From Pharrell Williams to Brad Pitt, the stars take the beauty

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During the men’s fashion shows for spring-summer 2024, Pharrell Williams, making his debut with his highly anticipated collection as creative director of Louis Vuitton, issued a statement in which he announced that the skincare of the models on the catwalk was signed by Humanrace, his brand founded in 2020 and which, despite his multiple activities – designer / pop star / music producer – he has never neglected. “Besides,” he explains Pharrell“Humanrace serves to improve the quality of life. It is a brand that democratizes well-being. It is not like others who promise. My products ensure results, solutions and sensations. And sensations are important: we live in a world that needs it badly”.

Pharell William founded Humanrace in 2020

The idea of dealing with cosmetics came to him by chance. “I vividly remember that years ago Naomi Campbell told me I had to start taking care of my skin,” she says. “Then I met Elena Jones (star dermatologist, ed) who taught me the importance of having a routine and I began to follow it diligently. Cleansing, exfoliating and hydrating are not habits that are instilled in men”, hence the need to found a brand. Which, like all the creations of the author of Happy, sold out the first week after its online debut and gave way to an all-male beauty entrepreneurship.
If that is, in the past, the so-called “celebrity brands” were a female prerogative, from Pharrell onwards men arrived, beating the competition. Any examples? Harry Styles created Pleasing (November 2021), Brad Pitt Le Domaine (September 2022), Jared Leto Twentynine Palms (October 2022) and lastly, Evan Mock launched Good Weird (March 2023).

The triumph of men in beauty was already recorded in the role of testimonial. Suffice it to mention Johnny Deppwho despite the troubled past and the charm not comparable to that of the past, has been confirmed as the face of Dior Sauvage with an agreement of 20 million dollars. Bernard ArnaultCEO of the giant Lvmh, confirms that “Sauvage’s success was driven precisely by Depp’s image”.
In Rue Cambon, where Timothee Chalamet took the inheritance of Bleu de Chanel, after the death of actor Gaspard Ulliel, large numbers are expected considering that the market for men’s perfumes, according to Euromonitor, is expected to grow globally by 2025 to 19.6 billion dollars. Other strategic faces are the Duke of Bridgerton Regé-Jean Page for Armani Code and the tormented Stranger Things Charlie Eaton for Paco Rabanne’s Phantom. Elliot Page, testimonials Gucci Guilty and rapper Lyl Nas X, for Yves Saint Laurent Beauty make-up, were instead chosen to express an inclusive message with their non-binary identity.

Evan Mock is creative director by Good Weird — Evan Mock is Creative Director of Good Weird

But if the testimonial is a job that men have managed since the times when Alain Delonby the pool, advertised Sauvage by Dior, founding a skincare brand (or nail polish as in the case of Harry Styles) is unprecedented. In fact, it is a question of entering into the merits of formulas, productions, vision. “Brad (Pitt, ed) is involved in all the key decisions related to Le Domaine skincare. He has been instrumental in the design and philosophy of the brand (organic, circular, upcycling…). He loves testing the cosmetics we are developing and is very demanding in terms of the pleasantness of the textures and the effectiveness of the formulas”, he says Marc Perrin, co-founder of the company. The brand, according to Perrin, is doing very well: “We have excellent feedback and a very high reorder rate”. Brad Pitt’s skincare purchases “are 55 percent men and 45 percent women. Those who want to age well and are looking for clean, truly effective cosmetics”. Younger and more transversal is the target of Good Weird, a hybrid brand of make-up and creams of which Evan Mockactor (Gossip Girl), skateboarder and model, is creative director: “Apart from the products, I like the idea of the brand. Good Weird (“strange but in a positive way”, ed) means being brave, putting yourself out there and not conforming. I am excited to help redefine the standards of beauty for my generation,” she says. And in Italy? Except Fedez who launched a nail polish capsule years ago, Achilles Lauro a make-up collection (Mulac), Alexander Gassman a fleeting appearance for Ferragamo’s Attimo and Rkomi for Paco Rabanne’s One Million, nothing new on the horizon.

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