Billion Dollar Beauty

By Sarah Montano, Professor of Retail Marketing Birmingham Business School, University of Birmingham With the news that Hailey Bieber has sold her Rhode make up brand to E.L.F. in a deal worth $1 billion we explore why celebrity beauty is not only hugely popular but also a major driver of economic growth, turning their famous founders into millionaires. It is estimated that celebrity brands are driving sales of $1billion with the British Beauty Council calculating that in 2023 the beauty...