Rihanna used a powder from Fenty Beauty, her makeup company, to blot her nose during the Super Bowl halftime show. Her company is worth 2.8 billion dollars, meaning she has made more money from business than from her music.
Many other celebrities such as Lady Gaga and Naomi Osaka have tried to create their own makeup, haircare, or skincare brands, but few have been as successful.
The beauty industry in the US is attractive because of high profits, but consumers care more about quality and authenticity. Also, people are more interested in skincare than makeup since the pandemic, and celebrity endorsements are not very important to most female shoppers.
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