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 Makeup 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 Lines.
The DNA of a Celebrity Makeup Line
Celebrities have long worked with brands as 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.
The proliferation of internet-based, direct-to-consumer retailing and the rise of social media marketing has changed the celebrity merchandise tactics. Celebrities have taken their business ventures to the next level by launching their own celebrity makeup lines.
Some of the early celebrities to capitalize on the rise of celebrity makeup line include Kat Von D, Kylie Jenner, Rihanna, and Kim Kardashian. Celebrities like Kylie Minogue, Millie Bobbie Brown, and Kesha are now dipping their toes into the world of celebrity makeup lines.
In Defense of Celebrity Makeup Lines
- Some celebrities have profound effects on a country’s beauty trends. They set new trends and bring lesser-known trends to the forefront.
- Celebrities may have subject matter expertise or a unique beauty voice that extends beyond their status as entertainers.
- Influencers may have always had the end goal of creating their own makeup line.
- Adolescents often emulate their favorite celebrities beauty and fashion!
Against Celebrity Makeup Lines
Too often a celebrity makeup line seems like a quick cash grab rather than a meaningful investment in the beauty community. When celebrities only serve as the face of the brand, it may seem like a money grab.
Other negatives of the celebrity-inspired line include:
- Celebrities AND influencers “talk up” their involvement with a brand, but then take zero accountability when something goes wrong
- Consumers forget that a celebrity or influencer brand is still a corporation. Consumers may blindly give their trust.
- 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.
31% of voters indicated that they’d never purchase from a celebrity brand. Another 62% indicated that supporting a celebrity makeup line would be dependent 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
Most consumers want to purchase from cruelty-free brands that create quality products and contribute to the beauty community. If these qualities are not met, the price tag associated with the celebrity’s name may not be worthwhile.
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 celebrity makeup lines. -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. 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. If a new makeup line isn’t adding something new to the makeup community, they don’t need to exist.
The most successful celeb and influencer lines are brands that transcend their founder’s star power and make an impact in the industry. Kylie Jenner’s lip kits launched a trend to provide consumers with “kits” and “bundles” meant to make it easier for consumers to recreate a cohesive look. Fenty Beauty’s inclusive shade range and marketing lit a fire in the American cosmetic industry. Now brands are expected to offer more products for beauty wearers of all skin tones.
Only time will tell whether these celebrity makeup lines 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.