Hollywood’s billion-dollar beauty takeover

Once considered a side hustle, celebrity beauty lines have become one of Hollywood’s most strategic power plays. From skincare to supplements, stars are racing to transform personal image into profitable empires and the numbers explain why.

Marketing research shows celebrity partnerships can boost sales by 4 to 20% and increase brand equity by up to 30%, making them far more than vanity projects. Meanwhile, authenticity has become the deciding factor: over 81% of consumers believe many celebrity deals lack credibility, forcing stars to prove genuine ties to their products.

Gen Z is also reshaping the landscape. Social media influences purchases for 90% of young consumers, yet they are 3.2 times more likely to trust micro influencers than traditional celebrities, signaling a shift toward relatability over fame.

Industry insiders say this explains why celebrities now position themselves as founders rather than mere ambassadors developing formulas, appearing in campaigns, and sharing behind the scenes content to appear hands-on.

The boom is also defensive: with film profits unpredictable and streaming reshaping Hollywood paychecks, ownership offers financial stability.

In today’s fame economy, a hit movie is temporary but a successful beauty brand can mint billionaire status. And judging by the flood of launches, celebrities aren’t just chasing relevance anymore.