With a plethora of celebrity beauty brand on the market, it's hard to believe there is still space for more - yet they keep popping up.
And nothing shows celeb-backed brands are still gaining huge traction, more than the big dollars they rack up.
Tribe Dynamics has broken down data to find who the top beauty players for 2020 were, and it seems there's more to success than just star power.
“The celebrity brands that are doing really well leverage beyond their celebrity to create that excitement, and they give people more than just the recognition and glamour to engage with,” said Tribe senior vice president of revenue, Brit McCorquodale.
“It has always been incredibly important for a brand to stand for something, to be about something bigger than just the products they put out. We’ve really seen that extend in a meaningful way into brand values.”
Brands that are doing just that include Rihanna’s Fenty Beauty, championing for diversity; Selena Gomez’s Rare Beauty and its commitment to mental health; Lady Gaga’s Haus Laboratories’ call for self expression and Jessica Alba’s Honest Beauty and its promise of clean ingredient formulations.
Here's the top 10 biggest earners and what they made in 2020 ($USD):
1. Fenty Beauty - $555,195,705
2. Kylie Cosmetics - $187,859,638
3. Haus Laboratories - $141,764,661
4. KKW Beauty - $98,558,293
5. Rare Beauty - $60,024,579
6. Kylie Skin - $31,486,411
7. Fenty Skin - $25,819,197
8. Florence by Mills - $16,143,718
9. Honest Beauty - $14,012,195
10. Victoria Beckham Beauty - $12,989,038