Ellen DeGeneres Eye Cream. Shower gel by Alicia Keys. CBD beard oil by DJ Khaled. These are all very real products, and if you are one of those who use them, consider yourself a minority.

Data from New Morning Consult shows that most people largely ignore celebrity beauty brands (with a few exceptions, looking at you, Rihanna). Yet only 31% of the more than 2,000 people surveyed in the United States said they had seen, read or heard “some” or “a lot” about its Fenty Beauty line. And that was the highest percentage; only 12% said the same for DJ Khaled’s Blesswell.

Additionally, 74% said they were not at all interested in purchasing celebrity branded beauty products.

Exaggeration: Last month, a New York Times article called on stars to stop releasing their own beauty brands. On the one hand, according to the article, the market is oversaturated, with new lines released at a “dizzying rate”. Recent examples include a line of nail polish by Harry Styles and an upcoming makeup and wellness line by Hailey Bieber.

  • The list goes on so long that The Cut has decided to create an encyclopedia of celebrity beauty brands.

Additionally, people seem to be wary of products that they cannot be sure celebrities are using themselves or are not interested in. Or, if they do, people might suspect that their use is likely accompanied by the work of top dermatologists, beauticians, plastic surgeons, etc.

  • “Celebrities say, ‘This is my skin care, this is what I use, and no, I don’t get Botox, these are just my products,” said Stacey Berke, 34, at the Times. “It makes it hard to believe.”
  • According to Morning Consult, 31% of Americans indifferent to celebrity beauty brands said they don’t trust celebrities to have products made well.

The Times quotes Kylie Jenner in part for ushering in the celebrity makeup era in 2015 with Kylie Cosmetics. Notably, Morning Consult’s survey did not include the brand, which has since spread to Kylie Skin and, more recently, Kylie Baby.

Whatever their next venture (Kylie Food? Kylie Decor?), Precedents suggest other brands will follow, and many people won’t know the difference.—KH


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