Hollywood actress Jennifer Lawrence officially entered the beauty business this past Tuesday (local time), launching her haircare brand, Mes°. This move highlights a recent trend of celebrities expanding their ventures into the beauty sector, signaling significant shifts in the global beauty market.
The Rise of Celebrity Beauty Brands
Mes° is a haircare brand co-founded by Jennifer Lawrence and Jasmina Aganovic, an MIT graduate and founder of biotech startup Arcaea. Lawrence decided to collaborate after being deeply impressed by Aganovic's TED talk on the future of the category. Utilizing biology as a design tool, Mes° has unveiled its debut lineup. Direct involvement from celebrities is widely regarded as an effective method for quickly establishing brand recognition.
K-뷰티 온라인 스킨케어 버즈 점유율 25%
홀리데이 마케팅 설문 참여 전문가 90명
K-Beauty's Online Influence, Backed by Buzz
K-Beauty continues to demonstrate a powerful online presence in the U.S. market. According to Traackr data, approximately one-quarter (25%) of online skincare buzz in the U.S. during the third quarter was generated by K-Beauty brands. This clearly indicates K-Beauty's significant position within the American beauty market.
Notable Celebrity Brands and Products
- Mes° (메스): A haircare brand co-founded by Hollywood actress Jennifer Lawrence and Jasmina Aganovic, an MIT graduate and founder of biotech startup Arcaea, which has unveiled its debut lineup. (WWD, 2026-10-27)
- Ethereal Glow (이더리얼 글로우): A non-prescription skincare brand launched by Curology in collaboration with actress Dove Cameron. 'Ethereal Glow' is currently available as its first collection and is planned to consist of three drops in total. (WWD, 2026-10-27)
- Off/Duty by Coco Rocha & RM Studio by Rebecca Minkoff: Exclusive brands launching for live shopping channel QVC's 40th holiday season, featuring Coco Rocha and Rebecca Minkoff. (Glossy, 2026-10-27)
Holiday Season: Brands' Diverse Marketing Strategies
As the 2026 holiday season approaches, brands are showing shifts in their marketing strategies. A Glossy+ Research report, based on a survey of 90 brand and retail experts, revealed that companies plan to adjust their 2026 holiday marketing tactics compared to 2025 (Glossy). Live shopping platform QVC is preparing a multi-faceted approach, including TV and TikTok, for its 40th holiday season. From November 6th to 8th, QVC will host a 'Nonstop Holiday Party' event, featuring early Black Friday sales and special guests such as Martha Stewart, John Legend, and Teri Hatcher. Additionally, QVC is building holiday excitement by appointing 'Boy Meets World' star Danielle Fishel as Mrs. Claus. Gift items from various brands, including Le Creuset, KitchenAid, Laura Mercier, and Nespresso, will also be showcased (Glossy).
Making Smart Choices Amidst an Information Flood
Effectively conveying scientific information to consumers remains a critical challenge in the beauty industry. During a panel session at the UK Cosmetic, Toiletry and Perfumery Association (CTPA)'s first scientific conference, industry professionals emphasized that "providing context, maintaining consistency, and communicating via channels consumers use are key to success" (PremiumBeautyNews). With the proliferation of celebrity brands, consumers need to diligently verify not only marketing messages but also the actual efficacy and ingredient information of products.
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