For years, the face of a celebrity was the golden ticket to success in the beauty industry. Celebrity endorsement ruled campaigns, newsstands and headlines. But something has changed. Today’s consumer is different: more informed, more critical, and eager to take an active role.
In this new era, personal branding is no longer just about image; it’s about involvement, co-creation, and value proposition. Authenticity is no longer a bonus – it’s a fundamental requirement. It’s no longer enough to lend a name or face to a product: now, it’s expected that the person has been involved from the briefing stage, to the formulation, testing, and community dialogue.
From endorsement to co-creation
Brands like Rare Beauty and Fenty Beauty are pioneers of this shift. Beyond the popularity of their founders, what sets them apart is the ability to craft a distinct, consistent narrative with a clear vision of personal care.
This change is also evident in more genuine and collaborative partnerships, where creators and brands align from the very beginning. A great example is Flor de Mayo’s collaboration with Adrián Carrera (known as “La Nariz de España”): a fragrance collection that not only smells amazing, but tells a story. Inspired by emotions and dreamlike states, with imagery generated by artificial intelligence, they’ve managed to build a unique sensory universe that also resonates commercially.
Similarly, Kerala Essence, created by pharmacist Helena Rodero in collaboration with LICO Cosmetics, shows how expert knowledge can inspire real trust and efficacy. Meanwhile, Toty, a project between actress Sofía Vergara and Cantabria Labs, combines sun protection, make-up and diversity in an innovative, functional offer.
The personal is professional
This evolution changes not only how products are developed, but how they’re communicated. Public figures are no longer just brand ambassadors: they are co-designers, co-creators, and above all, storytellers with purpose.
As beauty communications professionals, understanding this shift is essential. We’re no longer talking about campaign imagery – we’re talking about real collaborations. About long-term relationships. About building from essence, not just from aesthetics.
Would you like to know how your brand can connect with this new generation of consumers and creators? At Canela, we’ve got the experience, the team, and the ideas to help youco-create with purpose. Write to us and let’s have a chat.
Mercedes González is Senior Account Manager & Beauty specialist
