Celebrity Beauty Brands: Holiday Marketing Lessons for 2025
Discover the latest rankings across the fashion, lifestyle and beauty industry
Rank | Brand | MIV® | Placements | Avg. MIV® |
---|---|---|---|---|
1. | Rhode Skin | $47.4M | 6.1K | $7.7K |
2. | Rare Beauty | $42.3M | 6.2K | $6.8K |
3. | R.E.M. Beauty | $10.0M | 1.1K | $9.4K |
4. | Florence by Mills | $3.0M | 246 | $12K |
5. | Skkn by Kim | $2.8M | 467 | $6.1K |
Celebrity Beauty Brands: The Insights Behind the Ranking
The holiday season is one of the most competitive times for brands, particularly in the beauty industry. With a challenging year ahead and the beauty market projected to surpass $600 billion in 2025, brands face increasing pressure to refine their strategies and secure a share of this growth. Success during this period requires more than just visibility—it demands actionable insights and precise execution to stand out in an intensifying landscape.
One notable trend shaping the industry is the rise of celebrity beauty brands. Over the past year, we've seen celebrities move beyond traditional endorsements and collaborations to launch their own cosmetic companies. These stars are taking a hands-on approach, from product development to starring in their ad campaigns, leveraging their personal clout to build impactful brands.
But how are the most successful celebrity beauty brands capitalizing on this momentum and reshaping beauty trends? Launchmetrics has analyzed the performance of the beauty industry during the holiday season, uncovering data-driven insights and strategies employed by these standout brands. Let’s dive into the key findings to help beauty brands refine their 2025 strategies and stay ahead in this fiercely competitive category.
- Media as an Amplification Tool: A strong media strategy is essential for amplifying brand messages and expanding reach. Rhode Skin exemplified this by generating $7.88M in MIV, with media outlets like Marie Claire and Vogue contributing $1.3M across platforms such as TikTok, Instagram, and YouTube. The brand’s approach highlights the importance of leveraging media partnerships and cohesive narratives to engage audiences and enhance visibility.
- Strategic Timing to Maximize Impact: Rare Beauty demonstrated the power of aligning campaigns with seasonal moments to drive brand awareness. Selena Gomez, the brand’s founder, played a key role by driving $2.04M in MIV through just three Instagram and TikTok posts, including promotions for her Find Comfort collection. By strategically connecting her campaign to the season, Rare Beauty was able to drive engagement and optimize ROI. This highlights how beauty brands can leverage timely opportunities and impactful Voices to strengthen connections with their audiences and achieve meaningful results.
- Influencers who create authentic, user-generated content play a pivotal role in building communities and driving brand performance. R.E.M. Beauty demonstrated the power of this strategy, generating an impressive $5.79M in MIV through a mix of micro and macro influencers. Micro-influencers like Tiffie Starchild contributed $141K in MIV with just two Instagram posts, recreating Glinda’s iconic look from the Wicked movie. By tapping into the buzz surrounding cultural moments, R.E.M. Beauty fostered trust and excitement among its target audience, showcasing the effectiveness of authentic storytelling. Meanwhile, macro-influencers like Mikayla Nogueira brought significant impact, generating $979K in MIV through a single TikTok placement. This highlights the unmatched potential of leveraging key platforms to amplify reach and reinforce brand credibility.
- Harnessing the Power of Owned Media: Owned Media is a cornerstone of brand loyalty and engagement. Florence by Mills generated $1.25M in MIV through TikTok and Instagram, using authentic content like “what’s in my bag?” videos and makeup challenges to connect with their Gen Z audience. This highlights the importance of tailoring content to resonate with target demographics, helping beauty brands foster loyalty and sustain long-term growth.
The holiday season is an intense and costly period for beauty campaigns, making it essential for brands to track performance and measure ROI to ensure their investments pay off. By analyzing the strategies of successful celebrity-owned beauty brands, we can uncover valuable insights to inspire and inform 2025 planning. These brands have demonstrated how leveraging cultural relevance, authenticity, and data can drive momentum far beyond the holiday season. With a data-driven approach as their north star, beauty brands can optimize future campaigns and maintain their competitive edge throughout the year.
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