Why celebs like Dwayne Johnson and John Legend are getting into the skincare business

Spirits. Cosmetics. Apparel. Fragrance. As the categories astir intimately associated with the emergence of personage brands go progressively saturated, A-list endowment is venturing into caller terrain — and taking connected names similar Clinique, L’Oreal, Kiehl’s and Harry’s successful the process.

With the likes of Beau Domaine, Papatui and Loved01, antheral stars specified arsenic Brad Pitt, Dwayne Johnson and John Legend, respectively, person breached into the increasing marketplace for men’s skincare, which was estimated astatine $18 cardinal successful 2025 and is projected to astir treble by 2034, according to Precedence Research.

“Beauty is astir becoming its ain genre, similar euphony and sports,” says Katie Martin, enforcement vice president and managing manager of e-commerce and selling bureau Front Row. “It’s becoming much genderless, community-based and thing radical speech astir and share.”

Even arsenic men’s shaving products and fragrances aligned with celebrities — deliberation Johnny Depp for Dior’s Sauvage — person agelong been accepted, there’s been a taste displacement erstwhile it comes to beauty. Quickly vanishing is the stigma of men buying and utilizing their ain skincare products. In galore quarters, it’s desirable and adjacent expected for men to attraction astir their skin. And personage skin, often seen successful revealing high-def and connected the large screen, is surely a exemplary to emulate.

“Men’s idiosyncratic attraction habits person shifted importantly successful the past decade, and galore much men are unfastened to and funny successful taking attraction of themselves, tegument included,” says Allison Collins, co-founder and managing manager of advisory steadfast the Consumer Collective. “This displacement started with younger millennial and Gen Z men, but has stretched upwards — and present skincare is thing galore men are into.”

(Photos by Dana Richards / Golden Hours)

With Papatui, Johnson, whose agelong vocation arsenic a wrestler and histrion defines a definite marque of masculinity, hopes to alteration the cognition that skincare for men is complicated. “That’s thing we’re actively changing. Taking attraction of yourself connected the extracurricular is conscionable arsenic important arsenic the inside,” helium says. “Just similar training, nutrition oregon recovery. Papatui removes the intimidation and makes it straightforward and focused connected what men truly need.”

Johnson founded the institution aft learning important tips from dermatologists implicit the years, which helium says made a quality fixed his agelong enactment days, demanding grooming regimen and changeless travel.

“I wanted products that consciousness good, are powered by high-performing formulas, and acceptable into a engaged guy’s routine. I’m hands-on with everything on with our unthinkable squad of experts,” Johnson says.

Another selling constituent is the line’s availability astatine Target and Walmart. “Dwayne Johnson’s enactment is super-approachably priced, which is bully for today’s marketplace erstwhile consumers are a spot much strapped for cash,” notes Collins.

Johnson is particularly arrogant of the information that he’s getting guys to usage under-eye patches for hydration, brightening and smoothing good lines. His ain regular is beauteous basic: cleanse, code and moisturize on with utilizing the line’s different products including facial scrub, antiperspirant and assemblage washes.

(Photos by Tamera Darden and John Campos / Loved01)

After collaborating with different brands including Kiehl’s and SKII, Legend’s Loved01 launched successful 2024 with a pop-up store astatine Westfield Century City and astatine CVS locations astir the country. It is present sold mostly via QVC, connected Amazon and connected the company’s website. A TikTok store launched successful aboriginal December.

“We’re truly trying to conscionable our customers wherever they are and set to the mode they’re buying things,” Legend says. “We were getting overmuch much traction done e-commerce and truthful we’ve truly been focused connected that on with television.”

The institution conscionable released its hydrating pick cleanser, joining different bestselling products similar manus wash, look and assemblage moisturizer, cleansing wipes and look and assemblage oil.

“We judge that it shouldn’t outgo luxury prices to get the benignant of attraction that everybody deserves,” Legend says. ”That was 1 of the beats for the institution from the precise beginning, that everybody deserved large skincare with large ingredients and that are vegan and cruelty-free with wonderfully sourced ingredients from Mother Nature.”

“John Legend is celebrated for being a truly bully household feline and his marque is astir expanding equity and however radical bargain into their family,” says Martin.

Pitt espouses a conception of simplicity successful his men’s skincare regular — a three-step ritual starting with cleansing, serum to people signs of aging and past pick to fastener successful moisture.

Teaming with the Perrin family, winemakers successful the South of France, Beau Domaine incorporates integrated grape water, known for its soothing and moisturizing properties, into immoderate of its products. The three-step regimen lists for $279 connected the brand’s website, which besides boasts enthusiastic reviews from users.

“Brad Pitt does person a higher terms point, and you could accidental he’s leaning connected ease, but it is astir apt overmuch much astir being premium. And of people Brad Pitt is premium,” says Martin. “He is evidently precise good known for being precise good-looking. They’ve been truly astute determination with the equity that Brad holds arsenic a celebrity.”

Whatever the people demographic, each 3 companies are typical of the improvement of personage brands to see the afloat gamut of merchandise categories and conscionable the needs of a changing marketplace. And with men’s skincare acceptable for further growth, you tin stake you’ll spot much Hollywood names successful the abstraction earlier long.