ALSE.BEAUTY / RESEARCH LAB
Celebrity × beauty: the business behind a partnership
87 cases exploring how public figures contribute to products, brands and marketing. Documented examples, source links and clear limits to what the evidence shows.
A famous name can attract attention. Business results depend on the partner’s role in the product, the distribution model and what the company actually measures. This atlas helps you compare partnership models before designing your own project.
This is an editorial selection of historical examples, not a ranking, market census or confirmation of current contracts. Regions organise the material; they do not establish nationality or delimit sales territories. Cases sharing a video or range count as separate partner–brand relationships, not independent campaigns.
This article is available in Russian and English.
01 / MODELS
Start with the partner’s role
A partnership may combine several roles. We use its principal observable format for navigation, not as a determination of contractual structure or brand ownership.
Product collaboration
A collection or product involving a public partner. Participation in formulation, packaging and promotion must be assessed separately.
Signature line
A product range carrying the partner’s name. Licensing terms and ownership cannot be inferred from packaging alone.
Jointly built brand
Long-term involvement in building a brand. Public partnership announcements do not establish equity, control or the parties’ full obligations.
Ambassadorship
Public representation of a brand or category. It does not in itself establish product authorship or company ownership.
Campaign & activation
Content, an event, a retail mechanic or a collectible incentive connecting audience attention with an action.
02 / EVIDENCE
Numbers with different denominators
These measures cannot be added together or treated as a common success ranking. Each retains its unit, period and source.
Kay Beauty GMV · FY2025
Over INR 2.4bn in gross merchandise value according to Nykaa’s presentation. GMV is not revenue or profit. FY2025 ended on 31 March 2025.
MIV · Karen Wazen × Pantene
Launchmetrics’ estimate of media value across five Instagram placements, in its 5 August 2020 review. This is not sales or the partner’s fee.
visitors · TeddyLandia
Attendance at the four-day Maybelline × Kenia OS activation in Mexico City, 27 February–2 March 2025, according to a brand representative’s interview. These are not buyer numbers.
03 / ATLAS
Find a model relevant to your project
Choose a region, expand a case and follow its source. Search covers people, brands, descriptions and models. Original numbering is retained; no. 42 appears in the editorial note.
Cases found: 87
No matches. Try a brand name or select all models.
01United States
8 / cases
Limited collections, charitable campaigns and retail product launches.
01Safiya Nygaard × ColourPop
Product collaboration · 2019
Safiya Nygaard × ColourPop
Product collaboration · 2019<24 h
What the evidence shows
Vogue Business reported a sell-out within 24 hours of the October 2019 lipstick launch. Inventory size was not disclosed.
A question for your project
What does the partner create, and who is responsible for the product?
02Shane Dawson × Jeffree Star Cosmetics
Product collaboration · 2019
Shane Dawson × Jeffree Star Cosmetics
Product collaboration · 2019$54m MIV
What the evidence shows
Launchmetrics reported $54m in MIV for Conspiracy Collection from 24 September 2019 to its December review. This is media value, not revenue.
A question for your project
What does the partner create, and who is responsible for the product?
03Doja Cat × BH Cosmetics
Product collaboration · 2021
Doja Cat × BH Cosmetics
Product collaboration · 2021BH + Ulta
What the evidence shows
BH Cosmetics’ 27 September 2021 release confirms the Doja Cat collection and an Ulta launch on 3 October. It does not disclose sales.
A question for your project
What does the partner create, and who is responsible for the product?
04Lady Gaga + Cyndi Lauper × MAC VIVA GLAM
Ambassadorship · Archive
Lady Gaga + Cyndi Lauper × MAC VIVA GLAM
Ambassadorship · ArchiveVIVA GLAM
What the evidence shows
MAC lists Lady Gaga and Cyndi Lauper in VIVA GLAM’s history. The programme’s total charitable fundraising cannot be attributed to these two ambassadors.
A question for your project
Which market, category and term does the partner represent?
05Miley Cyrus × MAC VIVA GLAM
Ambassadorship · Archive
Miley Cyrus × MAC VIVA GLAM
Ambassadorship · ArchiveVIVA GLAM
What the evidence shows
Miley Cyrus’ participation is documented in MAC’s VIVA GLAM history. The source does not disclose her campaign’s individual profit.
