Hej, predivna! Spremna za malo ljepote i inspiracije?

Hey gorgeous! Ready for a little beauty and inspiration?

The cosmetics market has changed DRAMATICALLY over the past 15 years, and certainly in the past decade. Heck, there was even a trend on social media earlier this year in which users shared pictures of themselves in “2016 makeup”; defined by strong brows, colorful dramatic eyes, and overdrawn matte lips, it’s often regarded as the year that transformed beauty as an art, practice, and industry into the cultural and financial behemoth that it is now. It also stands as the epitome of creativity and individuality to many beauty lovers. Thanks in part to the booming popularity of social media, the then-new focus on makeup increased the demand for tutorials and new products – as well as recommendations on which ones to buy. And thus was born “the influencer.”

But this digital presence wasn’t the only culture-defining player to be born out of this new obsession. When Rihanna released Fenty Beauty in 2017, the beauty world stood still – and then exploded into a new kaleidoscope of shades, formulas, and famous names. Inspired by the runaway success of her brand, other celebrities followed her model. While there is a longstanding tradition of famous ladies partnering with existing brands or launching their own collections, the 2016 makeup craze and influencer culture completely changed the way celebrity brands were operated and regarded. And now, nearly ten years later, a host of female celebrities from multiple generations and industries have beauty brands of their own, coming in the form of makeup, skincare, haircare, and perfume. With makeup being more in demand than ever before, there certainly is a market for it – but it’s quickly becoming oversaturated. 

I’ve noticed a growing fatigue on social media. Comments along the lines of “ANOTHER skin care line?” and “Oh great, another celebrity brand” seem to be popping up more and more, as singers and actresses alike seek to get a piece of the lipstick-and-perfume pie. There are also rising concerns over overconsumption and waste; with an excess of similar products to choose from, a famous name attached to some does little to discourage uninformed purchasing. Many online users are noting that part of the draw to these products is some proximity to the celebrity themselves; if your favorite singer releases a lip oil, there is some tangible (despite imagined) connection to her beauty and glamour, especially for impressionable younger consumers. Perhaps not coincidentally, consumer demographics are skewing younger and younger (you might remember the outrage over “Sephora kids” from a few years ago). 

I say all this not to discourage you from buying celebrity brands, or to declare them without value. I enjoy many products from them myself, and these lines have made INCREDIBLE contributions to makeup as an art, a science, and a safe space for creative souls. However, as the founder and CEO of an indie beauty brand, seeing the exhaustion that seems to be appearing around them made me think. While this article isn’t an answer, a statement, or even a defined feeling, I wanted to join this online conversation that has resonated with me deeply. What I think is most important – as an owner, a creative, and a person – is tuning into what your audience is saying. THAT is where synergy comes from, where authenticity comes from, where community comes from. And if the beauty lovers are ready for a shift in a new direction, we should be ready with open arms.

Let me know on LinkedIn – do you buy celebrity brands? If you’re a small business owner, what do you think of our famous counterparts? There certainly is room for everyone, as long as we’re paying attention to our audiences. 

Ljubav, sjaj i poljupci!

Love, shine, and kisses!