Never has the marketplace seen such an influx of celebrity-backed beauty brands. Hollywood agencies, working closely with their high-profile clients, have been playing a part.
“Content is king now, and the more you make noise in a saturated arena, the more successful you’ll be, especially if your product is top notch,” said Statter.At United Talent Agency, there’s a team dedicated to brand management as part of Ventures, a division created in 2014 that builds and invests in companies. The agency has helped develop Priyanka Chopra’s Anomaly, Lisa Rinna’s Rinna Beauty and Issa Rae’s Sienna Naturals.
It was in 2015 that Alba first unveiled Honest Beauty, expanding from baby and household goods into skin and personal care as part of The Honest Company . Three months later that same year, Jenner launched her uber-popular Kylie Cosmetics lip kits with its manufacturer, Seed Beauty. And about a month later, in January 2016, Paltrow’s Goop debuted her first branded product collection with Juice Beauty, founded by Karen Behnke.
It can take “six months and up to three years,” for a brand to launch, she said. UTA helps build an internal team for each brand, raise capital and supports the talent throughout the venture.
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