Beauty

Marketing Playbook

Beauty is slowing. Health and wellness is booming. Here come the celebrities

By Emily Jensen

Sep 29, 2025

In recent years, celebrity-backed beauty brands have become a dime a dozen. But in 2025, as skin-care and cosmetics face a sales slump and wellness continues to rise, celebrities like Queen Latifah, Serena Williams and Vanessa Hudgens are now lending their star power to health and wellness companies.

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