Serena Williams is the latest celebrity to enter the beauty world after launching her brand Wyn Beauty this week. Born out of the tennis star’s struggle to find “makeup that looks good after hours on the court,” the 23-time Grand Slam winner says her new line of products offers “makeup you can move in.”
When it feels like every second celebrity has either launched – or is about to launch – a beauty label, the question is: why are so many people rushing to get into beauty? A study by analyst firm NIQ sheds some light on the appeal, revealing how just 43 celebrity beauty brands raked in sales of more than $1.1 billion last year. Clearly, this is big business.
Customers are eager to buy a slice of the celebrity lifestyle and access to the celebrity beauty routine it offers. Still, while the name may be the initial attraction, there needs to be content to back it up. Celebrities are increasingly focusing on providing high-quality, premium ingredients that meet specific needs, and this is what drives repeat sales. Famous names put their own knowledge and personal needs into the products they create, bringing a reliability that customers flock to.
Another study by marketing firm Upbeat Agency and data collection platform Statista breaks down the sales data in more detail, revealing which celebrity had the top-grossing beauty brand last year.
Rihanna x Fenty Beauty
Rihanna’s Fenty Beauty topped the list with $602.4 million in revenue. It launched in 2017 with a set of basic tones that the singer couldn’t find anywhere else. Fenty Beauty now ships to more than 150 countries, and foundation remains its biggest seller. According to reports, online searches for foundation alone reach 21,000 per month, while lip gloss is a close second with 20,000.
Priyanka Chopra Jonas x Anomaly
With her own lustrous tresses, it’s no surprise that Anomaly Haircare by Priyanka Chopra Jonas is second on the list of most valuable beauty brands. With sales of $542.7 million last year, the brand is launching in America in 2021 and India in 2022 as an affordable line that’s also vegan with an emphasis on natural ingredients. It is a big hit with customers and its hair and scalp oil is the most popular product.
Kylie Jenner x Kylie Cosmetics
In third place on the list is Kylie Cosmetics by Kylie Jenner with revenues of $380.4 million. After launching in 2015 with Kylie Lip Kits, it now offers cosmetics, fragrances and even baby skin care. Her mascara is the most searched for product, reportedly generating more than 1,500 searches per month.
Ariana Grande x rem beauty
It is at number four, but well behind the top three rem beauty by Ariana Grande. Launched in 2021 with a focus on vegan and cruelty-free ingredients, it generated $88.7 million in sales last year. As with Fenty Beauty, foundation is the main attraction at rem beauty with 800 online searches per month, followed by lip butter with 500 searches per month.
Selena Gomez x Rare Beauty
Fifth on the list is Rare Beauty by Selena Gomez with earnings of $75.7 million last year. It’s known for light products that are also vegan and cruelty-free. Bestsellers include Rare Beauty Soft Pinch Liquid Blush in Joy and Find Comfort Fragrance Mist for Body and Hair.
Beauty products and business dominance
Cosmetics sales also account for a significant portion of celebrities’ net worth. Although she hasn’t released an album since 2016, Rihanna is worth an estimated $1.4 billion thanks in part to her Fenty Beauty line. Chopra Jonas, meanwhile, is estimated to be worth around $70 million, along with her husband Nick Jonas, a fortune that is likely to grow thanks to her growing range of hair care products, which have successfully entered both the US and Indian markets. market.
Jordan Bucknell, a marketing expert at the Upbeat Agency, says these brands have moved past the initial “celebrity endorsement stage” because they produce quality products that “have stood the test of time and silenced the critics.” He adds: “That’s why sales of celebrity beauty brands are set to rise by nearly 58 percent in 2023. This is a remarkable achievement compared to the overall growth rate of the beauty industry, which is projected to grow at around 3 percent per year. “
Updated: April 09, 2024, 12:59 p.m
