Spirits. Cosmetics. Apparel. Fragrance. As the categories most closely associated with the rise of celebrity brands become increasingly saturated, A-list talent is venturing into new terrain — and taking on names like Clinique, L’Oreal, Kiehl’s and Harry’s in the process.
With the likes of Beau Domaine, Papatui and Loved01, male stars such as Brad Pitt, Dwayne Johnson and John Legend, respectively, have broken into the growing market for men’s skincare, which was estimated at $18 billion in 2025 and is projected to nearly double by 2034, according to Precedence Research.
“Beauty is almost becoming its own genre, like music and sports,” says Katie Martin, executive vice president and managing director of e-commerce and marketing agency Front Row. “It’s becoming more genderless, community-based and something people talk about and share.”
Even as men’s shaving products and fragrances aligned with celebrities — think Johnny Depp for Dior’s Sauvage — have long been accepted, there’s been a cultural shift when it comes to beauty. Quickly vanishing is the stigma of men buying and using their own skincare products. In many quarters, it’s desirable and even expected for men to care about their skin. And celebrity skin, often seen in revealing high-def and on the big screen, is certainly a model to emulate.
“Men’s personal care habits have shifted significantly in the past decade, and many more men are open to and interested in taking care of themselves, skin included,” says Allison Collins, co-founder and managing director of advisory firm the Consumer Collective. “This shift started with younger millennial and Gen Z men, but has stretched upwards — and now skincare is something many men are into.”
(Photos by Dana Richards / Golden Hours)
With Papatui, Johnson, whose long career as a wrestler and actor defines a certain brand of masculinity, hopes to change the perception that skincare for men is complicated. “That’s something we’re actively changing. Taking care of yourself on the outside is just as important as the inside,” he says. “Just like training, nutrition or recovery. Papatui removes the intimidation and makes it straightforward and focused on what men really need.”
Johnson founded the company after learning important tips from dermatologists over the years, which he says made a difference given his long work days, demanding training regimen and constant travel.
“I wanted products that feel good, are powered by high-performing formulas, and fit into a busy guy’s routine. I’m hands-on with everything along with our incredible team of experts,” Johnson says.
Another selling point is the line’s availability at Target and Walmart. “Dwayne Johnson’s line is super-approachably priced, which is good for today’s market when consumers are a bit more strapped for cash,” notes Collins.
Johnson is especially proud of the fact that he’s getting guys to use under-eye patches for hydration, brightening and smoothing fine lines. His own routine is pretty basic: cleanse, tone and moisturize along with using the line’s other products including facial scrub, antiperspirant and body washes.
(Photos by Tamera Darden and John Campos / Loved01)
After collaborating with other brands including Kiehl’s and SKII, Legend’s Loved01 launched in 2024 with a pop-up store at Westfield Century City and at CVS locations around the country. It is now sold mostly via QVC, on Amazon and on the company’s website. A TikTok shop launched in early December.
“We’re really trying to meet our customers where they are and adjust to the way they’re buying things,” Legend says. “We were getting much more traction through e-commerce and so we’ve really been focused on that along with television.”
The company just released its hydrating cream cleanser, joining other bestselling products like hand wash, face and body moisturizer, cleansing wipes and face and body oil.
“We believe that it shouldn’t cost luxury prices to get the kind of care that everybody deserves,” Legend says. ”That was one of the beats for the company from the very beginning, that everybody deserved great skincare with great ingredients and that are vegan and cruelty-free with wonderfully sourced ingredients from Mother Nature.”
“John Legend is famous for being a really good family guy and his brand is about increasing equity and how people buy into their family,” says Martin.
Pitt espouses a concept of simplicity in his men’s skincare routine — a three-step ritual starting with cleansing, serum to target signs of aging and then cream to lock in moisture.
Teaming with the Perrin family, winemakers in the South of France, Beau Domaine incorporates organic grape water, known for its soothing and moisturizing properties, into some of its products. The three-step regimen lists for $279 on the brand’s website, which also boasts enthusiastic reviews from users.
“Brad Pitt does have a higher price point, and you could say he’s leaning on ease, but it is probably much more about being premium. And of course Brad Pitt is premium,” says Martin. “He is obviously very well known for being very good-looking. They’ve been really smart there with the equity that Brad holds as a celebrity.”
Whatever the target demographic, all three companies are representative of the evolution of celebrity brands to include the full gamut of product categories and meet the needs of a changing marketplace. And with men’s skincare set for further growth, you can bet you’ll see more Hollywood names in the space before long.