When it comes to celebrity beauty and perfume, discussion invariably revolves around the rise and fall, or death and resurgence of these brands.
In 2025 it is no different: there are those that are flying (Fenty, Rhode, Rare), those that are dying (Kate Moss’s Cosmoss) and others that are reinventing themselves (Brad Pitt’s Beauty Domaine, formerly Le Domaine).
But the fact is that celebrity beauty as a category has as much staying power as it has star power.
Even though it has been around since the 1980s for fragrance (Elizabeth Taylor’s Passion) and the 1990s for beauty (Iman Cosmetics), celebrity beauty is managing to remain relevant today, and as consumer demands change.
One of the most impressive feats of celebrity-fronted beauty and perfume brands is how they have managed to remain soaringly popular with Gen Z, widely seen as the most discerning and demanding generation of consumers to date.
Gen Z is spending about $61 per year on celebrity beauty, 11% higher than the average buyer, according to new data from NIQ (Omnishopper Panel Total US Latest 52 weeks ending 17 May 2025).
Celebrity-endorsed brands are also substantially more influential for this group (53%) than the global population (42%), and significantly more impactful than with Boomers (22%) and Gen X (38%) respondents, according to NIQ.
The cohort is also 20% more likely than millennials to be influenced by endorsements from celebrities or influencers (source: Socially Powerful).
Gen Z’s idea of celebrity has shifted from past generations – Anna Mayo, VP Global Beauty, NIQ
But while celebrity beauty brands still exert a powerful influence over young consumers, this hasn’t happened by chance.
The brands that are successful in this space are those that combine agility with cultural fluency.
Karla Woolley, Head of Buying at The Perfume Shop tells Cosmetics Business: “Celebrity perfumes have been around for decades, and many of them have become absolute staples, think Britney Spears or Christina Aguilera.
“But it’s clear that perfume brands have had to evolve to meet the tastes of a new generation.
“Gen Z are looking for scents that feel personal and reflect their values.”
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