A question for your project
Which market, category and term does the partner represent?
06Ariana Grande × MAC VIVA GLAM
Ambassadorship · Archive
Ariana Grande × MAC VIVA GLAM
Ambassadorship · ArchiveVIVA GLAM
What the evidence shows
MAC confirms Ariana Grande’s VIVA GLAM participation. This is a named campaign; video views are not used as a substitute for sales.
A question for your project
Which market, category and term does the partner represent?
07Megan Thee Stallion × Revlon
Ambassadorship · 2020
Megan Thee Stallion × Revlon
Ambassadorship · 20202020
What the evidence shows
Revlon named Megan Thee Stallion a global brand ambassador on 6 August 2020. An appointment establishes a communications role, not financial performance.
A question for your project
Which market, category and term does the partner represent?
08Aaliyah Estate × MAC
Signature line · 2018
Aaliyah Estate × MAC
Signature line · 2018Collector’s set
What the evidence shows
CBS documents the Aaliyah for MAC collection released in 2018.
A question for your project
Who owns the name, formulas and rights to continue the range?
02Canada & Mexico
8 / cases
Signature products, pharmacy distribution and physical activations.
09Samantha Ravndahl × MAC Cosmetics
Product collaboration · Archive
Samantha Ravndahl × MAC Cosmetics
Product collaboration · ArchiveSignature shade
What the evidence shows
MAC Canada’s collection page documents Samantha Ravndahl’s lipstick and input on texture. Financial performance is not disclosed.
A question for your project
What does the partner create, and who is responsible for the product?
10Justin Bieber × Give Back Brands
Signature line · 2011–2012
Justin Bieber × Give Back Brands
Signature line · 2011–2012No.1 · launch
What the evidence shows
An Elizabeth Arden release filed with the SEC in 2012 identifies Someday as the top 2011 women’s fragrance launch in US department stores, citing NPD.
A question for your project
Who owns the name, formulas and rights to continue the range?
11Justin Bieber × Nicole by OPI
Signature line · 2010–2011
Justin Bieber × Nicole by OPI
Signature line · 2010–20111m bottles
What the evidence shows
TIME reported one million Nicole by OPI bottles sold since mid-December in its 12 February 2011 article. This is a press report, not audited reporting.
A question for your project
Who owns the name, formulas and rights to continue the range?
12Céline Dion × L’Oréal Paris
Ambassadorship · 2019
Céline Dion × L’Oréal Paris
Ambassadorship · 20192019
What the evidence shows
Céline Dion’s official website announced her appointment as a global L’Oréal Paris spokesperson on 2 April 2019. Campaign economics are not provided.
A question for your project
Which market, category and term does the partner represent?
13Salma Hayek × CVS/pharmacy
Product collaboration · 2011
Salma Hayek × CVS/pharmacy
Product collaboration · 2011100+ products
What the evidence shows
CVS announced Nuance Salma Hayek in 2011 with over 100 products across four categories. This describes the launch assortment, not units sold.
A question for your project
What does the partner create, and who is responsible for the product?
14Yuya × Republic Cosmetics
Signature line · Catalogue
Yuya × Republic Cosmetics
Signature line · CatalogueNamed range
What the evidence shows
Republic Cosmetics publishes a dedicated Yuya catalogue. This confirms the named range, not its ownership structure or profitability.
A question for your project
Who owns the name, formulas and rights to continue the range?
15Kenia OS × Maybelline New York
Campaign & activation · 2025
Kenia OS × Maybelline New York
Campaign & activation · 20253,000+ visitors
What the evidence shows
InformaBTL reported over 3,000 attendees and 300 creators at Teddy Landia on 27 February–2 March 2025. Kenia OS promoted Teddy Tint.
A question for your project
How will you measure the path from exposure to purchase?
16Eiza González × Neutrogena
Ambassadorship · 2015
Eiza González × Neutrogena
Ambassadorship · 20152015
What the evidence shows
Eiza González’s Neutrogena appointment was reported in March 2015. The source supports an endorsement, not product co-creation.
A question for your project
Which market, category and term does the partner represent?
03Brazil & the Caribbean
8 / cases
Partner ranges and engagement with local cultural audiences.
17Rihanna × MAC Cosmetics
Product collaboration · 2013
Rihanna × MAC Cosmetics
Product collaboration · 20133 hours · online
What the evidence shows
E! reported RiRi Woo’s online sell-out within three hours in 2013.
