Five Celebrity Beauty Brand Launches by MIV

In the competitive landscape of beauty, how do celebrity-helmed brands capture consumer interest?

Data from Launchmetrics tracking the media impact value growth of the last five brand debuts shows how immediate visibility is driven, in large part, by the founder’s influence.

At the top of the leaderboard is TikTok star and entrepreneur Alix Earle’s new skin care line, Reale Actives. The acne-safe brand — comprised of four essentials: a makeup cleansing balm, an exfoliating gel cleanser, a mandelic acid serum and a barrier boosting moisturizer — saw the most MIV gains within seven days of its March 31 launch, totaling $8.6 million. The brand announcement alone generated $7.5 million in the first week, almost double the MIV of the next brand, Shay Mitchell’s Rini, which went live the same day it was revealed.

“Reale Actives is one of the strongest beauty launches we’ve tracked this year,” said Alison Bringé, chief marketing officer of Launchmetrics. “What’s striking is where that impact came from: a single TikTok post drove $886,000 in media impact value, which tells you everything about where consumer attention lives right now. Social media isn’t just an amplification channel for beauty anymore; for brands it is the launch strategy. The brands that understand how to turn that initial wave of social momentum into sustained engagement are the ones that will define the next chapter of beauty.”

Here, the five most recent celebrity brand debuts by MIV within a week period, beginning two days before the official launch.

1. Reale Actives: $8.6M

2. Rini: $4.2M

3. Grow-Good Beauty: $3.4M

4. Not Beauty: $2M

5. Isima: $1.1M