CELEBRITY-BACKED beauty ranges can be easy to dismiss as pocket-money-pinching teen territory.
However, with YouTube sensation Zoella competing with big brands like Nivea and Vaseline, and Sam Faiers tipped to make £1million this year from beauty sales alone, we were eager find out if there was any substance behind the pretty-faced packaging.
As a beauty editor, I’m sent hundreds of products to sample, but even I can’t get my mitts on Kylie Jenner’s Kylie Lip Kits (reportedly worth a whopping £20.4million – and growing), yet I’m always sceptical about celebrity brands.
But will they prove me wrong?
The Chelsea girl – Rosie Fortescue
What’s the story? With a fashion background and an obsession with painting her nails, in 2015 Rosie used her Made In Chelsea moolah to launch Nailed London – a catwalk-inspired collection of 28 polishes. As founder of the brand she is heavily involved – even naming a shade after her dog!
FYI Sold at Harvey Nichols, Nailed London is the only British reality TV star range to be stocked in a premium retail outlet among prestigious nail heavyweights such as OPI and Deborah Lippmann.
Verdict Thick and super- shiny, these compete with the salon brands. It’s a well- painted thumbs-up from me.
The Supermodel – Rosie Huntington-Whiteley
What’s the story? Model Rosie hooked up with Marks & Spencer in 2012 to launch Rosie For Autograph, putting her name to lingerie before getting on board with the beauty department to launch a fragrance in 2015 followed by a 51-piece cosmetics collection last year.
FYI Italian make-up specialist Intercos, who is said to produce for premium brands such as Lancôme, Chanel and Bobbi Brown, manufactures the range.
Verdict This is a beautiful range, which I wouldn’t be embarrassed to pull out of my bag. I’m extremely impressed with the pigment and finishes of the lip products, eyeshadow sticks and cream blush.
The vlogger – Zoella
FYI The Zoella range is sold in every Superdrug store, as well as online.
Verdict With peachy packaging and tweeny product names, this range has nearly 50 products, including make-up bags and candles. The scents are sickly sweet, although it gets top marks for shelf-appeal. These are products I’d buy as a gift for a teenager, not for my own bathroom cabinet. But then, I’m not really the target market.
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The pop star – Rita Ora
What’s the story? Teaming up with Rimmel London back in 2013, Rita’s latest range – My Grey Collection by Rita Ora – gives a nod to her role in the Fifty Shades franchise. It contains five products all hooked on make-up looks in the films.
FYI Pinky nude nail varnish Rain, Rain, Go Away, £2.99 from Rita’s first collection in 2013 has sold so well it’s been made a permanent offering by Rimmel.
Verdict For a mass brand, the pigment and quality are excellent, plus there’s no hike in the regular price to cover the celebrity fee.
The glam mums – Billie and Sam Faiers
What’s the story? Already a veteran of the cosmetics scene, TOWIE star Sam has now roped in sister Billie and Minnies boutique. The 10-piece range, including body lotion and lip balm, launched at The Perfume Shop last month.
FYI Sam is passionate about falsies due to her trichotillomania – a condition where sufferers pull out hair or lashes. This probably explains the quality of her false lashes line.
Verdict It has the sweet notes pre-teen fans love, but I’d have liked them to focus on false lashes or bump-friendly buys.
The Geordie lass – Charlotte Crosby
What’s the story? After working with Easilocks on Charlotte’s Miracle Makeover hair extensions last year, the star has now teamed up with the Irish-based company again to launch a 50-piece cosmetics and beauty tools collection called Flique.
FYI Everything is produced in the UK and the entire range is cruelty-free and vegan-friendly.
Verdict With a vast range of shades, finishes, highlighters and contour kits, this is definitely for the YouTube tutorial generation, rather than a beginner. The pigments are really good, but the packaging just isn’t clutch-bag friendly.
Additional research: Lexi Harvey.