A question for your project
What does the partner create, and who is responsible for the product?
18Bianca Andrade × Payot
Product collaboration · 2018–2023
Bianca Andrade × Payot
Product collaboration · 2018–20232018–2023
What the evidence shows
Forbes Brasil reported the Boca Rosa Beauty–Payot partnership ended in 2023 before an independent launch. This atlas examines that earlier collaboration.
A question for your project
What does the partner create, and who is responsible for the product?
19Niina Secrets × Eudora
Signature line · Catalogue
Niina Secrets × Eudora
Signature line · Catalogue3 categories
What the evidence shows
Eudora describes Niina Secrets as a partnership spanning makeup, fragrance and skincare. Catalogue expansion is visible; it does not by itself establish profitability.
A question for your project
Who owns the name, formulas and rights to continue the range?
20Camila Coelho × Lancôme
Product collaboration · 2018
Camila Coelho × Lancôme
Product collaboration · 20182018
What the evidence shows
Camila Coelho presented her Lancôme lipstick collection on her own website on 6 September 2018, directly documenting her participation.
A question for your project
What does the partner create, and who is responsible for the product?
21Pabllo Vittar × Avon
Campaign & activation · 2017
Pabllo Vittar × Avon
Campaign & activation · 2017Campaign · 2017
What the evidence shows
The portfolio for Avon’s ‘E aí, tá pronta?’ campaign identifies Pabllo Vittar, Iza and Mari Mello. It does not disclose campaign revenue.
A question for your project
How will you measure the path from exposure to purchase?
22Juliette × Avon
Product collaboration · 2022
Juliette × Avon
Product collaboration · 2022Bonita · 2022
What the evidence shows
Cosmetic Innovation documents Avon’s limited Bonita collection with Juliette, presented to the press in January 2022.
A question for your project
What does the partner create, and who is responsible for the product?
23Anitta × Natura
Product collaboration · 2026
Anitta × Natura
Product collaboration · 2026Ekos · 2026
What the evidence shows
A 31 July 2026 trade report describes the limited Natura Ekos Equilibrivm collection with Anitta. It documents a launch, not sales performance.
A question for your project
What does the partner create, and who is responsible for the product?
24Mariana Saad × Payot
Product collaboration · 2017
Mariana Saad × Payot
Product collaboration · 20176 shades
What the evidence shows
Cosmetic Innovation documents Payot and Mariana Saad’s six-shade matte liquid lipstick collection in 2017.
A question for your project
What does the partner create, and who is responsible for the product?
04Europe
8 / cases
Designer collections, signature ranges and long-term brand relationships.
25Victoria Beckham × Estée Lauder
Product collaboration · 2017
Victoria Beckham × Estée Lauder
Product collaboration · 20172nd collection
What the evidence shows
Estée Lauder announced its second limited collection with Victoria Beckham on 27 July 2017. Repeat collaboration is documented; financial returns are not disclosed.
A question for your project
What does the partner create, and who is responsible for the product?
26Kate Moss × Rimmel London
Signature line · 2016
Kate Moss × Rimmel London
Signature line · 201615-year anniversary
What the evidence shows
Rimmel describes the Kate Moss anniversary collection as celebrating 15 years together. This is a historical milestone, not a claim about today’s contract.
A question for your project
Who owns the name, formulas and rights to continue the range?
27Rosie Huntington-Whiteley × Marks & Spencer Autograph
Product collaboration · 2016
Rosie Huntington-Whiteley × Marks & Spencer Autograph
Product collaboration · 2016Rosie for Autograph
What the evidence shows
In a 2016 British Vogue interview, Rosie Huntington-Whiteley discusses her Marks & Spencer makeup range, documenting product involvement beyond campaign modelling.
A question for your project
What does the partner create, and who is responsible for the product?
28Alexa Chung × Eyeko
Product collaboration · 2013
Alexa Chung × Eyeko
Product collaboration · 20132013
What the evidence shows
A November 2013 interview with Alexa Chung and Eyeko founder Nina Leykind documents their joint launch. Equity and profit details are not established.
A question for your project
What does the partner create, and who is responsible for the product?
