If I see one more celebrity launch a beauty brand, I just might lose it. The beauty market is notoriously saturated, and another brand launched by a celebrity that has no beauty know-how is simply not what an already-confused consumer needs. But while the market is severely saturated, it is equally lucrative, making it an absolute cash cow for celebrities who want to diversify their entrepreneurial offerings and make some quick, easy money in the form of a skincare, makeup or haircare line.
For the most part, celebrity beauty brands prove to be a bit of a flop. Of course, when they are first announced, they generate a huge buzz, but when the consumer gets to grips with the (typically) white-labelled goods and realises it’s not the magic product they thought it would be, sales start to drop. There are, however, a few exceptions to this rule, and they mainly sit within the makeup space. Fenty Beauty, for instance, is one of the best-selling makeup brands in the world and is applauded for its quality, while Victoria Beckham Beauty remains a favourite amongst beauty editors.
Tagged: makeup