Celebrity brand partnerships can be marketing gold or miss the mark entirely. The right collaboration boosts credibility, sales, and cultural relevance, but the wrong ones can feel forced, inauthentic, or completely out of place.
There’s also the continuous cycle of female celebrities launching a skincare or makeup line, while for men, it’s often a liquor brand or a wellness product. The formula has been predictable for a while. While some of these ventures feel authentic and well-executed, others can come across as rushed attempts to cash in on a trend. Not every celeb-backed brand manages to stand out in an already oversaturated market.
Let’s break down some of the best and worst celebrity brand partnerships, analyzing what made the best ones successful and why the worst ones are considered, well, the worst.
The 3 Best Celebrity Brand Partnerships
1. Rihanna x Fenty Beauty
When Rihanna launched Fenty Beauty in 2017, she didn’t just introduce another celebrity makeup line, she changed the beauty industry forever. Rihanna revolutionized cosmetic products with inclusivity at their core, launching Fenty Beauty with a groundbreaking 40-shade (now 50) foundation range. This became a new industry standard, proving that authenticity and innovation are key.
Authenticity & Inclusivity
Rihanna was deeply involved in the brand, from shade development to campaign messaging. She was both the face and the creative force behind it. Unlike many celebrity brands where the star is merely a spokesperson, Rihanna was deeply involved in every aspect of Fenty Beauty. She worked closely with developers to ensure that the products met her own high standards, from the formulas to the packaging.
Even in marketing, her voice was clear. Fenty’s campaigns didn’t always simply feature models of all skin tones, but Rihanna herself consistently demonstrated and used the products, making it evident that this wasn’t just a business move, but a passion project.
Before Fenty Beauty, many makeup brands were notoriously lacking in shade diversity. Deeper foundation shades were often treated as an afterthought, if they were available at all. When Fenty launched with so many foundation shades at the start, it forced the entire beauty industry to reassess its approach to inclusivity. Major brands such as Dior and Estée Lauder sprinted to expand their shade ranges in response, something now known as “The Fenty Effect.”
Beyond foundation, Fenty Beauty continued prioritizing inclusivity in all its launches. Products like bronzers, powders, and lip shades were carefully designed to be flattering on all skin tones, ensuring no one was left out of the brand’s vision. This was a commitment to representation that resonated deeply with consumers, proving there was a massive demand for more representation in beauty.
Quality & Innovation
Many celebrity beauty brands rely on hype and packaging rather than high-performance formulas. Fenty Beauty, however, delivered both. The Pro Filt’r Soft Matte Foundation became a cult favorite for its long-lasting, lightweight, and oil-controlling formula. The Eaze Drop Blurring Skin Tint, which launched years later, quickly became a viral hit for its skin-like finish and ease of use. Even the Gloss Bomb lip gloss (and its three different formulas – Gloss Bomb, Gloss Bomb Cream, and Gloss Bomb Heat) was praised for its universally flattering shades and non-sticky texture.
Rihanna has expanded the Fenty empire into skincare, lingerie, and now haircare, proving that the brand is a complete lifestyle experience.
Fenty Skin launched in 2020, and the brand debuted with essential skincare products with packaging that’s sleek, refillable, and gender-neutral, proving that Fenty understands modern consumers’ preferences.
Savage X Fenty, Rihanna’s lingerie line, completely disrupted the outdated standards of the lingerie industry. Unlike brands like Victoria’s Secret, Savage X Fenty embraced size inclusivity, diverse body types, and bold, unapologetic confidence.
Currently, Rihanna is taking on haircare with Fenty Hair. The brand promises repair-focused, science-backed hair products designed for all hair types.
Fenty also stays ahead by embracing Gen Z shopping habits. The brand was an early adopter of adding its products to TikTok Shop, selling products directly to consumers where they’re already discovering trends – on social media platforms.
2. Zendaya x On
In 2024, Zendaya joined forces with On, the Swiss performance sportswear brand, in a multi-year partnership that’s set to redefine the way we think about movement and well-being. Zendaya is not just a celebrity ambassador, she’s an active collaborator, working closely with On to reimagine product collections and bring new energy to the brand.
Authenticity
Zendaya has long been an advocate for both mental and physical well-being, making her the perfect fit for On, a brand that values both performance and sustainability. Her personal style and active lifestyle were key elements that drew the brand to her.
Zendaya’s involvement in every step of the partnership, from product design to creative direction, ensures that the collaboration stays true to her values of promoting wellness and authenticity. It’s not just about creating a collection — it’s about creating a movement that resonates with her personal brand.
Zendaya is deeply involved in shaping the narrative, ensuring that storytelling and well-being are at the forefront of the campaign. Her role goes beyond just being the face of the brand; she’s helping to push On’s message of balance between fashion, fitness, and lifestyle.
