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For Celebrity Beauty Brands, a Cloudy Future

E.l.f.’s $355 million acquisition of Naturium doesn’t change the fact that most influencer, actor and musician-fronted brands need to radically rethink their approach.
Kylie Jenner
Celebrity beauty brands need to radically rethink their approach to the beauty market. (Instagram/@kyliejenner)

Two brands — one founded by a celebrity and the other by an influencer — dominated beauty headlines in the lead-up to Labor Day weekend, for two very different reasons.

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