December 2, 2020

What to Watch Beauty: Celebrity Still Sells in Skin Care and Color

Celebrity cosmetics lines are the new celebrity fragrances.
But unlike the latter category, which has seen better days, skin-care and color lines from Victoria Beckham to Kim Kardashian and Kylie Jenner are outperforming even the most established players in the space.
Just ask Jenner, who in an exclusive interview with WWD earlier this month revealed sales projections surrounding her Kylie Cosmetics business for the first time. In just 18 months, the 20-year-old’s brand did $420 million in revenues — blowing past peers that see a fraction of that if they’re lucky. Jenner’s collection is projected to hit $386 million in sales by year’s end, and if all goes according to plan, Kylie Cosmetics will become a billion dollar business in five years’ time.
Similarly, Jenner’s big sister, Kardashian, dipped her toes into the cosmetic space in June with her first contour kit, which according to industry sources did more than $14 million in sales in under 24 hours. This is just the beginning for 36-year-old Kardashian, who in the next year will introduce additional products, largely complexion based.
Then there is Beckham, who first introduced her Victoria Beckham Estée Lauder line last September as a 14-piece capsule — 15 counting the $1,200 limited-edition light box

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