CELEBRITY COSMETICS: SOCIAL INSIGHTS ABOUT TOP BRANDS AND TRENDS A Synthesio Report Authors: Emma Huff and Aurore LegentilThe global beauty industry is no stranger to disruption. In recent years, the COVID-19 pandemic shook beauty brands that were heavily reliant on in-store sales. But despite shutdowns and supply chain disruption, the industry continues to grow: one recent report projected the global cosmetics market size to reach US$ 480.4 billion by 2030 with a company annual growth rate (CAGR) of 5.1%. Yet industry giants like L’Oréal Group and Estée Lauder, who both reported double digit growth in 2021, aren’t the only ones benefiting from consumers’ obsession with skincare routines and TikTok makeup tutorials. Celebrity-owned cosmetics brands are popping up everywhere we look – particularly on social media. Megastars including Kim Kardashian and Hailey Bieber recently launched direct-to-consumer skincare lines, while male celebs like Harry Styles and Pharrell Williams are tapping into the men’s and unisex beauty markets with brands of their own. To understand how these brands stack up, and how consumers really feel about them, we tracked online conversations about 53