Will They Survive? Ranking the Health of Celebrity Beauty Brands

Summary

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

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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.

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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.

Transcript

[Kirby Johnson]

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[Sarah Tan]

Glam Los Angeles.

[Millie Bobby Brown]

Hi, Kirby.

[Sarah Tan]

Hi, Sarah. Welcome to Los Angeles.

[Millie Bobby Brown]

Okay, we've been saying we've been wanting to do this for a really long time, and I feel like this is the perfect time to do it. We've given, you know, some of these brands a little bit of time to restrategize, but there are some that I really just. I have not even, like, on this list. When we were doing research, I was like, who owns this again?

[Sarah Tan]

I could not remember some of the names. I was like, I know you couldn't. Cause one of them says loser skin care.

[Millie Bobby Brown]

I'm not going to say which one.

[Sarah Tan]

But then when I looked it up.

[Millie Bobby Brown]

I was like, oh, there's a. There's a rebrand. Okay, you'll figure out which one with those clues.

[Sarah Tan]

Welcome to our celeb beauty State of the Union. What's the hot box? What's going on with your favorite celebrity beauty brand? Is it thriving or is it flopping?

[Millie Bobby Brown]

Flopping. I feel like when we started the podcast almost six years ago, I remember we would talk about it so much, like. Cause it was like every week there was a new celebrity coming out with a brand. And then we just like sort of. I mean, we would mention it, but it just got like, way too oversaturated. So this has been a long time coming.

[Sarah Tan]

Yes. Like, we need a check in. We wanted to do this. So. Okay. Before we kick things off, while this is an extensive list, this is not comprehensive of literally every single beauty brand in the celebrity space. We did leave some off because it was just kind of like there's not really anything there. They're not really talked about anyways. And these are the people that are true celebrities, not people that. We didn't include reality stars. We didn't include models.

[Millie Bobby Brown]

Cause then we'd have a four hour long.

[Sarah Tan]

Yeah. So this is a true, like they're a singer, a movie star, something of that nature.

[Millie Bobby Brown]

Yes.

[Sarah Tan]

Also, we will not be getting into Fenty Rare or Road. Y'all already know about those brands. They're clearly Killing it. We don't need. Yeah, there's no state of the union needed. No, the state of the business is good.

[Millie Bobby Brown]

Keep going.

[Sarah Tan]

Okay, great.

[Millie Bobby Brown]

We're gonna give it either an A.

[Sarah Tan]

B or C. This is like a health rating. The health of the business rating.

[Millie Bobby Brown]

So A being like real healthy, high engagement. You know, people are talking about the brands. There's excitement, good engagement on the social. B, it's like, neither bad nor good. It's just. It's existing.

[Sarah Tan]

Like, there's some new launches.

[Millie Bobby Brown]

Yeah.

[Sarah Tan]

Like, there's some things happening, but it's not like.

[Millie Bobby Brown]

I wouldn't say that it's.

[Sarah Tan]

I don't think they're killing it, but they're also not going to be dead on arrival in a few days.

[Millie Bobby Brown]

Yeah, maybe we're gonna see something exciting come from them. Or maybe not.

[Sarah Tan]

So that's a B all up in the air.

[Millie Bobby Brown]

Yeah. C is business does not have any traction, and we think that maybe they're going to discontinue or shut down in the next coming years. Again. This is just our opinion.

[Sarah Tan]

These are our opinions.

[Millie Bobby Brown]

We don't know.

[Sarah Tan]

We don't know. We know some things, but we don't know all the things.

[Millie Bobby Brown]

We don't know all the things. So.

[Sarah Tan]

So some of these. This will be fun. Y'all can guess what we know and what we don't know. Which one of these we are certain on and which ones we're just throwing things at the wall.

[Millie Bobby Brown]

Okay, so let's kick off things with the outset. I think everyone is probably somewhat familiar, or maybe this is one of the brands where you're like, I don't remember who's behind this. Could go either way. So this is Scarlett Johansson's brand. Recently, they announced they entered credo not that long ago, February 19th. So that's, I think, a big, big news for them. Allegedly. I haven't tried it, but their Lip Oasis glossy treatment has sold out five times, and apparently people are going bananas over that. They are still available at Amazon, Nordstrom, Sephora, and they have 380,000 followers on Instagram. What I want to say about the outset is that Scarlett Johansson has a huge following, and I think that majority of these followers are maybe not just so much fans of the brand as they are just of fans of her. Like, this is truly, like, people are buying the products because they love her, and then maybe they're falling in love with the products, but I don't know that. And again, I don't know. But, like, I don't know that people are Buying it because they're like truly, truly falling in love with the brand themselves. Unless there's like repeat buyers. Again, I don't know. But I think that people are finding it through Scarlet. That I am certain.

[Sarah Tan]

But can't you argue that that that's the case for every single other one of these celebrity brands? Yeah.

[Millie Bobby Brown]

Personally, I'm not super impressed by the brand.

[Sarah Tan]

Okay.

[Millie Bobby Brown]

So for me, like, we'll talk about some of these other brands. I think that they truly can stand alone. Like if Lady Gaga, if Halsey left the situation, like, I feel like the brand could continue on. If Scarlett left the outset, I don't think that it has any legs.

[Sarah Tan]

Got it.

[Millie Bobby Brown]

Would you agree?

[Sarah Tan]

Yes and no. Scarlett, the outset is one of those brands that for me is neither here nor there. However, I do see a lot of their content pop up for me.

[Millie Bobby Brown]

Okay.

[Sarah Tan]

I do see that they're active. I think they have decent engagement for their following. Am I personally the biggest fan? No. I don't think that any of their products are really life changing enough for me. But remember when Jen Sullivan wrote that story for the Cut about the celebrity beauty brands that beauty editors actually love or what they really think? A lot of editors mention the outset. Okay, see, so I was very surprised by that. But it seems to have hit or struck a chord with the professionals at the very least.

[Millie Bobby Brown]

Okay.

[Sarah Tan]

It's one of those brands where they call themselves like the white T shirt of skincare, where it plays nicely with other things and it's just meant to, like, be very nourishing for your, you know, skin.

[Millie Bobby Brown]

If you have sensitive skin. They, like, target that demo hard.

[Sarah Tan]

But I'm not like, reaching for these products. Like, I tested them out. I do like them when I use them, but I'm not like, I have to refresh.

[Millie Bobby Brown]

I have to have a refill. Exactly. Yes. Yeah. And maybe, you know, Kirby and I aren't like the right consumer for this brand again, I don't know. But I am gonna give them a.

[Sarah Tan]

B. I would agree with B. Next up, Haus Labs. Lady Gaga is the founder of Haus Labs, if you are not familiar. And Lady Gaga's House Labs has 1.3 million followers. It is sold at Sephora. Its newest launch is a balm highlight a la Chanel dupe, which I have heard a very famous person uses that highlight.

[Millie Bobby Brown]

Oh, yeah.

[Sarah Tan]

To get a glow, but is not affiliated with them, so we can't talk about it. Crazy. And honestly, Haus Labs rebrand took them to the next level.

[Millie Bobby Brown]

This went from like a C To.

