With the digital landscape and the understanding that more consumers are relying on beauty influencer or user reviews, the new-age beauty strategy has shifted from traditional advertising to brands looking for beauty influencers and celebrities to collaborate with. Whether it’s through content related to tutorials or unboxing, the industry relies heavily on celebrities and opinion leaders. In fact, in our latest eBook, Beauty Redefined, we’ve revealed data findings that show how digital savvy influencers rank as the most important “voice” for cosmetics brands – 80% of these brands’ marketing activities are powered by social – compared to 40% in fashion & luxury. And so, naturally, when a celebrity or beauty influencer launches their own beauty collection, they’re able to disrupt the once-traditional industry and convert their fans to loyal customers. In 2017, the beauty and cosmetics industry is estimated to generate over $445 billion in annual sales worldwide, making this industry one of the best places for entrepreneurs to enter.
Below, we highlight some of the buzziest celebrity and influencer beauty brands that have entered the space.
Celebrity Beauty Brands
1. Kat Von D
The tattoo artist slash designer slash author started her own namesake beauty brand, Kat Von D, in 2008. The line quickly saw success, accumulating a cult following for its vegan, bold, highly-pigmented, and long-wear products. Launching with a line of liquid lipsticks, the Kat Von D utilizes makeup bloggers to promote the edgy and gothic brand, which now consists of over 350 products including lipsticks, brushes, eyeshadows, and contour palettes.
Launched in 2012 by celebrity influencer, Jessica Alba, the Honest Company built a business based on non-toxic, organic, and eco-friendly products. Just earlier in June, the company received $200 million in investment allowing them to refocus and relaunch with new formulations and packaging while restructuring price points to attract more mommy shoppers. The company also declared that it will be using the investment to fund an in-house innovation lab and expand the brand globally.
@Honest_Beauty has always been about seeing beauty differently. And the truth is, looking and feeling your best is result of all the little choices you make throughout your day – from plenty of water to a clean beauty routine. That’s why we’re so excited for you to meet the new Honest Beauty, a streamlined assortment of easy-to-use skin and color essentials designed to help you maximize your time and simplify your life. Made with everything you need and nothing you don’t – and featuring a fresh new look – it’s a collection of clean beauty go-tos you can trust to work. And, it includes some brand-new, true-to-you standouts. Shop now at the link in our bio! #CleanBeautyThatWorks #ThatsHonest
3. Fenty Beauty
Another celebrity-built beauty brand that accumulated a cult following, Fenty Beauty was first launched in 2017 by Rihanna. With a line of inclusive foundation shades, in hopes to fill in the gap within the beauty business, the brand successfully delivered the collection of 40 shades and revolutionized the industry with more brands jumping on the inclusivity-trend. With the help of Rihanna’s celebrity influence and influencer reviews, the brand now has 4.3 million loyal followers on Instagram and TIME magazine named the foundations as one of the Best Inventions of 2017.
Beauty Influencer Brands
With over 111 million followers, the youngest of the Kardashian-Jenner clan has successfully become the family’s highest earner. Not only has the reality-tv star built a strong fan base on social media, but since then she has leveraged her fame to build a $900 million fortune. Earning a Forbes cover and on her way to become the “youngest-ever self-made US billionaire,” Kylie successfully built her namesake beauty empire with $29 lip kits. Since then, the company has sold more than $630 million worth of products.
5. Halo Beauty
Created by beauty influencer, Tati Westbrook, Halo Beauty is a brand that focuses on cosmetic nutritional supplements that support healthy looking hair, skin and nails from within. The brand launched in 2018 and through Tati’s own platform, including her YouTube channel that averages 30 million views per month, the brand successfully saw one million people shopping on the website in day one. We had the pleasure of interviewing Tati for our Beauty Redefined eBook; be sure to check it out via this link if you’d like to read her insights on the cosmetics industry and influencer marketing.
6. Huda Beauty
Makeup artist slash makeup blogger turned into businesswoman, Huda Kattan first launched her beauty empire in 2013 by creating a line of false eyelashes that even beauty mogul Kim Kardashian loved. Now valued at $1 billion and upwards, Huda landed herself rank 37 on the Forbes list of America’s Richest Self-Made Women and has over 26 million followers on her Instagram channel.
There’s no doubt that the beauty industry is a lucrative business, but to survive in this competitive world cosmetic brands need to constantly and quickly adjust their digital marketing strategies. Make sure to check out Beauty Redefined, to discover our data insights and opinions from the experts.