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Beauty

Welcome To The Age Of The Celebrity Skincare Brand

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Beauty

Welcome To The Age Of The Celebrity Skincare Brand

From the glamorous Kylie Cosmetics to the fan-favourite Fenty Beauty, these are some celeb beauty brands you just can’t miss out on.

by Ho Guo Xiong & Hidayah Idris   /   August 26, 2020

Recently, it was confirmed that Alicia Keys would be launching a beauty brand. Then, another celebrity confirmed that she would be doing the same.

Jennifer Lopez, also known as JLo, announced her foray into the beauty biz on August 25 on Instagram. She posted a selfie of her glowing skin, with the caption, “Sunset glow… #JLoBeauty coming soon”. Whoa, what?

But the recent foray of celebrities into the beauty game shouldn’t come as a surprise. After all, beauty is big business.

Its global market size is estimated to reach US$716.6 billion (S$986.4 billion) by 2025, according to the marketing research firm Research and Markets. Just to put things in perspective, Singapore’s GDP in 2017 was US$323.9 billion.

It is no wonder then that more and more celebrities are dipping their toes into the business of beauty by releasing their own beauty lines. After all, they can always count on their star power and their ardent fans to show some support.

But perhaps, there is a merit to buying celebrity-owned cosmetics and skincare. After all, stars spend way more time compared to the average layperson getting their makeup done and have a greater need to preserve and protect their faces. So their products might actually be game changers, with ingredients, formulas and processes that are unique and different from the traditional beauty brands we’re all too familiar with.

In fact, some have already garnered cult status, such as Rihanna’s Fenty Beauty (more on this later), Jessica Alba’s Honest Beauty, Drew Barrymore’s Flower Beauty and Gwyneth Paltrow’s Goop. There’s also the widely anticipated Haus Beauty, Lady Gaga’s rumoured beauty line, which is reportedly releasing soon (It was supposed to be some time end May). Sadly besides Fenty, the rest aren’t available in Singapore yet.

But don’t fret, here are some celebrity beauty lines that you should know about and are able to get your hands on (now, or soon).

This article first appeared in Cleo Singapore.

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Welcome To The Age Of The Celebrity Skincare Brand
Jennifer Lopez
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So obviously, we know that her line will be called JLoBeauty. You might think she woke up one day and decided to announce that she was releasing a beauty line, but it has already be in the works since two years ago. She said in a 2018 interview with Refinery29: “I will be coming out with a skincare line. I’ve been working on it for a long time because I don’t want to put [just] anything out. It’s going to be something that works. That’s what you can count on when my name is on something.”

 

Judging by her recent Instagram post, JLo Beauty is likely to be more than just skincare and cover makeup (can we get that hter please?). So now comes the question: when is it launching? “Soon.”

Alicia Keys
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Alicia Keys has gone bare-faced for the red carpet and awards ceremonies, so we know she has good skin. But were we surprised when she announced she’ll be launching a beauty brand with e.l.f.? Can’t say we weren’t.

 

And some people are as surprised as we are, with some questioning her decision as she had said in 2016 that she would stop wearing makeup indefinitely. However, she clarified that she wasn’t anti-makeup – she just didn’t like to be pressured into wearing it.

 

It’s unclear if her line will include makeup or just focuses on skincare. A rep from the brand said they would allow her to “further explore conversations about inner beauty, wellness, and connection.”

 

Keys is known for championing diversity and self-love, so we’re excited to see what she’ll bring to the table.

Selena Gomez
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We’ve heard the news of Selena launching her own brand for quite some time but now we have a date: Sept 3. The singer will be launching her makeup line, Rare Beauty, on Sephora US and RareBeauty.com next month.

 

In an article in Interview magazine, she told Amy Schumer: “I wanted to start a conversation about how can you make yourself feel great. It’s not necessarily about needing these things to make yourself feel beautiful. People of my generation have all this pressure to look a certain way, and I wanted to make a line that took away a bit of that pressure. I use real people in the campaigns.”

Rihanna
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Rihanna, otherwise known as Badgalriri, set a new standard in the beauty industry when she launched her own beauty label, Fenty Beauty, back in Sept with 40 different foundation shades that catered to a diverse range of skin colours that have been long ignored. Since then, Rihanna has added 10 more shades to the Pro Filt’R foundation line and has dropped an accompanying 50 concealer shades.

