What is it about celebs that make us take an interest in what they’re wearing, what they’re doing, who they’re seeing? The celebrity cachet of pop idols, in particular, has led to everything from mere curiosity to innocuous fandom, parasocial (one-sided) relationships and, at the extreme, stalker obsession—spawning legions of memorabilia and other products they can attach their names (and faces) to.
In the sphere of beauty, that translated into a celebrity fragrance boom in the early to mid-2000s—a simple, low-involvement way for artistes to increase visibility when they’re between albums. This expanded over the years to include makeup and skincare fronted or endorsed by the big names in the industry (think BLACKPINK’s Jennie and HERA; Lisa and M.A.C; Jisoo and Dior; and Rosé and YSL Beauté)— turning into what’s surely a lucrative side hustle for those at the top of their game. These days though, it’s not all about business and keeping their names in the public’s consciousness. Increasingly, we’re seeing pop stars harness their star power for good, launching their own beauty brands—with a full line of skincare, makeup and body-care products to boot—that champion causes close to their hearts.