As the landscape of celebrity-owned beauty brands grows more crowded, some of the original players in the space are still gaining the most popularity on social media. Tribe Dynamics data shows that for the year 2020, Fenty Beauty and Kylie Cosmetics remained the main players in the space, despite a slew of new launches.
The winning strategy for famous brands, however, doesn’t just have to do with star power. “Celebrity brands that are very successful at leveraging their fame to create that excitement, and they give people more than recognition and glamor to engage with,” said Brit McCorquodale, senior vice president of revenue at Tribe. “It has always been extremely important for a brand to represent something, to cover something bigger than the only products it offers. We have really seen this expand significantly in the values of the brand. “
Some of the celebs resonating in the era of activism include Rihanna’s Fenty Beauty Promoting Diversity, Selena Gomez’s Rare Beauty Commitment to Mental Health, Lady Gaga’s Haus Laboratories and Jessica Alba’s Honest Beauty promise of clean ingredient formulations. Some brands have found other ways to be successful, like Victoria Beckham Beauty by tapping into the pop star’s founding legacy with her latest lipstick launch. Discover the top 10 famous beauty brands here, ranked by EMV.
Beauty Fenty – $ 555,195,705
Kylie Cosmetics – $ 187,859,638
Haus Laboratories – $ 141,764,661
KKW Beauty – $ 98,558,293
Rare Beauty – $ 60,024,579
Kylie Hide – $ 31,486,411
Fenty Hide – $ 25,819,197
Florence by Mills – $ 16,143,718
Honest Beauty – $ 14,012,195
Beauty Victoria Beckham – $ 12,989,038
Source: Tribe Dynamics, 2020
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