Entertainment
Are celebrity beauty brands here to stay? – Sydney Morning Herald
They’ve become a go-to side hustle for some of the biggest names. But customers are savvier – and more critical – than ever.
Unlike the graveyard of celebrity brands that were launched years ago, amid a veritable glitter parade, only to be unceremoniously ditched when they failed to be profitable, or fell out of favour, the new iteration of celebrity beauty has seen celebrities become more involved than they used to be with their lines: reportedly delving head-first into everything from product formulation to packaging, rather than just slapping their name on an eyeshadow palette.
Gwyneth Paltrow is one of countless …
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