When you’re starting a small skincare line, it’s natural to feel a little intimidated by celebrity skincare lines. After all, they have big budgets and marketing teams behind them. I get asked the question “how can I compete with celebrity skincare lines” often, from Create Your Skincare Pro students and from people who engage with me on social media. But the truth is, you don’t need to worry about them.
Why celebrity skincare lines are actually NOT your competition
People who buy celebrity skincare lines are not your target market. They buy for prestige and to identify with that celebrity without caring whether the products are actually right for them.
People who buy from small businesses, practitioners, handmade craftspeople, artisans, etc. choose to support those people and tend not to care about celebrities or feel the need to identify with them. So don’t let their big budgets and marketing teams intimidate you – you are offering something they can’t: products that are tailored to your customers’ needs.
People who buy skincare from makers who are licensed aestheticians, dermatologists, naturopathic or functional medicine doctors, health coaches, herbalists, aromatherapists, or other skin wellness practitioners are looking more for actual skin results. They want to purchase from someone who has the knowledge and experience to help them get the results they are looking for.
Celebrity skincare lines aren’t all they’re hyped up to be
The first reason is that the celebrity who owns or endorses the skincare line is most likely not a skincare formulator, aesthetician, dermatologist, herbalist, or chemist. Sure these professionals can be hired as consultants, but that does not mean that the products they sell will be any better or different from any other mass-produced skincare line on the market.
The second reason is that a celebrity that owns or endorses a skincare line does not have the skin they have because of that skincare line. Even if the celebrity uses the line they represent, that’s not why they look the way they look. Celebrities have teams of experts responsible for their skin. These professionals are the ones who help the celebrity maintain his or her appearance, not the skincare products.
A celebrity’s skin and overall appearance are a result of multiple factors including:
- Access to nutritionists and private chefs
- Regular sessions with personal trainers
- Skincare treatments (many medical in nature)
- Cosmetic procedures/surgery, professional makeup, and styling
- Professional lighting (even on Instagram)
- Years of media training that taught them how to be photographed at their most flattering angle
- And then usually photoshop/filters on top of all that
No “regular” person will achieve celebrity skin just by using the skincare line that bears a celebrity’s name or is marketed with their image. Regardless of a person’s income or influence, great skin is achieved by regularly making skin-healthy food, lifestyle, mindset, and skincare choices. No entourage needed.
The bottom line
If you’re a small business owner in the skincare industry, don’t worry about what the celebrities are doing. You are not in competition with them. Instead, focus on providing quality products and services that meet the needs of your target market. Do that well and you will be successful.
Do you need help starting or growing your plant-based skincare line?
Or would you like to learn how to custom formulate skincare for your clients? That’s what you’ll learn in Create Your Skincare Pro.
What do you think about celebrity skincare lines?
Do you agree or disagree with what I’ve said? Let me know in the comments.