Kat Von D, Kylie, and now Rihanna. Celebrity beauty brands are on the rise – but what does this mean for us?
Kat Von D, Kylie, and now Rihanna. Celebrity beauty brands are on the rise – but what does this mean for us?
What do you wear when you’re going to meet Rihanna?
Haha, that’s a trick question! Nothing you own is good enough for Rihanna. This is the high priestess of cool. The lady who shifts from oversized tees to a millennial pink ballgown with ease.
But security probably wouldn’t be thrilled to see you naked so, in the end, you’ll probably decide black is a safe option. At least that’s what was decided on by 90 percent of the people at her intimate launch party for her new beauty collection, Fenty Beauty.
What do you say to Rihanna when she stands mere metres away from you?
Again, a trick question. The answer is you will not get a chance because 30 beauty editors will be in the way, scrambling to thrust their phones in front of Rihanna’s face, hanging on to her every word.
Dressed in canary yellow, looking like Belle from Beauty and the Beast had the coolest makeover ever, Rihanna glides into the room. She is glistening from a liberal application of Killawatt Trophy Wife (a soon-to-become Insta-famous highlighter) and diamonds that would make any real trophy wife jealous.
“Have you played with the collection?” she asks. “What do you like?”
“Gloss Bomb,” they reply, their lips smeared with the perfect neutral shade. (Rihanna said she created it so girls would be kissed more.)
The crowd swells to thousands at midnight when, after a quick change into a black mini dress with diamantes and equally-sparkling thigh-high boots, she officially stocks the shelves of a store in Times Square. That’s the power a celebrity brings to a makeup launch.
Over the years, many celebrities have dabbled in the industry. Fragrance was a particular favourite for a while. At peak popularity, J Lo had one, Sarah Jessica Parker had one, and Hilary Duff and Britney were the juice du jour of many.
More recently, stars have been setting their sights higher wih makeup ranges. Kendall Jenner and Victoria Beckham have both collaborated with Estée Lauder. Kylie Jenner and Kim Kardashian have launched their own lines. Jeffree Star. Kat Von D…
But is this star power really what the beauty industry needs?
After all, aren’t the most valuable players the experts who have honed their craft for decades, spending the bulk of their time in high-tech labs working on innovative technology?
While celebs may not have the technical know-how, they have access to the best makeup artists and products on the market, and constantly play with different products for different looks. Rihanna had been trialling her blotting powder on the red carpet, and if it can keep her skin looking matte under those conditions, a regular night out at Zouk will be a piece of cake.
Celebrities are also in the unique position where they have the power to dictate terms. As a rule, a fledgling brand takes what it can get. You only want to stock three items? OK! Rihanna, on the other hand, can make every store take every single one of her 40 foundation shades. She has changed the game in terms of inclusivity. Pictures of her range are going viral, as an albino woman finds her perfect match and the darker shades have sold out in stores in the US.
More than anything, a celebrity has to really believe in what they sell now. Think about it: if a celeb backs a product that’s less-than-stellar, they’ll let their fans down. And their fans will tell them, quickly and loudly, via social media – something the Jenners found out the hard way, when they were accused by a photographer of allegedly using his images of Tupac on their t-shirts without permission. In short, if a celebrity is putting her name on something, it can’t be just a way to make a quick buck any more.
So the real question is: how much do you trust your idol, and their willingness to use their power for good?
Because while J Lo’s fragrances now languish in bargain bins, it’s pretty easy to forget that Kat Von D was once a reality star on TLC.
Images Kevin Mazur/Getty Images for Fenty Beauty Instagram Accounts @kyliejenner, @katvondbeauty Text Claire Starkey.
