The beauty and wellness industry has never been more dynamic, with billion-dollar legacies competing against Instagram-born disruptors for the attention of consumers. For decades, powerhouse tycoons like Estée Lauder, L’Oréal, and Revlon defined what beauty meant through innovation, global reach, and trust. But today, a new wave of celebrity-driven brands, like Rihanna’s Fenty Beauty and Selena Gomez’s Rare Beauty, are rewriting the rules with authenticity, inclusivity, and a large social media following.
When Kylie Jenner launched Kylie Cosmetics in 2015 with just three liquid lipsticks, the collection sold out within seconds and even crashed the brand’s website, cementing her status as a beauty mogul overnight. Her instant success sparked a wave of celebrity-founded beauty lines, each hoping to replicate the same hype. But since the Covid-19 pandemic, consumer preferences have shifted. In a period when the world leaned heavily on medical advice, beauty buyers also began gravitating toward science-backed products that promised proven results over celebrity appeal.
With clinical treatments disrupted during lockdowns, many people turned to at-home solutions that could deliver professional-level care. This paved the way for the rise of doctor-founded or doctor-endorsed skincare brands, perceived as more credible thanks to their grounding in medical science. Today’s consumers are more informed and tech-savvy than ever, they research ingredients, check reviews, and demand evidence before making a purchase. In this climate, products supported by data and professional expertise stand out, often outshining celebrity-driven lines built solely on star power.
While celebrity backing doesn’t sway all shoppers, some celebrity brands have built genuinely loyal followings. Selena Gomez’s Rare Beauty engages fans with Instagram tutorials and donates a portion of profits to her mental health charity, Rare Impact Fund. Alicia Keys’ Keys Soulcare blends traditional ingredients like malachite and manuka honey with modern actives such as hyaluronic acid and ceramides. Even men are joining the trend, Brad Pitt co-created Le Domaine, an anti-aging skincare line inspired by wine, developed with experts to harness antioxidants from Château Miraval grapes. These examples show that when celebrities combine authenticity, purpose, and expertise, their brands can thrive beyond mere hype.
Despite the rise of celebrity-led beauty lines, legacy brands like Estée Lauder remain powerful players in the industry, proving that experience, innovation, and brand trust still matter. These companies have decades of expertise in research, product development, and global distribution, which allows them to consistently deliver high-quality products that consumers rely on. While celebrity brands thrive on hype and relatability, beauty giants combine that with science-backed formulations, luxury branding, and strategic marketing that spans traditional and digital platforms. By collaborating with influencers, launching limited-edition collections, and embracing diversity in product offerings, these established brands have adapted to the social media era without losing the authority and prestige that decades of success have built.
Working with Bespoke Advantage
Bespoke Advantage is a London based international beauty brand consultancy. We are a team of experts, associates and business partners specialising in supporting our clients – award-winning entrepreneurs, well established beauty and wellness businesses, retailers, investors, trade bodies and embassies – in developing and growing their brands across the beauty and wellness marketplace. If you are looking to launch a beauty or wellness brand or you are looking for support in expanding your brand across markets, GET IN TOUCH.
