With a focus on authenticity and strong social media presence to drive growth, celeb beauty brands are setting the stage for success in the beauty industry in 2024.
Award-winning actor Scarlett Johansson has become the latest celebrity to launch a cosmetics brand, with the Tony and BAFTA winner announcing this week that a new skincare brand is expected to come to market early next year.
Late last week, the company behind ScentBeauty.com announced its latest celebrity partnership, outlining plans for a line of scents developed in collaboration with country singer-songwriter Dolly Parton.
Coty’s move to acquire a 20% stake in Kim Kardashian West’s beauty line KKW will enable it to leverage the power and buzz of personality-driven cosmetics – especially important in the face of ongoing COVID-19 challenges, says GlobalData.
Underling the big trend that is seeing consumers increasingly choosing celebrity products, Ulta Beauty’s results show that its US customers are spending more on premium cosmetics.
According to Euromonitor, although celebrity fragrances remain popular with young consumers, these fragrances are becoming a smaller proportion of the total fragrances market.