Cultural Impact & Innovation
This partnership also marks a new direction for On, as Zendaya’s influence is set to drive meaningful conversations around movement and mental wellness. With Zendaya’s massive cultural influence and dedicated following, On is tapping into a younger demographic, one that values sustainability and inclusivity. Together, they aim to reimagine how consumers interact with performance wear and how it can be seamlessly integrated into their everyday lives.
Zendaya and On are also collaborating on select product collections, which will be infused with her creative input. This partnership signals a shift in the industry towards more holistic approaches to fitness and wellness, expanding the definition of movement to include both physical and mental health. Whether it’s running shoes or lifestyle apparel, On and Zendaya are setting a new standard for what it means to move forward, both in the gym and in life.
3. Olivia Rodrigo x Stanley Cup
In 2024, Olivia Rodrigo partnered with Stanley Cup, the brand behind the beloved insulated tumblers, in a collaboration that had fans buzzing. This partnership was a genius move made by Stanley, tapping into Olivia’s cultural prestige and the massive popularity of Stanley Cups with Gen Z and Millennial consumers.
Authenticity
Olivia Rodrigo’s personal brand is defined by her raw, emotional lyrics and unapologetic authenticity, so teaming up with Stanley made perfect sense. The design of the tumbler is so Olivia-coded, it’s instantly recognizable.
Purple, specifically a Deep Periwinkle shade, and “Gen Z purple,” a color synonymous with Olivia’s personal aesthetic, dominates the cup, along with her signature decorative stickers. Even without the logo, the design screams Olivia. It’s a limited edition accessory that speaks to her fan base, many of whom are young women looking for a product that aligns with their love for both Olivia’s music and her sense of self-expression.
The cup’s design speaks to the emotional connection her audience feels with her. It’s not just a product; it’s a part of her larger brand, making it a true representation of her influence.
Cultural Impact & Audience Fit
Stanley’s collaboration with Olivia is spot-on when it comes to targeting the right audience. Olivia’s fan base is a perfect fit for the Stanley brand, as her young female audience is highly engaged in trendy, functional, and aesthetically pleasing products. The collaboration is designed for both young adults who can afford to buy it themselves and younger fans whose parents will likely purchase it for them. With Stanley Cups being a hot commodity in the Gen Z space and Olivia being a youth culture icon, this partnership struck gold.
Remember when a ton of the Valentine’s Day Stanley Cups sold out in minutes at Target? The Olivia Rodrigo Stanley Cup has the same buzz, quickly becoming an Instagram-worthy accessory that Olivia’s fans couldn’t wait to get their hands on. Just like her music, the cup taps into an undeniable trend and emotional connection with her audience, making it one of the hottest collectibles in 2024.
The Worst Celebrity Brand Partnerships
1. Blake Lively x Blake Brown
Blake Lively’s entry into the hair care industry with her brand Blake Brown, launched in partnership with Give Back Beauty, was widely anticipated. However, despite the excitement around her name, the line has struggled to make a lasting impact, and its rollout has been riddled with controversy. The line was marketed as a luxury hair care brand, and ultimately led to many raised eyebrows from consumers.
Authenticity and Sensitivity
Blake Lively’s brand has always been associated with effortless beauty, but many questioned the authenticity of her venture into hair care. While she is undeniably a beauty icon, her lack of formal training or expertise in the hair care industry led many to wonder if this was more of a celebrity cash grab than a genuine product line.
This skepticism was only amplified by the use of her film, “It Ends with Us” (a movie about domestic violence) as a promotional tool for Blake Brown. The movie’s themes of trauma and violence made it an incredibly insensitive choice to tie into a beauty campaign that was supposed to be about empowerment and wellness.
The disconnect between the film’s heavy subject matter and the lighthearted nature of a beauty brand launch left many consumers feeling uncomfortable and questioning the thoughtfulness of the campaign.
Messy Campaign Photos
One of the most glaring issues with the Blake Brown launch was the portrayal of Blake Lively herself in the campaign photos. The campaign images featured her hair looking unusually messy and disheveled. For a luxury hair care brand, showcasing a lack of polish in the campaign raised doubts about the formulas themselves, especially when high-end hair care is often expected to promote sleekness and shine.
Lacking in Product & Science
Another point of contention for Blake Brown is the line’s lack of conditioner. Hair care enthusiasts and influencers alike have noted that while the line offers some staple products, it doesn’t include a conditioner, which is something that is essential in any comprehensive hair care regimen.
The absence of a conditioner seemed like a major oversight, especially when a brand is claiming to deliver high-performance products. Without this key component, it felt that the line was incomplete and did not meet consumer needs.
Blake Brown prioritizes the celebrity image and marketing aspects over the development of scientifically sound hair care formulas. The formulas haven’t been backed by the kind of rigorous science or research that is expected from top-tier hair care lines, and many consumers have criticized the brand for not delivering products that live up to the hype. For a product line launched by a high-profile celebrity like Lively, the lack of significant innovation or a strong formula left many feeling disappointed.
