By Faye Brookman
It seemed the rash of celebrity beauty brands had subsided after a few busy years. Then, in just the last few months, there has been a flurry of new star-backed launches—some from stars who might raise some eyebrows.
Celebrities jump into the business because they can generate almost instant traction and score easy money. But not all launches resonate with customers and success is not a guarantee.
Here are some of the latest launches in the pipeline.
Brad Pitt’s Le Domaine: Perhaps one of the most polarizing debuts is the genderless skin care collection from Pitt. The lineup includes a cleanser for $80, a cream priced at $320 and a serum for $385. 
The brand features grape seed and botanicals said to help slow aging. The launch is a joint effort between Pitt and the Perrin family who are organic wine growers.
There are exclusive, patented ingredients including GSM10 which is made in part from grenache and syrah seeds. Another patented additive is ProGR3 which the company says reduces signs of aging by using natural molecules found in plant extracts, vine cuttings, chamomile and green tea.
Pitt’s foray into beauty was questioned by some consumers. “Does he even have good skin,” pondered a skin care enthusiast after learning of the launch. Others wondered what expertise he had to become a beauty creator.
A group of industry founders penned an open letter to Pitt. While professing their admiration for him as an actor, they slammed him for entering the industry without due diligence. “We can’t waltz into your industry and star in a movie,” they wrote. “As the purveyor of yet another new celebrity beauty brand, we’d like to make a gentle suggestion: Please stop.”
Or, if the industry is important to him, the authors (representing Carrra, Highr, Lionne, Ohana and Elth) recommended he invest in it or partner with existing brands. “Oh, and Brad, please pass this message on to your pals.”
Travis Barker’s Barker Wellness Co.: Blink-182 drummist apparently didn’t get the message. Now the industry awaits if Travis Barker can he drum up support for his skin care brand? On his side is wife Kourtney Kardashian who knows a thing or two about selling merchandise.
Barker already offers CBD-infused products under the Barker Wellness logo. He broadened the assortment into skin care products including a two-in-one face cleanser and mask, a daily moisturizer, eye serum, face serum and renewal balm.
The brand is all-natural, vegan, fragrance-free and non-comedogenic. Prices fall in the $85 to $130 range and retails online and through Revolve. The push from the Kardashian clan can certainly help, but there are other CBD and vegan options on the market.
Ozzy Osbourne’s Ozzie Osbourne Collection: Osbourne 
partnered with Rock and Roll beauty to try his hand at makeup. His collection spans 21 items from the legend known for wearing cosmetics before it was “in” for men. There are eye shadow palettes (some in packages shaped like coffins), candles, tattoos, lipsticks and nail stickers. The collection is sold on Rock and Roll Beauty and Ulta Beauty websites as well as at select Ulta Beauty doors.
A comment on Estee Laundry Instagram’s post noted that Osbourne at least knows more about beauty than Pitt. With prices from $10 to $25, at least Osbourne’s collection doesn’t break the bank and could at least generate some trial (especially for Halloween).
Ciara’s OAM (On a Mission): OAM is also skin centric with five products—a hydrating cleanser, brightening pads, brightening serum, eye revitalizer and a radiance moisturizer priced from $28 to $62. Vitamin C is the star ingredient. Ciara says her point of difference is simple, yet effective, products vetted board-certified dermatologists who helped formulate the collection which is clinically testing for all skin tones.
Harry Styles Expands Pleasing: Styles can sell out Madison Square Garden—but can he become a beauty icon? Styles launched a tease of beauty items from Pleasing last year. Recently he rolled out a collaboration with designer Marco Ribeiro. The range debuted during Paris Fashion Week and includes nail polishes, pressed powder pigments and a gloss. Prices range from $25 for lip gloss to $65 for a four-piece polish set. The line is sold at pleasing.com.
Styles is beloved by men and women and has made wearing makeup acceptable across both genders. Whether is Pleasing brand pleases or not is yet to be seen.
Other recent launches from celebs include Hailey Bieber’s Rhode Skin, Kim Kardashian’s Skkn, Idris and Sabrina Elba’s S’able Labs and Gwen Stefani’s GXVE.
Who’s next?
About Faye Brookman
Faye Brookman has reported on the beauty and personal care industry for more than 35 years. 
She contributes to beauty industry publications including Women’s Wear Daily and CEW Beauty News. Her articles have also appeared in USA Today, The Wall Street Journal and The Washington Post. She also is a frequent moderator for discussions of the beauty business and retail industry.
A graduate of Syracuse University’s S.I. Newhouse School of Public Communications, Brookman resides in Skillman, N.J.
In case you missed it, check out Faye’s previous article about Beauty in an Uncertain Economy.
Categorized in: Trends/Insights