Celebrity Beauty Brands Maintain Strong Influence on Gen Z Consumers

What's Happening?

Celebrity beauty brands continue to hold significant sway over Gen Z consumers in 2025, despite the evolving landscape of consumer preferences. Brands such as Fenty, Rhode, and Rare Beauty are thriving, while others like Kate Moss's Cosmoss are struggling. The enduring appeal of celebrity beauty, which began with Elizabeth Taylor's Passion in the 1980s and Iman Cosmetics in the 1990s, remains robust. Gen Z, known for being discerning consumers, spends approximately $61 annually on celebrity beauty products, which is 11% higher than the average consumer. According to NIQ data, celebrity-endorsed brands are more influential among Gen Z (53%) compared to the global population (42%). This demographic is also 20% more likely than millennials to be influenced by celebrity endorsements.

Why It's Important?

The sustained popularity of celebrity beauty brands among Gen Z highlights the importance of cultural relevance and adaptability in the beauty industry. As Gen Z consumers prioritize personal values and authenticity, brands that successfully align with these preferences can capture a significant market share. The influence of celebrity endorsements remains a powerful marketing tool, particularly for younger consumers who are more receptive to such promotions. This trend underscores the need for beauty brands to continuously evolve and resonate with the values of emerging consumer groups to maintain their market position.

What's Next?

As the beauty industry continues to evolve, brands will need to focus on maintaining cultural fluency and agility to appeal to Gen Z consumers. This may involve developing products that reflect personal values and preferences, as well as leveraging social media and influencer partnerships to enhance brand visibility and engagement. Companies that can successfully navigate these dynamics are likely to sustain their influence and market share in the competitive beauty landscape.

Beyond the Headlines

The ongoing success of celebrity beauty brands among Gen Z may also reflect broader cultural shifts, such as the increasing importance of social media and influencer culture in shaping consumer behavior. This trend could lead to further innovations in marketing strategies and product development, as brands seek to connect with consumers on a more personal and values-driven level.