Back to last November: Machine Gun Kelly wins Favorite Rock Artist at the American Music Awards, then posts a series of photos showing her nail art with black accents. At the time, it seemed like … nothing much; MGK is known for its nail art. But it turns out that this was literally his nail art, from his upcoming Polish brand Un / dn Laqr. And when the line dropped a few weeks later, that same black shade, Depressionist, became an instant best seller.
Welcome everyone, to the celebrities who make beauty in 2022. More and more of them are moving beyond just promoting brands and starting their own instead. In a world where authenticity is social currency, being able to creatively direct your own lines is an almost guaranteed way to develop a deeper connection with consumers. It also gives them a major slice of the $ 500 billion beauty industry.
Of all the celebrities who have launched beauty brands in recent years, musicians seem to have the most success. Rihanna’s Fenty Beauty is worth about $ 2.8 billion; Lady Gaga’s Haus Laboratories Liquid Eyeliner was one of the best beauty products sold on Amazon Worldwide on Black Friday last year. In many ways, these jaw-dropping statistics make sense: unlike “normal” beauty brands that need to grow their customer base from scratch, these have integrated shoppers in the form of giant pre-existing fandoms. (See: Rihanna’s 125 million Instagram followers, Lady Gaga’s 84 million Twitter followers.)
Of course, this doesn’t mean that these musicians can automatically sell any product – their fans are paying close attention. Coupled with that desire for authenticity, shoppers are more knowledgeable than ever about ingredients and formulations, and they only want good things. Throw the “wrong” ingredient into a skin care product line and people will make sure you know it (not to forget Kylie Jenner’s nut scrub fiasco). Fake your skincare routine in a promotional video on IG and the Internet will come for you (yes, even if you’re Millie Bobby Brown).
Indeed, due to their fame, these celebrities-turned-beauty entrepreneurs are held to a higher standard, which is why many have partnered with some of the brightest brains in the beauty world. Pharrell developed Humanrace with his longtime dermatologist Elena Jones, MD. Each skin care product in Alicia Keys’ Soulcare line is fully vetted by dermatologist Renée Snyder, MD. REM Beauty by Ariana Grande was created with Forma, the beauty incubator behind famous brands like Morphe and Playa. RiRi products are meticulously tested by LVMH’s R&D team. The list of highly accredited experts and industry powers behind these brands could go on and on.
Furthermore, many of these artists are true beauty professionals in their own right. Take Becky G, who told me that after signing a record deal and becoming the tour opening act, she has become an expert at making her own glam too. “As a creative person, makeup is one of my favorite forms of personal expression. And that love brought me full circle to create my own beauty brand, “she says. And what about singers like Jennifer Lopez and Selena Gomez? If you spend hours every week in a derm office or makeup chair. If your livelihood depends, in part, on how you present yourself to the world, it’s safe to say that you know a thing or two about what makes a good product. No wonder JLo Beauty and Rare Beauty are among the brands. most popular of Sephora.
As a beauty editor who sees and tries everything, I can vouch for these brands. I nominated Humanrace for Cosmo’s 2021 Beauty Awards. I’ve been a fan of Rare Beauty mascara since day one. I recommend the Fenty foundation to anyone still looking for the perfect color match. But I admit that part of me has always wondered Why this? Why more? Is music not enough? As Alicia Keys told me, it’s not just about making more money or taking up more space. For her, it is about building a community that pushes us to look at beauty through different objectives. “It’s a destination where every soul can experience moments of self-love and acceptance, without guilt, so we can all be the brightest,” she says of her brand.
From what I’ve seen, that destination is here to stay, unlike a lot of beauty trends that soar and fade. Halsey’s Humanrace and About-Face recently expanded into the body category (About-Face is also on track to triple her income in her sophomore year, FYI). JLo Beauty searches have increased more than 5,000 percent in the past 12 months. John Legend also plans to throw his hat in the ring: he will reportedly launch an affordable skincare line for melanin-rich skin in 2022. So, hey, Beyoncé, if you’re reading this, can we have Beyhive Beauty later? I guarantee you it will make a killing.
Shop all the best beauty brands owned by musicians below:
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