Gloss Angeles Podcast Summary: "Will They Survive? Ranking the Health of Celebrity Beauty Brands"

Release Date: March 21, 2025

Hosts: Kirbie Johnson and Sara Tan
Guest: Millie Bobby Brown

Introduction

In this engaging episode of Gloss Angeles, co-hosts Kirbie Johnson and Sara Tan, alongside special guest Millie Bobby Brown, delve into the bustling world of celebrity beauty brands. Titled "Will They Survive? Ranking the Health of Celebrity Beauty Brands," the discussion centers around evaluating various celebrity-owned beauty lines to determine their current standing in the competitive beauty industry.

Rating Criteria

Before diving into individual brands, the hosts establish a clear rating system to assess each brand's health:

• A: The brand is thriving with high engagement, strong social media presence, and positive consumer feedback.
  “A being like real healthy, high engagement. You know, people are talking about the brands.” (Millie Bobby Brown)

• B: The brand is stable but lacks significant growth or excitement. It exists without being a market leader.
  “B is like, neither bad nor good. It's just existing.” (Sara Tan)

• C: The brand is struggling with low engagement, poor sales, or potential discontinuation.
  “C is business does not have any traction, and we think that maybe they're going to discontinue.” (Millie Bobby Brown)

Brand Evaluations

A Grades

1. Haus Labs by Lady Gaga

   • Followers: 1.3 million
   • Retailers: Sephora
   • Highlights:
     • Successful rebranding elevated the brand from a C to an A.
     • Products like foundation, concealer, and blushes receive high praise.
     • Strong association with Lady Gaga's artistic vision enhances brand appeal.
     • “I think Haus Labs, it's an A. Yeah, they're gonna be fine.” (Millie Bobby Brown)

2. Honest Beauty by Jessica Alba

   • Followers: 583,000
   • Retailers: Walmart, Amazon, Target
   • Highlights:
     • Despite Jessica Alba stepping down as Chief Creative Officer, the brand remains strong.
     • Clean beauty products perform well, with top-selling items on Amazon.
     • The brand's expansion into multiple product categories ensures resilience.
     • “So I give it an A.” (Sara Tan)

3. Florence by Mills by Millie Bobby Brown

   • Followers: 3.1 million
   • Retailers: Ulta
   • Highlights:
     • High engagement rates with passionate fanbase support.
     • Consistent product launches and active social media presence.
     • Expansion beyond beauty into merchandise strengthens brand identity.
     • “This is my A.” (Sara Tan)

4. Pattern Beauty by Tracee Ellis Ross

   • Followers: 412k
   • Retailers: Ulta, Sephora, Nordstrom, Amazon, Boots (UK)
   • Highlights:
     • Innovative product lines like Palo Santo-infused hair care.
     • Strong community engagement through local events and pop-ups.
     • Tracee's continued involvement and a robust team underpin the brand's success.
     • “I'm giving them an A.” (Millie Bobby Brown)

B Grades

1. Outset by Scarlett Johansson

   • Followers: 380,000
   • Retailers: Amazon, Nordstrom, Sephora
   • Highlights:
     • Products are popular due to Scarlett's massive fanbase.
     • Lack of repeat customers suggests reliance on celebrity appeal rather than product loyalty.
     • “I would give them a B.” (Sara Tan)

2. Keys Soul Care by Alicia Keys

   • Followers: 216,000
   • Retailers: Amazon
   • Highlights:
     • Regular product launches maintain brand presence.
     • Exiting from Ulta indicates potential strategic shifts but remains active.
     • Backed by E.L.F., ensuring continued support and development.
     • “I'm giving them a B and not a C because it's owned by E.L.F.” (Sara Tan)

3. Sacred Beauty by Beyoncé

   • Followers: 464,000
   • Retailers: Upcoming at Ulta
   • Highlights:
     • Beyoncé's ambassadorship provides significant brand exposure.
     • Initial success post-repeat album suggests rising momentum.
     • Challenges include high price points and Beyoncé's private nature limiting relatability.
     • “I'm giving this a B.” (Millie Bobby Brown)