29Rita Ora × Rimmel London
Product collaboration · 2013–2014
Rita Ora × Rimmel London
Product collaboration · 2013–2014Collection · 2014
What the evidence shows
Coty announced a Rimmel London capsule collection with Rita Ora for 2014. A launch announcement does not establish commercial success.
A question for your project
What does the partner create, and who is responsible for the product?
30Claudia Schiffer × ARTDECO
Product collaboration · 2017
Claudia Schiffer × ARTDECO
Product collaboration · 2017Collection · 2017
What the evidence shows
Cosmetics Business documented Claudia Schiffer’s ARTDECO collection launching in September 2017, spanning face, eye, lip and nail products.
A question for your project
What does the partner create, and who is responsible for the product?
31Chiara Ferragni × Lancôme
Product collaboration · 2019
Chiara Ferragni × Lancôme
Product collaboration · 2019Capsule · 2019
What the evidence shows
Chiara Ferragni Brand documents the 2019 Lancôme capsule. It confirms that collection, not every subsequent campaign.
A question for your project
What does the partner create, and who is responsible for the product?
32NikkieTutorials × OFRA
Product collaboration · 2017
NikkieTutorials × OFRA
Product collaboration · 2017Relaunch
What the evidence shows
OFRA reported relaunching the NikkieTutorials collection after an initial sell-out. The post does not disclose inventory size or profitability.
A question for your project
What does the partner create, and who is responsible for the product?
05Russia
8 / cases
Creator products and participation: separating assortment from performance claims.
33Alyona Vodonaeva × Rada Russkikh
Ambassadorship · 2023
Alyona Vodonaeva × Rada Russkikh
Ambassadorship · 2023Interview · 2023
What the evidence shows
A joint HELLO! interview on 12 October 2023 identifies Alyona Vodonaeva as an ambassador for Rada Russkikh cosmetics. It provides no collaboration sales data.
A question for your project
Which market, category and term does the partner represent?
34Klava Koka × Organic Kitchen
Product collaboration · 2022
Klava Koka × Organic Kitchen
Product collaboration · 2022Range · 2022
What the evidence shows
Klava Koka described choosing fragrances, textures and packaging with Organic Kitchen for an exclusive Magnit Cosmetic launch. This does not establish independent formula development.
A question for your project
What does the partner create, and who is responsible for the product?
35Alyona Shvets × Beauty Bomb
Campaign & activation · Archive
Alyona Shvets × Beauty Bomb
Campaign & activation · ArchiveBeauty Dacha
What the evidence shows
Production company VSRAP lists Alyona Shvets’ Beauty Dacha for Beauty Bomb in its portfolio. This establishes the advertising project; no view counter is used.
A question for your project
How will you measure the path from exposure to purchase?
36Adel Miftakhova × Organic Kitchen
Product collaboration · Through 2026
Adel Miftakhova × Organic Kitchen
Product collaboration · Through 2026Historical range
What the evidence shows
T—J reported in spring 2026 that Organic Kitchen’s Don’t Touch My Face range was being discontinued. The historical collaboration is distinct from Adel Miftakhova’s separate brand.
A question for your project
What does the partner create, and who is responsible for the product?
37Masha Vorslav × Organic Kitchen
Product collaboration · 2019
Masha Vorslav × Organic Kitchen
Product collaboration · 2019Glass Skin
What the evidence shows
A 2019 Organic Kitchen product review identifies Masha Vorslav’s Glass Skin cream. A consumer review establishes a product example, not sales volume.
A question for your project
What does the partner create, and who is responsible for the product?
38Sasha Smith × Organic Kitchen
Product collaboration · 2019
Sasha Smith × Organic Kitchen
Product collaboration · 2019Creator product
What the evidence shows
An Organic Kitchen review identifies Sasha Smith’s liquid eye patches. This is consumer-source product evidence; commercial figures are unknown.
A question for your project
What does the partner create, and who is responsible for the product?
39Sergey Ostrikov × Organic Kitchen
Product collaboration · 2019
Sergey Ostrikov × Organic Kitchen
Product collaboration · 2019Creator product
What the evidence shows
An Organic Kitchen review identifies Sergey Ostrikov’s mask. The atlas does not reproduce unverified claims about formula efficacy.
A question for your project
What does the partner create, and who is responsible for the product?
