Viva el Maquillaje

Latina singers have been in high demand for makeup collaborations of late, with at least three deals signed this year after several introductions in 2018 and 2019. These celebrities have an advantage in that they tend to attract a mainstream audience that includes ethnically and racially diverse consumers, something that increasingly appeals to cosmetics marketers and brands of all kinds. That inclusive fan base has made them stand out in both the celebrity licensing and licensed cosmetics landscapes, two segments that are increasingly crowded.

Some recent happenings:

  • In May, Thalía Sodi and Motives Cosmetics by Loren Ridinger launched a limited-edition collaboration consisting of summer-inspired matte and shimmery eye and cheek colors. Thalía has had a makeup collection in the past and debuted new fragrance and haircare lines in 2019. Motives’ past partnerships have included one with former MTV DJ and actress La La Anthony for a range of eye shadows.
  • In February, the estate of the late Selena Quintanilla announced a second limited collection with M.A.C.—the first was in 2016—celebrating 25 years since she launched her career as the “Queen of Tejano Music.” The assortment, which came into being due to fan demand and was developed with the singer’s sister and brother, brings back some items from the 18-piece first collection, which sold out quickly in its original iteration.
  • Also in February, Selena Gomez announced a makeup line called Rare Beauty, which was set to debut at Sephora this summer. The line is expected to include foundations, lip glosses, eye products, and blush. The Sephora website has a page for Rare Beauty by Selena Gomez but no products listed yet. The brand positioning encourages consumers to embrace their unique qualities rather than seeking a “perfect beauty” that is unattainable.
  • In 2019, singer-songwriter Becky G partnered with Colourpop for spring and fall collections called Viva and Hola Chola, respectively, following a limited assortment called Salvaje in 2018. She had previously served as a brand ambassador for Cover Girl, starting in 2013.
  • In 2018, Jennifer Lopez teamed with Inglot of Poland for a limited-edition cosmetics line consisting of 70 SKUs. Products, sold in Inglot’s ecommerce and bricks-and-mortar stores as well as at 25 Macy’s locations, included eye shadows, lipsticks, powders, bronzer, and blush. At the time of the deal J-Lo had released 24 fragrances with collective sales of almost $2 billion; she signed with Designer Parfums in 2017. The Inglot deal marked her first makeup collection, although she earlier had served as L’Oreal Paris’ longtime ambassador.
  • Also in 2018, rapper Cardi B launched a lipstick shade with Tom Ford Beauty. She has hinted at a full makeup line launching soon and has a cosmetics-focused website under construction.

While Latina singers’ involvement in the cosmetics category has been growing over the past several years, the phenomenon is not new by any means. Shakira signed a deal with Puig for cosmetics and personal care products, along with fragrances, back in 2008, to name one years-ago example. The two partners are still working together on fragrances, with the latest scent, Sweet Dreams, debuting in 2019.

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