December 2023

It’s undoubtedly the age of the celebrity beauty brand. While film stars, music artists and supermodels have been the face of countless beauty campaigns throughout the years — whether it’s licenses, endorsement deals or joint ventures — never has the marketplace seen such an influx of celebrity-backed beauty brands. Hollywood agencies, working closely with their high-profile clients, have been playing an element. “It’s the way in which of the longer term,” said Allison Statter, chief executive officer of Blended Strategy Group, of celebrities owning their brands. Her creative marketing and branding agency, founded with Sherry Jhawar, is behind Gwen Stefani’s GXVE beauty (a partnership with Nikki Eslami’s Latest Theory Ventures) and counts celebrity hairstylist Jen Atkin as a client. Statter, who has a...