Celebrity Beauty Brands Face a Reality Check on Product Quality

Many actors and other celebrities have started beauty brands.

Their fame can help people notice and try the products.

But shoppers will buy again only if the products work well and are priced appropriately.

Some celebrity brands, including 82°E and 9Skin, have struggled to make a strong impact.

Others, such as Kay Beauty and Hyphen, have reported strong sales or growth.

Experts say these brands need good products, clear ideas and reliable ways to reach customers.

They also need to listen to shoppers and improve products when needed.

Over time, a brand should be strong enough to stand even without the celebrity’s face promoting it.