6. behind: Cécred, Starface and KHY
a few brands I can’t get behind for a few reasons, none of which is because they’re rubbish
Something different from me this week: a few brands I can’t get behind for a few reasons, none of which is because they’re rubbish. They do good things, but not enough good things for me to like them. But we can still learn things from said brands.
Also, LFW (plus the BAFTAs) musings at the end…
“Hair Care for All Hair Types by Beyoncé Knowles”... I don’t buy it. But that’s because I don’t buy Beyoncé. An unpopular opinion, I know, but let me explain.
Beyoncé's unique stature as one of one presents challenges for promoting products aimed at the mass market. Queen Bey is talented, among other great things, but one thing she hasn’t quite nailed is having a personal brand. She recently announced her album in a Verizon Super Bowl ad, and while watching, I realised there was something off about it. My friend and I came to the conclusion that we just weren’t used to hearing Beyoncé speak that much outside of music. I get that I’m not a fan, so this may not resonate with anyone in the Beyhive. But in my opinion, Beyoncé is pretty private, and it’s hard for me or my friends to connect to any product she creates because we don’t connect to her as a person. We don’t see much of her in interviews, on social media, or in the press, and that’s fine, but it does create that gap between her and us.
I just can’t imagine Beyonce getting online and ‘‘selling’’ these products. It’s why Ivy Park didn’t do well—I mean, a lot of people wear Adidas, and a lot of people were big Yeezy fans for the pure fact that Ye is a consumer of his product. “He’s studied fashion. He won’t shut up about how hard he works to make stylish and affordable products.” I can’t say the same for Ivy Park. It’s also why House of Dereon is a forgotten fashion line, and the same can be said for her other ventures.
Unfortunately, you can’t be mysterious as a celebrity when being the face of your brand. There’s a big difference between mysterious celebrity brand owners who are not the face of their brand: Brad Pitt and Le Domaine, or the Olsen twins and The Row, vs. non-mysterious celebrity brand owners who are the face of their brand: Hailey Bieber and Rhode, or Rihanna and Fenty.
The difference for a celebrity brand is that people will buy your product if it’s great, or if they think you’re great and can therefore convince them it’s great. I don’t think Beyoncé can convince a lot of people outside of her fans that Cécred beats other existing hairlines. What’s so great about it? (great packaging for sure!) It may be a personal opinion, but I don’t trust Beyoncé in spaces outside of music, like fashion or beauty.
The newly launched hairline is made up of eight products, including shampoos, different masks, and a protein treatment. I love the packaging, but I also don’t like the packaging. It reminds me of SKKN, which is stunning but also fiddly (British for awkward to use), and with haircare and skincare, something we use daily, there’s a level of ease required. I think this type of packaging design would look great in a fancy hair salon or work a lot better for niche fragrances.
![](https://substackcdn.com/image/fetch/w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fe0ce6c2a-3476-4f9f-8e6f-588b9974e957_5686x4960.jpeg)
I will say a plus is that Beyoncé's hair care line draws from deep family roots, with techniques for maintaining and encouraging hair growth passed down from her mother, Tina Knowles, and grandmother, Agnéz Deréon. It certainly makes sense and works well for Tina Knowles who’s made it well known over the years that she knows a thing or two about hair. Hopefully, she can pull in the masses through storytelling this legacy and mastery.
The business of fashion headlined “The musician unveils her latest beauty project.” and that’s what it feels like—just another project. But who knows? Maybe the brand will do well. I hope it does.
Brand tip: Create a brand you connect with so that it’s easier to convince others to connect with it too.
I get the hype about pimple patches. I use them. I actually have a few on my face as I write this. They work. What I don’t understand is wearing colourful star-shaped patches outside… in public?!
In 2019, Julie Schott and Brian Bordainick launched Starface, challenging the negative perceptions surrounding acne. Motivated to shift the skincare narrative from concealment to celebration, they introduced Hydro-Stars, the brand's flagship product.
Since their launch in 2019, I’ve seen quite a few celebrities wearing them. Justin Bieber. Hailey Bieber. Florence Pugh. Justine Skye. And more. Ok, I guess you can wear them out if you’re running a quick errand. But to events and more-than-casual outings. I don’t get it. Unpopular opinion, maybe?
The only plus side I could possibly see to this is UGC. It is effective marketing. You’re breaking out. You pop a hydro-star on your pimple, take a few selfies, and now you’re promoting Starface, probably without even realising it. The goal behind Starface is to make dealing with a breakout just a little bit more fun and much more photogenic. The brand has done a great job of creating a huge community of people who feel empowered to be seen in it. Which, I guess, is a good thing
Brand tip: Find a way to get people to market your brand for free. Whether that’s through creating something innovative, something that can be talked about (bad or good), or something that genuinely connects with people, turning them passionate for your brand.
