Why celebs like Dwayne Johnson and John Legend are getting into the skincare business

This is read by an automated voice.Please report any issues or inconsistencies here.

Spirits.Cosmetics.

Apparel.Fragrance.

As the categories most closely associated with the rise of celebrity brands become increasingly saturated, A-list talent is venturing into new terrain — and taking on names like Clinique, L’Oreal, Kiehl’s and Harry’s in the process.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’s skincare, which was estimated at $18 billion in 2025 and is projected to nearly double by 2034, according to Precedence Research.“Beauty is almost becoming its own genre, like music and sports,” says Katie Martin, executive vice president and managing director of e-commerce and marketing agency Front Row.“It’s becoming more genderless, community-based and something people talk about and share.”Even as men’s shaving products and fragrances aligned with celebrities — think Johnny Depp for Dior’s Sauvage — have long been accepted, there’s 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’s 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.“Men’s 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,” says Allison Collins, co-founder and managing director of advisory firm the Consumer Collective.“This shift started with younger millennial and Gen Z men, but has stretched upwards — and now skincare is something many men are into.”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 m...