Watch out celebs and influencers, professional beauty brands are taking back the industry.

Watch out celebs and influencers, professional beauty brands are taking back the industry. In 2019, YPulse told you how celebrity makeup will be Gen Z’s celebrity perfume, and for a time, it seemed as though just about every celebrity was releasing their own cosmetics or skin care line, and influencers were coming out with brand collabs left and right. But now, young consumers are growing tired of the overwhelming number of products. And while celeb beauty brands are toning it down, professional OGs (like Pat McGrath and Bobbie Brown) are reclaiming the space. According to NPD data, “celebrity beauty brands only account for 7% of sales in the U.S. beauty market,” and for young consumers, “authenticity is the new currency, and unfortunately for the celebrities, the people just aren’t buying it from them anymore.” Gen Z and Millennials are chiming in on TikTok, saying celeb brands are “just glorified merch at this point” and that even the “brands that supposedly do it right [like Hailey Bieber’s Rhode Beauty] still have trouble escaping the cloud of doubt that’s cast over the entire genre.” (Fashionista)