40Olga Marquez × Organic Kitchen
Product collaboration · Archive
Olga Marquez × Organic Kitchen
Product collaboration · ArchiveCreator product
What the evidence shows
Ya Pokupayu’s Organic Kitchen collaboration feature includes Olya Marquez’s product. It supports attribution, not efficacy or sales claims.
A question for your project
What does the partner create, and who is responsible for the product?
06China
7 / cases
Ambassadorship, digital channels and reputational exposure.
41Yang Mi × Estée Lauder
Ambassadorship · 2017
Yang Mi × Estée Lauder
Ambassadorship · 2017Interview · 2017
What the evidence shows
A Jing Daily executive interview connects Yang Mi with Estée Lauder’s local strategy. Its over-170% growth claim is not treated as a causal estimate: the comparison baseline is unspecified.
A question for your project
Which market, category and term does the partner represent?
43Zhou Xun × DECORTÉ
Ambassadorship · 2020
Zhou Xun × DECORTÉ
Ambassadorship · 2020DECORTÉ · 2020
What the evidence shows
KOSÉ’s 29 October 2020 release announces Zhou Xun as a DECORTÉ ambassador. It establishes the appointment, not sales growth.
A question for your project
Which market, category and term does the partner represent?
44Zhao Liying × Givenchy Beauty
Ambassadorship · 2025
Zhao Liying × Givenchy Beauty
Ambassadorship · 2025Le Rouge · 2025
What the evidence shows
Cosmetics Business reported Zhao Liying’s appointment as Givenchy Beauty global ambassador and participation in its Le Rouge Velvet Matte campaign in 2025.
A question for your project
Which market, category and term does the partner represent?
45Lu Han × Gucci Beauty
Ambassadorship · 2021
Lu Han × Gucci Beauty
Ambassadorship · 2021Gucci Beauty
What the evidence shows
Gucci’s official video features Lu Han in a fragrance and makeup campaign, establishing a beauty-specific partnership beyond fashion.
A question for your project
Which market, category and term does the partner represent?
46Li Jiaqi × Florasis
Campaign & activation · 2023
Li Jiaqi × Florasis
Campaign & activation · 2023Livestream commerce
What the evidence shows
Dao Insights examines Li Jiaqi’s Florasis promotion and the September 2023 reputational crisis. The case also illustrates dependence on a single livestream host.
A question for your project
How will you measure the path from exposure to purchase?
47Fan Bingbing × L’Oréal Paris
Campaign & activation · Archive
Fan Bingbing × L’Oréal Paris
Campaign & activation · ArchiveL’Oréal Paris
What the evidence shows
MGI’s portfolio documents Fan Bingbing’s Cannes-centred campaign with L’Oréal Paris and Mindshare. The submitted manuscript’s Lancôme attribution is corrected here.
A question for your project
How will you measure the path from exposure to purchase?
48Hua Chenyu × Estée Lauder
Campaign & activation · 2018
Hua Chenyu × Estée Lauder
Campaign & activation · 2018Campaign · 2018
What the evidence shows
Jing Daily examines Estée Lauder’s Hua Chenyu lipstick campaign in August 2018. Its focus is the WeChat-to-purchase journey, not isolated profit.
A question for your project
How will you measure the path from exposure to purchase?
07Middle East
8 / cases
Regional brand faces and media value, distinguished from commercial revenue.
49Karen Wazen × Pantene Arabia
Campaign & activation · 2020
Karen Wazen × Pantene Arabia
Campaign & activation · 2020$1.3m MIV
What the evidence shows
In its 5 August 2020 review, Launchmetrics valued five Karen Wazen Instagram placements for Pantene Arabia at $1.3m MIV, a modelled measure of media impact.
A question for your project
How will you measure the path from exposure to purchase?
50Karen Wazen × Roberto Cavalli Paradiso
Ambassadorship · 2022
Karen Wazen × Roberto Cavalli Paradiso
Ambassadorship · 2022$667k MIV
What the evidence shows
Launchmetrics reported $667k MIV across 57 Paradiso campaign placements in its 20 April 2022 review. This is neither contract value nor perfume sales.
A question for your project
Which market, category and term does the partner represent?
51Nadine Nassib Njeim × MAC Cosmetics
Product collaboration · 2020
Nadine Nassib Njeim × MAC Cosmetics
Product collaboration · 2020Mosaic Masterpiece
What the evidence shows
Harper’s Bazaar Arabia documents MAC’s limited Mosaic Masterpiece Collection with Nadine Nassib Njeim. The collection is established; its financial result is not disclosed.
