Let’s find out who is really behind the celebrity beauty brands

Let’s play a game: close your eyes and think of a celebrity (woman and not only) of the present time. We bet that, 9 out of 10, she will have a beauty brand signed by her? It really seems to be the trend of the last few years: if you are a showbiz star, you should launch a beauty brand that is associated with your name and image. A few examples? They range from Rhode’s Hailey Bieber (note beauty junkie) to the famous Fenty Beauty by Rihanna, which has even slowed down its music production to devote itself to the cosmetics business. What the magazine reveals WWD is that yes you will find the name of your favorite star on the label of creams and makeup of his brand, but behind these brands there is financial support and advice from huge incubators and investor groups who know perfectly well how to direct the beauty game so that it pays off a cascade of dollars.

Here is who is (really) behind celebrity beauty brands

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Part time actress today Jessica Alba is dedicated body and soul to his The Honest Co. The brand is known for its beauty products kids friendly, ideal for those with children (even infants) and who want the safety of strictly controlled and clean cosmetics. The Honest Co is publicly traded on Nasdaq and enjoys the support of Lightspeed Venture Partners, L Catterton and many other US financial giants. Another star, another beauty brand: Flower Beauty is the creature of Drew Barrymore. We credit the former Hollywood child prodigy for being among the first stars to launch into this type of business. Supporting the project is the Maesa incubator, specialized in beauty brands. The soul singer Alicia Keysfan of the #nomakeup look after years of makeup enslavement, has launched her beauty care line Keys Soulcare under the protection of Elf Beauty, while the fittest 52-year-old in the world, Jennifer Lopez, developed her skincare brand JLo Beauty in collaboration with Guthy Renker. As the magazine recalls The List, it cannot be denied that the beauty scene is becoming dangerously saturated with celebrity beauty brands, with launches that follow one another with incredible speed. Yet the turnover of these brands is good, thanks to the posts of celebrities on their Instagram pages, in a virtuous circle that always attracts new consumers. So the question is only one: why deprive yourself of it?

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About David Martin

David Martin is the lead editor for Spark Chronicles. David has been working as a freelance journalist.

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