Celebrity beauty lines are nothing new. They’re almost mandatory for those who have been in the entertainment business long enough.
But stars’ skincare and makeup ranges are now increasingly values-driven, whether that’s about the ingredients used or the diversity of who they cater to. And with Covid-19 making in-person promotion and in-store unveilings practically impossible, 2020 felt like the year when marketeers started focusing not only on the celebs, but also what they stand for.
These new lines offer something a little more meaningful.
In July, Rihanna announced that Fenty Beauty was branching out into skincare with gender-inclusive Fenty Skin. Selena Gomez also released a new fragrance, makeup and beauty line called Rare Beauty, which is vegan-friendly, cruelty-free and designed with Gen-Zers in mind.
And Issa Rae, the creator and star of “Insecure,” announced that she had bought Sienna Naturals, a hair-care line for textured hair.