CosBeauty Magazine #94

FEATURE TheRISE & RISE of CELEBRITY BEAUTY BRANDS REMEMBER WHEN EVERY CELEB HAD A SIGNATURE SCENT? WELL, NOW THEY’VE GOT ENTIRE PRODUCT LINES. WE DELVE INSIDE THE LUCRATIVE WORLD OF CELEBRITY BEAUTY BRANDS AND WHETHER THEY’RE WORTH THE HYPE. Elizabeth Taylor started it, Iman reigned supreme in the 90s, Kylie Jenner made US$420 million in her first 18 months and now ScarJo and Halsey are giving it a red-hot go. Even if it wasn’t spelled out in the headline, you’d know in a heartbeat we’re talking about celebrity beauty brands. Celebs have long been walking and talking endorsements and ambassadors for fashion and beauty brands, monetising their fame by being the face of a product or campaign. But it appears this is no longer enough for these beauty-preneurs – they are now creating their own successful beauty brands in rapid succession. The phenomenal success of these brands isn’t just because of their name on the label – these products have some serious research and science to back them. The epic rise of social media-led brands is also a dominant factor in their rise to the top, dramatically changing the traditional beauty landscape and how we consume beauty products. We take a look at some of the best-known celebrity beauty lines and offer a sneak peek at what’s to come.

FENTY BEAUTY & FENTY SKIN RIHANNA When Fenty Beauty first launched in 2017, it boasted $100 million in sales in its first few weeks. More than just a cosmetics brand, Fenty Beauty represents a movement. The brand differentiated itself not only with its cofounder, but also with its dedication to diversity. Rihanna’s decision to include 40 shades of foundation in her first collection highlighted the limited nature of existing makeup ranges and further fuelled the ongoing debate around restrictive beauty ideals. ‘Fenty Beauty was created for everyone,’ the singer and business mogul explained. ‘For women of all shades, personalities, attitudes, cultures and races. I wanted everyone to feel included. That’s the real reason I made this line.’ In 2020 Fenty Skin was also added to the beauty maven’s empire, and it has gone on to become the blockbuster business that Fenty Beauty is. The inclusivity ethos is carried across to Fenty Skin, with the range aiming to cater to everyone. Fenty Skin is unsurprisingly designed to complement Fenty Beauty makeup and has been tested on all skin types and tones to work seamlessly. Riri has prioritised clean formulas that are also oil-free, vegan and gluten free, with care for the coral reefs in mind. The packaging is earth-conscious: Think more recyclable materials and smart refillable packs that feel luxurious. According to Forbes, Rihanna is now officially a billionaire, with a net worth of US$1.7 billion. This makes her the richest female musician in the world – with Fenty Beauty and Fenty Skin making up the bulk of her wealth. www.cosbeauty.com.au 25