Celebrity founded beauty brands are growing according to NIQ, as 43 celebrity brands surpassed $1 billion in sales for the first time in 2023. The sales growth of celebrity beauty brands has surpassed the growth if the total Beauty category by +57.8%, while the total growth of Beauty was up 11.1% in 2023. 
 
Celebrity brands are most prevalent in the Fragrance and Cosmetics categories, representing 2.9% of all dollar sales for both categories. 
 
According to NIQ, consumers that are drawn to celebrity brands are the biggest Beauty consumers, spending an average of $1,003.64 in Beauty and Personal Care items per year, 1.25 more than the average buyer. 
 
The number of households that currently purchase celebrity products grew +21.9% when compared to the previous year, currently accounting for 20.7 million US households. 

Some of the top brands include, Fenty Beauty and Fenty Skin by Rihanna, Ariana Grande Fragrance, Keys Soulcare by Alicia Keys, Haus Labs by Lady Gaga, Rare Beauty by Selena Gomez, Kylie Skin, and Millie Bobby Brown’s Florence by Mills. See here for the full list. 

Brand Success

Consumers are drawn to authenticity in brands, supporting brands whose founders have a clear purpose for starting their brand. Celebrity brands that share the “why” behind their brand tend to connect more with consumers, according to NIQ. 

NIQ partnered with DashHudson, Spate and CreatorIQ to evaluate sales performance, media metrics, and social search, showing a full view of celebrity brand performance segmenting celebrity Beauty brands into five cohorts.
 
Segmentation took into account yearly dollar sales, dollar sales growth and decline compared the previous year, Google searches, TikTok Entertainment scores, and Earned Media Value. Celebrity brands were then grouped into the following criteria.
 

• Powerhouse players: brands that ranked high in total dollar sales, dollar growth, social media entrainment scores, and total Google search volume.

• Social media stars: brands that has high social media entertainment scores but did not rank as high in total dollar sales.

• Watchlist wonders: newer brands to the market that ranked high in Google search growth in comparison to the previous year.

• Online opportunists: brands that are top ranking in dollar sales but have lover social media entertainment scores.

• Danger decliners: brands that have low ranking dollar sales and are seeing dollar declines when compared to a year ago.

Looking Ahead 

Compared to 2021 and 2022 total celebrity brand launches have started to fall. However, existing celebrity brands are beginning to expand their products with Lionel Messi launching Messi Fragrance and Beyonce planning the release of her Hair Care line. 

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