MORE celebrities than you can shake a lipstick at are cashing in on their famous faces by launching their own beauty brands.
But we revealed yesterday how Victoria Beckham’s skincare and make-up line had LOST £4.7million – and she is not the only big name whose cosmetics side hustle has lost its lustre.
Brand expert Mark Borkowski warns celebs: “Fans are buying into the idea they could also look like you. But it’s difficult to sustain. No sooner are you the story of the moment than you are yesterday’s news.”
Here, we give you the top ten most lucrative celebrity beauty brands, by net worth, while Mark explains what makes them winners.
1. Rihanna – £2.2bn
THE SINGER launched Fenty Beauty in 2017 and immediately wowed with her diverse range of make up shades.
Rihanna says: “There needs to be something for a dark-skinned girl, there needs to be something for a really pale girl, there needs to be something in between.”
The line sold £51.6million of products in just one month of trading, with posh department shop Harvey Nichols shifting a bottle of foundation every minute. In just 15 months, Forbes reported in 2018, Fenty Beauty accumulated £409million in revenue.
Last year, Forbes reported Fenty’s net worth as £2.2billion.
Mark says: “She’s got a very strong team behind her, she’s incredibly savvy and she’s incredibly hard-working.
“She has a selection of stylists and people who look at the zeitgeist ahead of her and she’s very good at crashing into that with the next thing – in an affordable way.”
2. Kylie Jenner – £856.3M
SAVVY reality star and model, half sister to the Kardashian girls, capitalised on interest in her plumped lips by starting a lipstick company in 2014.
The £20 lip kits were so popular, her website crashed on launch day and she soon branched out into skincare.
In 2019, she sold the majority share of her business to make-up giant Coty.
Mark says: “The whole Kardashian-Jenner franchise is equivalent to Unilever or Johnson and Johnson. Kylie targets an her contemporaries, who are growing with her.”
3. Kim Kardashian West – £723M
SELFIE queen started KKW Beauty make-up and skincare range in 2017 after collaborating on a lipstick kit with her little sister Kylie.
Last year, Max Factor and Rimmel owner Coty bought a 20 per cent stake.
It valued the firm at £723million – with Kim making a £143million profit from the sale.
Mark says: “Everyone is curious what Kim can do. She’s one of the rare celebrities who can break the internet. The way she uses content and photography is a work of art. She matches the mood of the crowd.”
4. Jessica Alba – £717.6M
FANTASTIC Four actress Jessica started selling eco-friendly nappies and baby wipes in 2012.
But since then her venture The Honest Company – named for daughter Honor – has branched into natural beauty.
It includes a £20 mud facemask and £10 lip balms are sold in the UK through Boots and Cult Beauty.
Mark says: “She connects to zeitgeist, knowing what is coming, and is close to the tech community who back her. She’s got influence with the right people to make her stuff work.”
5. Gwyneth Paltrow – £191M
VAGINA eggs, orgasm candles and £90 golden dumbbells – the movie beauty’s wellness comp Goop has generated more than just a laugh.
Unleashed on the world in 2012, it is now worth serious money.
Mark says: “It’s not really aimed at high- street girls but at high-end women Gwyneth’s age, with massive disposable income.
“The healthy side of her has been an advantage but I’m not sure her coming out and saying she has long Covid will do her favours. It doesn’t fit the Goop image.”
6. Madonna – £164.9M
QUEEN of Pop launched her MDNA Skin range with Japanese cosmetic company MTG in 2014.
Her skincare goodies can cost up to £430.50 for a full rejuvenation kit, containing a skin roller and a clay mask.
But they sell like hotcakes. MTG launched the range in the US in 2017, with huge success.
Mark says: “You forget how big Madonna is in a market like Japan. There is something exotic about her. As she gets older, she’s insisted on the fact she uses herbal and non-invasive prevention methods – and it sells.”
7. Katie Holmes £88.4M
DAWSON’s Creek actress Katie became a spokeswoman for hair care brand Alterna Hair in 2013 – and the firm also named her as a co-owner.
Products include anti-ageing caviar shampoo and conditioner, for £24 a pop online. In 2014, the brand was bought by German firm Henkel.
Mark says: “I have no idea why Katie’s association to this brand should be so successful.
"You forget how big the German market is, but they have a huge connection with the celebrities they love.”
8. Cindy Crawford £71.7M
AFTER retiring from modelling in 2000, catwalk legend Cindy set her sights on the beauty industry.
She set up her Meaningful Beauty range in 2011, alongside industry experts.
Treats include a £39.40 skin-tightening cream, £70.26 melon serum and £17.21 lip gloss.
Mark says: “Cindy is an older demographic. We forever see stories about how people who were iconic in their age still look brilliant.
"People growing up with them are ageing – then along comes someone who still looks amazing and says, ‘You can too.’ ”
9. J.Lo £10.75M
THE bootylicious star had already made a mint from her perfume line when at the end of last year she branched out into beauty.
Her JLo Beauty series includes Glow serum for £84.56 and That Block-buster Wonder Cream at £41.56.
It is predicted she will make £10.75million in just three months.
Mark says: “Women know celebs can afford help to look like they just came off a catwalk. But if there’s even a suspicion they use something that makes them look as youthful as J-Lo, they may be tempted to buy.”
10. Lady Gaga £7M
BACKED by top Valley investors, singer Gaga launched her make-up brand Haus Laboratories in 2019.
Aimed at men and women, and sold only on Amazon, it has not yet released sales figures.
But it got a £7million cash injection from venture capitalists. Last year she released a Chromatica eyeshadow palette set to tie in with her album of the same name, costing £34.40.
Mark says: “Its smart to embrace everyone. Men spend huge – whether or not trans- sexual or a drag queen.”
5 who fell on faces
THE global beauty industry is expected to soar in wealth to £543.47billion by 2025.
But not all celebs are lucky enough to get a big piece of the action. . .
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