The Disruptive Advent of Celebrity Beauty Brands: How Will the Beauty Industry Change?
The stars of Hollywood have been exploring new ventures, with beauty as the prime target. The beauty industry has been dominated by founder-led brands until the advent of celebrity brands such as Fenty Beauty. With this new wave of brands, how will the beauty industry transform?
Celebrities were not widely associated with celebrities until the launch of Fenty Beauty by Rihanna in 2017. Starting with over 40 shades of its foundation, the brand was built on inclusivity, diversity, and sustainability – fulfilling a widespread need in the market. Making over $100 million in revenue in its first month, the explosive success of Fenty Beauty has led to the birth of many other celebrity beauty brands. Specifically, Rare Beauty by Selena Gomez and rhode skin by Hailey Bieber stand at the cusp of pop culture.
What exactly has made celebrity beauty brands so successful and why does it feel like every person is launching their own brand? In this digital age, celebrities have become more accessible than ever before. Platforms such as Instagram and Tiktok allow celebrities to connect with their fans and share their products in real time. The appeal of exclusivity that famous stars exude has been replaced with a sense of familiarity and relatability. Consumers are now gravitating towards brands that showcase a pivotal part of the celebrity’s life. For example, Rare Beauty has reached such success because of its advocacy for people with disabilities, as Selena Gomez has a condition herself, lupus.
According to Kearney research, In 2023, 54% of consumers purchased a beauty product from an influencer or celebrity brand. Over 9 years after celebrity beauty took off, consumer demand is still going strong today. Individuals are more likely to purchase a celebrity-endorsed product because of the relationship that has been established through becoming a fan. However, there has been discussion on whether this trend will continue into the future.
The celebrity name is no longer the deciding factor on consumer purchase. A Business of Fashion study showcases that 39% of purchase decisions are driven by quality products as opposed to 5% due to celebrity endorsement or leadership. Celebrity beauty has to focus more on reaching business goals centered around authenticity and efficiency. For example, brands such as Kylie Cosmetics by Kylie Jenner had a failing start because of her faulty lip applicators. Because the celebrity beauty market is oversaturated, product quality is a stand-out differentiator for consumers.
The beauty industry will continue to birth new brands, celebrity or founder-led. The landscape will continue to change as consumer preferences adapt and brands try to keep up. What will the future of beauty look like as it continues to grow, adapt and open up to the world? It is exciting to wonder and leaves consumers intrigued yet hopeful for what is to come.
Works Cited
Company, M. &. (2025, June 26). The end of the Founder-Led era. The Business of Fashion. https://www.businessoffashion.com/articles/beauty/state-of-fashion-beauty-report-founder-led-beauty-brands/
Fetto, F. (2020, April 6). How Fenty Beauty changed the state of play in the beauty industry. British Vogue. https://www.vogue.co.uk/beauty/article/rihanna-fenty-beauty-diversity
Perim, T., Mexmain, P., & Liu, J. (2023, August 28). Beyond the spotlight: how celebrity beauty brands can achieve long-lasting success. Kearney. Retrieved March 28, 2026, from https://www.kearney.com/industry/consumer-retail/article/beyond-the-spotlight-how-celebrity-beauty-brands-can-achieve-long-lasting-success#:~:text=Of%20those%20who%20do%20purchase,gives%20them%20a%20huge%20advantage.