A question for your project
What does the partner create, and who is responsible for the product?
52Aseel Omran × L’Oréal Paris Middle East
Ambassadorship · 2026
Aseel Omran × L’Oréal Paris Middle East
Ambassadorship · 2026Shared campaign
What the evidence shows
L’Oréal Paris Middle East’s official video features Aseel Omran and Yasmine Sabri. Its total views must not be counted twice as two independent campaigns.
A question for your project
Which market, category and term does the partner represent?
53Yasmine Sabri × L’Oréal Paris Middle East
Ambassadorship · 2026
Yasmine Sabri × L’Oréal Paris Middle East
Ambassadorship · 2026Shared campaign
What the evidence shows
Yasmine Sabri appears in the same L’Oréal Paris Middle East video as Aseel Omran. This card documents her role, not additional reach.
A question for your project
Which market, category and term does the partner represent?
54Balqees Fathi × Guerlain
Ambassadorship · 2024
Balqees Fathi × Guerlain
Ambassadorship · 2024Appointment · 2024
What the evidence shows
Campaign Middle East reported Balqees Fathi as Guerlain’s first Emirati ambassador, quoting its regional manager. The role refers to the 2024 announcement.
A question for your project
Which market, category and term does the partner represent?
55Joelle Mardinian × Max Factor
Ambassadorship · Archive
Joelle Mardinian × Max Factor
Ambassadorship · ArchiveSince 2010 · brand account
What the evidence shows
Max Factor describes Joelle Mardinian as its official makeup artist and Middle East creative director since 2010, a professional role beyond a single ad placement.
A question for your project
Which market, category and term does the partner represent?
56Mohammed Hindash × Guerlain
Ambassadorship · 2025
Mohammed Hindash × Guerlain
Ambassadorship · 2025Appointment · 2025
What the evidence shows
Harper’s Bazaar Arabia reported Mohammed Hindash’s appointment as Guerlain’s first regional Middle East makeup ambassador on 16 May 2025.
A question for your project
Which market, category and term does the partner represent?
08Japan
8 / cases
Artistic collaborations, beauty campaigns and signature products.
09South Korea
8 / cases
Fandom, repeat partnerships and retail incentives.
65Jennie × HERA
Ambassadorship · 2019–2024
Jennie × HERA
Ambassadorship · 2019–20246th year · 2024
What the evidence shows
On 1 April 2024, Amorepacific described HERA’s sixth consecutive year with Jennie, beginning in 2019. This is not a new six-year future contract.
A question for your project
Which market, category and term does the partner represent?
66Jisoo × Dior Beauty
Ambassadorship · Archive
Jisoo × Dior Beauty
Ambassadorship · ArchiveFashion + beauty
What the evidence shows
Dior explicitly identifies Jisoo as an ambassador for both fashion and beauty, distinguishing the beauty relationship from fashion-only participation.
A question for your project
Which market, category and term does the partner represent?
67IU × Estée Lauder
Ambassadorship · 2024
IU × Estée Lauder
Ambassadorship · 2024Appointment · 2024
What the evidence shows
Estée Lauder announced IU as a global brand ambassador on 11 April 2024. The appointment is documented; its individual sales contribution is not disclosed.
A question for your project
Which market, category and term does the partner represent?
68EXO × Nature Republic
Ambassadorship · Archive
EXO × Nature Republic
Ambassadorship · ArchiveRepeat activations
What the evidence shows
Nature Republic’s corporate history lists multiple EXO activations. This documents audience engagement over time, not an undisclosed contract return.
A question for your project
Which market, category and term does the partner represent?
69NCT 127 × Nature Republic
Ambassadorship · 2020
NCT 127 × Nature Republic
Ambassadorship · 2020Appointment · 2020
What the evidence shows
Nature Republic’s corporate history records its NCT 127 contract in 2020. The submitted manuscript’s unverified 15,000 Herbology sales claim is removed.
A question for your project
Which market, category and term does the partner represent?
70BTS × VT Cosmetics
Signature line · Archive
BTS × VT Cosmetics
Signature line · ArchiveCollaboration range
What the evidence shows
VT Cosmetics’ brand history lists its BTS collaboration range and fragrance. The categories are documented; isolated sales are not provided.
