DROPPING - JANUARY 2021
Augustinus Bader -
‘The Cream’
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Here we go again. Another celebrity with flawless glowing skin, a squad of hair stylists, makeup artists, skin experts and more, is launching a beauty brand. How does that make you feel? We’ll be straight up and just say; it’s a bit cringe worthy if you ask us!
Celebrities love a good side hustle, and there’s certainly nothing wrong with that – we’ve been known to dabble here and there ourselves – plus, we can’t think of anyone who has spent more time sitting in a hair and make-up chair. But with such a crowded beauty space, when a new celeb beauty brand pops up, it’s hard not to roll our eyes. Wouldn’t you agree?
Professionals pause to pick up the collection and add it to their kit; meanwhile more impressionable consumers (read: new to beauty and celebrity worshipers) quickly flock to the store to wipe out the shelves and online spaces, getting their hands on the latest cosmetic or skincare line. The truth of the matter is that it’s an easy way for fans to feel connected to their favourite famous face – “just apply these products and you’ll look as good as they do”.
A celebrity dipping into the beauty industry is no new news; they’ve been signing licensing deals for fragrances for years. However, make-up and skincare offer much bigger slices of the pie. Skincare alone accounts for roughly 45 to 60 percent of the profits made in the beauty industry. The question is what are you buying? The brand? Or good quality cosmetic products? How can we trust that a celebrity knows what proper ingredients should be going into skincare? It can be hard to separate the products that will actually make an impact on your routine from the ones that are simply pretty bottles backed by beautiful faces. The new wave of brands comes down to one thing, money.
Meanwhile some labels may have done their leg work to stay cruelty free, vegan, halal and organic, until we know for sure – we’ll be here waiting for the tide to come in with the next wave of celebrity beauty experts.
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