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Dear Celebrities, It’s Time To Start Investing In Beauty, Not Adding To It

As another celebrity skincare line hits our Instagram feeds, a shift is beginning to happen. Where we once welcomed an A-lister launching a beauty brand as a rare and exciting event; a way to access their liquid lipstick or breakthrough serum, now the mood changes. SKKN, Rhode, S’Able, The Outset, AF94, Cosmoss, Le Domaine… the list of celebrity lines launched in 2022 alone is long. But has the oversaturation of celebrity beauty lines led to their own demise, as with our post-noughties rejection of famous name fragrances in favor of lesser-known niche fragrances?

There’s no denying that previous instances of A-listers entering the beauty sphere delivered coveted products that were seen as products that filled a need — Fenty Beauty almost single-handedly changed the game for representation and Pioneered more than 40 foundation shade palettes. But as more and more celebrities recognized the lucrative opportunity to expand their personal brand into beauty, attention-grabbing drops gave way to thoughtful, high-quality formulas in the short term. When asked “Why are you launching a beauty brand?” the answer was simple, “Why not?”

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Brad Pitt’s addition to celebrity beauty soup Le Domaine recently made headlines – people were stoked. Speaking about the decision to launch, he simply said in his press release: “Le Domaine doesn’t want to be a famous brand. It is an anti-aging cosmetic line for every man and woman. I love the idea of ​​a genderless line.” The actor’s foray into £240 moisturizers — despite seemingly little interest in skincare — sealed the fate of other famous names who could benefit from tossing products on our social media feeds and hoping something sticks. Finally the worm had turned. “Beauty professionals, brands and enthusiasts are fed up with celebrities entering the industry without real passion or expertise – they challenge them,” said Emma Chiu, global director at Wunderman Thompson Intelligence.

Leading the change is a group of indie beauty brand founders, like Elth’s Sam Freedman, who wrote an open letter to Pitt directly. “Over the past few years, every celebrity seems to have felt like they could step into the industry we’ve worked in throughout our careers and gain overnight awareness that we fight so hard for. You, dear celebs, have NO experience in this industry,” the letter said.

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A frustration apparently shared by many. “Although the letter is addressed directly to Brad, it represents an accumulation of frustration within the industry,” said Molly Hart, founder of. Brand B Corp, HIGHR. “Celebrity lines add saturation and unnecessary waste to the industry – an industry that is actually full of hard-working, smart professionals trying to solve real problems and gaps in the market.”

But this isn’t just about celebrity-directed bitterness. At a crucial point where sustainability is as much about what you don’t produce as what you do, endless throwaway drops of expansive (and expensive) beauty lines, whether made from recycled glass or not, are surely 10,000 steps in the wrong direction. Luckily, there’s a new wave of famous names diving into beauty and at the forefront of their ventures with sustained growth instead of sloppy skincare.

Rebekah Mueller

It’s about investing, not adding. “Rather than create another product in a market, why not partner with or invest in the founders who are already innovating to fill real user gaps? I think it would be brilliant if this led to more meaningful collaborations that would make the global beauty industry more impactful,” says Winnie, founder of conscious wellness website Caara. Something Dua Lipa has embraced with her recent role as the majority shareholder of hair care brand Dizziak. Speaking of her beauty investment, Lipa said, “Dizziak really is in a category all her own and I’m so thrilled to be an investor in her journey. When I was first introduced to the brand, I was drawn to its ethos of making healthy hair care products accessible to people of all hair types.”

Category is: Supporting existing brands that have purpose, expertise and integrity. “Beauty is a really personal journey, and people want to see that from the people behind the brand,” says Chiu. “From investments and hiring to collaborations and brand ambassadors, people will expect those connections to have intent and purpose.” Take Terri Bryant, for example, who hires Selma Blair as chief creative officer at Guide Beauty, a brand with a mission , make beauty tools and products more accessible. As someone who has been open about his experiences with multiple sclerosis, Blair’s pairing with Guide feels thoughtful and appropriate.

Celebrity Beauty Investors


Similar collaborations include Dakota Johnson, who not only invested in swanky sexual health brand Maude, but also took on the role of co-creative director, while Serena Williams invested in shaving brand Billie, saying in a press release, “I’m proud of it Become an investor in Billie, an inclusive brand for women’s bodies, raising awareness and tackling this inequality head-on. The shaving industry is dominated by male brands that have traditionally overrated and underserved women.’ Whether it’s changing the conversation about sexual wellbeing, bolstering black-owned businesses, or tackling ingrained gender issues in the industry, these beauty alliances are pushing for progress, not profit. “Authenticity is key and Dua’s investment is truly authentic to what we do,” says Dizziak founder Loretta De Feo.

Instead of developing more products, why not become a partner or invest in the founders who are already innovating?

The bottom line is, just because you can launch a beauty line doesn’t mean you should. “There is a place for everyone in our industry – the question is how do you fill the real gaps? By releasing a brand with just one household name? Or by helping and supporting those who are actually making a difference in this area?’ says Ksenia Eytan, co-founder of skincare education platform Lion/ne. There is another possibility. Celebrities who direct their support (both financial and promotional) to small businesses that stand for something will ultimately benefit us all. To every celebrity out there thinking about creating a new beauty line, why not do like Dua and Dakota instead? Back slow beauty via smash and snap sales.

As Freedman puts it, “There are so many inspiring, industry-led founders making real change. If celebrities could better use their expertise, audience and capital to support them, we can achieve tremendous things.’

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