With over 16,000 new skincare brand coming to market each year (Indie Beauty Expo), the skincare market is more crowded than ever. The global beauty market was worth over $500 billion in 2021 and with a compounded growth rate (CAGR) of 4.75% is expected to be worth over $700 billion by 2025. In short, beauty is BIG business and the secret it out that for years brands (I won’t name names) have been taking advantage of very healthy gross margins and women’s insecurities, promising them the world in the form of a nightcream.
Well times are changing in terms of beauty standards and inclusivity (finally), but what we are seeing now is a wave of white labelled brands & pseudoscience to cash in on an industry that for years has been a safe space for economic uncertainty and even wartime - if you don’t believe me, just google the ‘lipstick index’.
Enter celebrity skincare….
If you think back to the 90’s and early 2000’s you may remember rocking Fantasy by Britany Spears or Glow by JLo and if you are American (like me) then you would have gone to the mall and seen advertisements everywhere for a new celebrity fragrance each week. Fragrance was an easy (and profitable) way for celebs to bring their audiences closer and extend their brand. Today, celebrities, influencers, and creators are taking it one step further, no longer do they just have one product, a fragrance, but rather entire brands from skincare to beauty as well as media attached to both!
I guess the idea is that if you use a celebrities products, you can get their makeup look or to take it a step further, their skin. Here is where I think it gets problematic, because let’s be honest, these brands are a clever business strategy, not products that are created due to new innovation or a real NEED in the market. Not to mention, celebrities have extensive resources and glam teams to help them get their look and I can guarantee that they are not exclusively using their products to get their glow - nor is it down solely to product, but a combination of diet, lifestyle etc etc.
The market is already saturated, so unless there is TRUE innovation and the products really are filling a gap in the market - which as of now, I really don’t see one - then we will not be jumping up and down for another brand launch.
All of this said, here are the 3 celebrity skincare brands that we rate. Remember, this does not mean we approve of every product in the range, but it does mean that at least one of the products is on the Lionne database;
Eleven by Venus Williams Honest Beauty by Jessica Alba Selfless by Hyram by Hyram
Yes, the list is short, and that is all I have to say about that.