Number of beauty products signed by celebrities grows more than 160% in the last three years

Beauty brands signed by celebrities have always been a rage among consumers around the world. In the 2010s, artists from the pop music scene, such as Britney Spears, Shakira, Jennifer Lopez, among other divas, already signed different products, such as women’s fragrances.

With the advent of social networks, especially Instagram, influencers conquered space to share beauty routines, brands of preference and assumed positions that led different brands to seek them out for partnerships with products and, also, signatures of different lines: skincare and makeup to hair cosmetics.

In addition to licensed products, there are also brands founded by celebrities themselves, imprinting attributes, personality and image usually shared in the media. This is the case of Rose Inc, a skincare and makeup brand owned by model and ex-Victoria’s Secret Rosie Huntington-Whiteley, Selena Gomez’s Rare Beauty and Kylie Jenner’s Kylie, which arrived in Brazil this year, exclusively at Sephora.

According to data from the “Celebrity Brands” survey, carried out in October/2022 by the NPD Group, a market intelligence company, in the last three years, for example, there has been a significant increase in the number of beauty products signed and launched by celebrities : from 722 in 2019 to 1928 in 2022 – a percentage increase of almost 170%.

“We know that social networks boosted sales through the influence of people admired for their health and beauty habits, and also for their placements. They helped to oxygenate what we call instabrands, which are the brands that were born within Instagram, like Bruna Tavares and Boca Rosa, for example”, comments Ana Seccato, Commercial Director of the NPD Group in Brazil.

With a universe divided between Selective and Semi-Selective, the celebrity brand beauty market offers products with different levels of capillarity. Products and brands with high capillarity and with an average ticket more accessible to the public are included in Semi-selective. In Seletivo, on the other hand, there is less capillarity, above-average prices and it is composed mainly of brands imported from international celebrities, with a focus on a more luxurious positioning. Regarding this scenario, research by the NPD Group shows that between 2019 and 2022, celebrity brands inserted in the Selective market increased in importance, jumping from 3.6% in 2019 to 14.1% in 2022.

In addition, with the strength of digital influencers, brands and products derived from them have gained much importance for makeup and treatment. However, celebrities (who did not appear in the digital environment) have also started to invest in this market and have greater importance with their products over the last three years. In 2019, within celebrity makeup and skincare products, non-online celebrities accounted for just 4.3%, but that number rose to 18.7% in 2022.

Throughout the pandemic, with digital channels gaining strength as relevant (and necessary) points of sale, brands and celebrities moved to provide content about products that were part of the routine of thousands of consumers. This is the case of the brand of journalist/influencer Bruna Tavares, which tries not to focus only on its image on social networks, but on its products for different skin types, traits, personalities and genders with the proposal of offering inclusive, diversified and accessible to followers and consumers.

“The shopper started shopping online. For that, it needed to rely on the brands, which, through content and technology, made the experience even more accessible, from color tests to textures of makeup products and treatment lines”, comments Ana.

Such behavior moved the market by raising the numbers of a segment that did not stop growing between 2019 (pre-pandemic) and 2022: makeup. The research showed that the warming led celebrities and brands to invest in launches in this category within the period, evolving from an importance of 55.2%, in 2019, to 79.3%, in 2022.

Complementary market data

Celebrity Brand Research – NPD Group, Oct/2022.

Evolution of celebrity brands

  • Skincare: 1.7% in 2019 | 1.8% in 2022
  • Makeup: 55.2% in 2019 | 79.3% in 2022
  • Fragrance: 43.1% in 2019 | 18.9% in 2022

Celebrity brands and products that gained prominence in the Brazilian market in 2022:

  • Kylie Jenner, who arrived exclusively at Sephora in May
  • Florence by Mills by Millie Bobby Brown was launched in Brazil in August exclusively through Mercado Livre
  • Selena Gomez’s Rare Beauty, which arrived exclusively at Sephora in August
  • Rose Inc by model and former Victoria’s Secret Rosie Huntington-Whiteley, which arrived exclusively at Sephora in October
  • In Brazil, beauty influencer Vic Ceridono launched Vic Beauté in August with 2 makeup products

Celebrity Partnerships:

Sabrina Sato and Larissa Manoela launched their product lines with Océane

Celebrity brands and products that gained prominence in the international market in 2022:

  • Brad Pitt created the skincare brand genderless called Le Domaine, with ingredients from the grapes grown in its vineyard, Château Miraval
  • Gwen Stefani, who had already partnered with Urban Decay in 2016, created her makeup brand, GXVE
  • Scarlett Johansson created the skincare brand The Outset, with a clean beauty proposal
  • SKKN By Kim is Kim Kardashian’s skincare brand, which is clean, vegan and cruelty-free, in addition to product refills
  • Dua Lipa has disclosed that she has invested in the British hair and body care brand Dizziak.


The NPD Group is a market intelligence company founded in 1966 in Port Washington, New York, in the United States, and operates in 22 countries in the Americas, Europe and Asia. It has a portfolio of more than 2,000 companies worldwide that use its data and insights in more than 20 industry and retail sectors to measure, predict and improve the performance of their businesses. Annually more than 12 million consumers are interviewed and more than 600 thousand retail stores are monitored globally. The group also offers analytical solutions and consulting services to support decision-making by companies of different sizes and sectors. In Brazil, it operates with its own operation since 2016.

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