[Sarah Tan]

An A. I totally agree with you. This is an A brand for me. Their foundation is incredible.

[Millie Bobby Brown]

So good.

[Sarah Tan]

Concealer also amazing.

[Millie Bobby Brown]

Amazing.

[Sarah Tan]

These products, the lip products, the blush balm, blushes, really good. I like the eyeliner. I actually liked the eyeliner even before the rebrand.

[Millie Bobby Brown]

Yes, I did, too.

[Sarah Tan]

The rebrand, I think, made it feel more young, but also more relevant.

[Millie Bobby Brown]

Yeah.

[Sarah Tan]

And even more sophisticated. When they initially launched in 2019, they had very, like, minimalist black packaging. And I understand that Gaga has a global presence, so maybe partnering with an Amazon makes the most sense to reach the most amount of her fans. But I think taking things back, rebranding quickly, launching in Sephora elevated them. And also, I mean, we talked to the lipstick lesbians. They said that their formulator is, like, one of the best on the planet.

[Millie Bobby Brown]

Yeah.

[Sarah Tan]

And I think that shows in the products that they have. Like, when people ask me, like, what foundation should I try? One of them I always recommend is House Labs. Like, without. Like, find your shade. And then once you find that shade, you will never. Because we have criticized the shade wheel before.

[Millie Bobby Brown]

It's a little confusing.

[Sarah Tan]

It's a little confusing. But for me, Haus Labs, it's an A. Yeah, they're gonna be fine.

[Millie Bobby Brown]

And I think to your point about Amazon, like, at the time, I remember it being like, oh, this is such an exciting, innovative partner. But I agree it wasn't the right one for them. And I do think Amazon is the right retailer for a lot of other brands, like Hero Cosmetics, for example. But I don't think that it was the right move. And I just wanna say that this is an example of maybe some of these other brands that we mention are a B or a C. But that doesn't mean it's over. Like, prove us wrong. Come back a la House Labs and get an A.

[Sarah Tan]

People like their products, and I think they've launched innovative products before, like that, that lip shake or whatever. I forget the name, Apologies. But that just stays on. Doesn't go anywhere. I think they're doing so many things right.

[Millie Bobby Brown]

Yeah.

[Sarah Tan]

And I just love Lady Gaga and Lady Gaga. Having a makeup brand makes sense to me. Yeah, I think that's a big part of it, too. Like, artistry is such a huge part of her life and her image to the public that her having a makeup brand really makes sense. And having Sarah Tano be a huge part of that, her longtime makeup artist, I think is a smart move.

[Millie Bobby Brown]

I think that's something that we'll see here a lot, too, when we're rating These celebrity brands is, like, the involvement of the said celebrity. Like, just to go back to the outset. I don't personally see Scarlet, like, talking about the products. Maybe I just don't follow her that often, but I just don't see her as involved as, for example, the next brand that we're talking about. Like a Halsey.

[Sarah Tan]

Right.

[Millie Bobby Brown]

For About Face. So About Face has almost half a million followers on Instagram. They're available at Ulta. They just launched a liquid blush last September.

[Sarah Tan]

And a powder.

[Millie Bobby Brown]

Oh, and a powder. That's right. I will say I feel like it's been a little quiet, but I do think it's because she's been focusing more on her music.

[Sarah Tan]

Yes.

[Millie Bobby Brown]

Which, you know, fair. Like, she's got so much going on, and she is so involved in the brand. Like, I think you guys, if you haven't listened to our episode with her, listen. Because she's just, like, so passionate about it, and she is, like, a true, like, artist. Right. I think the products are great.

[Sarah Tan]

Love About Face. Their foundation is also great if you really want something glowy. Their fractal products are incredible.

[Millie Bobby Brown]

Yeah.

[Sarah Tan]

I love the packaging. I think that it's really different from a lot of things out there. And I love the paint.

[Millie Bobby Brown]

I was gonna say the liquid paint is so good. The colors are so fun. Like, she's really, I feel, like, found a niche in this space. Right. Like, and it's very much true to who she is.

[Sarah Tan]

So Halsey does their own makeup.

[Millie Bobby Brown]

Yeah.

[Sarah Tan]

For tour, for photo shoots. So they really have this tangible experience with makeup in general. And like I said about Haus Labs, it makes sense that Halsey has a makeup brand. This doesn't feel out of left field for me. Also, they have AF94.

[Millie Bobby Brown]

Right.

[Sarah Tan]

Which they sell at Walmart. So there's already a brand extension that everything is less than $10.

[Millie Bobby Brown]

Yeah. And also that brand is so fun too.

[Sarah Tan]

Yes. And very affordable. Easy to get because it's at a mass retailer. I think that they do a lot of things. Right. Jeannie Chavez, who is behind the scenes at About Face, iconic beauty developer, creator. She did Hard Candy. She did Smith and Colt. She really knows what's up.

[Millie Bobby Brown]

So really strong team.

[Sarah Tan]

A very strong team behind it.

[Millie Bobby Brown]

Also very important to a celebrity brand.

[Sarah Tan]

Yes. So about face, a a think it's doing great.

[Millie Bobby Brown]

All right, next.

[Sarah Tan]

Jlo Beauty, 1.1 million followers. It's no longer in Sephora. They are still active on social, but barely. They are heavily discounted at Revolve, and their latest launch is a deluxe Kit. I think that one of the through lines that we'll see with brands that are struggling are that they're constantly selling kits.

[Millie Bobby Brown]

Mm.

[Sarah Tan]

That's what I have found. In my humble opinion.

[Millie Bobby Brown]

That's very observant. I love that.

[Sarah Tan]

So I don't think this is news to any longtime listener of Los Angeles. But, Sarah, what is my number one gripe about celebrity beauty brands? What is one thing they should never do?

[Millie Bobby Brown]

They shouldn't name it after themselves.

[Sarah Tan]

It should never be called Kirby Johnson Beauty or Sarah Tan.

[Millie Bobby Brown]

Nope.

[Sarah Tan]

Baby Girl Tan Beauty Girl. It should never.

[Millie Bobby Brown]

Maybe Baby Girl. Not maybe Baby Girl, but not Sarah Tan Beauty.

[Sarah Tan]

But maybe not Sarah Tan Beauty. JLO Beauty, in my humble opinion, is very disappointing because this brand could have been something so much bigger than what it turned out to be. Yeah, I think the name was off. I think the names of the products are bizarre. That Blockbuster Cream, it's almost like a exaggerated version of her image. J. Lo is known for her Glow babes. She's known for looking timeless. I think they should have launched with body. They do have great body products, but they should have launched with body. And it should have been both skincare for the body and cosmetics for the body that give you the JLO Glow. With names of products that don't almost infantilize.

[Millie Bobby Brown]

Yeah, it, like, cheapened the brand, like, where it could have been really elegant and elevated. I feel like it made it kind of a joke.

[Sarah Tan]

I don't want to be like I'm using that Blockbuster Glow or that Blockbuster Cream from J. Lo Beauty. Like, I just feel like the cool factor isn't there for them.

[Millie Bobby Brown]

Yeah.

