Rare beauty, kylie cosmetics, RhodeFenty Beauty, Haus Labs. Whether you are very invested in the beauty scene or not, it is clear to see that Launching a beauty brand – What was once a rare business for celebrities – has now become the gold standard. (And with high profit margins in an evergreen industry, it is easy to see why.) But recently it has been a top-based beauty brands. In fact, some of the beauty scene’s most sought after brands come from influencers and have seen the same, if not more, level of success as their celebrity-based counterparts. Just take a look at influencer-based brands such as Summer Fridays, Dezi Skin, One/Size and Forver Mood, which have become trailblazers in the industry and effectively redefined marketing, product innovation and consumer commitment. This raises the question: Are influencer brands more appealing to consumers than celebrity brands?
For social media star and makeup artist Mikayla NogueiraWho has collected almost 9 million views and over 7,000 comments on announcing video about her new beauty line, Point of viewOne reason is relatability. “Many people are influenced by celebrities because there are ambitions – they want to be as a celebrity – while with influencers the audience is affected because they connect to that person, relate to their fights and want to further build that connection,” says Nogueira.
Same rings true for Sivan Aylafounder of + Lux unfiltered. “When you have already followed someone for several years and invested in their routines, the only concrete way to connect to them is through their product or brand,” she says. “Personally, it has to have that story and confidence of my audience my brand gave this sense of knowledge and re -latability.”
While celebrities often have immediate credibility based on their fame, influences have built credibility through authentic contacts with their audience. “Infectors let the audience into their lives in a way that celebrities with carefully handled reputation do not,” said Jeff Lee, CEO of Dibs Beauty, a beauty line founded by Courtney Shields. “The psychological obstacle to talking to the camera, publishing several times during the day and not editing or filtering everything that goes to a platform can be extremely difficult to overcome for even the most talented celebrity.”
Although it used to be that beauty brands were created by researchers and wording who worked behind the scenes in product development, now consumers – no, almost expect – have a connection to the person behind the brand. This can be difficult for celebrities who juggle with several projects at once, while an influencer who focuses on his heart and soul to his brand can give more value, says Lee. “There are celebrities who do an incredible job of bringing their communities in the fold, but many are protected from their audience from storage layers and the large volume of international fame they have – as a result, they are much more away from their communities,” he adds. The fact that influencers like Nogueira, Ayla and Shields engage in their audience daily and in real time gives a sense of organic connection that the modern beauty consumer longs for.
Some may also claim that the right influencers have more industry knowledge. “Influencer brands are unique because they come directly from someone who is obsessed with their niche who has probably tried thousands of products and therefore knows what is missing, what is best and what their society is looking for,” says Nogueira. “For myself I have tried absolutely everything in the beauty market and I knew what I wanted to see in a beauty brand. When you combine someone obsessed with their craft and Have also tried almost everything in their niche, they can create magic. “
In an era where beauty consumers are much more educated and thought provoking with their product choices and places a beauty brand-celebrity- or Influencer-based-so reliable and ethically is of utmost importance. For Ayla, this means conducting clinical studies to showcase results and improvements in addition to creating formulas from the ground up and creating custom packaging. For Nogueria, this means working with first -class product developers, labs and chemists, testing products with dermatologistConduct both clinical and consumer attempts and use brand techniques.
In the end, the success of all the beauty brands lies in how much care is put into it, regardless of who the founder is. “Every piece of passion went to create not only comments, but also the positioning of the brand, the social model, the design and so much more,” says Nogueira. At the end of the day, being involved in product development and decision -making is what enables all brands to maintain authenticity.
Michelle Rostamian is a Los Angeles-based beauty and wellness contributor with over 10 years of experience in the industry. She began her career as a publicist, content writer and head of social media and represented beauty brands and industry people. She is currently a writer and editor of all things makeup, beauty, skin care and lifestyle.
