IS news of the last few hours that Ozzy Osbourne, frontman of Black Sabbath, presented his first line of make upa limited edition created in collaboration with Rock and Roll Beauty. A few days ago it was Brad Pitt’s turn to launch Le Domaineits grape-based skincare line, even before a Kate Moss with Cosmoss. While last summer it was the turn of the English actor Idris Elba, in collaboration with his wife. Celebs are now very familiar with beauty brands, but is it really good for the industry?
Brad Pitt & Co, the celeb beauty brand market is constantly growing
It is not a small matter from different points of view. According to data from the Centro Studi Cosmetica Italia, the global turnover of the sector at the end of the year will be around 13 billion eurosmarking 10.7% more than in 2021. To this is added the specifically male market, that of grooming which in 2021 closed with 55 billion dollars and estimates predict that by 2030 it will reach 110 billion dollars . It is therefore obvious that the beauty sector is particularly interested in Hollywood.
But not all that glitters is gold. While celebs have had a positive influence on sales so far, many experts are pointing out that the market is starting to be saturated.
Not only. As stated by Emmi Chiu, Global Director at Wunderman Thompson Intelligence, an international agency that deals with strategy development, at Elle US, the beauty experts and the brands themselves are starting to lose enthusiasm for celebsoften not really passionate about the sector or with actual skills in this regard.
Among the most famous celebs to have invested in beauty, Kate Moss and Brad Pitt
The uprising of independent brands
Another one is added to Emmi Chiu’s opinion strong stance by some independent brands. Sam Freedmanfounder of Elth, and Megan Felton, creator of Lionne, are among the many to have signed an open letter addressed to Brad Pittin the aftermath of the launch of his Le Domaine brand:
“In recent years, it seems that every celebrity feels able to enter the industry in which we have worked our entire career and to gain overnight the awareness that we are striving for […] You have never done an internship in this sector or started as a low-level employee, “it reads.
A very strong and straightforward letter from industry insiders that underlines the sense of frustration and highlights one of the downsides of this huge interest from the stars: the public would begin to be less interested, trust would begin to falter and terms such as “sustainable” or “genderless” begin to no longer have the weight of the past.
As always explained to Elle US Molly Hart, founder of B Corp, also underlining the “many wastes made in a sector where instead many professionals work who are trying to solve real problems and gaps in the market”.
How will stars and beauty brands evolve?
How to get out of it then? According to experts, the involvement of celebrities could be useful but in another capacity, namely as investors.
How for example the singer Dua Lipa did which was financially involved as main shareholder in Dizziak, haircare brand. And, as the singer herself said, “I am thrilled to be an investor in this brand, I am very attracted to the philosophy of wanting to create products for healthy hair care that are suitable for everyone”.
A choice also shared by Selma Blair became Chief Creative Officer of Beauty Guideswith the idea of supporting an existing reality, or even Dakota Johnson who invested in Maude, a brand that deals with intimate well-being.
Engaging in a different way is the demand of brands, especially independent onesso not only to have the opportunity to carry out research and innovations but also to ensure that the beauty product is not perceived only as a simple specific merchandise for fans.
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