 

From releasing eight bronzer shades that cater from the fairest to the deepest of skin tones to having models of different skin tones front marketing campaigns, Rihanna’s strong emphasis on inclusivity and quality products has broken boundaries and disrupted the beauty industry, and has led to other brands scrambling to keep up.

 

In 2020, the singer launched another brand, Fenty Skin, which boasts three skincare products: cleanser, toner-serum and moisturiser.

 

Fenty Beauty is available via its website and Sephora. Fenty Skin is available via its website, and will launch in Sephora Singapore at the end of 2020.

Millie Bobby Brown
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Remember that viral video of MBB doing her “skincare regime” with makeup still on her face? Yeah, that was to promote her vegan skincare line from her brand, Florence by Mills.

 

She later clarified that she was just trying to share the way she does her skincare: “I thought doing a quick video replicating my personal process for that night was okay, but that’s not what was conveyed. I appreciate all of your feedback on this journey,” she wrote in an Instagram post.

 

The Stranger Things actress launched the brand targeted at Gen Z on Sept 2019. The brand not only has skincare products but also makeup.

Fan Bingbing
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Want to at least attempt to get a 10th of Chinese A-list celebrity Fan Bingbing’s porcelain mien? Us mere mortals could try, with Bingbing’s very own beauty line, Fan Beauty, which was launched in March 2018. The brand’s Weibo dropped its latest product addition in April this year — the Seagrape Deep Hydrating Water Gel Mask — that is said to be the “secret” behind Bingbing’s perfect skin.

 

But a face mask is not all there is to her good looks. Fan Beauty also retails a facial device, Fan Beauty Up, to help you get her covetable V-shaped visage while aiding lymphatic drainage. There are also gel moisturizers and facial creams to seal in hydration. The brand’s products are available via Tmall and they cost upwards of RMB$158 (S$31.54) for a pack of five face masks.

Kylie Jenner
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Recognised for her signature full pout, Kylie Jenner, the youngest daughter of the Kardashian-Jenner empire, was the first to dive into the beauty world when she launched her famous Kylie Lip Kits in 2014. The kits consisted of a matte liquid lip stick and an accompanying lip pencil, and the inspiration behind them stemmed from Kylie’s past insecurities with her lip size.

 

Fast forward five years, the brand has since renamed to Kylie Cosmetics and has expanded its offerings to include lip, brow and coloured cosmetics. Forbes estimated that the company is worth over US$900 million in March this year, and named her the youngest self-made billionaire (although detractors argue that she comes from a privileged background). Kylie also recently launched a skincare line, Kylie Skin, that includes a facial wash, a walnut face scrub and vitamin C serum. Her products are available via the Kylie Cosmetics and Kylie Skin websites respectively.

Kim Kardashian West
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Kim Kardashian West is widely regarded as the woman who popularised the highlight and contouring technique that slims the face, sharpens the jawline and accentuates the cheekbones. Plus, she is also known for her varied beauty and red carpet looks created together with her makeup artist Mario Dedivanovic.

 

So it seems like a natural progression for Kim to follow in her sister’s Kylie footsteps and start her own cosmetic label, KKW Beauty. Here, fans and beauty enthusiasts alike can use her products, such as nude lipsticks and contour and highlight palettes, to recreate Kim’s many signature looks on themselves. Get them via the KKW Beauty website.

Miranda Kerr
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The secret to ex-Victoria Secret model Miranda Kerr’s enviable youthful, glowy mien? Her own line, Kora Organics, it seems. The Australian beauty label uses only certified organic ingredients such as its star component the noni fruit oil, that is said to contain high levels of powerful antioxidants and vitamins. The ethos of the brand also parallels Miranda’s own belief in heath, nutrition and wellness. Besides skin care, Kora Organics also has a small range of luminizers for the face and body. You can get Kora Organics products via its website, Sephora and Net-a-Porter.

  • TAGS:
  • alicia keys
  • celebrity skincare brand
  • fan beauty
  • fan bing bing
  • fenty beauty
  • jennifer lopez
  • Kim Kardashian West
  • kkw beauty
  • Kora Organics
  • kylie cosmetics
  • kylie skin
  • millie bobby brown
  • miranda kerr
  • rare beauty
  • rihanna
  • selena gomez
  • skincare brand
  • vegan skincare
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