Exploring the Life Cycle of Celebrity Beauty Brands: What Happens When They Fade?
Celebrity Beauty Brands Struggle to Shine Amid Market Challenges
The story of Rose Inc., a beauty brand founded by model Rosie Huntington-Whiteley, illustrates the turbulent landscape of celebrity beauty brands. Rose Inc. became a focal point in 2023 when its parent company, Amyris, declared bankruptcy, revealing the financial strains behind the scenes. A former member of the brand’s creative production team shared her frustrations, stating, “We were doing well. We were the only profitable brand they owned. But instead of letting Rose Inc. reap the rewards of that success, Amyris took those profits and assigned us minimal budgets.”
Huntington-Whiteley established Rose Inc. in 2018, intending to create a clean beauty community. However, just two years later, she stepped away from the brand, citing “significant changes” under new ownership. The brand’s decline raises questions about why many celebrity-led beauty ventures face similar fates.
In a crowded market, notable successes like Rare Beauty by Selena Gomez, Fenty Beauty by Rihanna, and Haus Labs by Lady Gaga exist alongside brands that fail to establish traction. Despite the prominent celebrity backing, others like Alicia Keys’ Keys Soulcare and Millie Bobby Brown’s Florence by Mills haven’t garnered significant followings.
This month, celebrity beauty ventures continued to emerge, with Courteney Cox expanding her brand, Homecourt, into luxury body care, while Blake Lively introduced Blake Brown Beauty. However, some brands face criticism for perceived lack of authenticity. Maya reflected on the state of Rose Inc., noting, “We were $1.1 billion in debt and still hiring.” She mentioned unpaid suppliers, emphasizing the chaos as key factors contributing to the brand’s difficulties.
In May, Huntington-Whiteley expressed her reasons for leaving Rose Inc., emphasizing the shift in ownership that diverged from her original vision. Since her departure, her online presence around the brand has drastically diminished. This lack of engagement may further distance customers who once resonated with her commitment to clean beauty.
Some celebrity brands defy the odds. For example, Rhea Cartwright, a brand consultant, pointed out the importance of authentic connections. “Celebrities with beauty brands that are thriving have always been deeply connected to their community,” she stated, referring to the success of brands like Rare Beauty and Pattern Beauty from Tracee Ellis Ross.
Interestingly, the interplay between celebrity status and product quality significantly affects public perception. Sofia, a PR manager, revealed her skepticism toward celebrity skincare brands, citing concerns about the genuine utility of such products. “I have less trust in celebrities who have access to top dermatologists and facialists,” she says, indicating a common sentiment among consumers.
The psychology of brand loyalty also plays a role. Shakaila Forbes-Bell, a consumer insights psychologist at Clearpay, explained how social proof and the halo effect encourage consumer attachment to celebrity-branded products. As consumers increasingly turn to social media for purchasing decisions—27% reported spending more on beauty due to it—this trend heightens the visibility and expectations for celebrity brands.
As the beauty landscape continues to evolve, discerning consumers are searching for authenticity, quality, and connections to the brand’s founder. The failure of many celebrity brands can often be traced back to a lack of genuine engagement or a product that feels inauthentic. Ultimately, success relies not just on celebrity status but on the alignment of values, community connection, and product integrity.
