Has the celebrity beauty bubble burst?
When Hollywood actor Brad Pitt revealed his new venture, beauty brand Le Domaine, it instantly struck a nerve with industry experts.
Not only do the skincare products cost an eye-watering amount – with a serum coming in at a staggering
£290 – but in a recent interview, the 58-yearold Bullet Train star wasn’t keen to demonstrate them. And when asked if he had a good skincare routine, he simply answered “no”.
Incensed, six beauty entrepreneurs wrote and published an open letter to Pitt (notanothercelebritybrand.com), asking him to stay in his lane, or at the very least partner with existing beauty brands rather than creating something that would compete with them.
“Over the past few years, it seems that every celebrity feels like they can waltz into the industry that we have worked in our whole careers and gain the awareness overnight that we are fighting for,” reads the letter, signed by Winnie Awa, founder of custom hair advice platform Carra, and others.
“You, dear celebrities, have no experience in this industry… We can’t waltz into your industry and star in a movie. If we could, we would so you would know how this feels.”
Thousands of new beauty brands are launched globally each year. The danger is that a celebrity brand, with all the clout behind the famous name, will overshadow all else, devouring the competition whether the products are good or not.
But from Jennifer Lopez to Jessica Alba, the list of A-listers with beauty brands is bigger than ever – so are any of them worth splashing out on?
“There are some gems to be found if you do your research,” says dermatologist Salome Metreveli (skyclinic.co.uk).
“Look at the ingredients list – what is actually in there? Avoid anything heavy on parabens, synthetic fragrances, alcohol, and polyethylene as these don’t add any skincare benefits and can irritate.”
“Choose products instead with high levels of vitamins A, E and C, hyaluronic acid, niacinamide, peptides, AHAs and ceramides – in other words, ingredients that will actually do something, whether that’s hydrate, soothe or exfoliate.”
Here we reveal the brands with real star power.
Fenty Beauty by Rihanna
What’s good? Innovative formulas in a superinclusive range of shades, Rihanna has been hands on with Fenty since its launch in 2017. Try: Fenty Beauty Match Stix Correcting Skinstick, £23, fentybeauty.com
JVN Hair by Jonathan Van Ness What’s good? Queer
Eye star Jonathan
Van Ness’s background as a hairdresser meant he was well placed to create his luxury – and really very good – haircare collection.
Try: JVN Hair Complete Air Dry Cream, £23, Space NK
Rare Beauty by Selena Gomez
What’s good? Popstar Selena set out to create a make-up line that celebrates, not hides, what makes you unique. Her easy-to-use products do just that.
Try: Rare Beauty Came To Play Palette, £28, Space NK
Keys Soulcare by Alicia Keys
What’s good? Singer Alicia Keys launched both a beauty brand and a wellness movement. Keys Soulcare has an active online community that discusses the benefits of mind, body and soul connection.
Try: Keys Soulcare Golden Cleanser, £20, keyssoulcare.com
Kora Organics by Miranda Kerr
What’s good? Founder, former Victoria’s Secret model Miranda Kerr, is heavily involved in the production and marketing of Kora – and the products stand up to the best in the business. Try: Kora Organics Active Algae Lightweight Moisturiser, £51, lookfantastic.com