Sometimes it feels like new celebrity makeup lines are released every week. While some of these brands feel authentic, others feel disingenuous. But are all celebrity makeup lines just cash grabs?
From Perfume to Makeup
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.
In today’s Beau-Tea Talk, we’ll be discussing the rise of celebrity cosmetic lines. Are these products that consumers really want? Are celebrity makeup lines just cash grabs?
The DNA of a Celebrity Makeup Line
Celebrities have long been the faces for beauty and fashion products in commercials, print ads, etc. However, in the 1990s and 2000s, American celebrities started to venture into new territory by launching their own ”signature scents.”
In recent years, the proliferation of internet-based, direct-to-consumer retailing changed celebrity and brand relationships. Additionally, the rise of social media marketing altered the celebrity merchandising tactics. Instead of acting solely as spokespeople for known brands, some celebrities ventured 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. Moreover, 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 profoundly impact a country’s beauty trends. In doing so, these influencers set new trends or bring lesser-known trends to the forefront of pop culture.
- Celebrities may have subject matter expertise or a unique beauty voice that extends beyond their status as entertainers. For example, Caroline Hirons, British Skincare Influencer, has subject matter expertise when it comes to providing skincare advice.
- Creating a makeup or skincare line may have always been the ultimate goal for some beauty influencers.
- Adolescents often emulate their favorite celebrity’s beauty and fashion choices, anyways!
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. As such, consumers blindly give those brands their trust and accept poor customer service that they’d never normally condone.
- 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?
â€” 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 arenâ€™t really related to makeup)
â€” Simone ðŸŒ™ (@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.”
â€” Glamour With Christine (@with_christine) July 5, 2019
My friends’ opinions really fell in line with the overall trend that some people were very open to the idea of purchasing from a celebrity line, while others had more reservations. In most cases, the high price tag or particular celebrity were the reasons for purchase hesitation.
It really all depends for me I think! Iâ€™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, Iâ€™m not a fan of the Jenners/kardashians so thatâ€™s probably why I wouldnâ€™t buy from them
â€” Molly rose ðŸŒ¹ (@mindofmollyblog) June 30, 2019
I want to try Fenty but not because itâ€™s Rihanna, but because the products seem to actually work and sheâ€™s put her heart and soul into it! I donâ€™t care much for anyone else. Iâ€™ve bought a couple of Kylieâ€™s lip kits bc I like the colour but thatâ€™s all.
â€” Jackie | The Vibrant DreamerðŸŒ¸ (@1vibrantdreamer) June 30, 2019
Also, most consumers want to purchase from cruelty-free brands that create quality products. Additionally, it is important that new brands contribute to the beauty community. Therefore, there are high expectations when it comes to celebrity-owned lines. Moreover, if these expectations are not met, the price 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
â€” Rachel ðŸ’• (@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.
â€” AlyssaðŸŒ™ (@AlyssaJade_2) July 5, 2019
Iâ€™d love to try Fenty and KVD. I havenâ€™t tried any Kylie or KKW products yet, but Iâ€™m undecided if I really want to give them a go.
â€” 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!!
So, are Celebrity Makeup Lines Just a Cash Grab?
Honestly, 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. Moreover, if a new line isn’t adding something new to the makeup community, they don’t need to exist.
On that note, the most successful celebrity makeup lines are ones that transcend their founder’s star power. These are brands that make an impact in the industry. For example, Kylie Jenner’s lip kits launched a trend to provide consumers with “kits” and “bundles.” These bundles made it easier for consumers to recreate a cohesive look.
Also, 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.
Ultimately, only time will tell whether these celebrity makeup lines are here to stay. Will these lines last beyond the life of their famous founder’s celebrity status? We’ll have to wait and see.
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? Are celebrity makeup lines just cash grabs? Please let me know in the comments below.0