[Sarah Tan]

I think their exit out of Sephora is kind of a big marker of what's going on for me.

[Millie Bobby Brown]

This is a c. Yeah.

[Sarah Tan]

I don't know how much longer this brand is going. Going to endure. What are your thoughts?

[Millie Bobby Brown]

Yeah, I honestly haven't heard a lot about it, so I would have to agree with you.

[Sarah Tan]

Okay.

[Millie Bobby Brown]

And I, like, look through my inbox for most of these to see if I've gotten recent pitches same. And I have not. I just haven't heard. I haven't heard. So I wish her all the best.

[Sarah Tan]

She is an icon.

[Millie Bobby Brown]

She's an icon. She's a legend. Newly officially single. Like, has been going through a lot, so I hope she's well. I still love her. Still love Jenny from the block, but, yeah, I agree.

[Sarah Tan]

And if you want to rebrand this brand, we're available.

[Millie Bobby Brown]

We also consult.

[Sarah Tan]

We want to help truly.

[Millie Bobby Brown]

Because that the body serum. Great.

[Sarah Tan]

Love the Body serum. I think the body products are good.

[Millie Bobby Brown]

Yeah, no, totally. You're right. You're so right.

[Sarah Tan]

It's just I don't think enough people are getting. It's not getting in the hands of enough people because people are like, what is this?

[Millie Bobby Brown]

And it's like, you don't have to do it all, guys. You don't, like, focus on one.

[Sarah Tan]

I don't think whoever was directing her directed her in the right direction.

[Millie Bobby Brown]

Yep, yep. Okay, next we have Keys Soul Care. This is from Alicia Keys. She came on the pod. Another icon, another legend. 216,000 followers on Instagram. The brand is available at Amazon. Ooh.

[Sarah Tan]

Okay. No longer at Ulta.

[Millie Bobby Brown]

No longer at Ulta. They have been having new launches pretty, pretty regularly. I've been getting pitched a lot of their new products. They have a new body lotion. There were other launches that I've been pitched the past few months. I feel like there was a bit of a lull when they were being phased out of Ulta, but I think they're trying to pick back up. And I do hear Alicia and the team talking about the brand, like, still active. Yes. So it's still active. So I'm gonna give them a B.

[Sarah Tan]

Okay. I'm giving them a B minus.

[Millie Bobby Brown]

Okay.

[Sarah Tan]

Just because I do think exiting Ulta.

[Millie Bobby Brown]

Is not a good sign.

[Sarah Tan]

A bad sign. Again, there are plenty of reasons why you may exit Ulta, but usually they're not on your own accord.

[Millie Bobby Brown]

Correct.

[Sarah Tan]

I'm giving it a B and not a C because it's owned by elf.

[Millie Bobby Brown]

Yes.

[Sarah Tan]

And I think E, L, F really wants this brand to thrive and survive.

[Millie Bobby Brown]

Yeah. I think the products are really beautiful. There's some that, like, I really like. I love the messaging behind it. But, yeah, I do think it. It's in need of some sort of free strategy.

[Sarah Tan]

Yeah, agreed. Okay, next up, Give. They have 174,000 followers. You cannot buy the products on give.comgivebeauty.com. the last launch was an eyeshadow palette in November. Certain products are still available for a 50% discount on Sephora. But for instance, my favorite, the Can't Stop Staring mascara. You cannot get that. You may be able to find it at Kohl's, but not on sephora.com, like sephora@ Kohl's. Yes.

[Millie Bobby Brown]

Okay.

[Sarah Tan]

I think we've talked about this enough, so I don't want to beat a dead horse, but I am pretty sure this brand is disappearing as we currently know it. I am not saying that this brand could not be revived a House labs situation. I'm hoping for a house lab situation. That is my dream for give. I don't necessarily think that the packaging was indicative of how people see or think of Gwen. I know she's been recently trying to rebrand to be more country, but nobody thinks of her as country. They think of her as this badass, powerful girl, power, punk woman.

[Millie Bobby Brown]

It's a ska.

[Sarah Tan]

Yes. Ska woman. And I would like to see that reflected through perhaps future packaging and also the products that do come out. While I think she did launch great products, there was nothing that she did launch that I thought was truly different or set her brand apart from everything else out there. Given the status of this brand currently, I'm gonna have to give it a C. I agree.

[Millie Bobby Brown]

I agree. I think everyone would agree. I do. I did like a lot of her products, so this is pretty unfortunate. And obviously we had her on the.

[Sarah Tan]

Podcast, so I am fingers crossed for a.

[Millie Bobby Brown]

A revival.

[Sarah Tan]

Yes. She actually knows beauty.

[Millie Bobby Brown]

Yeah. And loves it. She's really passionate about it. Yeah.

[Sarah Tan]

So I want her to have it.

[Millie Bobby Brown]

Makes sense.

[Sarah Tan]

But I need her to change it up.

[Millie Bobby Brown]

Yep. Okay. So this brand, formerly known as LE Domain, has been renamed Beau Domain, which I didn't know. So this was the brand that launched in connection with Brad Pitt. I don't even know if he's technically a founder. Like, I really think he was.

[Sarah Tan]

He really just, like, an investor and, like, ambassador to get press.

[Millie Bobby Brown]

Yes. And I will say I was really bummed to not have been invited to the press trip in France to spend time with him, but have some integrity.

[Sarah Tan]

You were never going to love that product. Like, it would literally have just been a trip. I talked to someone on that trip. I go, girl, you went on that trip.

[Millie Bobby Brown]

Oh, it was only to. Only to meet Brad Pitt. Yeah, no, of course I. In. Yes. I would have had no integrity, but whatever.

[Sarah Tan]

Listen, I wouldn't have blamed you, honestly. Like, I get it, but I would.

[Millie Bobby Brown]

Never have been invited to that press trip. So, anyways, this was a rename in April. The brand has 46.8k followers, no retailer partner.

[Sarah Tan]

Did you. Have you gotten any emails about this brand?

[Millie Bobby Brown]

I have, but not in a very. Like, I have not gotten any pitches specifically about the brand.

[Sarah Tan]

Okay.

[Millie Bobby Brown]

Like, no new launches, but I've gotten it pitched. And like, roundups for round roundups or like, breakdowns of, like, this is what we use to get this person ready. But it was. It's. It seems to me it's like, very obvious that this, you know, they pay the month. They pay this artist or esthetician to use the product. That's my thinking.

[Sarah Tan]

Okay.

[Millie Bobby Brown]

It doesn't feel. I don't. I. I personally am going to give this brand a C because that's the lowest price. It also.

[Sarah Tan]

It was so the horse and pony show with Brad Pitt was. I'm sorry, he doesn't give a. He couldn't even give a good quote about using skincare. For the love of God, like, let's be dead serious. And honestly, I have said this before. This was a ploy to help him retain that fucking vineyard that he and Angelina were fighting over. I don't even know his. Is he even involved with this brand anymore?

[Millie Bobby Brown]

Yeah, see? Okay, you go on the website. It's beau domain. Oh, here's Brad Pitt. He welcomed me. Thank you. But the picture of the product on the homepage is still LE domain, so that tells me something.

