Most celebrities these days want to cash in on their huge social media followings by pursuing business ventures. By starting a business or launching a product line, public figures secure themselves a steady source of income.
From Rihanna’s Fenty Beauty to Kim Kardashian’s Skims, some of these businesses are highly successful and credible. However, in some cases, a genuine passion for the industry seems to be lacking. If in doubt about which business avenue to pursue, many celebrities seem to fall back on launching their own skincare or beauty range.
It is no secret that celebrities make huge amounts of money from sponsorships and being brand ambassadors for companies they admire (or that pay well.) Their large followings and direct link to specific audiences make certain celebrities and influencers highly attractive to brands as advertising commodities. Billboards and TV ads are out, and influencer culture is in.
However, these sponsorship deals are usually one-off payments, meaning they don’t guarantee a permanent source of income for the celeb. As a result, lots of social media stars choose to launch their own businesses in order to permanently put their name and face to a brand.
What makes a successful celebrity business?
Celebrities have enough funding and professional support to help them launch a business in whichever field they choose. However, one thing that can’t be bought or developed by experts is the celebrity’s own passion for the industry. This aspect is crucial in giving the brand credibility and a personal feel.
Brands such as Kylie Cosmetics, Filter by Molly-Mae, and Skims are successful for this exact reason. British influencer Molly-Mae, for example, was known for her impeccable golden glow even before she launched her own tanning company. Kylie Jenner’s love of makeup was always clear, even if helped by controversial trends such as the Kylie Jenner Lip Challenge. Similarly, it goes without saying that Kim Kardashian is known for her curvaceous figure, so her shapewear brand is a hit.
In short, for a celebrity business to become successful, it simply needs to make sense. Whether consciously or subconsciously, the consumer questions what makes the celebrity qualified to pursue a business in this field – do they have experience, personal association, or just a genuine passion for the industry? If this passion shines through, it is likely that the business will be a success. If not, it will just be added to the existing pile of celebrity business flops.
So why always beauty or skincare?
Beauty and skincare are undoubtedly the most littered celeb industries out there. Many celebrities seem to think that just because they have clear skin – which they’ve probably paid a huge amount to achieve – that they are qualified to launch their own brand. Similarly, there are probably a lot of makeup brands created by celebs who have ‘an interest in makeup’ but who rarely do their own makeup in reality.
Some of these companies probably offer really high-quality products, but to me, their celebrity endorsement is unconvincing. Was there really any need for Kim Kardashian to create SKNN, her skincare brand launched this year when she already has a string of other highly successful businesses? KKW Beauty and SKNN aside, Skims would be profitable enough on its own.
Many supermodels in particular also have their own beauty brands, with Hailey Bieber’s skincare brand Rhode launching earlier this year. Rosie Huntington-Whiteley’s beauty brand Rose Inc has also been around since 2018. If you hope to achieve Hailey Bieber’s ‘clean girl’ aesthetic by purchasing her dewy moisturizer, or imitating Rosie’s sophisticated, chic look by trying her cream blush, you’d be wrong.
Driven by passion, or money-grabbing opportunism?
Many of these brands have glowing product reviews and loyal customers, so give them a go if you like the look of the product. But for me, a lot of these companies seem like opportunistic, money-grabbing means for celebrities to solidify their fortunes. The disconnect between the celebrity and the brand, which is created and developed primarily by experts in the field, is sometimes blindingly apparent. Or maybe I’m just a skeptic, who knows?
