Licensed makeup collaborations have been an enduring creative expression in the cosmetics industry for decades. From MAC Cosmetics’ salute to Barbie in 2007 to Chipotle’s recent food-inspired collection with ELF Cosmetics, makeup collaborations have transcended trends to become part of the brand licensing landscape. How has this trend continued to stand the test of time, and how has it not only endured, but grown over the decades?

“Cosmetics o­ffer consumers a way to express themselves, whether it’s to slightly enhance their beauty or to create bolder looks,” say Je­ff Sellinger, co-founder and chief executive officer and Geovanna Waters, senior vice president, HipDot Cosmetics, in a joint statement to License Global. “The industry can also o­ffer a variety of categories from color cosmetics, skincare, hair, CBD and men’s grooming. Not to mention the continuous product innovation that creates more options and solves more problems. New and exciting o­fferings help fuel the continued boom. In addition, licensing brings fun into beauty and introduces consumers to new brands, formulations and products. That helps make purchases beyond the utilitarian and into the indulgent, further fueling the boom.”

For some consumers, cosmetics are a gateway to self-expression. Licensed collaborations can add to that experience. Countless YouTube reviews from casual fans and social media personalities influence viewers about what collaborations are worth the hype, which in turn has incentivized brands to stay on top of trends. In the cosmetics industry, customers now expect cute, collectible and “giftable” packaging, often licensed, on a quality product.

Awareness of these trends in the industry has allowed some cosmetics companies to grow. U.K.-based company Mad Beauty, known for making bath and body lines with Disney and Warner Bros., announced its first licensing deal that leverages vintage Kellogg’s products.

Want to learn more? Check out the entire article in the June issue of License Global, out now!