[Sarah Tan]

It says LA domain.

[Millie Bobby Brown]

Yeah.

[Sarah Tan]

But the new name is BO Domain.

[Millie Bobby Brown]

So it's like they haven't spent the money to.

[Sarah Tan]

That's what I'm telling you. These people do not care. They do this. There is no brand that is worth their salt that is doing a rebrand and then has pages that literally say the original name. It's not happening. Yeah, it's not happening. I don't even wanna talk about this anymore.

[Millie Bobby Brown]

It's like, yeah, let's move on, let's move on. We don't have time for this.

[Sarah Tan]

I'm gonna admit something. I cannot remember the name of this person's brand. And we had her on the podcast. Lovely person. Lovely, lovely Ciara. Her brand is OAM Skin. It has 57,000 followers. No retailer. The last post was Valentine's Day. And the last time that Ciara posted about it was December 2024. To me, this is reading like we're phasing things out.

[Millie Bobby Brown]

Yep.

[Sarah Tan]

I don't think she talks about it enough and I just do not see enough consistency on her socials that make me think that there's even like a dedicated person to doing social.

[Millie Bobby Brown]

Did she have a retailer before?

[Sarah Tan]

I don't know if she ever had a retailer.

[Millie Bobby Brown]

Okay.

[Sarah Tan]

I did see that a kit was being sold on qvc that's currently sold out kit, but. And currently right now they are promoting a kit on the website.

[Millie Bobby Brown]

Kits.

[Sarah Tan]

I think kits are kind of. You know how they were. Like, if you're 50% off at Sephora, you are going down the drain. I think a kit is indicative of. We're trying to get rid of inventory and we need to get rid of it. Quick.

[Millie Bobby Brown]

Yeah, yeah, I. Okay. So see? Yeah, I would agree with you. I would agree with you. Okay. This is my favorite logo.

[Sarah Tan]

Sarah hates. I mean, I don't think it's great either, but she hates this. Anytime she gets a pitch for this brand, she forwards it to me. Like, it's so bad. So bad.

[Millie Bobby Brown]

It is.

[Sarah Tan]

It is bad.

[Millie Bobby Brown]

Okay. Blake Brown. She's not having a good year. She is not Blake. Like, and I just want to say.

[Sarah Tan]

This is separate from, like, whatever's happening with this Justin Baldoni thing.

[Millie Bobby Brown]

Yes. We're not.

[Sarah Tan]

We have said this even before. This Justin Baldoni thing. The logo is not good. It is giving ransom note. It is so weird. Even the logo itself is not good.

[Millie Bobby Brown]

The color, none of it.

[Sarah Tan]

Even the packaging. Bizarre.

[Millie Bobby Brown]

So when it launched, it had sold out at Target.

[Sarah Tan]

Yes.

[Millie Bobby Brown]

So, like, great. Good for them. But ever since then, I have not heard about any new launches from the brand. I haven't heard anyone talking about the brand. They still have a substantial following on Instagram 391k. So, like, obviously, like, they're still kind of active. I mean, it's a new brand. Yeah.

[Sarah Tan]

I see them posting.

[Millie Bobby Brown]

Yeah. And I'm not saying that, like, every brand needs to have a new launch, like, every month. Like, I very much respect when brands, like, take their time, but when did they launch?

[Sarah Tan]

Like, last August. It was around. It ends with us.

[Millie Bobby Brown]

Okay. So it's almost been a year.

[Sarah Tan]

Soon.

[Millie Bobby Brown]

Soon. And I just. I got pitched their pre shampoo. Something which already existed. So they're promoting. Their PR is promoting what's already existing, which I'm not saying is a bad thing or not, but I just haven't. There's. I feel like no excitement.

[Sarah Tan]

Maybe they are holding off on any new launches due to the fact that she has had to turn comments off on everything. And she's literally in the worst lawsuit of the entire world.

[Millie Bobby Brown]

Yeah.

[Sarah Tan]

I just think that given circumstances. The circumstances, it's probably best that they are not going super hard.

[Millie Bobby Brown]

Yeah. And it's like a deprioritization for Blake Lively at this time.

[Sarah Tan]

If they want it to survive, they have to kind of take a step back for right now.

[Millie Bobby Brown]

Yeah. Yeah. Bad timing. I'm gonna give it a B.

[Sarah Tan]

Same.

[Millie Bobby Brown]

I'll give it a B. A for Blake Brown.

[Sarah Tan]

Sacred. This is Beyonce's brand. Sacred has 464,000 followers. They celebrated their first anniversary in February and they will be going into Ulta in April. This brand, for me, is not Beyonce's brand. This is Ms. Tina's brand. And that is fine. I think that Beyonce is essentially a ambassador to help promote it. I have seen criticism of Beyonce in terms of attainability and relatability and that she does not do very well when it comes to selling product because of that. I think that is a fair criticism because she is so private that I think it's a detriment to anything that she does have that she is selling.

[Millie Bobby Brown]

Yeah.

[Sarah Tan]

However, I feel like something happened after her album of the year went win where she was like, all right, let's go, we're going. She's doing the Levi's collab Hardcore. We got this tour coming up.

[Millie Bobby Brown]

Yep.

[Sarah Tan]

I think that we're gonna see a lot more of Sacred and frankly, I don't think Ulta would have accepted this brand without getting some type of guarantee in terms of promotion. Like, I think it was kind of like, we would love to have you, but what are you going to do to make sure this product is successful?

[Millie Bobby Brown]

Yeah. The announcement was really cute. It was super cute with Sir John and she was like in an all white like moment. She looked really, really cute. Yep. I, I have, I tried some of the products. I don't think I'm the target consumer, but I, I like them. I don't like, love them, but I'm ex. I think that like, you're correct. I think they're investing in more and I think we'll see more. Especially I think it's exciting that she's.

[Sarah Tan]

An Ulta of people did not like that she was in Ulta. According to Threads. They were critical of the fact of that it's supposed to. It's a more expensive price point.

[Millie Bobby Brown]

Yeah.

[Sarah Tan]

So they didn't understand why they were going to Ulta and not Sephora. I think ulta has prestige 100%. So Ulta actually has more professional hair care brands, which I think is what Sacred is trying to do. I don't think Sacred is trying to be Orbe or I'm trying to think of just like an elevated, expensive hair care brand.

[Millie Bobby Brown]

Even like Rose.

[Sarah Tan]

Yes.

[Millie Bobby Brown]

Okay.

[Sarah Tan]

I think that they're trying to be like Pureology.

[Millie Bobby Brown]

Yes.

[Sarah Tan]

Or Bio Pattern.

[Millie Bobby Brown]

Yeah.

[Sarah Tan]

Something where it is effective and useful for the people at home or the people who are working a red carpet.

[Millie Bobby Brown]

Yes, you're right. You're right.

[Sarah Tan]

So I think that Ulta is smart. They also have the salon.

[Millie Bobby Brown]

Yes. And I think too. I think we've mentioned this before and like, obviously we support and love so many brands. We love and support so many hair care brands that are at Sephora.

