcast to find out.
Harnessing social media
“This new wave of celebrity brands have learned from the past and they’re trying to create a clear point of view and a real brand positioning. They’re not just resting on their celebrity status alone; they’re finding products or a white space that truly represent them and resonate with their audience. Social media has removed so many barriers to launching a brand. In the past, celebrities who launched beauty brands would have to partner with legacy beauty brands, but now they can go directly to their consumers.”
– Sienna Piccioni, Head of WGSN Beauty
Fostering brand community
“Celebrities can use their social media platforms to directly connect with their audiences and foster community. It’s been crucial, especially with consumers getting more savvy and the increasing impact of TikTok on brands. This element of authenticity is key to holding on to consumer loyalty. Even seeing behind the scenes of celebrities making their own product or inviting consumers to co-create on product development such as shades and packaging allows fostering of a community with the brand and the celebrity.”
– Hannah Mauser, Analyst, WGSN Beauty
“There’s going to be more activity in the home care space. Kourtney Kardashian is about to announce her next brand and a lot of people are guessing that it’s within furniture or home care. This shows where the wellness focus is evolving as people are bringing their wellness outside of the bathroom and more into their homes. We’ll start to see this evolution as well with celebrity brands.”
– Brielle Saggese, Strategist, WGSN Insight
To hear the full discussion, tune into episode 61 of our Create Tomorrow podcast, Celebrity Skincare – Beyond the Hype, on Anchor, Apple and Spotify.