By Izzy Utterson
Since Maybelline decided to feature silent-movie starlets in their makeup campaigns in the 1920s, the culture of celebrity has penetrated the beauty industry. In more recent times, celebrities allow their name and likeness to appear on perfumes - picture yourself getting ready for the school disco with Britney Spears’ Fantasy as your trustee accessory, or maybe glow by J-Lo was your poison of choice. Got a big day at school? Power by 50 cent with its peppery top notes was sure to give you the confidence you needed, and if you were trying to impress your crush then Heat by Beyonce was sure to do the trick. The cult of celebrity scents exploded in the noughties and I was even able to find a review of Paris Hilton’s ‘Paris Hilton’ from August2021 that claims “I’ve been wearing this scent since the mid 2000s...Wanna get the boys ladies? This draws them in!”I'll have to bear this in mind the next time I leave the house on a mission to find a partner. This kind of collaboration has long been used as a means by which to allow customers a perceived insight into the private lives of the rich and famous. The beauty and wellness industry, perhaps even more so than the fashion industry, has historically relied pretty heavily on celebrity endorsement. I grew up with Kate Moss’s ‘Get the London look’ as the soundtrack tagline to my early teens. But I recently found myself questioning why? Why do celebrities feel the need to create these beauty brands, and do they really know anything about the industry at all? In a world where we can buy a candle that smells like Gwyneth Paltrow’s vagina, and body makeup to cover psoriasis courtesy of Kim Kardashian West, I'm forced to ask if these collaborations and celebrity lead brands have gone too far?