From J.Lo to Hailey Bieber and Vanessa Hudgens, celebrities all seem to be launching beauty lines now. But are they worth the hype?
David M. Benett via Getty ImagesThe barrier to entry has also lowered significantly thanks to social media. “Back in the day, if you wanted to launch a skin care brand, you had to get the buy-in of TV stations and magazine editors and all these different things,” said Charlotte Palermino, beauty industry insider and co-founder of Dieux Skin. “Now, celebrities have their own platforms.”
“Maybe it’s weird to say, but I think they do believe a lot of their own bullshit,” said DeFino. “We have to realize celebrities are just as brainwashed by beauty culture as the rest of us. Maybe even more so because their literal livelihood depends on how beautiful they are; the stakes are really high.
“The skin care industry is already oversaturated and overwhelming for consumers, and the massive spike in celebrity skin care launches doesn’t help,” she said, “Celebrity skin care brands tend to launch similar products that are not innovative to the industry.” “All skin care brands, celebrity or not, are created by chemists who understand formulas and the science of skin,” Willis said.
But the reality is that their support and involvement can only spread so far, something that is of concern to Dieux Skin CEO Palermino.“I would worry that investors only want to invest in brands that are backed by a face,” she said.
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