Pharrell Williams and Hailey Bieber have a lot in common. Not only do they have fanbases of millions, hot street styles and dozens of magazine covers. But both of them entered a new market besides the music and model industry: the beauty sector. Essentially the two of them are not alone with that move: There are 12.000 new beauty brands entering this field every year, the amount of celebrity brands growing as well. More than 25 companies being founded by celebs in the last three years pushes consumers to question these brands existences. In a world where sustainability is desired by Gen Z negative sentiment about celebrity beauty brands has risen significantly.
On the other hand, VIP marketing offers identification, a feeling of belonging and a complete lifestyle to people. Today’s lost generation needs all of that and so famous people are serving. Being their own embassadors they can deliver their very own personal messages, as the 49 year old rapper from Viriginia Beach is doing with his brand
