Emotional and Social Drivers of Growth in Celebrity-Founded Makeup Brands

Abstract

In recent years, the number of celebrity-founded makeup brands in North America has increased rapidly, capturing significant attention from consumers and the media. Singers, actors, and influencers are leveraging their personal branding to launch their own makeup product lines. While these ventures benefit from raising visibility, traditional makeup brands continue to launch new products but face increasing competitive pressure. This paper takes celebrity identity as the core research variable and explores its role in shaping brand growth, communication strategy, and brand health within celebrity-founded beauty ventures. The paper adopts three models for analysis. First, beginning with using the Social Media Value Chain model, the study finds that celebrity brands generate more user-driven content and higher engagement rates. Then, the Brand Health Radar model reveals that celebrity-led brands excel in emotional connection and community vitality. In conclusion, this paper argues that celebrity identity reshapes brand performance through enhanced visibility, user participation, and deeper emotional attachment and symbolic association.