A question for your project
Who owns the name, formulas and rights to continue the range?
71Stray Kids × NACIFIC
Campaign & activation · Catalogue
Stray Kids × NACIFIC
Campaign & activation · CatalogueSets + photo cards
What the evidence shows
Coréelle’s catalogue lists NACIFIC × Stray Kids skincare sets with photo cards. This illustrates a collectible purchase incentive; sell-out and profit are not established.
A question for your project
How will you measure the path from exposure to purchase?
72Taeyeon × Banila Co
Ambassadorship · 2016
Taeyeon × Banila Co
Ambassadorship · 2016Appointment · 2016
What the evidence shows
Soompi reported Taeyeon’s Banila Co spokesmodel appointment in September 2016. It confirms modelling, not formula creation.
A question for your project
Which market, category and term does the partner represent?
10India
8 / cases
From ambassador to jointly built brand: different levels of participation.
73Katrina Kaif × Nykaa
Jointly built brand · FY2025
Katrina Kaif × Nykaa
Jointly built brand · FY2025₹240+ crore GMV
What the evidence shows
Nykaa’s FY2025 presentation reports over ₹240 crore GMV for Kay Beauty. This is merchandise value, not revenue or profit, for the financial year ended 31 March 2025.
A question for your project
How are investment, control and future value shared?
74Sabyasachi Mukherjee × Estée Lauder
Product collaboration · 2024
Sabyasachi Mukherjee × Estée Lauder
Product collaboration · 202410 shades
What the evidence shows
Estée Lauder describes ten limited-edition Sabyasachi lipsticks in its 12 March 2024 feature. The number measures assortment, not demand.
A question for your project
What does the partner create, and who is responsible for the product?
75Masaba Gupta × Nykaa
Product collaboration · 2019
Masaba Gupta × Nykaa
Product collaboration · 2019Lipsticks + nail polish
What the evidence shows
Nykaa documents Masaba’s lipstick and nail-polish collection featuring the designer’s visual identity. The assortment is confirmed by the company’s own publication.
A question for your project
What does the partner create, and who is responsible for the product?
76Manish Malhotra × MyGlamm
Signature line · Catalogue
Manish Malhotra × MyGlamm
Signature line · CatalogueArtisanal Skincare
What the evidence shows
MyGlamm’s product page documents the Manish Malhotra skincare range. Its ingredient marketing claims are not treated here as independent efficacy evidence.
A question for your project
Who owns the name, formulas and rights to continue the range?
77Kareena Kapoor Khan × Lakmé
Product collaboration · Catalogue
Kareena Kapoor Khan × Lakmé
Product collaboration · CatalogueLakmé Absolute
What the evidence shows
Lakmé’s official page presents the Kareena Kapoor Khan collection for lips, eyes and face. It establishes the assortment, not financial performance.
A question for your project
What does the partner create, and who is responsible for the product?
78Priyanka Chopra Jonas × Max Factor
Ambassadorship · 2021
Priyanka Chopra Jonas × Max Factor
Ambassadorship · 2021Two roles
What the evidence shows
Max Factor’s 1 July 2021 release names Priyanka Chopra Jonas global ambassador and creative collaborator. These roles do not imply brand ownership.
A question for your project
Which market, category and term does the partner represent?
79Aishwarya Rai Bachchan × L’Oréal Paris
Ambassadorship · Archive
Aishwarya Rai Bachchan × L’Oréal Paris
Ambassadorship · ArchiveCannes platform
What the evidence shows
L’Oréal Paris publishes Aishwarya Rai’s Cannes look with its products, documenting a communications platform rather than a separate celebrity-owned cosmetics brand.
A question for your project
Which market, category and term does the partner represent?
80Athiya Shetty × Just Herbs
Ambassadorship · 2023
Athiya Shetty × Just Herbs
Ambassadorship · 2023Appointment · 2023
What the evidence shows
ET BrandEquity reported Athiya Shetty as the face of Just Herbs makeup in June 2023. Store count is not attributed to her involvement.
A question for your project
Which market, category and term does the partner represent?
11Southeast Asia
8 / cases
Local audiences, collections and launches through specific channels.