[Sarah Tan]

But I, I don't think of hair.

[Millie Bobby Brown]

No. And I feel like people buy their hair products at Ulta.

[Sarah Tan]

Yeah. I do not think of. I only buy color. Wow. At Sephora, but I think they carry it at Ulta too. I can't remember.

[Millie Bobby Brown]

Yeah.

[Sarah Tan]

But I don't think of hair when I think of Sephora. I think of skincare and makeup and then I think of hair specifically when I think of Ulta. So I do think this was the smart retailer. And I think too, it doesn't really matter that the price, I mean, the product is priced a certain way, but it's not like the packaging is glass. You know what I mean? It's not like an elevated package.

[Millie Bobby Brown]

Yeah.

[Sarah Tan]

So I think it makes sense to be in Ulta.

[Millie Bobby Brown]

I do too.

[Sarah Tan]

And Ulta has way more stores than Sephora. So if you're really trying to get hands on experience and get more people to buy this brand and really want it to flourish, I think that it was smart for her because Sephora is where you go when you want to market and get people familiar with your brand. I think it's a really good entry point for new brands. Beyonce doesn't need.

[Millie Bobby Brown]

No, she doesn't need it.

[Sarah Tan]

She's got her own thing. So if you really want to expand, you go to Ulta. In my humble opinion.

[Millie Bobby Brown]

And to your point about the salon, like, I feel like there could be some fun. I mean, we have so many ideas. Ulta about literally.

[Sarah Tan]

Oh, my God. I have. I could, I could schedule out a calendar of things for your salon.

[Millie Bobby Brown]

Yes.

[Sarah Tan]

It would be just non stop partying.

[Millie Bobby Brown]

Yes.

[Sarah Tan]

So much fun.

[Millie Bobby Brown]

So there could be some good synergy there. We'll see.

[Sarah Tan]

Totally.

[Millie Bobby Brown]

Okay.

[Sarah Tan]

Kylie, the og.

[Millie Bobby Brown]

The og. I was actually like getting not sentimental, but I was like thinking back to how much Kylie Jenner.

[Sarah Tan]

It's been 10 years, right?

[Millie Bobby Brown]

Crazy. Yeah. Like to this day will never be another celebrity brand that had that so much fanfare. And like.

[Sarah Tan]

No.

[Millie Bobby Brown]

I will never forget going to the Westfield in Topanga to cover the pop up and like the line was so insane. And then everyone trying to get their hands on the lip.

[Sarah Tan]

The drop model.

[Millie Bobby Brown]

The drop model. Whoever invented that? Kris Jenner.

[Sarah Tan]

Kylie Jenner. The team.

[Millie Bobby Brown]

Obviously, like, so freaking genius.

[Sarah Tan]

And lip kit. Lip kit did not. It was never. It was your lip liner and your lipstick. Now there's lip kits because of Kylie's. So I always have thought that she's a very smart businesswoman and she's not.

[Millie Bobby Brown]

How old is she?

[Sarah Tan]

She's gonna be, I think 27. Like she was like 17 or something.

[Millie Bobby Brown]

When she launched she's a baby.

[Sarah Tan]

Yep.

[Millie Bobby Brown]

24.7 million followers on Instagram.

[Sarah Tan]

Wow.

[Millie Bobby Brown]

Right now, they're going hard on. On fragrance. She just launched cosmic Kylie Jenner 2.0, which I haven't tried yet, but someone from my team said it's like, smells so good. Like, does it?

[Sarah Tan]

I'm getting it.

[Millie Bobby Brown]

Yeah. And then also, I was talking to someone from their PR team. They're like, this fragrance is so, so good.

[Sarah Tan]

Wait, Kylie Cosmetics has 24.7 million. Okay. So by far and away.

[Millie Bobby Brown]

Yes. The most.

[Sarah Tan]

The most of any celeb beauty brand.

[Millie Bobby Brown]

They launched a Blur Powder foundation in January. They had their toasted marshmallow lip butter recently launched as well. They're available at Ulta, Nordstrom, Macy's, Ulta at Target. Killing it. Killing it. It's.

[Sarah Tan]

It's an A.

[Millie Bobby Brown]

It's an A.

[Sarah Tan]

Anyone saying otherwise is.

[Millie Bobby Brown]

I feel like there may have been a little bit of a lull with, like, the ownership when that was going.

[Sarah Tan]

Yeah. There was all the Cody things.

[Millie Bobby Brown]

The Cody thing. But now, like. And then I also feel like she sort of took a step back.

[Sarah Tan]

Yes. And now she's active on social again, which I really like watching her videos.

[Millie Bobby Brown]

I love her.

[Sarah Tan]

Yeah, I love her too.

[Millie Bobby Brown]

I think she's like, come on.

[Sarah Tan]

I know. I think she's fun. A a We knew this, and she's true to this. Way to go, Kylie. A Leo through and through. Okay. REM Beauty has 2.2 million followers. Ariana is now the owner after it was previously owned by Morphe. It has lots of local events. They're very active on social. So I was going through their Instagram. Yeah. They, like. They're like, thanks to our Nashville family for, like, celebrating the new Dream Glow collection with us. And then I think they had something in Florida. Okay. So they're really focusing on more of these cities outside of New York and LA to bring their community together, which I think is smart. Obviously, they did a ton around Wicked, which you have to. It's brilliant. And Sarah and I have been on the record initially when this brand launched that we just felt she was phoning it in, that she didn't really care about this brand. We didn't see her as active as these other celebrity brand founders. I think that has completely changed.

[Millie Bobby Brown]

Yeah.

[Sarah Tan]

I think that now that she's, like, fully invested in it and she's no longer under this umbrella of another company, that we're seeing a lot more of her on social. We're seeing her at all these award shows. Talking about the product on these social pages, I think that this brand is performing well and is here to stay. So for me, it's an A. I.

[Millie Bobby Brown]

Hope she continues to, like, social about the products and stuff. Cause she's just so much fun to watch and she's so funny.

[Sarah Tan]

Agreed.

[Millie Bobby Brown]

Honest beauty. 583,000 followers on Instagram. I put in my notes reran because it's the same logo font, but it's different coloring. Because I think they are trying to hone in on their. We were clean beauty first before clean beauty was a term. Like, it looks very much like of the earth, like nature.

[Sarah Tan]

Oh, does it?

[Millie Bobby Brown]

Yeah.

[Sarah Tan]

Okay.

[Millie Bobby Brown]

A lot of like beige, nude, brown, green colors. They're still available at Walmart, Amazon, Target. Allegedly, their blush is one of the top 10 selling on Amazon. This was in an email. Jessica Alba is no longer their chief creative officer. However, she continues to serve on the company's board of directors. This brand, I think is.

[Sarah Tan]

They went public.

[Millie Bobby Brown]

Yeah, they went there. This is like, I was thinking about how rich Jessica Alba must be. Because, I mean, she. Besides Kylie, like, she was one of the first.

[Sarah Tan]

Yeah, I would say Kylie, Jessica and Gwen. Gwyneth.

[Millie Bobby Brown]

Gwyneth, yeah. Like, they. They were the leaders of this pack. And I mean, of the current pack. Of the current pack, like, we have.

