Beauty is big business. Its global market size is estimated to reach US$716.6 billion (S$986.4 billion) by 2025, according to the marketing research firm Research and Markets. Just to put things in perspective, Singapore’s GDP in 2017 was US$323.9 billion. It is no wonder then that more and more celebrities are dipping their toes into the business of beauty by releasing their own beauty lines. After all, they can always count on their star power and their ardent fans to show some support.
But perhaps, there is a merit to buying celebrity-owned cosmetics and skincare. After all, stars spend way more time compared to the average layperson getting their makeup done and have a greater need to preserve and protect their faces. So their products might actually be game changers, with ingredients, formulas and processes that are unique and different from the traditional beauty brands we’re all too familiar with.
In fact, some have already garnered cult status, such as Rihanna’s Fenty Beauty (more on this later), Jessica Alba’s Honest Beauty, Drew Barrymore’s Flower Beauty and Gwyneth Paltrow’s Goop. Looking to join the ranks is also Lady Gaga’s Haus Laboratories, which she announced on Instagram on July 10, five days before it launches on Amazon.
If you’re looking to get on the bandwagon, here are some celebrity beauty lines that you should know about and are able to get your hands on (now, or soon).
1. Lady Gaga – Haus Laboratories
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When I was young, I never felt beautiful. And as I struggled to find a sense of both inner and outer beauty, I discovered the power of makeup. I remember watching my mother put her makeup on every morning, basking in the glow of her power to put on her bravest face as the hard working woman she was. I then began to experiment with makeup as a way to make my dreams of being as strong as my mother become true. It was then that I invented Lady Gaga. I found the superhero within me by looking in the mirror and seeing who I wanted to be. Sometimes beauty doesn't come naturally from within. But I'm so grateful that makeup inspired a bravery in me I didn't know I had. I've come to accept that I discovered my beauty by having the ability to invent myself and transform. They said I was just weird, but really, I was just Born This Way. Love, Lady Gaga
Fans of the pop star were sent into a tizzy when she made her appearance on the Met Gala’s pink carpet earlier this year. The chatter wasn’t about her massive entourage (we counted six people who were preening her Brandon Maxwell dress’s train), nor her four outfit changes nor her extra-extravagant entrance to the largest fashion event on the planet. Rather, the focus was on the little pink wagon that was emblazoned with the words “Haus of Gaga” in gold cursive lettering. Everyone started speculating if that was the name and first reveal of her beauty line, long rumoured to be in the works. (Haus Beauty was another name floating around in the Internet before that.)
Now, two month after the show-stopping entrance, we finally have answers. Three of them, in fact. One, Haus Laboratories is the name of the makeup line (yes, it’s just makeup products for now). Next, July 15 is the launch date. And lastly, Amazon will be the exclusive distributor of the highly anticipated makeup line.
You can expect makeup kits that comprise lip gloss, lip liner, and all-over colour, according to The Business of Fashion, a digital platform that covers fashion and industry news. There’s already a websiteup, where a countdown has started and you can enter your email address to receive first-hand news of the launch, and a verified Instagram page (@hauslabs) that you can follow. If the followers it has garnered in the eight hours since Lady Gaga’s announcement is any indication (133K and counting), we’re expecting the products from the initial launch to be sold out in a matter of seconds.
2. Charmaine Sheh — Sh
Charmaine Sheh had more than her birthday to celebrate in May. Not only did she turn 44 (can’t tell right?), the top Hong Kong actress, known for her roles in shows such as The Story of Yanxi Palace (2018) and Line Walker (2014), can add her own beauty label to her resume. The cosmetic label, titled Sh, recently dropped its first collection — a line of 12 lipsticks that Charmaine said that was inspired by her time filming on set for Yanxi Palace, where she had to mix multiple shades to get the colours she desired for her character’s transition. Charmaine chose lipsticks to start because it is a product that would make the wearer look fresh and youthful instantly. She added that her lipsticks are formulated to keep the lips hydrated while reducing the appearance of lines. Not much has been released about where the brand will be sold, but it has been reported that Sh will be sold in due time on Chinese platforms such as Tmall and Xiaohongshu, and will expand worldwide in 2020.
