The historical flirtation between brands and celebrities has changed. First there were the fashion brands, then came the collaborations between them celebrity and distillate or between beautiful book [¡Hola, George Clooney] and coffee capsules to end up with the conquest of a hitherto unusual territory. Some of the singers, athletes or actors of the moment want to sneak into your bathroom. Specifically, on your bathroom shelf, to give you a complete range of skin care products. Is there anyone who can blame them for taking over the juicy business of grooming? The numbers speak for themselves. According to the consultancy firm Euromonitor, in 2021 the cosmetics sector recorded a turnover close to 9.5 billion euros. Therefore, creating their own line of cosmetics has allowed this handful of celebrities to get hold of something they have never experienced before: being in control of their own Project. And in social networks is the key. «Thanks to these platforms, celebrities can connect directly with their audience, with their fans. Something that makes them infinitely more authentic men and that generates loyalty among their followers,” explains a Squire Hannah Mauser, beauty industry analyst at WGSN.
Even if there are rumors like Evan Shinn, co-host of the skin care podcast dewy boys, they are not so clear. “The consumer is smart and realizes what’s going on. Celebrities have jumped on the bandwagon because sales of these products generate money faster. The problem? Many of these brands aren’t entirely trustworthy in the eyes of the experts,” he says he. And the question is, should we trust someone overnight that he appears to have become a beauty guru just because he was married to one of the Kardashians? Are all these celebrities using the products they promote, or is it just another way to fatten up your checking account? There are all kinds of opinions on this, but it should be noted that there is a select group of celebrities whose personal cosmetic companies come highly recommended.
Human race
Who is behind it. Pharrell Williams.
Because we like it. There is something beyond that alleged pact that Pharrell seems to have made with the devil. He is known, along with Jared Leto, to be one of the men with the best skin. “His brand trust comes from the fact that he created this cosmetic line with his dermatologist,” Shinn explains. The conclusion? His products really mark a before and after on the skin.
Which product to start with? the moisturizer Moisturizing Face Cream It has a high concentration of hyaluronic acid and mushroom extract. It is suitable for all skin types.
Enjoyable
Who is behind it. Harry Styles
Because we like it. The rise of men’s nail polish began with Harry Styles. The impact of manicure it cannot be underestimated. His branding has skyrocketed into dozens of nail polish, skincare, and now makeup if you’re feeling adventurous.
Start here: The perfect polishing set It belongs to the permanent collection of the singer’s brand with four nail polishes that adapt to all styles.
ENJOYABLE
Wear SPF
Who is behind it. Pro golfer Justin Thomas.
Because we like it. After being diagnosed with melanoma in 2019, Thomas decided to become the sun care evangelist. To do so, he’s created an affordable, easy-to-use sunscreen that’s so good, even his fellow pros are using it.
Start here: Sunscreen Sport Stick fits in your pocket and can be applied and reapplied on the fly to overlooked areas like the nose and ears.
WEARSPF extension
The domain
Who is behind it. Brad Pitt.
Because we like it. It may sound expensive, but it’s backed by years of research. Their products are rich in antioxidants. In addition, they are formulated with up to 96% ingredients of natural origin from the actor’s vineyard in France.
Start here. It’s not a pose, but Brad Pitt has revealed that he uses it Cream: a daily moisturizer whose compounds help brighten and protect skin from harmful environmental influences.
THE DOMAIN
Coming soon…
Handyman John Legend says his upcoming skincare brand will be designed specifically for people of color, an underserved market in the personal care industry and one that promises to bring great joy to beauty brand addicts.