[Sarah Tan]

Like Cindy Crawford and Iman who did things back in the day.

[Millie Bobby Brown]

Yes, yes, yes. But of the, like, digital. Yes. And beyond Honest Beauty, like cosmetics. Like, there's laundry detergent. Laundry detergent. The diapers. Oh, my God. The diapers alone, all of that, this brand will continue to thrive. So I give it an A. Yeah, I agree.

[Sarah Tan]

All right. Florence by Mills. This is Millie Bobby Brown's brand.

[Millie Bobby Brown]

Millie Bobby Brown.

[Sarah Tan]

Millie Bobby Brown. I am a huge fan of Millie Bobby Brown.

[Millie Bobby Brown]

I love her as Britney Spears.

[Sarah Tan]

I think she could actually kill it as Britney Spears. She is one of the best. If you watch Stranger Things and you watch her. If you watch her on anything. She cries. You will cry. I always cry when she cries. She's. She's incredible. So 3.1 million followers. They teased a new product at the SAG Awards that she attended. This, in my humble opinion. I didn't check Kylie's. You had that one. So maybe I'm speaking out of turn here. This is the highest engagement on so Social I've ever seen for a beauty brand. Like, even though she has 3.1 million, which is substantially less than Kylie's, all of her photos get like, thousands upon thousands of likes and comments.

[Millie Bobby Brown]

Yeah.

[Sarah Tan]

Like, you see a Lot of these bigger brands with huge celebrity stars that they get a ton of likes and then like 30 comments and you're like, what is this? They are tuned into this girl and they've expanded past beauty and they're doing, like, merch and clothing and things of that nature. Also, this brand is almost six years old.

[Millie Bobby Brown]

Crazy.

[Sarah Tan]

I. I did not think that this.

[Millie Bobby Brown]

Is one of those brands that I'm like, I forget about personally. Cause I don't use it right. But everyone is talking about it and everyone is obsessed.

[Sarah Tan]

Okay. It's completely unrelated to the actual brand, but one of the funniest videos on the Internet of all time is Millie Bobby Brown. When she's probably 12 years old, she had just finished shooting Stranger Things and her head is shaved. She's sitting on her bed, like, looking at, I don't know, her phone, her computer, and she starts singing, oh, my God, why am I blanking on the name of the song? It's like, may say imagine. So she starts singing, you may say that I'm a dreamer. And it's so funny and like, it's become a meme. And now she's like, started to, like, kind of lean into it.

[Jennifer Aniston]

O.

[Sarah Tan]

You may say I'm a dreamer If I ever meet her, I'm going to be like, I need you to sing Imagine. I love it so much. It was so cute. Okay, moving on. Oh, it's available at Ulta.

[Millie Bobby Brown]

Wait, did you give it a?

[Sarah Tan]

I didn't. I didn't. I think this is an A. I think that this has a very interesting.

[Millie Bobby Brown]

This is like.

[Sarah Tan]

They're like. With her for the long haul.

[Millie Bobby Brown]

Yes. Yeah. Her fans. Wow. Fans of her and fans of the brand.

[Sarah Tan]

Yeah. Agreed.

[Millie Bobby Brown]

Speaking of kits. Speaking of kits. Human Race by Pharrell. It's like all they do. It's all they do now. They are doing a lot of collabs.

[Sarah Tan]

Okay.

[Millie Bobby Brown]

Recently with Dover Street Market, they did a nail polish with Tyler, the creator. They did a collaboration with Evian. But someone in the comments was like, it's been over a year and a half since we've gotten something new.

[Sarah Tan]

So it's not new product. It's essentially just like co branded collabs.

[Millie Bobby Brown]

Yep. And it's like different color packaging. It's very fashion, which, you know, is very much Pharrell's background. But there's no newness. No newness from the brand. And maybe this is a way to sort of get through inventory.

[Sarah Tan]

Yeah, maybe. I don't know. My thoughts on whether a collab is better than a Kit, but it's a.

[Millie Bobby Brown]

Collab and a kit.

[Sarah Tan]

Okay.

[Millie Bobby Brown]

It's like a. It's a.

[Sarah Tan]

It's not a new. Okay.

[Millie Bobby Brown]

You're.

[Sarah Tan]

You're. So it's not a new product, but.

[Millie Bobby Brown]

It'S essentially the same kit of like the moisturizer, the sunscreen with some new packaging. Yeah. The Dover street market one is all black. There was. I can't even remember which collab it was, but it was like a blue and red. Like it's just the repackaging.

[Sarah Tan]

So. So that. So but for me, like that's still. That's not really going through inventory because you have to create new packaging but.

[Millie Bobby Brown]

You'Re going the inside of it. The actual product itself.

[Sarah Tan]

But they don't like have that product just sitting around somewhere.

[Millie Bobby Brown]

Yeah, but I don't know. It's not giving like excitement to me.

[Sarah Tan]

I'm going to say B minus. I don't really ever hear about this brand, to be honest. I don't know that many people that have actually been able to try it. I know if people really like. There's like a humidity cream.

[Millie Bobby Brown]

Yeah, yeah. The moisturizer's good and I've tried that. The sunscreen is not water resistant.

[Sarah Tan]

Oh. Oh, okay.

[Millie Bobby Brown]

I gave it to my brother in law. Cause he was like.

[Sarah Tan]

His eyes stinging. No.

[Millie Bobby Brown]

He sent me a picture and it was like he like used it to work out and then he was so sweaty and then it was just like white, like smushy all over his. It was not good. People love the brand. People love the brand. And maybe just Pharrell being like, I want to do beauty in my way where it's like collabs. I don't know. I don't know.

[Sarah Tan]

But I just don't know if that's. That's a business that's making money.

[Millie Bobby Brown]

Yeah. No, I don't think so.

[Sarah Tan]

Victoria Beckham Beauty. 1.2 million followers. Almost 6 years old as well. Luxury retailers active on social. Their engagement is low.

[Millie Bobby Brown]

Oh, is it?

[Sarah Tan]

It's not. It's not that high.

[Millie Bobby Brown]

Okay.

[Sarah Tan]

For 1.2 million followers, like I get more engagement on yours. And granted, brands are very different, right?

[Millie Bobby Brown]

Yeah. And she's very specific about her brand.

[Sarah Tan]

But if you are looking like there are brands that do it right, that do get high. Engagement.

[Millie Bobby Brown]

Yeah.

[Sarah Tan]

I love her products. I think that the products are gorgeous and make sense for her. She's Posh Spice after all. Makes sense that she's in luxury retailers. She partners with brands like Augustinus Baader. That brand makes sense to me. I'M giving it a B. Not because I think that it's going away anytime soon. I'm just wondering like what the end game of this brand is.

[Millie Bobby Brown]

And I feel like she wants to be sold, right?

[Sarah Tan]

Yes. I think that maybe is what she's gunning for. And I don't, I just don't know. I feel like there's better A's on this list.

