8 Struggling Celebrity-Owned Beauty Brands From Kim Kardashian’s Skkn to Kim and Kylie Jenner’s Kylie Skin to Ariana Grande’s REM Beauty and Lady Gaga’s Haus Labs

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

Launched by Kylie Jenner in May 2019, Kylie Skin offers products that are vegan, cruelty-free, and free of gluten, sulfates, and parabens. Photo: Kylie Skeen
Kylie Cosmetics exploded in popularity when it was first launched in November 2015, with founder Kylie Jenner collected about $540 million before taxes when it sold 51 percent of the company to Coty Inc. in January 2020, according to Forbes.

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

With a name referencing one of Ariana Grande’s songs, REM Beauty refers to rapid eye movement, the phase of sleep when vivid dreams occur. Photo: @rembeauty/Instagram

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.

REM Beauty makeup is marketed as vegan and cruelty-free. Photo: @rembeauty/Instagram

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

Kim Kardashian launches her skincare line Skkn by Kim in June 2022. Photo: @skkn/Instagram
There’s no doubt that Kim Kardashian has won the fashion game, achieving billionaire status thanks in part to her wildly successful Skims shapewear brand.
Skkn by Kim is a line of nine skin care products developed by Kim Kardashian in collaboration with A-list skin care experts. Photo: @skkn/Instagram

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

Jonathan van Ness’ JVN Hair is touted as sustainable, “backed by science,” silicone- and sulfate-free hair care. Photo: Jonathan van Ness/Facebook

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

Rosie Huntington-Whiteley’s plan was to develop a brand “that relies on unique ingredients to deliver skincare benefits in thoughtful design, putting environmental considerations ahead of lavish packaging.” Photo: 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

Haus Labs products are “made without more than 2,700+ questionable ingredients,” according to the brand’s website. Photo: @ladygaga/Instagram

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

One of the three co-founders of Onda Beauty, Naomi Watts, is no longer associated with the brand. Photo: Onda Beauty

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.

Onda Beauty is one of several celebrity beauty brands to fall victim to Amyris’ bankruptcy filing. Photo: Onda Beauty

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

Item Beauty products are marketed as “made with pure, science-backed ingredients with nothing to harm your skin or the planet.” Photo: BoxyCharm/Facebook

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

Jared Leto promotes his short-lived brand, Twentynine Palms, in October 2022. Photo: @jaredleto/Instagram

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.

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