Influencers are still launching beauty brands and here's how they can do it quickly

By Julia Wray | Published: 2-Aug-2023

New services are springing up to help indie businesses in beauty get off the ground, so Cosmetics Business trialled the options

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Since the days of YouTuber Zoella’s Superdrug range and the Chapman sisters’ Pixiwoo, there has long been a precedent for influencers launching beauty brands.

And while there have been hints that the influencer brand bubble may have burst – with both Addison Rae and Hyram Yarbro’s brands being pulled from Sephora at the beginning of the year – this hasn’t dampened launch activity.

US MUA and YouTube star James Charles has just launched Painted, while newcomers to the colour cosmetics world include Reeson, the make-up brand of beauty blogger Really Ree, and Ateh Jewel Beauty, named for the beauty journalist and diversity activist, who has nearly 49k followers on Instagram.  

Such launches are an inspiration for influencers and micro-influencers flirting with the idea of extending their personal brand into a beauty business.

If you fall into this category, the good news is there is growing infrastructure to help guide you on your journey.

To assess the possibilities, Cosmetics Business took on the role of influencer/budding entrepreneur to begin building our own brand.

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