Is there still room for the beauty and skincare brand of the celebrities?

Jennifer Aniston, Jennifer Lopez, Kylie Jenner, Lady Gaga, Selena Gomez, Rihanna, Pamela Anderson, Millie Bobby Brown, Beyoncé, Blake Lively, Kim Kardashian: countless stars have, over the years, ventured into the beauty world with lines for hair, face, body, makeup, skincare, treatments, and serums, covering just about everything. Some begin from personal experience, others aim to share a piece of their world with fans, some become the main ambassadors of their entrepreneurial adventure, building an empire that surpasses their music or film career. And then there are those who simply give it a try to see what happens. Not all of these ventures are successful; not all manage to break through. But these superstars know how to bounce back with ease, moving on to the next adventure, whether it's a spirit brand or a sportswear line—it doesn’t really matter.

Lili Reinhart and Personal Day

Often, as in the case of Lili Reinhart, the motivation stems from a personal struggle. The Riverdale actress has frequently discussed her challenges with acne, and has now launched Personal Day, "the acne-safe skincare solution, made by people who’ve been there." The line is small but highly targeted, featuring five products: a cleansing powder, a salicylic acid treatment, a moisturizer, a peel, and a calming mask.

The Beauty Industry Today: Between Saturation and Small Brands

Regardless of the effectiveness of the actress’s products, we wanted to reflect on the current state of the beauty world, which continues to grow at an impressive rate but often leaves smaller brands behind while pushing large conglomerates to expand even further. The pace and level of innovation required, the constant need to build relationships with the public, to be active on social media and offline, to organize engaging product launches that are also sustainable, all contribute to the beauty industry. It’s a dynamic, vast, and nuanced world that, if it continues at this pace, will soon approach a point of saturation, an apparent stasis. In this context, celebrity beauty brands stand out: they begin as small ventures but have the fanbase of their founders to support them. How will they evolve?

The Future of Celebrity Brands

Some predict increasing personalization in every sense. A stronger alignment between a celebrity’s face—their personal experience and story—and the product and relationship with the customer. Others believe that many celebrity brands will follow in the footsteps of Selena Gomez’s Rare Beauty, building a strong identity almost independent of the founder, fueled by social reactions and the virality of certain products (like the blush) rather than by the singer’s success. We shall see.