It seems as though every day we wake up, another celebrity decides to venture into the world of cosmetics. In 2015, Kylie Generativity three gets a liquid lipstick and lip trying to do that, sold out within seconds of being launched when she wasn't the first celebrity to launch. A beauty brand poses the first to leverage social media for reach. Fast forward to 2021. The more celebrity beauty brands in one can keep count of while famous people so obsessed with the beauty and skin care industry.
This incident and we're going to find out in this episode of electroshocks.
A lot of celebrities have jumped onto the beauty bandwagon lately. It's a glamorous side hustle, which has proven to be extremely successful, has seen the dogs, Caitlyn Jenner and Rihanna.
Kylie Cosmetics started with the humble collection of three little kids today. It's a full blown beauty empire that stalks everything from concealers to lash extension's in twenty nineteen Carlysle 51 percent for business for 600 million dollars. Rihanna launched Fanti Beauty in 2017 and took the beauty industry by storm. The launch included a foundation range of 40 shades, which was groundbreaking and has now become the industry standard. Media brands, both big and small, underwent the Fenty effect and began extending their shared ranges to cater to a wide variety of skin tones.
Fenty did an astounding hundred million dollars in sales in its first 40 days alone. Perhaps inspired by these success stories, other celebrities decided they wanted into Kim Kardashian launched Kakababu Beauty in 2017, falling in her sister's footsteps. Lady Gaga Make Brand House Laboratories prides itself on self-expression. Selena Gomez launched Rare Beauty, which emphasizes acceptance and mental health about face by Halsy is vegan and cruelty free. Pharrell Williams released what he calls the three minute facial gender neutral skincare products and reusable packaging under the brand name Human Race in India.
We've seen designers management Lutron Massawa Gupta foray into beauty collaborations with my Glam and Nacha.
Well, Katrina GAF has launched Jabuti literally. Everybody has a beauty brand now. But why does every celebrity want to be a beauty mogul, what's the motive? The answer is kind of a no brainer. Money on celebrities used to be the faces of beauty brands. They would star in the ad campaigns and endorse the brands in interviews and on the red carpet. But with the rise of e-commerce direct to consumer sales and social media, celebrities have found a more lucrative way of taking bigger slices of the beauty industry by speaking to and selling to fans directly.
Starting your own company can generate a lot more cash than being a brand ambassador. The ratings are set up today. The perfect conditions for a celebrity beauty brand launch. The audience already exists in the fan base. Thanks to e-commerce, there's no need to pay for brick and mortar stores to push products. And with social media, there's huge savings and marketing.
Since most of the marketing takes place on celebrities personal Instagram, people see the products directly on these celebrities faces, but sends them into a spending frenzy. But why beauty? The category is just a lot more straightforward than, say, clothing. You might have not heard about all about you, which is the pick up articles, clothing brand or unsureness clothing brand called NUSH, but almost everyone is familiar with Katrina's beauty brand, quirky beauty. And from what we've seen in the past with celebrity fragrances, shoppers can get sick of a category.
The fragrance category took a hit around the 2008 recession. Celebrities like Britney Spears and Ariana Grande still pump them out, but they were not the go to products they once were. Fragrance don't necessarily represent a celebrity's lifestyle. There's a full beauty lankin Fenty Beauty's vision for inclusion is in line with Rihanna's personal ethos. There's also consumer shift towards a desire for more authentic retail experience backed by someone they admire and look up to. Traditional beauty brands are taking a backseat as emerging independent brands such as Glossier and the ordinary take up the market share with their purpose and passion.
For the launch of Florence, where Mills Millie Bobby Brown posted a video on Instagram in which she demonstrates how to use a products. Except she didn't really use the products and pretended to scrub and interface minus the water lardo and visible results.
She was called out for the stand across social media. This incident is a good indicator of what's going on in the beauty industry lately, apart from the quality of the product. Authenticity is key. Keeping it real is what attracts consumers to choose independent brands or traditional players. The question then becomes what happens when the celebrity beauty market becomes oversaturated? In the launch video for house laboratories, Lady Gaga had said the last thing the world needs is another beauty brand.
But that's too bad.
The new generation of consumers is radically inclusive and wants the brands they purchase from to be as well. These brands will do well as long as they continue to connect with their audience, with their brand messaging. But in case the beauty category, things like celebrity fragrances, both Kylie and Rihanna have launched spinoff skincare ranges Kylie Skin and Fante's Kim cashing in on people's love for Skincare. Already, Priyanka Chopra has launched a normally haircare brand, while Karradah Levine and Dakota Johnson have launched sexual wellness brought.
A company's celebrity makeup is booming. The proof is in the pudding, but it'll be interesting to see how these new categories do and what celebrities encroach upon next.