Beauty Contest

Just in the last week, three celebrity makeup artists have entered or expanded their presence in the competitive beauty and wellness space, announcing new retail-exclusive licensing or collaboration deals:

  • Sir John, best known for his work with the likes of Beyoncé and Kim Kardashian, paired with South African retailer Woolworths Holdings for a limited-edition collaboration. The collection, sold under the Volume 1 label, includes highlighter, eye shadow, and lipstick and is billed as vegan-friendly and cruelty-free. Sir John and the retailer have offered a series of makeup classes across South Africa since 2017.
  • Bobbi Brown launched a line of 10 wellness supplements exclusively through 1,500 Walmart stores and Walmart.com. The new line, sold in the beauty department, is marketed under the Evolution_18 label and includes probiotics, debloating teas, effervescent collagen and hydration tablets, vitamin gummies, and biotin supplements for hair health, at prices ranging from $10 to $20. Brown launched her flagship makeup brand, Bobbi Brown Essentials, in 1991; Estée Lauder purchased it in 1995, with Brown retaining creative control until she left in 2016. She has also been involved in deals for perfumes and eyewear.
  • Carmindy, known for her appearances on TLC’s What Not to Wear, among other media exposure, launched Carmindy Beauty exclusively on QVC. The color cosmetics label is meant to work for women of any age or skin type. It is offered in collaboration with Batallure Beauty, a company recognized for creating branded cosmetics for designers including Christian Louboutin, Derek Lam, Robert Graham, and Elizabeth and James. Priced from $15 to $70, the collection of 16 single items, as well as a range of kits, will launch in September.

These three new ventures are just the latest examples of makeup artists overseeing cosmetics and other beauty products, with already-established initiatives ranging from longstanding brands to newer collaborations involving social media-driven male makeup mavens and K-Beauty experts. The trend makes sense, of course, since both celebrity lifestyle collaborations and the cosmetics category continue to thrive and grow, and popular makeup artists are uniquely positioned for relevance at the intersection of the two.

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