A handful of celebrities have entered the skin care segment in the last few months, adding their names to a long list of famous faces who have launched such programs in recent years. With so many new initiatives in this slice of the beauty industry, the market has gone quickly from offering lots of white space for new collaborations to nearing saturation. Yet there still seems to be some room for new players, as these efforts illustrate:
- Paris Hilton is launching her Parívie skin care brand on May 7. It is positioned as being “truly luxurious, innovative, and elevated” and as helping women to feel “confident, powerful, and radiant at every age,” according to the social media messaging backing the launch. The reality TV star and influencer partnered with Guthy-Renker in November to develop beauty and wellness products.
- Celebrity designer Jeremy Scott paired with SpoiledChild in March for a space-inspired Return to Wellness kit that includes advanced eye cream in a Scott-designed chrome spaceship dispenser that is refillable and collectible, along with other SpoiledChild products such as nutraceutical gummies, anti-aging moisturizer, an overnight lip mask, and a shiny chrome-and-teal hoodie, all in a chrome-colored oval carrying bag. This is the second limited-edition capsule for the partners, with the first, a similar collection, released in November.
- Princess Madeleine of Sweden, using her private name, Madeleine Bernadotte, paired with Weleda, in a venture announced in March, for a skin care brand called MinLen. The launch grew from a concern about young people, spurred by social media trends, using skin care products containing ingredients that are not healthy for them. The range includes face cream, body lotion, body oil, lip balm, and shampoo/body wash, all featuring natural ingredients including flax flower, sea buckthorn, and wild blueberry. Sunscreen will be added in 2026. The brand will launch in September in Sweden and the German-speaking territories, with plans to debut in other markets in the future.
- Model Yazmine Lopez paired with Filtered Skin Cosmetics in February for a collection of products positioned as both ethical and effective, including hydrating and moisturizing creams and serums. The Filtered Skin brand name is inspired by the filters on Instagram and Snapchat that make the skin look flawless; the products, including those in this collaboration, are designed to produce a similar look in real life, as Lopez told her followers.
The players behind these and other recent initiatives are trying to carve their own niche in a crowded celebrity skin care landscape. Celebrities who have entered this space to date range from Duane Johnson, John Legend, and Michael Strahan to Alicia Keys, Rihanna, and Venus Williams, among many more.
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