The love for beauty products never lost its touch. Skincare and beauty make a good team and it has been rising now that people are very aware of its importance and uses. Though the industry has changed throughout the years, it has one goal– to accentuate facial features and boost the confidence of both men and women.
If there’s one thing that’s been making waves in the beauty industry lately, it’s the influx of celebrity beauty brands. With stars like Kylie Jenner, Rihanna, Ariana Grande, and Selena Gomez all launching their own cosmetics lines, it’s no wonder that consumers are taking notice. But what exactly is driving this trend, and what impact is it having on the beauty industry as a whole?
First, let’s take a look at the US market. It’s no secret that America has long been a hub for celebrity culture, and makeup enthusiasts this trend has only intensified with the rise of social media. Back in the year 2015, the height of the influencer era, platforms like Instagram and YouTube have given celebrities a direct line to their fans, and many have used this newfound influence to launch their own beauty brands. Kylie Jenner’s Kylie Cosmetics, for example, has been a massive success, raking in millions of dollars in revenue since its launch in 2015. Her lip kits were sold out at every launch as her audience adored how she turned her insecurities into a business. Kylie’s competitors include Perfect Diary, Huda Beauty, Charlotte Tibury, and II Makiage.
Back then, what attractive was beauty brands partnering up with YouTube influences for a collaboration. In the US, examples include Morphe, Colourpop, and Becca. The Morphe brand partnered with popular influencers like Bretman Rock, Shayne Dawson, Jeffree Star, James Charles, and many more. While for Colourpop, iconic influencers include Zoella, Becky G, Alexis Ren, and Jenn Im have taken part in one of the biggest collaborations of that time. However, times have changed. Celebrities that people grew up seeing and idolizing have established their name to their avid fans who are very into it, producing quality products and delivering them to fans. We see the likes of Kylie Jenner’s lip kit, Kim Kardashian’s KKW beauty hop, Ariana Grande’s REM beauty, and Selena Gomez’s Rare beauty are all out there in world making beauty, skincare, and cosmetics a top-tier need.
But this trend is taking hold not just in the US. Here in the Philippines, there has been a surge of interest in celebrity beauty brands. Celebrities have taken over the idea of pursuing their own local brands: Nadine Lustre’s Lustrous, Georgina Wilson and her team with Sunnies Studios, Vice Ganda’s Vice Cosmetics, Anne Curtis with BLK Cosmetics, Mae Layug with GRWM, and many others. These famous celebrities and vloggers have all launched their own lines of makeup and skincare products, and they’ve met with enthusiastic responses from fans.
So why the sudden interest in celebrity beauty brands? Why is it all over and taking the trends? Maybe it’s because of the rise of women being their own bosses. Standing their ground and creating their own input into the beauty community. Women in business here in the Philippines represented by Georgina Wilson, Anne Curtis, and other women-led brands like Colourette and GRWM cosmetics show how these women want to contribute to the confidence of women by wearing makeup and most especially, the importance of having it locally. This is to enhance features and boost the confidence of their fans and customers.
Additionally, the influx of beauty brands here in the Philippines whether celebrity or not, boost local representation and target products that are great with the Philippine weather. This creates a targeted consumer preference that for sure Filipinos will swoon over. Consequently, consumers are drawn to the idea of using products created or endorsed by their favorite stars. A sense of intimacy and trust comes with using a product that a celebrity has personally had a hand in. Collaboration gives a way different feeling from how one Celebrity establishes a business with his/her name on it. Credibility, accountability, and GIRL BOSS INDEED. Additionally, many of these brands are marketed as being accessible and affordable, which appeals to younger consumers who may not have the budget for high-end luxury products.
Of course, there are also concerns about the quality and efficacy of these products. Some critics argue that many of these brands rely more on celebrity endorsements than on actual innovation or quality ingredients. At the same time, some don’t see that these celebrities are credible enough to know what makes a great product, great. Others worry that the market saturation with so many new celebrity brands could lead to a homogenization of the beauty industry, with every product looking and feeling the same.
At present, the rise of fame in Selena Gomez’s Rare beauty and Rihanna’s Iconic Fenty Beauty line has skyrocketed as hype in TikTok and has been seen on everyone’s For You Page. The doubts regarding the quality of celebrity beauty brands have been put on hold because Fenty and Rare Beauty have been GIVING.
In the Philippines, celebrity beauty brands are susceptible to doubt as the cosmetics industry has been growing in popularity and competition is going tougher and tougher, and small companies are trying to penetrate the market. Brands like GRWM owned by Mae Layug, Strokes owned by Momoi Supe, Colourette owned by Nina Cabrera, and Issy and Co. owned by Jasmine Ang might not have celebrity involvement but they have built a community online. Hence, competition has been grave as local brands compete to give the best quality to the customers as alternative products are readily available through their competitors both locally and internationally. This is a WIN-WIN situation for the consumers as the quality of these products and brands have stepped up giving a higher value for money.
The influx of beauty brands is not something to worry about, in fact, it’s something to celebrate. The fact that the quality of local cosmetics brands has been improving and can be a substitute for international brands is a win for local consumers. With the right mix of star power, marketing savvy, and quality products, these brands have the potential to carve out a lucrative niche in the ever-growing beauty market. Whether you’re a fan of Selena Gomez’s concealer or Anne Curtis’ BLK Cosmetics line, there’s no denying that these celebrity beauty brands are changing the game in a big way.
