What makes a good celebrity brand?

Celebrities, like us, love a good side hustle.

With the onslaught of celebrity-owned companies popping up across different industries–from alcohol, clothing, coffee, to cosmetics (ESPECIALLY cosmetics), how do we know which ones are worth the buzz?

Now I won’t lie, I have gotten myself some Fenty Beauty (I still think that lip gloss is still the best I’ve tried). So I am definitely guilty of being a passenger of the celebrity brand train. Now if only I could get my hands on some Cecred haircare!

Despite the vast resources and influence of celebrities, that doesn’t necessarily guarantee brand success or longevity. It seems that what they don’t understand is that the general public are not that naive. They know what is a cash grab and what isn’t.

Consumers love a good storytelling and something that makes sense to the persona.

ATTACHING A PRODUCT TO THE CELEBRITY’S PERSONA: SKIMS

For example, SKIMS by Kim Kardashian. No matter what you think of her, SKIMS is definitely the business that stood the test of time for her out of her plethora of past ventures. It is inevitably the most successful Kardashian brand. And for good reason! Pre-SKIMS, we know Kim for her body. Not in an objectifying kind of way, but we see that she loves a fit that perfectly-hugs her curves. She also had a good origin story of how she used to dip her shape wear in coffee to match her skin tone, which highlighted the lack of inclusivity in the shapewear space. It only made sense for Kim to come to the rescue by offering SOLUTIONS.

Beyond that, Skims also has an effective online and offline strategy. Leveraging celebrities, eye-catching flagship stores, and a monochromatic color palette. Even her house is monochrome. It also helps that Kim uses her platform to showcase and try on the products on her own.

ADDRESS YOUR OWN PROBLEM: BÉIS

It kind of boggles me how celebrities are some of the most well-traveled people out there, and not one of them have thought of launching their own travel-lifestyle brand! Well, thankfully, Shay Mitchell did. BÉIS offers functional yet chic travel essentials for millennials. Not to mention, the products are reasonably-priced. For BEIS, they believe that you shouldn’t have to shell out so much money for a functional yet stylish luggage. As a traveler herself, BÉIS is the brand Shay couldn’t find on the market.

I highly recommend watching this very insightful interview of Shay talking about the process of manufacturing their products: https://www.youtube.com/watch?v=AJ4kVfnKzhc&t=2352s

SELL YOUR LIFESTYLE: GOOP AND SERVICE95

Although Goop launched in 2008, actress Gwyneth Paltrow’s passion for taste began years prior. In 1994 while filming Jefferson in Paris, GP (as the Goop site calls her) began a tradition of compiling lists of the best cafes and restaurants. Goop initially launched as a weekly newsletter offering stories on wellness, cuisine, health, beauty, etc. Later on, Goop has become one of the most renowned celebrity lifestyle brands that still stands strong today.

Personally, I like to call it The Mother of Celebrity Brands.

Similarly, Service95 is an editorial platform founded by pop star Dua Lipa. Dua is known to her fans (me) as a true lifestyle girly. She is a traveler, a reader, a creative, a gastronomist, a woman of the world, an aspiring polyglot, etc. Like Gwyneth, she possesses an aspirational, glossy image. At Service95, Dua gets to exercise her tastes, where her and her team of writers share their favorite spots, favorite restaurants, book recommendations, and stories with a pulse on society and popular culture.

This proves that celebrities don’t necessarily have to sell something (at least not right away, as Goop produces their own products now). But it is possible to build a brand solely around their personality and lifestyle.

We could probably wake up tomorrow to another celebrity brand. But not all are created equal. The key to long-term success lies in authenticity, alignment with their persona, and a genuine effort to address consumer needs. The most successful celebrity ventures are the ones that feel like a natural extension of their story.

So, next time you’re tempted to hop on the celebrity brand train, ask yourself: does it make sense, or is it just hype? Which tells me: is it too late for a Lady Gaga fashion brand now?

What makes
a good celebrity brand?