Seems like the celebrity beauty train never left the station. Ever since supermodel Iman’s colour cosmetics brand launched in 1994, we have been receiving a plethora of exciting celebrity brands to revel in with the likes of Lady Gaga, Venus Williams and Selena Gomez.
In the midst of a celebrity beauty brand boom still, we witnessed Kylie Jenner change the beauty industry when she entered the market in 2015. In 2017, we saw a true empire emerge with Rihanna’s Fenty Beauty, which had set a new precedent for all brands when it comes to inclusivity and shade range. Last year, professional tennis player Naomi Osaka launched Kinlò to “protect and rejuvenate melanated skin tones”.
Some brands discontinued over the decades, others flourished and more new releases popped up as well. While there are loyal fans who will support their favourite celebrities till the ends of the earth, there are also pragmatists who only advocate for what they believe in.
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In this day and age of increased sustainability, “cancel culture” and boycotting, celebrities have to do more than just curate a gorgeous beauty line — a deeper meaning has to come into play. So, how do we decide which brand made the efficiency and functionality cut, and which is worth purchasing?
With that, we bring you six celebrity beauty brands to look out for and consider investing in.
Scarlett Johansson’s The Outset
The Marvel Avengers star and two-time Oscar nominee recently released a range of eco-friendly and plant-based skincare line. Scarlett Johansson spent five years experimenting with formulations, learning about the beauty business and market-testing with prestige beauty consumers — clearly not just a passion project.
As per Forbes, Johansson’s and her CEO Kate Foster’s aim was to “simplify beauty with a focus on everyday essentials” and referred the brand to a classic, reliable white tee. The Outset’s signature is Hyaluroset Complex, a hydrating ingredient blend that serves as a botanical alternative to the popular hyaluronic acid.
Johansson’s genuine and allergen-free skincare products officially launched on 1 March. Shop here.
John Legend
In January, the renowned singer-songwriter John Legend announced plans for an affordable skincare line that caters to darker and melanin-rich skin. In partnership with holding company A-Frame Brands, a name has yet to be shared while the line is in the development phase.
Its chief brand officer, Martin Ekechukwu, says in Fortune that the business will create products for anyone who has nothing specifically created for them from the ground up, and for people who need them the most — Black, Brown, Asian, people with disabilities.
Legend believes the upcoming line will lead to broader conversations about beauty standards, the racial wealth gap and specialised products for people with darker skin. We can also expect non-toxic and sustainably sourced ingredients, as expressed by A-Frame’s board-certified dermatology director, Dr. Naana Boakye.
Kim Kardashian’s SKKN by Kim
In 2017, America’s most prolific multi-hyphenate established both makeup brand KKW Beauty and fragrance company KKW Fragrance. This summer, SKKN by Kim is slated to launch.
With multinational cosmetics company Coty Inc., the skincare line has been in the works since 2020. According to Business of Fashion, the Kardashian brand “will not be venturing back into colour cosmetics” as it is aspiring “to create something disruptive and top-notch in terms of quality and ingredients”.
There is no further news as to what the line will include, but if SKKN by Kim is anything like the businesswoman’s other brands, we can surely anticipate quality and style.
Gwen Stefani’s GXVE Beauty
In the world of makeup, singer-songwriter, and also Legend’s fellow judge on “The Voice”, Gwen Stefani launched GXVE Beauty yesterday night. Pronounced “give”, the line is inspired by the iconic singer’s looks and decades of doing her own makeup backstage.
The collection will feature both makeup and soon, skincare products. For the former, specifically, staples that can achieve that old Hollywood glam. Most importantly, the high-impact products are stage-tested and budge-proof. Just what we love to hear, in sunny Singapore where makeup tends to melt.
Three years in the making, the brand is a partnership with Nikki Eslami, who has a venture capital firm that invests in women-led projects with a social purpose. On WWD, Stefani hinted at a “giveback” element of the brand and shared she feels like everything she has done was for GXVE Beauty; to gift the world with her passion.
The products are cruelty-free, designed sustainably, utilize refillable packaging and meet the Clean by Sephora standards. Click here to buy and rock your very own bold, cherry lip — Stefani’s signature look since the 1990s.
Donni Davy’s Half Magic
And on the other side of Hollywood, Donni Davy, celebrity makeup artist of HBO hit show “Euphoria”, will be releasing her own cosmetics line — Half Magic. In all its glitz and glamour, the products are described to be functional and were used throughout season two.
Supported by film and TV studio A24, which is intentionally moving from ‘entertainment’ to ‘lifestyle’, Half Magic was born from the beauty cultural phenomenon by “Euphoria” fans all over the world, as per WWD. The Emmy-award winning makeup artist shook the social media world with her use of neons, glitter and rhinestones. The makeup and looks on the show have had an enormous impact on beauty trends and caused surges in fashion searches.
The whimsical and highly anticipated line has been brewing since 2019 and will be debuting in May. In the meantime, sign up for its newsletter here.
Machine Gun Kelly’s UN/DN LAQR
Following the launch of Harry Styles’ Pleasing, musician Machine Gun Kelly wrapped up 2021 with a gender-neutral nail polish brand. Developed alongside innovative brand incubator Unlisted Brand Lab, UN/DN Laqr is inspired by self-expression, creativity for all and the musician’s love for nail art.
The award-winning rapper likened doing his nails to wearing his thoughts and making a statement. He shared on WWD that “polish is not just a colour” but an intention as “every colour has a purpose”.
While the spotlight on gender fluidity continues to grow, there could not have been a better move for Megan Fox’s fiancé to foster a cultural shift in the nail polish category. Founder and CEO of Unlisted Brand Lab stated that the lifestyle brand is seeking to bring new voices to the beauty world and spark meaningful conversations.
The collection features a blend of neutrals, pastels, vivid hues and cosmic shines. Each shade is made nine-free in a vegan and cruelty-free status. Nail your manicure with UN/DN Laqr here.
For more beauty reads, click here.
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