Madonna, Gwyneth Paltrow and Jessica Alba have also tapped into the thriving beauty market
Skin is in.
Paris Hilton is the latest celebrity to add beauty entrepreneur to her resume, breaking into the skincare market with a kitschy new product called Unicorn Mist, a rosewater facial spray blend of rose extract and aloe that will hit stores next year for $29.99 a bottle.
The hotel heiress and perfume mogul, with around 20 fragrances to her name, has been paving her way into the skincare space in recent years. Last year, she launched the California-based Hilton Lifestyle, a brand focused on creating skincare products for ingredient-conscious consumers.
“I have always had a passion for taking care of my skin and I only use products that actually work without harmful chemicals that are only a temporary fix,” Hilton said in a press release. “With this new company I can stand behind my own products and promote a brand that is focused on making products that truly work and can help everyone look and feel their best.”
Hilton follows a slew of other stars who have recently launched skincare lines. In September, Madonna debuted MDNA Skincare, a luxury line of natural products ranging from $180 to $600, including a clay mask olive-oil infused face wash, eye mask and rose mist, a blend of wild rose and essential oils. Similarly, Drew Barrymore created Flower Beauty featuring hydrating primers and face masks under $20; and Gwyneth Paltrow partnered with Juice Beauty this year, a California-based company known for non-toxic beauty products. In 2012, actress Jessica Alba pivoted to the clean skincare biz when she founded her Honest Company featuring products like an eco-friendly “Healing Balm” with sunflower-seed oil and shea butter, and a makeup line that’s free of potentially harmful ingredients like phthalates and parabens.
A look at the numbers reveals why business-savvy celebs are jumping into eco-friendly skincare. Indeed, the estimated size of the skincare market has increased by 81% from $99.6 billion in revenue in 2012, to $180.3 billion in 2017 — driven in part by increasing demand for all-natural, and environmentally friendly beauty products In 2016, 57% of U.S. women said it was important to buy all-natural skin-care products.
Instead of simply lending their name to other beauty brands, celebs are building up their own from scratch to appear more authentic and credible to followers.
“It gives a brand literally a face. It’s deeper and more meaningful, there’s more of a story behind it,” marketing expert Chuck Welch tells Moneyish. “Everyone wants to know their beauty secrets and these celebrities are selling their image.”
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