Photograph: Kellie French/The Guardian
Depending on the source you read, between 50 and 100 celebrity-fronted beauty brands have launched in the past five years. This might seem like the golden era of celebrity beauty, but in reality many have already crashed and burned.
Rosie Huntingdon-Whiteley has exited (the very good) Rose Inc; Harry Styles’ Pleasing seems to be little more than a merch stall with a great name and some mediocre beauty thrown in; Ariana Grande’s r.e.m. makeup line has withdrawn from the UK; Jared Leto quickly severed all ties with his somewhat baffling skincare enterprise Twentynine Palms. Many more, I believe, are teetering on the brink. But which brands deliver more than an additional revenue stream for the rich, making products worth buying regardless of the name?
