On the heels of learning both Tate McRae and Lindsay Lohan are launching brands of their own, I figured it’s time to remind everyone there is a very real, very useful celebrity brand-building playbook in beauty. Those who follow it usually thrive—Kylie Jenner started it; Hailey Bieber really set the tone with this—although there are some outliers who didn’t that should be considered the exceptions, not the standard. (Read: Rihanna, Selena Gomez, Beyoncé.) And in their cases, they set their own standards that other celebrity brand founders must now follow.
Funnily enough, I was consulting for a celebrity who wants to go all-in on their brand, specifically in beauty. They were sharing a few ideas they had, all of which were immediate “nos” in my brain, based on the landscape and the fact this person is a star—they are under way more scrutiny. (It was clear they needed more education and direction.) But mostly, I internally noted they were getting way ahead of themselves, because they hadn’t laid the groundwork to launch a brand in this space. (Which is why we were talking in the first place.)
This last week, we learned about Lohan and McRae’s ventures. Let’s discuss the two respective celebrities and their brands, based on their trademarks:
“Tate by Tate McRae” was trademarked for products like skincare, candles and fragrances. Quick lesson on trademarks: class 003 is usually where most beauty products fall under the USPTO, including unmedicated products like makeup, skincare, haircare, fragrances and hygiene products. Class 004 includes candles but also motor fuels and electrical energy. (It’s clear candles are the goal here.) The application was filed in early July and is still awaiting examination, and it appears in addition to Tate by Tate McRae, other names like Tate, Tate 01, and Tate 01 by Tate McRae were also filed. My $0.02: abandon her name and find something else, as this breaks one of the most important rules of celebrity brand building: take your literal name out of it! (My ideas below.)
Beauty Independent reports that Lohan’s brand, Linlo Beauty, is seeking to raise $5M through a private securities offering. But there’s a few things these two need to do before they bring their brands to the public.
McRae was recently the subject of scrutiny after a Neutrogena deliverable gone wrong; she was seen on a private jet, presumedly not using the Neutrogena products she was showing off. Perhaps this was intentional, now learning she has plans to launch her own brand. But long before this debacle, it was debatable if McRae actually cared for skincare. Scour her Instagram and it’s all photos or short clips of her in the studio, at photo shoots or performances. The only breakdown of her routine we have is her Vogue Beauty Secrets video from 2024, where she’s touting Augustinus Bader and Charlotte Tilbury. People know her for her athletic prowess in the dance department and music, not necessarily for her skincare or makeup expertise. Hell, I’d argue her hair is more discussed than her skin. When it comes to consumer goods, she could probably thrive in the athletics department, but beauty is lucrative to people who don’t really understand how much work it takes to keep a celebrity brand afloat.
Lohan, on the other hand, has been under a microscope for her age-defying looks. Granted, she’s only 40, but we know “La Vida Lohan” (as the gossip blogs once called her) lived a rough decade in her 20s, with constant partying, alleged drug use, and even Gollum references about her teeth. She appears to be in a better, happier place, where she looks healthy and refreshed. (And booked!)
Everyone is convinced she’s had a facelift. I personally disagree. Veneers, filler and a lip flip, perhaps a subtle blephroplasty (eyelid removal surgery), and skin resurfacing have made notable differences. Maybe she’s undergone Ultherapy or other skin tightening treatments. But I think a majority of the impact comes from her skin looking more even and a tasteful bleph to make her eyes look more open.
Naturally, there’s curiosity around her looks. Which in theory should translate to a beauty line. But given the public is convinced she’s been cut open hairline to neck, she’s got a long way to go to earn the trust of the people—her future customers, press who will support the brand, and influencers who will decide if the products are worthy or not.
Of course, all of this is in addition to making great products. You can have an innovative sku that could change lives, but it doesn’t mean anything if people don’t believe you.
If I were making suggestions for McRae and Lohan, they would include:
McRae
If she isn’t starting with body, they’ve lost the plot. She IS the body. She’s got
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