{"id":120701,"date":"2026-01-05T11:59:21","date_gmt":"2026-01-05T11:59:21","guid":{"rendered":"https:\/\/www.newsbeep.com\/us-ca\/120701\/"},"modified":"2026-01-05T11:59:21","modified_gmt":"2026-01-05T11:59:21","slug":"why-celebrities-like-dwayne-johnson-john-legend-have-skincare-brands","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/us-ca\/120701\/","title":{"rendered":"Why celebrities like Dwayne Johnson, John Legend have skincare brands"},"content":{"rendered":"\n

Spirits. Cosmetics. Apparel. Fragrance. As the categories most closely associated with the rise of celebrity brands<\/a> become increasingly saturated, A-list talent is venturing into new terrain \u2014 and taking on names like Clinique, L\u2019Oreal, Kiehl\u2019s and Harry\u2019s in the process.<\/p>\n

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\u2019s skincare, which was estimated at $18 billion in 2025 and is projected to nearly double by 2034, according to Precedence Research.<\/p>\n

\u201cBeauty is almost becoming its own genre, like music and sports,\u201d says Katie Martin, executive vice president and managing director of e-commerce and marketing agency Front Row. \u201cIt\u2019s becoming more genderless, community-based and something people talk about and share.\u201d<\/p>\n

Even as men\u2019s shaving products and fragrances aligned with celebrities \u2014 think Johnny Depp for Dior\u2019s Sauvage \u2014 have long been accepted, there\u2019s 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\u2019s 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.<\/p>\n

\u201cMen\u2019s 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,\u201d says Allison Collins, co-founder and managing director of advisory firm the Consumer Collective. \u201cThis shift started with younger millennial and Gen Z men, but has stretched upwards \u2014 and now skincare is something many men are into.\u201d<\/p>\n

\"Collage <\/p>\n

(Photos by Dana Richards \/ Golden Hours)<\/p>\n

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. \u201cThat\u2019s something we\u2019re actively changing. Taking care of yourself on the outside is just as important as the inside,\u201d he says. \u201cJust like training, nutrition or recovery. Papatui removes the intimidation and makes it straightforward and focused on what men really need.\u201d<\/p>\n

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.<\/p>\n

\u201cI wanted products that feel good, are powered by high-performing formulas, and fit into a busy guy\u2019s routine. I\u2019m hands-on with everything along with our incredible team of experts,\u201d Johnson says.<\/p>\n

Another selling point is the line\u2019s availability at Target and Walmart. \u201cDwayne Johnson\u2019s line is super-approachably priced, which is good for today\u2019s market when consumers are a bit more strapped for cash,\u201d notes Collins.<\/p>\n

Johnson is especially proud of the fact that he\u2019s 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\u2019s other products including facial scrub, antiperspirant and body washes.<\/p>\n

\"Collage <\/p>\n

(Photos by Tamera Darden and John Campos \/ Loved01)<\/p>\n

After collaborating with other brands including Kiehl\u2019s and SKII, Legend\u2019s 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\u2019s website. A TikTok shop launched in early December.<\/p>\n

\u201cWe\u2019re really trying to meet our customers where they are and adjust to the way they\u2019re buying things,\u201d Legend says. \u201cWe were getting much more traction through e-commerce and so we\u2019ve really been focused on that along with television.\u201d<\/p>\n

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.<\/p>\n

\u201cWe believe that it shouldn\u2019t cost luxury prices to get the kind of care that everybody deserves,\u201d Legend says. \u201dThat 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.\u201d<\/p>\n

\u201cJohn Legend is famous for being a really good family guy and his brand is about increasing equity and how people buy into their family,\u201d says Martin.<\/p>\n

Pitt espouses a concept of simplicity in his men\u2019s skincare routine \u2014 a three-step ritual starting with cleansing, serum to target signs of aging and then cream to lock in moisture.<\/p>\n

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\u2019s website, which also boasts enthusiastic reviews from users.<\/p>\n

\u201cBrad Pitt does have a higher price point, and you could say he\u2019s leaning on ease, but it is probably much more about being premium. And of course Brad Pitt is premium,\u201d says Martin. \u201cHe is obviously very well known for being very good-looking. They\u2019ve been really smart there with the equity that Brad holds as a celebrity.\u201d<\/p>\n

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\u2019s skincare set for further growth, you can bet you\u2019ll see more Hollywood names in the space before long.<\/p>\n","protected":false},"excerpt":{"rendered":"Spirits. Cosmetics. Apparel. Fragrance. As the categories most closely associated with the rise of celebrity brands become increasingly…\n","protected":false},"author":2,"featured_media":120702,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[27],"tags":[63578,62933,18143,63575,63579,1804,57706,38911,63577,48,52,51,21023,47,50,49,63580,1555,63576,3651,63574],"class_list":{"0":"post-120701","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-los-angeles","8":"tag-beau-domaine","9":"tag-brad-pitt","10":"tag-care","11":"tag-celebrity-brand","12":"tag-cleansing-wipe","13":"tag-company","14":"tag-dwayne-johnson","15":"tag-john-legend","16":"tag-katie-martin","17":"tag-la","18":"tag-la-headlines","19":"tag-la-news","20":"tag-line","21":"tag-los-angeles","22":"tag-los-angeles-headlines","23":"tag-los-angeles-news","24":"tag-loved01","25":"tag-man","26":"tag-papatui","27":"tag-product","28":"tag-skincare"},"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/us-ca\/wp-json\/wp\/v2\/posts\/120701","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/us-ca\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/us-ca\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ca\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ca\/wp-json\/wp\/v2\/comments?post=120701"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/us-ca\/wp-json\/wp\/v2\/posts\/120701\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ca\/wp-json\/wp\/v2\/media\/120702"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/us-ca\/wp-json\/wp\/v2\/media?parent=120701"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ca\/wp-json\/wp\/v2\/categories?post=120701"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ca\/wp-json\/wp\/v2\/tags?post=120701"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}