The celebrity beauty boom isn’t slowing down. Sabrina and Idris Elba, Scarlett Johansson, and Gwen Stefani are the latest celebs to announce they’re launching skincare brands. Like many that came before them, each positions natural ingredients, a cruelty-free status, or sustainability as core to their mission—or at least their marketing. But has this influx of fame made an impact on the overall environmental footprint of one of the world’s biggest—and most wasteful—industries?
Every year, makeup and skincare produces around 120 billion units of packaging. And the growing fast beauty market—which encourages consumers to buy new products constantly, sometimes offering delivery times as short as 2 hours—contributes to the detrimental impact of the shipping industry. (As a whole, shipping emits nearly a billion tons of carbon dioxide every year.) Consumers are aware of these environmental problems, and it shows in their buying habits. In fact, according to a 2021 survey, more than half of adults consider sustainability when purchasing cosmetics.
Not all celebrity beauty brands are created equal, or sustainable
These days, it’s rare that any brand debuts without at least a little sustainability-focused marketing. But the beauty industry is not a monolith, and neither are celebrities. While some big names genuinely seem to be launching skincare and makeup companies with impact missions and a commitment to low-waste packaging, others are lacking.
For example, when Selena Gomez founded Rare Beauty, she also started the mental health-focused foundation Rare Impact that would benefit from the launch. Her brand also has a website page dedicated to sustainability, where it details its commitment to recyclable, compostable, and refillable packaging options.
In contrast, some stars have teamed up with big fast beauty brands to launch collections. Makeup Revolution, for example, frequently partners with celebrities and influencers to help sell products. In these instances, while the formulas may be touted as vegan or cruelty-free, the sheer size of the corporation, and the rate at which it encourages consumption, just isn’t sustainable. (More on how to spot a fast beauty retailer here.)
The growing celebrity slice of the cosmetics market reflects what’s going on in the wider industry. Greenwashing is rife, and there are few regulations to control terms like “vegan” or “zero waste,” or even define them and how they should be used. But there are still things we can do to purchase more consciously. Before you buy from a celebrity beauty brand or collection, ask yourself: does it provide any details on how it reduces its environmental impact? Is it embracing low-waste innovation, like refillable packaging? Is it mission driven?
As consumers, we can do our own research, and hold all brands to the same standard, celebrity face or no celebrity face. We’ve pulled together some examples of celebrity brands from 2021 and 2022 that have been open about their sustainability and social impact commitments. Plus three new announcements to watch.
Idris and Sabrina Elba
The Elbas are launching a new wellness platform: S’Able Labs. As well as events and partnerships in the wellness space, the company will offer a skincare line. The aim is to show that self care is for everyone, regardless of gender or ethnicity.
Credit: Audible
Scarlett Johansson
Scarlett Johansson announced she’s launching her own beauty brand, The Outset, in February 2022. While details aren’t available yet, an Instagram account has been set up, suggesting that the products will feature sustainably-sourced ingredients and packaging.
Credit: The Outset
Gwen Stefani
Gwen Stefani is launching a makeup line this March, called GXVE. Details are currently limited on the brand’s sustainability credentials, but it is confirmed that the vegan, cruelty-free formulas will be available directly from Sephora.
Credit: GXVE
Harry Styles
This former One Direction-er knows a thing or two about style. No, he didn’t launch a clothing line, but he did release Pleasing. The gender-neutral, vegan beauty brand supports nonprofit Nest and features biodegradable formulas.
Credit: Pleasing
Billie Eilish
Billie Eilish joined the world of perfume in 2021. Her first cruelty-free fragrance, Eilish, features warm enticing notes of cocoa and creamy vanilla. If that sounds good enough to eat, you’ll be happy to learn she even launched her own dairy-free chocolate bar.
Credit: Parlux
Rihanna
Rihanna, the OG cruelty-free and inclusive celeb beauty pioneer, also dropped a perfume with Fenty, and it smells magical. Fenty has been open about its commitment to introducing more sustainable packaging options.
Credit: Fenty Beauty
Brian May
At the start of the year, musician Brian May dropped a vegan fragrance for a cause. A portion of the perfume sales goes to Save Me Trust, an animal welfare organization.
Credit: Xerjoff
Jennifer Aniston
Have you always wanted luscious layered locks like Rachel Green? Well, now you can. Jennifer Aniston finally launched LolaVie. The vegan hair care brand is committed to recyclable packaging and renewable ingredients.
Credit: LolaVie
Naomi Osaka
Tennis star Naomi Osaka designed her vegan skincare brand, KINLÒ, for people of color. The collection features reef-safe sunscreens, hydrating mists, eye cream, and lip balm. The best thing about Osaka’s sunscreen? It doesn’t leave a white cast on the skin.
