Celebrities making waves in the beauty industry
One of the most captivating aspects of the beauty industry’s evolving landscape is the emergence and success of celebrity-owned brands. Celebrities have been drawn to this market by its continued growth and resilience, even during economic challenges. They have moved from simply representing brands to launching their own, contributing to the dynamic evolution of the industry and changing consumer preferences.
Some of these brands are beloved and innovative, while others face criticism for high prices or celebrity authenticity concerns. Yet, overall, these brands are thriving, with strong sales and popularity, particularly among Gen Z who welcome more celebrity launches.
Record-breaking sales in 2023
In a significant milestone, the collective sales of the forty-three celebrity beauty brands monitored by NIQ in the US surpassed $1 billion for the first time in 2023. Notably, their sales growth outpaced that of the overall beauty category, with an impressive increase of +57.8%, compared to the 11.1% growth, during the same period.
Core audience
Celebrity beauty brands attract passionate beauty enthusiasts known for their substantial spending on cosmetics and personal care products. On average, they spend $1,003.64 annually, which is 1.25 times more than the average buyer. This demographic tends to come from larger, younger, and more diverse households with higher incomes.
Celebrity beauty brands
2023 data for the US market by NIQ
- 1 K$annual customer spend
- 1 B$collective sales of the 43 celebrity beauty brands
Top celebrity beauty brands 2023
The Upbeat Agency used data from Statista to reveal the top-earning celebrity beauty brands worldwide in 2023. Leading the pack is Rihanna’s Fenty Beauty, followed closely by Priyanka Chopra Jonas’s Anomaly hair care brand and Kylie Jenner’s Kylie Cosmetics.
- Fenty Beauty – $602.4 million.
- The most sought-after product: foundation (21,000 global searches/ month).
- Differentiator: diversity. Fenty Beaty’s marketing campaigns consistently feature models of various ethnicities, genders, skin tones, and body types.
- Anomaly – $542.7 million.
- The most sought-after product: hair oil.
- Differentiator: green. Anomaly stands out for its eco-friendly packaging, made entirely from recycled ocean and landfill waste.
- Kylie Cosmetics – $380.4 million.
- The most sought-after product: mascara, (1,500 global searches/ month).
- Differentiator: Kylie’s community. Kylie Cosmetics target market are young, tech-savvy, Kylie Jenner funs. The brand leverages social media with trendy content, influencer collaborations, and community building.
Favorite British celebrity beauty brand
The Upbeat Agency also analysed the monthly Google search volume for British celebrity beauty brands. The most searched brand was Florence by Mills. The skincare brand was founded by actress Millie Bobby Brown, who gained recognition for playing Eleven in “Stranger Things”, a hit Netflix series that blends sci-fi, horror, and nostalgia in a thrilling story set in the 1980s.
- Florence by Mills received an average monthly Google search of 168,490.
- Target customers: Gen Z
- Differentiators: vegan, eco, authenticity. Florence by Mills features PETA-certified, cruelty-free, vegan skincare and makeup that’s specifically designed for young people’s skin. Millie Boby Brown is also “authentic”, which is something that Gen Z really highly values.
Other companies included in the top five were Trinny London by Trinny Woodall, Victoria Beckham Beauty, Pleasing by Harry Style and Rose Inc. by Rosie Huntington-Whiteley.
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