The celebrity beauty brand world has built its reputation through some of the most recognisable A-list faces in the world, spanning fragrance, make-up and skin care categories.
From the early celebrity fragrance boom in the mid-2000s, led by singers Britney Spears and Jennifer Lopez, to modern cosmetics titans like Kylie Jenner’s Kylie Cosmetics and Selena Gomez’s Rare Beauty, the category has proven not only popular, but highly resilient over the years.
There are signs, however, that the segment’s mighty influence may be waning, with No Doubt singer Gwen Stefani’s Gxve Beauty having allegedly shuttered after four years in business in February 2026.
This follows actress Drew Barrymore’s Flower Beauty brand closing after 13 years in business in September 2025, while Cosmoss, the brand created by supermodel Kate Moss, also ceased trading in June last year.
Meanwhile, it is rumoured that LVMH is exploring a sale of its Fenty Beauty stake, the beauty brand founded by singer Rihanna.
While the beauty landscape still has several successful celebrity brands – Hailey Bieber’s Rhode and Gomez’s Rare Beauty, for example – this recent closure and potential selling spree has left Cosmetics Business to ask: what wider impact could this have on the future of the category?
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