Beauty 2026: celebrity brands, from buzz to loyalty

In a saturated cosmetics market, star power alone is no longer sufficient. Analyses by Mintel and Black Swan Data, based on more than 20 million consumer conversations in the United States, draw a clear line between purpose-driven brands and opportunistic ventures.

Consumers are increasingly critical of ʺcash grabsʺ – licensing deals lacking authenticity. By contrast, three models are gaining traction: artist-led brands (Danessa Myricks Beauty, Westman Atelier), highly involved celebrities (Rare Beauty by Selena Gomez, Haus Labs by Lady Gaga), and digitally native brands built around engaged communities.

Product performance is the key differentiator. Rhode (Hailey Bieber) has turned minimalism into a must-have with its Peptide Lip Tint, a hybrid skincare-makeup product aligned with the ʺclean girl lookʺ and the rise of functional makeup. Haus Labs, meanwhile, emphasizes inclusivity with 51 foundation shades and highlights innovation through its fermented arnica formulation, demonstrating a blend of diversity and scientific positioning.

For established brands, the takeaway is clear: visibility drives trial, but only product quality sustains loyalty. Artificial intelligence tools are reinforcing this shift by enabling more accurate anticipation of consumer expectations while accelerating innovation cycles.

In 2026, product performance stands as the primary currency of long-term loyalty, reducing brand awareness to a lever for acquisition rather than retention.