In the past few years, we have seen a surplus of celebrities jumping on the bandwagon of creating makeup and skincare lines. When we step into Sephora or Ulta, we are surrounded by celebrity beauty brands. For example, there is Fenty by Rihanna, r.e.m. beauty by Ariana Grande, Kylie Cosmetics, Haus Labs by Lady Gaga, Rare Beauty, and Florence by mills. There is no doubt that many of these brands have great products, but it seems every other week, a new famous face is creating a line.
While certain celebrities are passionate about their line and are actively involved in the process, I am skeptical that many view it as a cash grab. The few brands that have contributed truly unique products to the market include Rare Beauty and Fenty. For example, Rihanna created a line to offer a variety of shades to match different skin tones. Selena Gomez also donates a significant portion of the Rare Beauty profits to programs that increase awareness about mental health.
Celebrities that are musicians, actresses, or influencers are also not experts on dermatology to make informed recommendations to consumers. Many celebrities such as Kylie Jenner, credit their beauty brand for keeping their skin “wrinkle and blemish free”. However, their flawless skin is usually achieved via editing photos, cosmetic procedures, and facials. They most likely do not even use their own products, but convince people to buy them. I have definitely felt the pressure of achieving the same perfect skin as celebrities, which is very detrimental to self-esteem.
It is also important to note that these celebrity beauty brands are far from affordable. For example, Kylie Cosmetics is known for having a high price point for below-average makeup. This proves that celebrity brands rely on their name recognition as opposed to focusing on good formulas. There are many brands out in the world that cannot afford top-tier advertising or space at Sephora or Ulta. Even though many are aware of these issues, why do we continue to purchase them? I will be the first to admit, my makeup bag consists of multiple products from various celebrity brands. Buying these products typically makes me feel glamorous and as if I am “keeping up with the trends”.
This year, I plan to buy makeup from small businesses that do not get the same recognition as celebrity brands. Some of the best makeup products I’ve purchased were from drugstore brands, such as e.l.f and Maybelline. If celebrities want to gain the trust of their customers, they must prioritize inclusivity and authenticity.