Alicia Keys, Issa Rae, Pharell Williams, Selena Gomez… Why are they launching their own beauty ranges?


Everyone in showbiz from Pharrell Williams and Selena Gomez to Alicia Keys has got into the world of cosmetics with varying degrees of success.

The news made a splash in the international beauty community: in early November Pharrell Williams announced the launch of Humanrace, his eco-friendly and inclusive beauty brand. The unisex products in cult green packaging are all about bringing wellness to the masses. His refillable cosmetics made from fruit acids and hyaluronic acid may be so intriguing that they’ve already sold out but the former Neptunes frontman isn’t the first celebrity to venture into beauty.

After her appeal for going make-up free caused quite a stir, Alicia Keys launched Keys Soulcare, cruelty-free skincare made with dermatologists. A well-oiled marketing strategy or honest calling? You may wonder. Selena Gomez is famous for her glamorous make-up looks and successfully launched her Rare Beauty brand. The make-up range is designed to suit any complexion and the singer is the best ambassador for it.

Taraji P. Henson and Issa Rae, two personalities with huge fanbases, have both gone into the world of haircare: the unforgettable Cookie founded her TPH by Taraji brand whilst the heroine of Insecure went into Sienna Cosmetics. Their projects have been welcomed with open arms as they fill a large gap for caring for coloured women’s textured hair who still struggle to find products that suit their hair type.

Fad or real passion? Launching your own fragrance was a rite of passage for any self-respecting VIP a few years ago and now it’s all about cosmetics. Inspired by Rihanna’s phenomenal success with Fenty or Kylie Jenner hitting the jackpot with her iconic Kylie Cosmetics make-up palettes, it helps big names in showbiz earn their communities’ loyalty and empower their brand image.

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