Here are just a few examples of celebrity-owned beauty businesses that have been struggling lately—and why.
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1. Kylie Skin by Kylie Jenner
However, when the reality TV star launched her skincare line Kylie Skin in May 2019, it was met with a series of controversies in the following months. According to Newsweek, the brand’s walnut facial scrub received a lot of backlash because the walnut shell particles are known to create micro-tears in the skin. User X (formerly of Twitter) has also reportedly revealed that some products claimed to be vegan are not, the same source claims.
2. Ariana Grande’s REM Beauty
Ariana Grande may be one of the biggest pop stars today, but the “Thank U, Next” singer has also faced issues with her cosmetics line, REM Beauty, which launches in November 2021.
According to reports by Bloomberg and Forbes in January this year, Grande was to acquire the physical assets of REM Beauty for about US$15 million from Morphe Cosmetics’ parent company Forma Brands after the company filed for bankruptcy.
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But that’s not all. Fans reportedly feel the launch is a “cash grab,” with some saying Arie’s makeup products aren’t as high quality as her fragrances, according to the Showbiz Cheat Sheet.
3. Kim Kardashian’s Skkn by Kim
So why isn’t her skin care line doing well? Debuting in June 2022, Skkn by Kim was a joint rebranding of her former labels KKW Beauty and KKW Fragrance, according to British media. But fans don’t seem to be buying it. In a recent Instagram post, netizens said they want Kardashian to “bring back” KKW Beauty and leave behind what they called her “failed” skin care venture.
4. JVN hair by Jonathan van Ness
August 2021 marked the launch of JVS Hair, a brand of pure hair products launched as a collaboration between biotech company Amyris and Jonathan van Ness. The partnership has not been smooth sailing, however, as Amyris filed for Chapter 11 bankruptcy this August, according to Women’s Wear Daily, with plans to sell its consumer brands — including JVS Hair. It’s unclear who will buy the label, according to an August report by The Business of Fashion.
5. Rosie Huntington-Whiteley’s Rose Inc
The former Victoria’s Secret model launched her beauty label Rose Inc in August 2021. It seems she’s also at a crossroads, with the brand also under Amyris, according to WWD, meaning she plans to sell Rose Inc.
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6. Lady Gaga’s Haus Labs
Lady Gaga is one of the undisputed queens of dramatic makeup – but her beauty line hasn’t fared so well since its launch, according to Beauty Independent. After initially debuting on Amazon in July 2019, Haus Labs (renamed Haus Laboratories) is moving to Sephora in June 2022, according to industry sources. It seems that since her move to the beauty giant, Gaga’s brand is doing better, according to Storyclash.
6. Onda Beauty by Naomi Watts
Launched in 2014 as a joint venture between Larissa Thomson, Sarah Brydon-Brown and Naomi Watts, Onda Beauty was also part of the Amyris portfolio.
However, Amyris reportedly closed the retailer in August, Beauty Matter states. Per Beauty Independent, one of the original founders, Thomson, acquired the clean beauty brand in October and is relaunching the concept – but Watts will not be returning.
7. The Beauty of Addison Rae
TikTok star Addison Ray has a massive following on social media, but that apparently didn’t translate into sales when she launched Item Beauty in August 2020. In January of this year, Sephora pulled Ray’s beauty label from shelves, Insider claims. It’s unclear if the business is still in business, as the brand’s Instagram page is private, while its website doesn’t display any products.
According to Insider, influencer-backed brands often see mixed results.
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8. Jared Leto’s Twentynine Palms
The Thirty Seconds to Mars actor and musician announced the launch of his gender-neutral skin and hair care label, Twentynine Palms, in October of last year – but it wasn’t long before he called off the project.
According to The Hollywood Reporter, Leto ended his relationship with parent company Maapilim several months ago due to “what he believes to be a breach of contract and mismanagement by the brand’s operator,” his rep Robin told the outlet. Baum.