The recent controversy around Kourtney Kardashian Barker’s brand, Lemme’s GLP-1 Daily gummies has led to an interesting conversation around celebrity product lines and just how qualified household names are to make their way into our household products.
Lemme was launched in 2022, as a range of functional gummy vitamins, like their Lemme Chill or Lemme Focus selections. Their latest supplement, Lemme GLP-1 Daily is marketed as a weight management tool, which came as a surprise to many consumers. The pitch is that this supplement is comparable to a more ‘natural’ alternative to the popular GLP-1 prescription injection medications used for weight loss like Ozempic, Wegovy, Mounjaro, and Zepbound.
The injection medications contain active ingredients such as semaglutide or tirzepatide that mimic the naturally-produced hormone from your gut, GLP-1, that tells your brain when it’s full and helps balance blood sugar. These powerful medications are FDA-approved and require doctor supervision throughout.
Lemme; however, is not FDA-approved. The Lemme website claims that one of the main ingredients, Supresa’s Safron Extract as well as the other active ingredients (Eriomin Lemon Fruit Extract and Morosil’s Red Orange Fruit Extract) were each clinically tested in double-blind, placebo-controlled human studies. The results over 8 weeks were decreases of 69% in hunger, 70% in appetite, and 55% in snacking events. While these studies illustrate results, the profiles of the test subjects, its long-term effects, and effectiveness remain nebulous. Not to mention the fact that these studies were funded by the patent holder of these ingredients.
Arguably, the selling point for this product is that the GLP-1 Daily retails for just $72 a month, whereas prescription shots like Ozempic cost around $936 a month without insurance.
What has drawn even more scrutiny amongst the public was Kardashian Barker’s comment in an interview with Vogue where she shared that she hasn’t yet tried the GLP-1 Daily supplement because it’s not approved for individuals who are currently breastfeeding.
While she hasn’t been able to sample this product for health reasons, it has opened up a larger conversation around the monetization of body image and just how out of touch celebrity influence can be in this sector. But I would argue that this notion doesn’t just apply to the Kardashians, but many celebrities because we are living in the age of celebrity product lines.
Nearly 60% of all celebrity brands: beauty and cosmetics, apparel and footwear, wellness, home goods, and other retail sectors — were founded in the last six years. The concept of celebrity products isn’t a new one, but what’s arguably becoming increasingly concerning are the sectors consumers are supporting, especially when the ingestion or topical use of these products can be health-damaging.
In the 2000s, it was all about the celebrity fragrance, think Paris Hilton, Beyoncé, Justin Bieber, Britney Spears, and Jennifer Lopez. In the 2010s, female celebrity influence shifted to celebrity cosmetics: Kylie Lipkit, Fenty Beauty, and Kat Von D. Some male celebrity influence on the other hand shifted to alcohol brands: George Clooney’s Casamigos, Jay-Z’s D’Ussé, and even Drake’s Virginia Black. While this change is subtle, it still represents a larger movement in consumer confidence in celebrities- going from sprayable fragrances to products we use on our faces or even drink.
In the 2020s, celebrities are aiming to lean into their audience niche for a number of ventures, but with so many celebrities hopping on the bandwagon for these investment opportunities, some consumers get upset when their products come up short, or these celebrities simply don’t hold the necessary credentials for the business they’re starting.
Brad Pitt’s skincare line, Beau Domaine, drew criticism for lacking a basic understanding of skincare, when the website detailed that their ingredients contain “no conservatives”, when it should have said “no preservatives”. A clerical error, but an important one nonetheless when relating to topical treatments. Dr. Michele Koo told Betches, “I’m extremely concerned about the quality and integrity of the ingredients and formulas,” in a comment regarding celebrity skincare lines, “Where is the science, where is the know-how, why now?” she added.
YouTuber and Wrestler, Logan Paul launched PRIME, an energy drink that was recalled in Canada for exceeding the legal limit of caffeine. The beverage continued its controversial streak when Senator Chuck Schumer called upon the FDA to investigate the drink in 2023, and oncemore when a child experienced a “cardiac episode” after drinking a bottle.
Two of Jennifer Lopez's brands came under scrutiny when fans called the celebrity out for promoting her cocktail brand Delola, after she’s previously claimed that she lives an alcohol-free lifestyle. She later clarified on Instagram that she now enjoys the “occasional cocktail”. She was also slammed for endorsing her namesake JLo Beauty cosmetic lines, when some netizens accused her for using filters to enhance their effects on Instagram.
Consumers are increasingly savvy and discerning with how they spend their money, but some shoppers are still investing their cash, otherwise these businesses wouldn’t stay afloat. The question remains, Where will we draw the line for the products we’re willing to buy according to the likability of celebrities?
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