81Lisa × MAC Cosmetics
Product collaboration · 2021
Lisa × MAC Cosmetics
Product collaboration · 2021M·A·C × L
What the evidence shows
Harper’s Bazaar Singapore documents Lisa’s curated M·A·C × L collection in November 2021, a product collaboration distinct from general ambassadorship.
A question for your project
What does the partner create, and who is responsible for the product?
82Bright Vachirawit + Win Metawin × Cathy Doll
Ambassadorship · 2025
Bright Vachirawit + Win Metawin × Cathy Doll
Ambassadorship · 2025Cathy Doll
What the evidence shows
Karmart representatives identify Bright and Win as Cathy Doll representatives in an SCMP interview. Company-wide results are not attributed to the pair without a separate analysis.
A question for your project
Which market, category and term does the partner represent?
83Baifern Pimchanok × SK-II
Ambassadorship · 2024
Baifern Pimchanok × SK-II
Ambassadorship · 2024Regional role
What the evidence shows
Vogue Singapore’s SK-II partnership feature of 26 August 2024 presents Baifern as a regional ambassador. It is branded content, not an independent performance assessment.
A question for your project
Which market, category and term does the partner represent?
84Maine Mendoza × MAC Cosmetics
Product collaboration · 2018
Maine Mendoza × MAC Cosmetics
Product collaboration · 20181 minute · Lazada
What the evidence shows
On 21 September 2018, Cebu Daily News reported Maine Mendoza’s lipstick sold out on Lazada in one minute, citing MAC Philippines. The claim concerns that platform and inventory.
A question for your project
What does the partner create, and who is responsible for the product?
85Kathryn Bernardo × Happy Skin
Product collaboration · 2019
Kathryn Bernardo × Happy Skin
Product collaboration · 2019Repeat collection
What the evidence shows
BusinessWorld documents a new Happy Skin collaboration with Kathryn Bernardo in April 2019. Repeat work shows continuity, not guaranteed profitability.
A question for your project
What does the partner create, and who is responsible for the product?
86Nadine Lustre × BYS
Product collaboration · 2018
Nadine Lustre × BYS
Product collaboration · 2018Lustrous · 2018
What the evidence shows
The Beauty Junkee’s March 2018 review documents Nadine Lustre’s limited Lustrous collection with BYS. It is a product review, not a sales report.
A question for your project
What does the partner create, and who is responsible for the product?
87Andrea Brillantes × Careline
Ambassadorship · Archive
Andrea Brillantes × Careline
Ambassadorship · ArchiveCareline Girl Gang
What the evidence shows
Careline’s official video presents Andrea Brillantes as the brand’s face. This establishes an advertising role; video views do not equal purchases.
A question for your project
Which market, category and term does the partner represent?
88Maudy Ayunda × L’Oréal Paris Indonesia
Ambassadorship · 2016
Maudy Ayunda × L’Oréal Paris Indonesia
Ambassadorship · 2016Indonesia · 2016
What the evidence shows
Marketeers quotes L’Oréal Paris on Maudy Ayunda’s appointment as an Indonesian ambassador in 2016. The local role is not presented as global.
A question for your project
Which market, category and term does the partner represent?
04 / METHOD
How to read the evidence
01 / Participation
A release, catalogue or official video establishes a relationship. A sales claim requires separate evidence.
02 / Period
The year identifies the selected source or described event. Archive and catalogue labels do not establish an active contract when you read the page.
03 / Outcome
Reach, MIV, GMV, revenue and profit measure different things. A fast sell-out without inventory size does not establish business scale.
04 / Attribution
Brand growth can coincide with a campaign and have other causes. Isolating a partner’s contribution requires comparison, control data and an agreed attribution method.
Changes made after review
The core selection contains 87 of the 88 submitted examples. Evidence for Angelababy × Dior establishes a fashion ambassadorship, insufficient to present this material as a separate beauty case.
Fan Bingbing’s example is corrected to the documented L’Oréal Paris campaign. The submitted Lancôme attribution is not used.
Unsubstantiated sales, changing social counters and company-wide results attributed to individual partners have been removed from comparisons.
Angelababy × Dior: context in Business of Fashion ↗Which model should your brand investigate?
Begin with the objective: a new product, audience access or repeat purchase. A research project can compare partners, channels, costs, content rights and pilot criteria. Celebrity participation alone does not guarantee commercial results.