THE CELEBRITY SHILL GAME HAS SHIFTED. FIRST IT WAS fashion, then alcohol. And now? Celebs are coming for your skin-care routine. Who can blame them, when men's grooming is big business? We're talking $10 billion in 2021 and growing, according to the market-research firm Euromonitor. Creating their own brand is attractive to celebrities because it gives them something the old spokesperson model didn't: control. Hannah Mauser, a beauty-industry analyst at the trend-tracking agency WGSN, notes that they can use social media to connect directly with an audience, giving them an "element of authenticity key to holding on to consumer loyalty."
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