It used to be that if a celebrity wanted to dabble in the world of beauty beyond being a model, they would usually partner with a bigger brand to release a fragrance collection; Sarah Jessica Parker launched Lovely, Britney had Curios, and Elizabeth Taylor created the iconic White Diamonds. However, lately these small collaborations just aren’t enough.  After the unparalleled success of Rihanna’s Fenty Beauty, it seems like every superstar is trying to build their own full-blown beauty empire.

The 2019 summer season debuted several brands from all types of celebrities. Kylie Minogue released a makeup line in June called Kylie on the merch section of her website. Selena Gomez filed a trademark for an array of beauty products under her own name, Lady Gaga’s beauty collection Haus Laboratories launched and just last week Ciara hinted that she too would soon have a makeup and skincare line of her own.

While it can feel like the market is beginning to get oversaturated, all of these people have enormous followings to begin with, meaning they have built in consumers. To a certain extent, it makes perfect sense.

Among these beauty-minded celebrities is Gen Z’s very own Millie Bobby Brown. Her collection Florence by Mills, named after the teen star’s grandmother, will include both makeup and skincare products. According to Women’s Wear Daily, all of her products will be PETA-certified, vegan, anti-aging and available at prices ranging from $10 to $34.

This expansion into the beauty world could prove to be incredibly lucrative for the child star. Due to her popular Netflix show Stranger Things, she has cultivated a very young, loyal fanbase that will follow her beyond just her acting career for a long time. They’ll undoubtedly support her new products, affording Brown the ability to move her career in whatever direction she chooses.

With all these new launches, there’s a growing pressure for celebrities to expand their personal and professional brands. It would appear that it is no longer enough for a singer or actor to be talented in one industry. Rather, they must sell all parts of themselves, whether that be sharing every moment of their life on social media or bottling their appearance and selling it to fans. The person must become a veritable empire that encompasses multiple industries to gain credibility, status and a larger following.

Turning personality into a product is no longer just for influencers and reality TV stars.  Expanding into the beauty industry is a strategic move for celebrities looking to expand their popularity. These talented stars will continue to spread their creativity into this new market, so celebrity makeup lines might be the next hottest beauty trend.