From bush thongs to beauty balms, today’s celebrity brands are marketing anything and everything to appeal to the different generations. Why do we keep buying in?
Fame is a Gun
Any self-respecting Instagram baddie’s makeup collection is not complete without Rhode, Fenty and Rare Beauty products. These celebrity brands are a few of many that have become staples in countless daily routines. Behind all of these brands are celebrities who use personal fame to launch their brands for sustainable influence and wealth.
It is no secret that life in the limelight is a difficult position from which to launch a brand, but when successful, celebrity brands often align with the personas of their creators and gain their own loyal fans. Keep reading for a deep dive into the ways celebrities walk this delicate tightrope to success.
Fame vs. Formula: What makes a celebrity brand stand out?
Celebrity entrepreneurs experience the exact opposite of a slow burn into fame that a small business usually experiences at first. Celebrities are a market commodity before their product, and whether this is music, jewelry or makeup, the product often stands in the shadow of the celebrity.
Unless, of course, you’re Kim Kardashian. Skims by Kim K succeeded in getting over this hurdle and established its niche in the fashion market as a size-inclusive and flattering option — piggybacking off the fame and public life of its creator. The popular shapewear and loungewear brand leveraged social media and celebrity endorsements and was valued at 4 billion USD in 2023.
Skims carried out perfectly timed collaborations which resonated with target audiences, including campaigns with Charli XCX, Sabrina Carpenter and the NBA & WNBA. But celebrity endorsements alone do not make Skims a fashion staple. The popularity is largely due to the product’s ability to win over buyers when worn — and its reliability. Fans of Skims say the pieces deliver on quality, design, fit and versatility.
Delivering the Goods
Rhode by Hailey Bieber has charted a similar path towards success. Bieber co-founded the brand in 2022, and it was recently acquired by e.l.f. Beauty in a $1 billion deal.
“I started using Rhode because I kept seeing everyone talk about it, so naturally, I was intrigued and influenced,” said Vy Nguyen, a sophomore at the University of Miami. “I enjoy the lip balms, blushes and glazing milk toner. I think the products are reasonably priced and live up to their expectations.”
When asked whether Bieber’s fame directly led her to purchase Rhode products, Vy said, “I don’t buy celebrity brands because the celebrity created it. I just thought Rhode looked cute and had clean ingredients and wanted to try it out for myself. I don’t really care for celebrity news and such. I think it’s all separate.”
The foundation of Rhode’s success is its strategic focus on product formulation and nailing the “clean girl” aesthetic which aligns with its target audience. Cute, minimalist packaging, intentional marketing and a cohesive visual identity lend to its popularity. Legend has it, you get closer to becoming a “pilates princess” with every swipe of their best-selling peptide lip treatment.
Strategic Authenticity, the Masterclass: Rihanna and Gabriela Berlingeri
Founded by Rihanna, Fenty Beauty and Savage X Fenty are prime examples of authentic marketing strategies. Rihanna, musical icon and multi-talented artist, built the identity of her brands on inclusivity.
The value of inclusivity cannot be overstated. Fenty Beauty and Savage X Fenty changed the beauty and lingerie landscapes through large-scale, diverse campaigns. Fenty is for everyone, and this is reflected in the brand’s marketing strategy, shade ranges and models of all races and types
Hailing from Puerto Rico, jewelry designer and public figure Gabriela Berlingeri, does the opposite. The identity of Berlingeri’s jewelry brand “Diciembre Ventinueve,” is built on Puerto Rican nationalism and pride, and aims to share the beauty of the island and its people with Berlingeri’s global audience. Berlingeri has used her platform to construct a platform through which she amplifies local Puerto Rican designers, creatives and business owners.
Branding En Pointe
The celebrity to founder pipeline is certainly popular, but it is no red carpet walk. Only the most authentic survive.
words_rosibel mercedes. photo_ethan dosa. design_jay moyer.
This article was published in Distraction’s Winter 2025 print issue.
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