4. Pattern Schwarz by Ciara

   • Followers: 57,000
   • Retailers: QVC, website
   • Highlights:
     • Recent product focus on kits indicates attempts to boost sales.
     • Inconsistent social media activity raises concerns about long-term viability.
     • Potential for revival with strategic rebranding.
     • “I'm giving it a B.” (Sara Tan)

C Grades

1. Jlo Beauty by Jennifer Lopez

   • Followers: 1.1 million
   • Retailers: Revolve
   • Highlights:
     • Exiting from Sephora signals declining presence.
     • Product naming and branding criticized for lack of sophistication.
     • Limited excitement and repetitive kit offerings suggest stagnation.
     • “I'm giving it a C.” (Sara Tan)

2. Blake Brown by Blake Lively

   • Followers: 391k
   • Retailers: Ulta
   • Highlights:
     • Recent rebranding efforts overshadowed by inconsistent messaging.
     • Low engagement relative to follower count indicates dwindling consumer interest.
     • Mixed product quality feedback and absence of new launches contribute to declining health.
     • “I'm giving this a C.” (Sara Tan)

3. Pleasing by Harry Styles

   • Followers: 1.3 million
   • Retailers: Formerly stores in LA and New York
   • Highlights:
     • Heavy reliance on fanbase without broader market penetration.
     • Shift towards co-branded collaborations lacks innovation and fresh product offerings.
     • Limited active promotion and celebrity involvement hinder brand growth.
     • “I'm giving this a C.” (Sara Tan)

4. Skin by Kim by Kimberly Jenner

   • Followers: 5.6 million
   • Retailers: Ulta
   • Highlights:
     • Recent rebranding to Skin by Kim received lukewarm responses.
     • Products criticized for being basic and lacking distinctiveness.
     • Overextension into multiple categories dilutes brand focus and identity.
     • “I'm giving it a C.” (Sara Tan)

General Insights and Conclusions

Throughout the episode, host and guest discussions reveal that the success of celebrity beauty brands heavily relies on:

• Authentic Celebrity Involvement: Brands where celebrities are genuinely passionate and actively involved, like Haus Labs and Florence by Mills, tend to perform better.

  “I think that involvement of the said celebrity... is crucial.” (Millie Bobby Brown)

• Strong Product Quality and Innovation: High-quality, unique products that stand out in the market attract and retain consumers.

  “Their formulator is one of the best on the planet.” (Sara Tan)

• Effective Branding and Marketing Strategies: Rebranding efforts, strategic retailer partnerships, and engaging social media presence contribute to a brand's longevity.

  “The drop model is genius.” (Millie Bobby Brown)

• Adaptability and Strategic Partnerships: Brands that adapt to market changes and form strategic partnerships, such as with major retailers like Ulta and Sephora, demonstrate resilience.

  “Ulta is smart.” (Sara Tan)

Conversely, brands facing challenges often suffer from:

• Overreliance on Celebrity Image: Brands dependent solely on the celebrity's fame without fostering genuine product loyalty struggle to maintain sales.

  “People are buying the products because they love her, not necessarily the brand.” (Millie Bobby Brown)

• Lack of Engagement and Innovation: Limited product launches and stagnant marketing strategies lead to declining consumer interest.

  “No newness from the brand... not giving excitement.” (Millie Bobby Brown)

• Inconsistent Branding: Poor product naming, packaging, and branding efforts can alienate consumers and diminish a brand's appeal.

  “The logo is not good. It is giving ransom note.” (Sara Tan)

Notable Quotes

• On Rating System:
  “These are our opinions. We don't know all the things.” (Sara Tan)

• On Haus Labs' Success:
  “This is an A brand for me. Their foundation is incredible.” (Sara Tan)

• On Jlo Beauty's Struggles:
  “I'm super bored with the brand in general.” (Sara Tan)

• On Celebrity Involvement:
  “The involvement of the said celebrity is crucial.” (Millie Bobby Brown)

Final Thoughts

Kirbie Johnson, Sara Tan, and Millie Bobby Brown conclude that while the celebrity beauty market is saturated, brands with authentic engagement, high-quality products, and strategic marketing continue to thrive. They encourage listeners to share their opinions on the ratings and suggest that there is always room for improvement and revival in the dynamic beauty industry.

Tune in to Gloss Angeles every Tuesday and Friday for more insightful discussions on makeup, skincare, and wellness at the intersection of pop culture and entertainment.