São Paulo — Just log on to TikTok, Instagram, YouTube or Twitter (TWTR) to be inundated with two of users’ favorite topics: skincare and makeup. The theme gained space not only on social networks but also in the homes of Brazilians. – and now on the list of businesses run by influencers and celebrities.
One of the most recent artists to enter the field was American-Brazilian model Hailey Rhode Bieber, wife of singer Justin Bieber, who launched the Rhode brand with ingredients from the country of origin: açaí, cupuaçu and babassu. Rhode’s products, launched in June this year, are already sold out and consumers need to sign a waiting list to find out when stocks will be replenished.
According to McKinsey, the focus on natural ingredients can be a great asset for companies in the field, especially in Brazil and China. According to the consultancy, the global wellness market is expected to reach more than US$ 1.5 trillion, with growth of 5% to 10% annually.
In the United States – the main market for Rhode’s products – the skincare sector’s biggest revenue is from facial products such as creams and moisturizers, followed by facial cleansers, sunscreens, body creams and lotions and shaving creams. , according to market consultancy GrandView Research.
And Bieber is not alone in investing in the industry. Well-known celebrities from the music world, such as singers Rihanna, Ariana Grande and Selena Gomez, as well as Brazilian bloggers Bianca Andrade and Bruna Tavaves, also make millions from the sale of their own beauty and wellness lines.
Check out the list of eight celebrities and influencers who bet on the skincare world:
In 2017, the Barbadian singer decided to put music aside for a while to focus on business, launching make-up brand Fenty Beauty, in partnership with the French luxury conglomerate LVMH. Investors are even betting on a US$ 3 billion IPO for Rihanna’s brand, whose annual revenue is about US$ 650 million.
2. Selena Gomez
American singer Selena Gomez owns the Rare Beauty brand, founded in 2020 in partnership with the also French Sephora. According to the artist, the purpose of the products is to “shape conversations around beauty, self-acceptance and mental health.”
Rare Beauty’s revenues, which began to be sold in August in Brazil, are around US$ 60 million, according to estimates.
3. Ariana Grande
Actress and singer Ariana Grande launched, at the end of 2021, the brand REM Beauty, which is named after one of the songs. The product promotion page on Instagram has 1.4 million followers — behind, however, the 11.7 million for Rihanna’s already established brand.
4. Kylie Jenner
Youngest sister of the Kardashian-Jenner clan, Kylie Jenner entered the beauty business in 2015 with a lipstick kit. In 2016, the company was renamed Kylie Cosmetics and, within three years, Coty (COTY), one of the largest beauty products companies in the world, bought a 51% stake in the company for US$ 600 million.
This year, Jenner also began to invest in the skincare market, with the Kylie Skin segment within Kylie Cosmetics, selling products such as skin toner, body lotions and cleansing gel.
5. Kim Kardashian
Jenner’s older sister Kim Kardashian renamed her beauty brand KKW Beauty to SKKN following her divorce from rapper Kanye West in April of this year. Along with the change in the company’s proposal, it now offers skin care, hair care, nail care and supplements, as well as “accessories for skin and hair, as well as products for the home,” as the website states. from SKKN.
The lawyer and businesswoman already has another successful business, Skims, a clothing brand valued at $3.2 billion after a $240 million investment round earlier this year, according to the Bloomberg News.
Opportunities in Brazil
According to McKinsey, improvements in satisfaction levels with wellness products were reported, which were above expectations in most countries surveyed, except in China and Brazil, which, according to analysts at the consultancy, suggests that there are market opportunities.
This shows potential for growth in the area of makeup and skincare here — and Brazilian bloggers are committed to exploring the market, leading the sector to grow more.
6. Pink Mouth
This is the case of influencer and businesswoman Bianca Andrade, better known as Boca Rosa, who, in an interview with Bloomberg Lineclaimed to have obtained a turnover of R$ 120 million with his makeup brand Boca Rosa Beauty in 2020.
“I did a lot of research on the Kardashians, on how they managed to be famous without it interfering with their business. I even attended a lecture by Kris Jenner [mãe de Kylie Jenner e Kim Kardashian] In Los Angeles. Soon after, I launched Boca Rosa Beauty”, said the carioca, at the time.
“Many of my products are innovative, things I wanted and still hadn’t seen in the Brazilian market. Today there are thousands of products similar to mine. For me, that is synonymous with success.”
7. Maria Maria
Beauty blogger Mari Maria, who has 20.1 million followers on Instagram, bet on the makeup brand Mari Maria Makeup in 2019. The main products sold are foundation, eyebrow gel and lipsticks.
8. Bruna Tavares
Another Brazilian blogger who invested in a beauty product brand is journalist and businesswoman Bruna Tavares, with the BT Skin line, which includes foundation, lipstick and highlighters.
In an interview with Forbes’ website, in 2020, Rubens Borba, the company’s commercial director, said that the brand had grown 113% in the previous year, with revenues in the tens of millions of reais.
Livraria Cultura: promise of ‘golden times’ for now is a work of fiction
Serena Williams will leave the court to focus on venture capital and family
How much does it cost to live in the most expensive buildings in São Paulo – and where are they located?