Not all Celebrity Beauty Brands match the success of Selena Gomez’s Rare or Rihanna’s Fenty. While these two have thrived in the Celebrity Beauty Brand industry, many others have faced challenges. Relying solely on celebrity star power isn’t a guaranteed path to success. A thriving Celebrity Beauty Brand requires hard work, goals, strategy, and strong marketing.
In recent years, more than 50 celebrities and influencers have launched cosmetics, skincare, and haircare brands. Not all found lasting success, as the market changes, emphasizing product quality and authenticity.
Here are some examples of celebrity-owned beauty businesses that have faced difficulties:
Celebrity Beauty Brand: Kylie Skin by Kylie Jenner
Kylie Cosmetics enjoyed significant popularity when it was first launched in 2015. She made around $540 million selling 51% to Coty Inc. in January 2020, as per Forbes. When Kylie Jenner launched Kylie Skin in May 2019, it sparked several controversies. Newsweek reported backlash against the walnut face scrub due to its skin-micro-tear-causing nut shell particles. An X (formerly Twitter) user also reportedly exposed that some products that claimed to be vegan were not.
Celebrity Beauty Brand: Ariana Grande’s R.E.M. Beauty
Ariana Grande, a huge pop star, faced issues with her cosmetics line, R.E.M. Beauty, which launched in November 2021. In January, Grande was reported to acquire R.E.M.’s physical assets, as per Bloomberg and Forbes. Beauty for around $15 million from Morphe Cosmetics’ parent company, Forma Brands, after the company filed for bankruptcy. Not just Kim K: Who are the Gredes, the fashion power couple behind Skims? But that’s not all. Fans thought Ariana Grande’s makeup launch was a “cash grab” and believed her fragrances were better in quality.
Kim Kardashian’s Skin by Kim:
There’s no doubt that Kim Kardashian has won the fashion game, achieving billionaire status thanks in part to her highly successful Skims shapewear and apparel brand. So why isn’t her skincare line doing as well? In June 2022, Skkn by Kim emerged as a joint rebrand of KKW Beauty and KKW Fragrance.But fans don’t buy it. In a recent Instagram post, netizens asked Kardashian to revive KKW Beauty and abandon her “failed” skincare venture.
Jonathan van Ness’ JVN Hair:
August 2021 marked the beginning of JVS Hair, a clean hair products brand launched as a collaboration between biotechnology company Amyris and Jonathan van Ness. The partnership wasn’t all smooth sailing, though, as this August, Amyris filed for “Chapter 11 bankruptcy”, per Women’s Wear Daily, with plans to sell its consumer brands – including JVS Hair. It’s still being determined who will buy the label, per a report in August by The Business of Fashion.
Rosie Huntington-Whiteley’s Rose Inc:
The former Victoria’s Secret model launched her beauty label, Rose Inc, in August 2021. She, too, has found herself at a crossroads, with the brand also being under Amyris, per WWD, meaning it plans to sell Rose Inc. Move over, Kylie Jenner! Inside Selena Gomez’s Rare Beauty empire
Lady Gaga’s Haus Labs:
Lady Gaga’s beauty line didn’t do well, despite her iconic makeup looks. After initially debuting on Amazon in July 2019, Haus Labs (renamed from Haus Laboratories) moved to Sephora in June 2022, according to industry sources. Since its shift to the beauty giant, Gaga’s brand is performing better, per Storyclash.
Naomi Watts’ Onda Beauty:
Onda Beauty, founded by Larissa Thomson, Sarah Bryden-Brown, and Naomi Watts, began in 2014 as part of Amyris’ portfolio. However, Amyris reportedly shut down the retailer in August, states Beauty Matter. Beauty Independent reports that the brand’s founder, Thomson, purchased it in October, relaunched it, but Watts won’t be involved.
Addison Rae’s Item Beauty:
TikTok star Addison Rae has a colossal following on social media, yet this didn’t translate to sales when she launched Item Beauty in August 2020. In January this year, Sephora pulled Rae’s beauty label from shelves, states Insider. It needs to be clarified whether the business is still running, as the brand’s Instagram page has been made private, while its website doesn’t show any products. According to Insider, influencer-backed brands often see mixed results.
Jared Leto’s Twentynine Palms:
The actor and Thirty Seconds to Mars musician announced the launch of his gender-neutral skincare and haircare label, Twentynine Palms, in October last year – but it wasn’t long before he pulled the plug on the project. Per The Hollywood Reporter, Leto ended his relationship with parent company Maapilim some months ago due to “what he believes was a breach of contract and mismanagement by the brand operator,” his rep, Robin Baum, told the publication.
Conclusion
These examples illustrate that celebrity beauty brands often encounter mixed results, highlighting the complexity and competitiveness of the industry. Building a successful beauty brand requires more than a famous name; it demands dedication, product quality, and effective management.
In the ever-evolving beauty industry, where trends, consumer preferences, and market dynamics change rapidly, establishing and maintaining a successful beauty brand can be a formidable challenge. For celebrities, leveraging their star power to enter this competitive market is tempting, but it often requires far more than a recognizable name to achieve long-term success.
While celebrities like Selena Gomez and Rihanna have managed to create successful beauty brands, others have faced various obstacles, illustrating that the path to success in the beauty industry is complex. To understand the challenges faced by celebrity beauty brands, it’s crucial to examine each case individually.