Untouched Shelves & Influencer Reactions
In stores like Target, where Blake Brown is widely available, the brand’s presence has been underwhelming. Despite the marketing push, Blake Brown’s products have been largely stagnant on shelves. The products are not standing out from other, more established brands.
Adding to the confusion, TikTok influencers shared videos of Blake Lively herself styling their hair at one of the exclusive launch events, only for the styles to fall flat shortly after. Before styling, the influencers’ hair looked sleek, polished, and well-kept, but after Lively had finished styling, their hair looked messy and unkempt, similar to “bed head.” This only fueled the perception that Blake Brown wasn’t living up to the expectations set by its glamorous celebrity endorsement.
2. Kylie Jenner x Kylie Skin
Kylie Jenner’s beauty empire, Kylie Cosmetics, has been widely successful, launching her to billionaire status and earning her a dedicated fan base. However, her skincare line, Kylie Skin, has faced a series of criticisms that have led to a rough patch for the brand. While her cosmetics line thrives, Kylie Skin has struggled to maintain the same level of success and credibility in the skincare industry.
Many questioned whether her leap into skincare was more about her celebrity status than a genuine understanding of the needs of skincare consumers. This disconnect has led to backlash over product efficacy, sustainability issues, and a general sense that the brand’s offerings prioritize Kylie’s image over creating scientifically backed, effective skincare solutions.
Lack of Effectiveness and Controversial Products
Despite the star power of Kylie Jenner, Kylie Skin’s products have come under fire for lacking proven efficacy. The brand launched in 2019 with a product range that included face scrubs with walnut shells, which caused significant backlash due to concerns about how harsh they are for the skin.
Dermatologists weighed in, calling the product abrasive and potentially damaging to sensitive skin, which immediately raised red flags. While some products did well, others were criticized for being basic and overpriced, especially considering the lack of innovation in an already crowded skincare market.
Sustainability and Packaging Concerns
Kylie Skin’s packaging uses a lot of plastic, and some customers have questioned the environmental impact of the products. Kylie Jenner’s brand prides itself on luxury and high-end image, but the lack of sustainable practices, especially at a time when consumers are more eco-conscious than ever, left many feeling that the brand wasn’t keeping up with the needs of modern consumers.
Image Over Substance
The overall vibe of Kylie Skin has often been seen as more about Kylie Jenner’s image than about offering products that truly cater to the needs of the skincare community. With her focus on influencer marketing and social media, many felt that the emphasis was more on building a brand around Jenner’s name rather than delivering consistently high-quality skincare products.
3. Gwyneth Paltrow x Goop
Actress Gwyneth Paltrow’s lifestyle brand, Goop, has gained immense attention over the years, but not always for the right reasons. While Goop has carved out a niche for itself in wellness, beauty, and luxury lifestyle, it has also been heavily criticized for its high price points and controversial product recommendations.
Overpriced and Out of Touch
Goop has long been associated with a high-end lifestyle, offering products ranging from $100 candles to $200 supplements, which many see as excessively expensive. The brand has frequently been criticized for showcasing these luxury items and making recommendations that seem out of touch with the reality of most people’s budgets.
Consumers often find themselves questioning how many of Paltrow’s followers can actually afford the wellness products she endorses. Paltrow, however, has defended Goop’s pricing model, arguing that the items and recommendations are meant to be “aspirational” and that quality products in wellness and beauty simply can’t be made at a lower price point without compromising their integrity.
While Goop has positioned itself as a luxury wellness brand, the exclusivity of its offerings has led some to feel alienated. By focusing on high-end, niche products, Goop has become a symbol of wellness that’s more accessible to the rich and famous than to the average consumer. This elitist image has contributed to Goop’s reputation for being out of touch with the broader, everyday consumer, leading to widespread criticism of its tone-deaf approach to lifestyle marketing.
Questionable Health Products and Claims
In addition to the high prices, Goop has also faced scrutiny for promoting health products and wellness practices that some consider questionable. The brand has been criticized for selling items like jade eggs (meant to be inserted into the body) and other unconventional wellness gadgets that many doctors have advised against.
These products have drawn legal action and led to questions about whether Goop is more focused on profit than the health and safety of its customers. Despite the backlash, Paltrow has stood by Goop’s ethos, claiming that the brand’s offerings are about empowering consumers to take control of their well-being.
Closing Thoughts
Celebrity brand partnerships continue to be a double-edged sword in marketing. While some collaborations have led to unprecedented success, others have faltered due to a lack of authenticity, poor product quality, or simply not resonating with their target audience.
As the market becomes increasingly saturated, celebrities looking to make their mark must focus on authenticity, innovation, and understanding their audience’s values to succeed. The best partnerships prove that when celebrities truly align with the products they promote and stay involved in every aspect of the brand’s development, the outcome can be both profitable and meaningful. On the contrary, those who attempt to capitalize on fame without putting in the effort to create something genuinely valuable may find themselves left behind in an oversaturated market.
