Star-studded shades: From Rihanna to Serena Williams, celebrities cash in on cosmetics craze
Serena Williams is the latest celebrity to enter the world of cosmetics, having launched her brand Wyn Beauty last week. Born out of the tennis star’s struggle to find “make-up that looked good after hours on the court”, the 23-time Grand Slam winner says her product line offers “make-up you can move in”.
When it feels like every second celebrity has either released – or is about to release – a cosmetics label, the question is: why are so many rushing to jump on the beauty bandwagon? A survey by analyst company NIQ sheds some light on the appeal by revealing how, last year, merely 43 celebrity beauty brands garnered sales of more than $1.1 billion. Clearly, this is big business.
Customers are eager to purchase a small piece of a famous lifestyle and access to the celebrity beauty routine it offers. Yet, while the name might be the initial draw, there has to be substance to back it up.
Celebrities increasingly focus on delivering high-quality, premium ingredients that address specific needs and this is what is driving repeat sales. Famous names are pouring their own knowledge and personal needs into the products they create, bringing a trustworthiness that customers flock to.
Another survey by marketing company Upbeat Agency and data-gathering platform Statista breaks down sales figures in more detail, revealing which celebrity had the highest-earning beauty brand last year.
Rihanna x Fenty Beauty
Topping the list is Fenty Beauty by Rihanna with revenue of $602.4 million. It launched in 2017 with a range of foundation tones that the singer was unable to find anywhere else. It now ships to more than 150 countries and foundation remains its biggest seller. Online searches for its foundation reportedly top 21,000 a month, while lip gloss comes in a close second, with 20,000.
Priyanka Chopra Jonas x Anomaly
It is little surprise that Anomaly Haircare by glossy-locked Priyanka Chopra Jonas is second on the list of most valuable beauty brands. With sales of $542.7 million last year, it launched in the US in 2021 and India in 2022 as an affordable line that is also vegan with a focus on natural ingredients. Its hair and scalp oil is the most popular item.
Kylie Jenner x Kylie Cosmetics
At number three on the list is Kylie Cosmetics, with revenue of $380.4 million. Having launched in 2015 with Kylie Lip Kits, it now offers cosmetics, fragrances and baby skincare. Its mascara is the most in-demand product, leading to more than 1,500 searches a month.
Ariana Grande x r.e.m. beauty
At number four, but a considerable way behind the top three, is r.e.m. beauty by Ariana Grande. Launched in 2021 with a focus on vegan and cruelty-free ingredients, it generated $88.7 million in sales last year. Foundation is the main draw at r.e.m beauty, with 800
online searches a month, followed by lip oil, with 500.
Selena Gomez x Rare Beauty
Fifth on the list is Rare Beauty by Selena Gomez, with revenue of $75.7 million last year. It’s known for lightweight products that are vegan and crueltyfree. One of the bestselling products is the Rare Beauty Soft Pinch Liquid Blush in Joy.
Business dominance
Cosmetics sales account for a sizeable chunk of celebrities’ net worth. Despite not releasing an album since 2016, Rihanna is worth an estimated $1.4 billion thanks in part to her beauty line. Chopra Jonas, meanwhile, is thought to be worth about $70 million, along with her husband Nick Jonas – a fortune that is likely to rise thanks to her growing haircare range that has tapped into the American and Indian markets.
Jordan Bucknell from Upbeat Agency says these brands have surpassed the initial “celebrity hype stage” because they produce quality products that have “stood the test of time and have silenced critics”. He adds: “This is why sales for celebrity beauty brands surged by nearly 58 per cent last year. This is a remarkable feat when compared to the overall growth rate of the beauty industry, which is projected to grow by about 3 per cent annually.”