Drew Barrymore has gained a high-profile new beauty role in a very 2021 manner.Â
The new wave of celebrity beauty endorsements and product lines continues to grow at pace with Drew Barrymore, Sofia Vergara and Priyanka Chopra among the new announcements.Â
While she established her own successful mass market cosmetics business Flower Beauty in 2013, actress and talk show host Drew Barrymore has extended her passion for beauty into a new role with global beauty brand Garnier.Â
Barrymore will serve as a celebrity ambassador for Garnierâ€™s Whole Blends Sulfate-Free Remedy hair care collection as well as a creative director for the brand, having input on the look and feel of the lineâ€™s promotion.Â
According to WWD, Barrymore, a fervent beauty fan, was tapped for the role because she had previously posted on her Instagram about using products from Garnier’s Whole Blends Legendary Olive line she had purchased herself from the local grocery store.
“HOLY COW THIS IS THE BEST SHAMPOO I am obsessed,” she captioned a photo of herself holding the products.
“I got this because my daughter’s name is Olive. And it turns out that I am in love. And at around 5 ish dollars a bottle, well, I love that tooooooooo!!!! It’s also basically sold everywhere, so it’s easy to get.”
Barrymore told People her original post that caught the eye of Garnier execs was genuine and she is thrilled the collaboration came about naturally.Â
“I loved it as a product. When I do those [Instagram] posts, no one is asking me to or paying me, they’re totally unsolicited. I just like sharing products that are making my life better and more empowered. If I could be a personal sharer for my main job, that would really make me happy.â€ť
Barrymore appears in the brandâ€™s TV commercial dressed as a bee and endorsing the hair products that are infused with honey.
Actress Sophia Vergara has also indicated her own beauty line is imminent, with reports stating she has signed on a former Lâ€™Oreal executive to head up the venture.Â
Vergara, best known for playing Gloria on long-running comedy Modern Family, has signed on former president of Kiehl’s Chris Salgardo as CEO. Kiehlâ€™s is owned by parent company Lâ€™Oreal.
Although itâ€™s not entirely clear yet what type of products will be involved, Spain-based pharmaceutical lab Cantabria Labs, working with Vergara on the project, released a statement saying the line would â€śoffer the consumer a new generation of smart products and solutions for skin care, beauty and health that we expect to be a success in the United States.â€ť
Actress Priyanka Chopra also recently announced the launch of her own hair care brand named Anomaly. The line, which includes a number of shampoos and conditioners and a dry shampoo, is labeled cruelty-free, free of harmful chemicals and packaged in recyclable bottles made with post-consumer recycled materials. It’s initially available in the US exclusively from mass retailer Target for less than US$6 a bottle.Â
Following the recent success of the likes of Kylie Jenner and Rihanna, the actresses join a new wave of celebrities becoming involved in the beauty industry. Dolly Parton, Pharrell Williams, Alicia Keys, and Jennifer Lopez are among those with new releases while Cardi B and Serena Williams are among a number of others expected to join the market imminently.