While Kardashian proudly hyped Barker Wellness at its Nobu Malibu launch party, others weren’t quite as welcoming. Estee Laundry, an Instagram account with anonymous moderators who style themselves as beauty industry watchdogs, wrote in a post that they were “a little confused by Travis Barker’s celebrity skincare line”.
Experts say they’re skeptical of just how involved either man is with the brands. Rachel Weingarten, a product development consultant, said “some celebs have zero involvement” in their so-called passion projects. “Most often, [stars] have a meeting, throw around some vague thoughts, and then are presented with several options. If they choose one, they think they designed the entire thing.
Alfredo Mineo, a grooming and wellness writer for Vogue Mexico and Byrdie, said that despite celebrities’ huge followings, “skincare is a saturated space at this point, and the ship has sailed”. “We’re in a prime time where ‘self care’ means justifying expensive purchases, especially for body products,” Wynne said. “Sometimes, an outrageously high price point can psych you into buying something, because it feels like you’re making some grand proclamation. So, yes, I think some man somewhere will buy it, or if not have their girlfriend buy it for them.”
He didn’t say he wasn’t interested in money