It’s a curious phenomenon—celebrity beauty brands, that is. For loyal fans, getting a skincare line from their favourite celebrity provides yet another opportunity for them to show their unwavering support. Perhaps these beauty products, which often come in aesthetically pleasing packaging, can also be regarded as a form of merchandise for fans.
When reality TV star-turned-cosmetics mogul Kylie Jenner launched her brand, Kylie Cosmetics, she singlehandedly started a new kind of celebrity wave. One that influenced consumers to shop online without trying or swatching the products in person. And she hardly did any marketing for it—not that she needed to do any.
According to market and consumer data provider Statista, skincare is one of the most profitable product categories and its revenue is projected to generate roughly US$177 billion in 2025.
Some of the most popular celebrities in the world have cashed in on this. And it looks like they’re not slowing down.
In 2022 alone, we’ve seen several skincare launches from some of the world’s most famous faces. Scarlett Johansson, Alicia Keys, Courtney Cox, Hailey Bieber and, of course, Kim Kardashian were some of the celebrities who launched their beauty brands in an already saturated market.
Some of them have also collaborated with renowned dermatologists to work on their products together. Bieber worked on her new skincare line, Rhode, with Dr Dhaval Bhanusali, the TikTok-famous New York City dermatologist who’s also known as the “formulation king”. Kardashian, on the other hand, consulted aesthetician and facialist-to-the-stars Joanna Czech, to develop the formulas for SKKN by Kim. She also admitted that her ex-husband, rapper Kanye West, was the brains behind the brand and conceptualised the sleek packaging, in line with his signature preference for a minimalist aesthetic.
It's a smart move on both their parts because naysayers can’t accuse them of releasing beauty brands without conducting any tests or research. But that doesn’t mean they avoided controversy altogether. Kardashian’s skincare line made headlines almost immediately because of how much the SKKN products cost; the full range of nine items will set one back by at least US$630.