[Millie Bobby Brown]

Yeah. Okay. I will give it a B plus, A minus. I think I, I personally am still excited by it. I really love their fragrances, which isn't like super new but more recent. And maybe because they're like trying to sell, they're sort of like maintaining status quo though, are when you sell, aren't you supposed to like have some new excitement?

[Sarah Tan]

Yes.

[Millie Bobby Brown]

Yeah. So maybe not. But I, I see where you're coming from for sure.

[Sarah Tan]

This brand also is a brand I love and think is great.

[Millie Bobby Brown]

Yeah.

[Sarah Tan]

I like the products. I think that the products are awesome and I do love when she does little, you know, baby tutorials showing us how to use the things. But I just, I think in terms of A's, there's better A's on this list.

[Millie Bobby Brown]

No, I agree, I agree, I agree.

[Sarah Tan]

Okay.

[Millie Bobby Brown]

Okay. Pattern Beauty. 412k followers on Instagram. In November, the brand introduced a Palo Santo infused hair care line. They also have tools now that have been winning awards. They're available at Ulta, Sephora, Nordstrom, Amazon. Also boots in the uk. I'm giving them an A. Yeah. I feel like Pattern Tracee. Ellis Ross really figured this out.

[Sarah Tan]

She did. And also I think it stands alone. I think this is one of those brands where Tracy being a part of it is great and she did the work at the beginning, but now she doesn't leave. Yeah. She doesn't have to be the sole face of it anymore for it to succeed.

[Millie Bobby Brown]

Yes. But she's still very involved. She talks about it all the time. We mentioned this already too. But like she surrounded herself with a really strong team.

[Sarah Tan]

Agreed.

[Millie Bobby Brown]

They're veterans in the beauty business.

[Sarah Tan]

So A, we have Sable Labs. This is the brand from Idris and Sabrina Elba. But it's mostly Sabrina's. I would say she is the one that's the most active with the brand. They are active on social. They recently partnered with Refy on Backstage Beauty at London Fashion Week. They've had a pop up recently. They're in space nk.

[Millie Bobby Brown]

She was at beautycon last year and she was like there the entire weekend. Like, oh, really? Yes. Talking to consumers, sitting on every panel. They had A table or whatever. And she was, like, selling the product. Like, I think she's, like, very involved and very passionate about the brand.

[Sarah Tan]

Yes, for sure. I don't really hear much about it, and I do think their products are different from what is out there. So I admire that because I just don't think there's a lot of fanfare at this point. I'm going to give it a B.

[Millie Bobby Brown]

I'll give it a B. Plus Skin by Kim.

[Sarah Tan]

We promise. There's only a few more.

[Millie Bobby Brown]

Yeah, this is. Yeah, we're reaching the end. 5.6 million followers. The last launch was a holiday bundle. It wasn't necessarily a kit because she had new product. It was, like, mini lip liners that were really cute.

[Sarah Tan]

Oh, cute.

[Millie Bobby Brown]

But no newness, really. Recently, like, I think the lipsticks were the last launch, and that was, like, the middle of last year. I think Kim is, like, super focused on skims, which she should be. And maybe all of her other endeavors, like being a nurse and four children and a lawyer and having all her kids. I'm gonna give them a B.

[Sarah Tan]

Okay. I'm giving them a C. Ooh. Okay.

[Millie Bobby Brown]

Okay, okay. I gave them a C. I gave them a C too. I just didn't wanna be that mean.

[Sarah Tan]

Y'all know my feelings about Kimberly. We don't need to hash them out here. I love skims. Literally wearing skims. Okay. So I think that she knows how to market something great. They have not been marketing this brand.

[Millie Bobby Brown]

Yeah. Like, if she was really passionate about it.

[Sarah Tan]

She does not seem passionate at all. I remember being told that the decision behind her launching Skin by Kim instead.

[Millie Bobby Brown]

Of making, like, skims or Beauty under skims.

[Sarah Tan]

Yes. Is because she wanted full ownership of it.

[Millie Bobby Brown]

Oh. Because there are so many co founders for skims. Yes.

[Sarah Tan]

And I think that was to her detriment.

[Millie Bobby Brown]

Yeah.

[Sarah Tan]

I just don't think that this reaction. Rebrand of Skin by Kim holds a candle to her original beauty products that people loved. And I just feel bored when I see him.

[Millie Bobby Brown]

It's pretty basic.

[Sarah Tan]

Yeah.

[Millie Bobby Brown]

And whenever I get a product from Skin by Kim, I'm always like, this is a knockoff of a Mario product.

[Sarah Tan]

Like, makeup wise.

[Millie Bobby Brown]

Yeah. Like the eyeshadow palette they launched.

[Sarah Tan]

Oh, the eyeshadow palette. I was like, this is egregious. This is literally a makeup by Mario palette.

[Millie Bobby Brown]

Yeah. Like, I think that if she had her way, she would have had Mario, like, be, you know, the creative director or whatever, a la Saratano. But obviously he's doing his own thing. His own thing. And Killing it. So obviously that makes sense. But. Yeah, I agree. Like, I feel like it's very bland.

[Sarah Tan]

We could technically give it a B because they have the money for it to endure.

[Millie Bobby Brown]

Yep.

[Sarah Tan]

And keep it as a vanity project. But do they want to?

[Millie Bobby Brown]

Yeah, they don't need to.

[Sarah Tan]

I feel like. Just close it.

[Millie Bobby Brown]

Close it.

[Sarah Tan]

The skincare is definitely not performing well.

[Millie Bobby Brown]

I forgot about the skincare.

[Sarah Tan]

I do like the lip products. Like, I love the. I have the. I bought the lip liners and two of the lipsticks, and I like that. But I just am super bored with the brand in general, and I almost forgot about it, to be completely honest.

[Millie Bobby Brown]

And I think she would agree. I think she would, as a smart businesswoman, would agree.

[Sarah Tan]

Yeah, I need to see something change or I don't know what's gonna happen. So I'm gonna go ahead and give it a C. Sorry. Skimberly goop. An OG 1.8 million followers. They're their own retailer, but they do have good clean goop at Target. It was very hard for me to figure out what the latest Goop launch was, because if you go to their Instagram, it's like goop kitchen goop, you know, supplements, a goop beauty, goop treatments. Like, it is lifestyle brand and website. So, I mean, we don't need to hash this out.

[Millie Bobby Brown]

This is an A. Yeah, it's an A. But for the beauty. I am a little confused too, and I would like to know who's buying good clean goop.

[Sarah Tan]

I've heard that that brand is not performing well at Target. So if we're separating the brands, I would say C for good clean goop. Don't know how much longer that can succeed unless there's something crazy that happens in the next couple of years. But Goopin itself as a beauty brand, they will always find a way to plug it. It's like this ecosystem of, like, we have our website, we have our own brands, we have our own in real life experiences.

[Millie Bobby Brown]

It's an empire.

[Sarah Tan]

Yeah.

[Millie Bobby Brown]

So A for the empire.

[Sarah Tan]

Agreed.

[Millie Bobby Brown]

Okay. Lola V has over half a million followers on Instagram. The latest launch was a puppy love dog shampoo as seen on Quennifur. Aniston.

[Sarah Tan]

My baby. My baby.

