Celebrity-founded beauty brands – why some brands succeed and others fail.

Yes, Rhode's “lip case” is the current “must-have” accessory for Gen Z, thanks to a well-timed selfie from the brand's founder/model/influencer/celebrity singer Hailey Bieber.

This isn't the first time Lorde has enjoyed a viral moment. Last year, the company's Pineapple His Cleanser Influencer Gifts campaign was praised for its experiential creativity (the cleanser was encapsulated inside a bath bomb, and influencers melted it before looking at the product). was necessary).

Lorde is on a roll right now, but it's clear the brand can't rely solely on its famous founder for success. Because with Rhode, Fenty, and Rare Beauty, there are several brands founded by celebrities and influencers that have only seen a fraction of this success.

Take Lady Gaga's House Lab or Ariana Grande's REM Beauty as examples. Neither have made much of a fuss, despite the fact that they probably have more star power behind them.

When was the last time you heard about Kylie Cosmetics? Or KKW Beauty? His two brands, from the world's most famous family, received a lot of attention when they first launched, but they're no longer talked about, at least not as much as they used to be.

So why do some brands succeed and others fail? Here are six questions celebrity and creator-founded beauty brands should ask themselves.

1. Is there any point in starting at all?

This question applies to any celebrity or influencer-founded brand, not just beauty.

It's very easy to tell if an idea is based on financial gain rather than one rooted in true passion or interest. For example, Rihanna was already a famous fashion and beauty icon before she launched Fenty Her Beauty, and Hailey Bieber had been practicing her skincare routine for a while before launching Lorde.

In comparison, audiences were quick to criticize Jennifer Lopez for launching a line of premixed cocktails after years of saying she didn't drink alcohol. And just after Jared Leto announced the launch of his own beauty brand, Twentynine Palms (now parted company), he admitted that he had “no interest in beauty products.” Confused, he told Vogue. Regardless of the name behind it, viewers aren't stupid and won't buy a brand that doesn't feel authentic.

2. Are you speaking the language of your audience?

We often talk about brands and founders targeting Gen Z, but one beauty brand founder who really understands her target audience is Trinny Woodall. The British entrepreneur, author and TV personality launched Trinny His London in 2017, and the brand boomed during the coronavirus lockdown. What Woodall does particularly well is speak to her core customer base. She won't be promoting products to her 20-year-olds when her main audience is women over 35. She's focused on showing where she stands instead of just jumping on the latest Gen Z TikTok trend. Because that's what brands should do. .

3. Do you have a clear brand story and aesthetic that fits the founder?

Ariana Grande's REM Beauty has a very unique visual identity, with all of its products based on space (a theme she has portrayed in various music videos). However, it may lack a deeper meaning or purpose. The reason Rihanna was so successful with Fenty is because she was one of the first beauty brands to truly champion diversity, something Rihanna is already known for as an advocate of. That was it. Similarly, Selena Gomez has aligned Rare Beauty and mental health awareness through her Rare Impact Foundation. Again, this makes sense for Gomez's personal brand as an activist, who has been open about her own mental health struggles. Not all brands necessarily have a deep meaning, but when people hear that a new brand founded by a celebrity is being launched, many people want to know the reason behind it. Why should they care about this and how does it match up with the celebrities they already follow?

4. So does this translate to social media personalities?

At Goat, we talk about how brands need to think and act like creators on social media. If your brand were a real person, how would you post and talk about it?Florence by Stranger Things star Millie Bobby Brown launched in 2019. Take Mills, for example. The brand was founded on principles of self-love and self-expression, and TikTok content reflects this with uplifting, relevant content centered around user-generated content (UGC). . The contents vary, but each has a distinct personality.

While nearly all successful celebrity and creator-founded beauty brands take a social-first approach, what some brands fail to do is effectively communicate their values ​​and personality on the platform. That's what I haven't told them. TikTok, Instagram, Snapchat, YouTube. Every platform is different, but the likes of Rare Beauty and Florence By Mills still create consistency. No matter where you interact, it feels like the same creator is posting.

5. How do you create moments in culture?

The Rhode lip case is a perfect example of a brand finding a simple but effective way to integrate into its audience's daily lives. Not only is a carrying case that can hold matching lip balms really handy, but it also guarantees your brand and product will be featured in lots of mirror selfies.

On a more extreme level, Rihanna did this during the Super Bowl halftime show when she exposed her make-up to the internet (using Fenty makeup, of course). Celebrities benefit from an existing fan base and already high profile. How do you use this attention to create relevance for your brand?

6. Are you growing with your audience?

When Kylie Jenner launched Kylie Cosmetics at the age of 17, it became a global phenomenon and one of the fastest-growing beauty brands of the 21st century. But Jenner is now in her mid-20s, and the potential brand isn't seen growing along with her fan base.

This obviously means that naming a brand after a celebrity themselves can be risky. When asked if the world needs another famous beauty brand, Bieber said she understands the fatigue, but wants to bring something new on the road, and ultimately, even without her. He answered that his goal is to create a brand that can survive. It's too early to tell if she will or not, but if she continues on the path she's on, there's a good chance she'll be successful.

Celebrity-founded beauty brands enjoy a head start compared to other challenger beauty brands, but they also face greater scrutiny and early missteps and missteps can be fatal. There is a possibility that Rare Beauty, Rhode, Trinny London, Fenty Beauty and more understand what their audiences really want and need, create a clear brand identity and personality, and continue to create moments of excitement for their communities through social first. I have proven my strength. marketing strategy.

The challenge now is how to sustain this and create a brand strong enough to survive without a celebrity name.