Beauty moguls or celebrity fads?
Are celeb-built brands actually good? Or are they just talk and money making moves?
Be it Selena Gomez, Lady Gaga, Kylie Jenner, Jennifer Lopez, Priyanka Chopra, Deepika Padukone, Lara Dutta or Sunny Leone, it’s fashionable for celebrities to launch their own beauty brands. And why not? Working with some of the best teams including makeup artists, hairstylists and dermatologists, celebs probably have what it takes to put their best foot forward to brand their beauty secrets, making them accessible to the world.
Many of these celebs have been challenging beauty norms by shaping positive conversations about self-acceptance and mental health through their brands. Tennis player Naomi Osaka’s ‘KINLO’ combats the myth that people with darker skin tones can’t get skin cancer and, therefore, don’t need sunscreen. Selena Gomez’s ‘Rare Beauty’ promotes self-confidence. Katrina Kaif ’s ‘Kay’ talks about inner beauty and strength, while Priyanka Chopra’s “Anomaly” is focused on affordably priced, performance-driven formulas.
But are these brands actually good? Or are they just talk and money-making moves?
Lubna Khan, brand strategy consultant, shares her thoughts on why celebrity-owned or celebrityled beauty brands are exploding today. “There’re many beauty brands in the market now and it’s easy to assemble ingredients and formulations without elaborate legacy infrastructure. Celebrity links help provide attention, media
coverage, hype and excitement around the brand, cutting through the clutter and encouraging the allimportant product trials,” she points out.
ARE THEY INTO IT?
However, the likes of actor and entrepreneur Sunny Leone, who has brands StarStruck, Lust, etc., are not the brand face but the owner of most of the stuff their brand creates. “I’ve sat through every single formula testing for StarStruck Cosmetics. I am a 100%owner of her products with no outside investors and take that responsibility very seriously,” states Sunny, who also points out she doesn’t classify this said explosion of celebrity brands as just a trend. “It’s been going on forever. When somebody loves or wants t o
BRANDS HAVE ALWAYS BEEN SOLD ON THE INTANGIBLE MYSTIQUE AND EMOTION JUST AS MUCH ON THE TANGIBLE INGREDIENTS AND FORMULATIONS. CELEBRITIES PROVIDE THAT EMOTION, INJECTING MORE OF THEIR OWN STORY, PERSONALITY, BELIEFS AND AURA OF CONFIDENCE INTO A BRAND THEY OWN AS COMPARED TO ANOTHER THEY ENDORSE
— LUBNA KHAN, BRAND STRATEGY CONSULTANT
EVERYTHING FROM THE DESIGN, ARTWORK, PACKAGING, CONTAINERS, MARKETING, LOOK AND FEEL OF THE ENTIRE COSMETIC LINE WITH OVER A HUNDRED AND FIFTY PRODUCTS NOW, FOR ALL THESE THINGS, IT IS DANIEL [HER HUSBAND] AND ME WHO ARE MAKING THESE DECISIONS SITTING IN OUR OFFICE FOR THE LAST THREE YEARS
invest their time and build something, they do it — whether it’s a celebrity or not. This has been happening for generations, across every decade, with people developing enormous brands.”
Lara Dutta, whose company Scentials Beautycare and Wellness Pvt Ltd has launched its skincare range, called Arias, also seems very clear why she’s playing the field. “I’ve been in the industry for a long time, working with the best brands and best makeup artists.
— SUNNY LEONE, actress/entrepreneur
I’VE BEEN IN THE INDUSTRY FOR A LONG TIME, WORKING WITH THE BEST BRANDS AND BEST MAKEUP ARTISTS. BUT THESE PRODUCTS ARE EXPENSIVE, COSTING AROUND THREE TO FOUR THOUSAND RUPEES, AND WOMEN TEND TO APPLY MUCH LESS OF IT THAN NEEDED, AND HENCE DON’T GET RESULTS. AND BECAUSE THEY’RE USED SO LITTLE, SOME PRODUCTS EVEN EXPIRE. SO, I DECIDED TO LAUNCH A BRAND THAT’S AFFORDABLE AND REALLY WORKS.
— LARA DUTTA, actress/
entrepreneur
But these products are expensive, costing around three to four thousand rupees, and women tend to apply much less of it than needed, and hence don’t get results. And because they have used so little, some products even expire,” says the Bollywood actress. “So, I decided to launch a brand that’s affordable and really works.”
WHAT’S THEIR LEAD?
Celebrities, by virtue of their job, are well versed in beauty and grooming. But is a line designed by a celebrity really better than regular products? Also, do celebrities really ‘design’ them?
It seems Sunny Leone, who owns eight companies and eight different brands of product lines, does. For one, she says she doesn’t send out a single product to the public, which she wouldn’t use herself.
“Everything from the design, artwork, packaging, containers, marketing, look and feel of the entire cosmetic line with over a hundred and fifty products now, for all these things, it is Daniel [her husband] and me who are making these decisions sitting in our office for the last three years,” says Sunny Leone. “I’m involved in the company on a daily basis. Every aspect of this brand is a part of me and I understand it carefully before involving myself in it. I swear by the products we make and Daniel often says it seems to be my stamp of approval.”
BRANDS HAVE ALWAYS BEEN SOLD ON THE INTANGIBLE MYSTIQUE AND EMOTION JUST AS MUCH ON THE TANGIBLE INGREDIENTS AND FORMULATIONS. CELEBS PROVIDE THAT EMOTION, INJECTING MORE OF THEIR OWN STORY, PERSONALITY, BELIEFS AND AURA OF CONFIDENCE INTO A BRAND THEY OWN AS COMPARED TO ANOTHER THEY ENDORSE
LUBNA KHAN, BRAND STRATEGY CONSULTANT