[Millie Bobby Brown]

And they haven't had any other, like, launches, but they did do a Galentine's event where Jennifer Aniston was with Selena Gomez and rare beauty. That was very much cute.

[Sarah Tan]

Gotten lost in the bag.

[Millie Bobby Brown]

Do you think our invites got lost? I like this brand. Me too. I like the products.

[Sarah Tan]

Me too.

[Millie Bobby Brown]

I think she's involved Enough, enough. I like the pacing of the launches. You know, it's hair. Like, what else really is she gonna. Unless she expands maybe into body. I give it an A.

[Sarah Tan]

Okay, same. I will also give it an A. Actually, I'm giving it an A minus because I don't know if the common consumer is actually buying this brand.

[Millie Bobby Brown]

I think there could be some more PR strategy.

[Sarah Tan]

They're at Ulta, you know, so there's a way for consumers to get experience with it.

[Millie Bobby Brown]

There could be some new excitement around it. Maybe not so much like a launch of a product, but just a messaging.

[Sarah Tan]

Yeah.

[Millie Bobby Brown]

Something win.

[Sarah Tan]

Beauty. This is Serena Williams's brand. They are 1 years old. Serena is very active when it comes to posting about the brand and making content for it. They just had New York Fashion Week participation. They have 410,000 followers. They really did capitalize around the Super Bowl Crip walk moment. I'm going to give this an A minus. I do think there is a lot of fanfare around Serena and having Ulta as a partner to launch, I think is also a big deal. But I don't again hear anybody actually talking about this brand.

[Millie Bobby Brown]

Actually, I would give it a. I'll give it a B plus.

[Sarah Tan]

Okay, we'll do B plus.

[Millie Bobby Brown]

Yeah. Because I, I still actually, and this is, you know, my fault, but I haven't tried any of the products yet.

[Sarah Tan]

I like their mascara.

[Millie Bobby Brown]

Okay.

[Sarah Tan]

Not something you wouldn't use. I think their lip products are really pretty.

[Millie Bobby Brown]

What about their coverage or complexion?

[Sarah Tan]

I think it's good for like if you work out. Like if you were like an on the go girl. Like she would wear it if she was playing tennis or something.

[Millie Bobby Brown]

Cool. Okay.

[Sarah Tan]

Or like Crip walking at the Super Bowl. Okay. Lastly, we're going to end with pleasing.

[Millie Bobby Brown]

Paging Harry Styles. Where are you? Where are you? But your brand continues to activate in some way.

[Sarah Tan]

This reminds me of Scarlett johansson.

[Millie Bobby Brown]

Okay, so 1.3 million followers. Only Harry Styles fans could do this. There were. They had. They had stores.

[Sarah Tan]

Yeah, they had stores.

[Millie Bobby Brown]

They had stores in LA and New York and they were closed in February. They had recent launches, but they were like collabs.

[Sarah Tan]

There was like the Love Me Not Valentine's collection and then a JW Anderson collab.

[Millie Bobby Brown]

And it's more like merch.

[Sarah Tan]

Merch.

[Millie Bobby Brown]

Like a lot of merch happening. I have a. I have a pleasing towel at home and a pleasing T shirt.

[Sarah Tan]

Yeah.

[Millie Bobby Brown]

Yeah. But not. I don't even like. Was it nail polish?

[Sarah Tan]

Was that what it was? Yeah, they have nail polish. They have this like Serum. They have a lip thing. I don't understand this brand, truly. And I. I know. I think Harry literally, like, did the promo for the launch and like, you've never seen this man.

[Millie Bobby Brown]

I'm done. Yeah, I don't care.

[Sarah Tan]

And he's also, like, very private. Like, he's not even online now in between tour, which.

[Millie Bobby Brown]

Fine.

[Sarah Tan]

But like, you have to be actively involved. And that's the thing I think that I've seen as a criticism when it comes to male owned celebrity brands is that they can kind of phone it in and people will give them a free pass, double stand. But when it comes to the women, which is true, we're like, where are you? What's going on?

[Millie Bobby Brown]

Why aren't you doing a get ready with me?

[Sarah Tan]

It's like, that's how I felt about, like, the Brad Pitt and the Jared Leto, which, by the way, his brand is.

[Millie Bobby Brown]

Oh, God, we don't even talk about that. Yeah.

[Sarah Tan]

Because that brand doesn't exist anymore. It's dead. Wasn't even a year old and died.

[Millie Bobby Brown]

D O A.

[Sarah Tan]

But I just think that, like, everybody wants to capitalize on this industry and then it's like, but does it make sense? Like, sure. Like, Harry does give this, like, genderless aesthetic for his fans, but for me, Pleasing is one of those brands that is truly only thriving if you want to call it that.

[Millie Bobby Brown]

Because.

[Sarah Tan]

Because of his fan base, not because I have heard a singular soul ever talk about any of this.

[Millie Bobby Brown]

Yeah. And they could have really gone hard. And like, when they launched, it was. It was really exciting and they partnered with some really cool nail artists. But then. Yeah, I haven't. I really have not heard anything.

[Sarah Tan]

So I'm gonna give this C. Okay. I'm giving this a. I'm gonna give it a C. Just because if we.

[Millie Bobby Brown]

Compare it to some other B's, you know what I mean?

[Sarah Tan]

I can't say that I think this brand is gonna be around, like, in the next five years, to be completely honest.

[Millie Bobby Brown]

We welcome you all to surprise us. And we gave you a low rating. Always room for improvement.

[Sarah Tan]

But did the listener.

[Millie Bobby Brown]

Yes.

[Sarah Tan]

Do you guys agree with us?

[Millie Bobby Brown]

Right.

[Sarah Tan]

Do you think that we rated anybody too high or anybody too low or anybody just.

[Millie Bobby Brown]

Right. And did we forget someone?

[Sarah Tan]

We did forget some people.

[Millie Bobby Brown]

There was like, there's just too many.

[Sarah Tan]

There were just too many. Like, we didn't include Drew Barrymore, Stripes.

[Millie Bobby Brown]

Cindy Crawford, Taraji P. Henson, Jonathan Van Ness, John Legend. I'm sorry, I was laughing because I'm just picturing him just working all the time.

[Sarah Tan]

John Legend is literally the postchild of a Capricorn.

[Millie Bobby Brown]

Hardest working man in the business.

[Sarah Tan]

He's like the Ryan Seacrest of like everything else in the world.

[Millie Bobby Brown]

I was thinking about them recently.

[Sarah Tan]

Those are both Capricorn men with a million jobs like us.

[Millie Bobby Brown]

Sounds familiar.

[Sarah Tan]

All right, let us know. We want to hear from you. You can email us, you can chat us in the slack. We have our channel on Instagram. You can post in the comments of the clips of this. We would love to hear from you. We want to know how would you rate these brands? Which one's your favorite? Which one do you think is not going to be here anymore? Color Outline Call our Hotline actually, I think our hotline is defunct.

[Millie Bobby Brown]

Don't call our hotline.

[Sarah Tan]

We need to get a vanity number. We'll figure it out.

[Jennifer Aniston]

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