Lessons from Celebrity Beauty Launches

In the past two weeks, a handful of musicians, actresses, and influencers have announced new ventures in the beauty arena. Taken together, they represent a microcosm of many of the trends currently rising to the top in celebrity health and beauty.

  • Tightly focused launches. Singer, model, and actress Zoë Kravitz revealed her lipstick collection for YSL Beauté, part of an ongoing brand ambassadorship she has had with the beauty marketer since 2017. The collection, under the YSL Beauté x Zoë label, is centered on six shades of lipsticks, three reds and three nudes, reflecting a trend for narrow, laser-focused assortments.
  • New demographic targets. Stranger Things actress Millie Bobby Brown launched a beauty brand called Florence by Mills, for young Generation Z consumers like herself, who are not typically the primary focus for most celebrity beauty projects. The line is formulated for young skin, and the 15 initial SKUs include face mist, eye gel pads, blush, and skin tint, with accessible price points from $10 to $34.
  • Products promoting a specific venture in the celebrity’s core business. Singer Ariana Grande’s latest fragrance, her seventh, is inspired by her recent hit “Thank U, Next.” The product has reportedly generated more engagement on social media than her other scents, perhaps because of the connection with the much-discussed song.
  • Co-branding and collaboration. Reality TV and social media stars Kim Kardashian West and her sister Kylie Jenner, both veterans of the beauty category, paired for the first time for a set of three fragrances, released last week after a postponement earlier in the year.
  • Product lines within a broader endorsement deal. Social media influencer, actress, and TV presenter Liz Koshy was named brand ambassador for beauty brand C’est Moi, which specializes in cosmetics and sun care for sensitive skin. Plans call for a co-branded capsule collection later in the year as part of the deal. (The Kravitz line above is also an example of this trend.)

Rumors of beauty ventures involving singer/model Ciara and actress/singer Selena Gomez also began circulating during the same two-week period, as there seems to be no end to the phenomenon of celebrity-driven collections in fragrances, cosmetics, and skin care.

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