I’m so tired of hating on celebrity-owned brands, but there are just so many to hate. I love Kylie. I’m just confused about Khy. The label, which launched last November, draws inspiration from the youngest Jenner’s personal style, but each collection is designed in collaboration “with designers, iconic brands, and influential cultural figures.” Khy is supposed to “be positioned as a high-fashion brand?” “filtered through a more accessibly priced and sized lens?” I’m just confused…
It feels like a brand the world just does not need. There’s nothing original, nothing groundbreaking enough to make me think ‘Ooh cute, let me buy’, but also nothing staple enough to make me want to swap out my go-to accessibly priced stores like Zara. There’s no story. No vision. Why did she drop this? Why do we need this? Where is this coming from?
I’ve not personally bought anything from the brand, so naturally, I spent hours watching and reading what others had to say about the brand. There is a lot on the clothes looking completely different from how they looked on Kylie, sizing issues, and more. It’s surprising coming from her when her sister, Kim, has put a lot of thought and effort into building a brand that actually works. It’s giving Kylie Swim 2.0.
Brand tip: Put effort into what you put out into the world and make sure you’ve done your research, it’s something people want and it’s good.
Also, each collection looks like a different brand? I do actually like some of the pieces, however, so I’m not a complete hater. I’m just interested to see where this will go in the future…
Brand tip: Take the time to create unique pieces and build anticipation.
Weekly musings:
Why Fast Fashion Can’t Seem to Crack Beauty: Fast fashion giants like Zara and H&M are diving into beauty, trying to win over customers with celeb-endorsed makeup and skincare. But cracking the beauty scene is tough. Despite big names and new products, the excitement isn't quite there. Sadly (though not unexpectedly), no one is batting an eye at beauty YouTubers talking about H&M's beauty line. Why? Because when it comes to beauty, we already have our favourite spots to shop, and adding beauty buys to our clothing haul isn't a habit yet. Plus, the beauty market is already packed with affordable options. So, while fast fashion is all about quick, trendy finds, making a mark in beauty requires more than just good prices. It's about creating must-have products that fit perfectly with what shoppers already love about these brands.
How Sushi Park, an L.A. Strip Mall Restaurant, Became a Celebrity Hangout Spot: The not-so-secret hotspot for celebrities, despite its low-key location in a strip mall. It's been the backdrop for various celeb moments, from Kylie Jenner and Jordyn Woods making up to Taylor Swift's girls' nights out. The place prides itself on being down-to-earth, with no flashy decor or online presence, attracting those in the spotlight who crave a bit of normalcy. They must want to be seen, though, as that balcony is notorious for papwalks. It’s contradictory but I guess celebrities just like going to places other celebrities go to…
The state of fragrance: what perfume shoppers really want: Highsnobiety's deep dive into what perfume lovers are really after shows that we aren't just picking scents that smell nice; we’re choosing fragrances that express who we are. Unsurprisingly, celebrity endorsements aren't the big sell here. When picking a perfume, it's all about personal expression and memory for many. Some like to match their scent to their mood or outfit, making each day's fragrance choice as important as what clothes they wear. Social media's playing a role in shaping how people discover and fall in love with new fragrances, even if they can't capture the essence of smell. I can attest to blindly buying fragrances because of TikTok.
Is Bella Hadid launching a beauty brand? Dropping hints on Instagram, she teased a launch set for May 2nd but kept the details under wraps. Clever fans did some digging and found a trademark application revealing Orebella's focus on fragrances and a variety of scented products. There's word that Orebella might debut exclusively at Ulta, sparked by Hadid's own sneak-peek visit to their HQ. Kylie Jenner also teases debut of her fragrance line in a recent photo dump on Instagram.
You can now order the BODY flask phone case ❤️: This vodka brand has launched a flask phone case, a la Rhode’s new phone case. I don’t have much to say besides the impact of staying on top of trends and being the second, or even third, if not first, to do something. Sometimes it’s corny, but sometimes it’s an opportunity.
LFW musings:
Furry Trims and Nosy Neighbors: How London Fashion Week Turned 40
7 Trends From London Fashion Week Fall/Winter 2024 To Try Now
My favourite looks, front row, RTW, runway, and so on:
Ahluwalia autumn/winter 2024. Cowboy is really in.
Janet Jackson and Naomi Campbell attend the Naomi x Boss launch dinner during London Fashion
Central Cee, Barry Keoghan and Bukayo Saka at Burberry FW 24 London Fashion Week Show
This selfie. So cute, I’m dying…
Chet Lo RTW. This dress 😍
Lori Harvey attends the Burberry Winter 2024 show
Naomi Campbell walked the runway at Burberry's closing show, held at Victoria Park, Tower Hamlets, on Monday
16arlington Spring 2024 RTW. Love!
And finally, Skepta at the Burberry autumn/winter 2024 show. Yum.
And because the BAFTAs happened to fall in the same week:
Prince William is very rarely relatable – except when he’s at the Baftas
Robert Downey Jr's brutal Marvel dig wasn't ungrateful – he's earned it
Final thoughts: LFW celebrated its 40th anniversary with innovative designs and a blend of tradition and modernity, amidst challenges. Designers showcased vibrant collections, embracing both the past and contemporary influences to redefine British fashion.
Key trends included a shift from bright reds to deeper shades like burgundy and oxblood, symbolising wealth and power.
The BAFTAs added glamour, with celebrities participating in fashion events and influencing trends.
Thanks for reading! Find more here. If you like, you can share here.