3. Fan Bingbing — Fan Beauty
Want to at least attempt to get a 10th of Chinese A-list celebrity Fan Bingbing’s porcelain mien? Us mere mortals could try, with Bingbing’s very own beauty line, Fan Beauty, which was launched in March 2018. The brand’s Weibo dropped its latest product addition in April this year — the Seagrape Deep Hydrating Water Gel Mask — that is said to be the “secret” behind Bingbing’s perfect skin. But a face mask is not all there is to her good looks. Fan Beauty also retails a facial device, Fan Beauty Up, to help you get her covetable V-shaped visage while aiding lymphatic drainage. There are also gel moisturisers and facial creams to seal in hydration. The brand’s products are available via Tmall and they cost upwards of RMB$158 (S$31.54) for a pack of five face masks.
4. Kylie Jenner — Kylie Cosmetics and Kylie Skin
Recognised for her signature full pout, Kylie Jenner, the youngest daughter of the Kardashian-Jenner empire, was the first to dive into the beauty world when she launched her famous Kylie Lip Kits in 2014. The kits consisted of a matte liquid lip stick and an accompanying lip pencil, and the inspiration behind them stemmed from Kylie’s past insecurities with her lip size. Fast forward five years, the brand has since renamed to Kylie Cosmetics and has expanded its offerings to include lip, brow and coloured cosmetics. Forbes estimated that the company is worth over US$900 million in March this year, and named her the youngest self-made billionaire (although detractors argue that she comes from a privileged background). Kylie also recently launched a skincare line, Kylie Skin, that includes a facial wash, a walnut face scrub and vitamin C serum. Her products are available via the Kylie Cosmetics and Kylie Skin websites respectively.
Related article: Kylie Jenner Just Teased A Kylie Cosmetics Vending Machine
5. Rihanna — Fenty Beauty
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Surprise, surprise! Remember this @badgalriri look from last year’s #COACHELLA?? She gave y’all another sneak peak at “HOTTIE ALERT”, a beautiful pastel pink neon eyeliner from our limited edition #BAECAE trio! Makeup by #FENTYBEAUTY Global Makeup Artist @priscillaono. You can get it now at fentybeauty.com, @sephora, @bootsuk, @harveynichols, and #SephorainJCP!
Rihanna, otherwise known as Badgalriri, set a new standard in the beauty industry when she launched her own beauty label, Fenty Beauty, back in September 2017 with 40 different foundation shades that catered to a diverse range of skin colours that have been long ignored. Since then, Rihanna has added 10 more shades to the Pro Filt’R foundation line and has dropped an accompanying 50 concealer shades. From releasing eight bronzer shades that cater from the fairest to the deepest of skin tones to having models of different skin tones front marketing campaigns, Rihanna’s strong emphasis on inclusivity and quality products has broken boundaries and disrupted the beauty industry, and has led to other brands scrambling to keep up. We can’t wait to see what else Riri has under her sleeves. Fenty Beauty is available via its website and Sephora.
6. Kim Kardashian West — KKW Beauty
Kim Kardashian West is widely regarded as the woman who popularised the highlight and contouring technique that slims the face, sharpens the jawline and accentuates the cheekbones. Plus, she is also known for her varied beauty and red carpet looks created together with her makeup artist Mario Dedivanovic. So it seems like a natural progression for Kim to follow in her sister’s Kylie footsteps and start her own cosmetic label, KKW Beauty. Here, fans and beauty enthusiasts alike can use her products, such as nude lipsticks and contour and highlight palettes, to recreate Kim’s many signature looks on themselves. Get them via the KKW Beauty website.
Related article: Kim Kardashian West Is Unrecognisable In Her New KKW Beauty Campaign
7. Miranda Kerr — Kora Organics
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Noni Glow Sleeping Mask Tip 2: “I apply a more generous layer ✨ as a 10 – 15 minute express hydrating treatment before a big event or if I have a photoshoot.💧It gives an instant boost to the texture of my skin and provides a smooth, glowing base for flawless makeup.” 💖 @mirandakerr #NoniGlow #MindBodySkin #KORAOrganics
The secret to ex-Victoria Secret model Miranda Kerr’s enviable youthful, glowy mien? Her own line, Kora Organics, it seems. The Australian beauty label uses only certified organic ingredients such as its star component the noni fruit oil, that is said to contain high levels of powerful antioxidants and vitamins. The ethos of the brand also parallels Miranda’s own belief in heath, nutrition and wellness. Besides skin care, Kora Organics also has a small range of luminizers for the face and body. You can get Kora Organics products via its website, Sephora and Net-a-Porter.