Were you even an American adolescent in the 2000s if you didn’t own your favorite celebrity’s signature scent? Amongst some of the most notable celebrity perfumes were Beyonce’s Heat, Brittney Spears’ Curious and Fantasy, Jennifer Lopez’s Glow, Justin Bieber’s Girlfriend, and Taylor Swift’s Wonderstruck.
Gone are the good ole days where all of our favorite celebrities released their signature scent(s) so that us common-folk could smell like our idols. In lieu of the celebrity scent, we the consumer have seemingly been offered something better: The Celebrity Cosmetic Line. But is this new category of celebrity merchandise here to stay or just a quick cash-grab? Is this something that consumers really want?
In today’s Beau-Tea Talk, we’ll be discussing the rise of the Celebrity Cosmetic Line.
The DNA of a Celebrity Makeup Line
Celebrities have long been working with brands to be the face of their products in commercials, print ads, and other promotional ways. In the 1990s and 2000s, American celebrities started to venture into new territory by launching their own signature scents. However, with the proliferation of internet-based, direct-to-consumer retailing and the rise of social media marketing, celebrities have taken their business ventures to the next level by launching their own cosmetics lines. Some of the early celebrities to capitalize on this trend include Kat Von D, Kylie Jenner, Rihanna, and Kim Kardashian… but other celebrities like Kylie Minogue and Millie Bobbie Brown have begun to dip their toes into the world of celebrity makeup lines.
In Defense of Celebrity Makeup Lines
- Some celebrities have had profound effects on a country’s beauty trends, setting new trends or bringing lesser-known trends to the forefront of culture
- Celebrities may have subject matter expertise, a unique voice, or a clear passion for beauty that extends beyond their status as entertainers
- Influencers may have started out as “influencers” with the end goal of creating their own makeup line
- Adolescents often try to emulate their favorite celebrities beauty and fashion anyways!
Against Celebrity Makeup Lines
Too often a celebrity makeup line can seem like a quick cash grab rather than a meaningful investment in the beauty community…. especially when the celebrity serves as nothing more than the face of the brand. Other negatives of the celebrity-inspired line include:
- Celebrities AND influencers “talk up” their involvement with a brand, but then taking zero accountability when something goes wrong
- Consumers forget that a celebrity or influencer brand is still a corporation, so they may be blindly giving their trust when something wrong occurs with the brand
- Too many releases look and feel the SAME as everything else out on the market
- Potential to pay more for the celebrity name, despite lack of beauty expertise
Twitter Sounds Off: Would You Support A Celebrity Makeup Line?
On Twitter, I posed the below question:
Do you feel that “celebrity makeup brands” (i.e. KKW, Kylie, Fenty, KVD) are the new “celebrity perfume” ?
And, would you consider purchasing from a celebrity-founded brand?
— thenewburygirl (@thenewburygirl) June 30, 2019
Although we’ve seen a growing market for celebrity-owned beauty brands, I was surprised to find that the majority of my Twitter friends felt skeptical about celebrity makeup lines… with 31% of voters indicating that they’d never purchase from a celebrity brand and another 62% indicating that it would depend on the celebrity. Here’s what some of my friends had to say:
I mean, most of my makeup is from Kylie Cosmetics so yes I would purchase! But I feel like too many celebrities are trying to make money from makeup nowadays (and sometimes even celebrities who aren’t really related to makeup)
— Simone 🌙 (@beautymone) June 30, 2019
I would totally purchase it, if it was a product that interested me or I needed. I’m always willing to try something new! And yes.. I think this movement is the new “celebrity perfume.”
— Glamour With Christine (@with_christine) July 5, 2019
My friends’ opinions really fell in line with the overall vote trend in that some people were very open to the idea of purchasing from a celebrity line, while others had more reservations either due to the price tag or the celebrity.
It really all depends for me I think! I’ve had absolutely no interest in anything from Kylie or KKW, but I would be definitely open to buying from Fenty beauty. It probs depends on the celeb, I’m not a fan of the Jenners/kardashians so that’s probably why I wouldn’t buy from them
— Molly rose 🌹 (@mindofmollyblog) June 30, 2019
I want to try Fenty but not because it’s Rihanna, but because the products seem to actually work and she’s put her heart and soul into it! I don’t care much for anyone else. I’ve bought a couple of Kylie’s lip kits bc I like the colour but that’s all.
— Jackie | The Vibrant Dreamer🌸 (@1vibrantdreamer) June 30, 2019
All in all, most consumers want to purchase from brands that create quality products, don’t test on animals, and contribute to the beauty community otherwise the price tag associated with the celebrity’s name may not be worth it.
I’m a huge Kardashian fan, but I don’t think I’d ever buy their beauty products. I feel like there’s so many products out there that do the same thing without the price tag. You’re paying for a name rather than a good quality product! X
— Rachel 💕 (@Rachelkdowning) June 30, 2019
It personally doesn’t matter to me whether is a celebrity brand or not. Other factors such as the product being cruelty free and vegan arr more important to me regardless of who’s product it is.
— Alyssa🌙 (@AlyssaJade_2) July 5, 2019
I’d love to try Fenty and KVD. I haven’t tried any Kylie or KKW products yet, but I’m undecided if I really want to give them a go.
— Kat (@femenish) July 1, 2019
Thank you to all those who shared their opinions on this subject – everyone featured is a lovely, talented blogger you should be reading and supporting!!
Final Thoughts on Celebrity Makeup Lines
I’ve reached “new brand” launch fatigue because it feels like I’m reading about the launch of a new celebrity or influencer founded makeup line or collaboration every day. Although a celebrity or influencer may have a huge influence on beauty trends it doesn’t mean that he or she needs to release a makeup line… especially if the line isn’t adding something new to the makeup community.
In the end, the most successful celeb and influencer brands are those brands that can transcend beyond their founder’s star power and make an impact in the industry. For example, Kylie Jenner’s lip kits launched a trend in the industry to provide consumers with “kits” and “bundles” meant to make it easier for consumers to recreate a cohesive look. More importantly, Fenty Beauty’s inclusive shade range and marketing lit a fire in the American cosmetic industry to offer more products for beauty wearers of all skin tones.
Only time will tell whether these celebrity-founded brands are here to stay and whether they’ll last beyond the life of their famous founder’s celebrity status.
Do you love talking about trends in the beauty industry just as much as me? Check out my previous Beau-Tea Talk where I dive into the world of Paying for PR Kits.
What do you think about celebrity and influencer-founded cosmetics lines? Would you purchase cosmetics from your favorite celebrity? Please let me know in the comments below.