Celeste Barber, famed for her comedic prowess and social media fame, is now venturing into the beauty industry with her new brand, Booie Beauty. Known for her relatable humour and candid takes on beauty standards, Barber has amassed over 9.6 million Instagram followers and become a household name, often parodying celebrity culture and high-fashion models.
Building on her successful collaboration with MCoBeauty—which reportedly led to a 518% increase in Woolworths product sales and a 2000% increase in online sales, totalling over $6 million in retail sales in three months—Barber is ready to take the beauty world by storm. Partnering with Claire Greaves, co-founder of PE Nation, who recently stepped down from her day-to-day role at the fashion brand, they aim to fill a significant gap in the market.
“We conceptualised Booie as a brand for people the beauty industry forgot about. For those who aren’t necessarily confident with makeup and often feel overwhelmed by the abundance of choice but still love makeup and want to be included. Those people are my people, my audience,” Barber explained. “There’s a definite need in the beauty industry for high-quality, straightforward, cruelty-free, and affordable products. Booie meets that need. At its core, though, Booie is for everyone.”
For Greaves, delving into the world of makeup represents a thrilling new chapter underpinned by authenticity. “Makeup is a whole new playing field for me, and it feels remarkably easy and genuine. Individuality and accessibility are the cornerstones of this business. It allows people to be who they are—just fresher. It’s exactly how I wear makeup,” she said.
The Booie Beauty range is a five-piece makeup collection designed to simplify beauty routines. The five products in the range include the Bloody Delicious! Illuminator Moisturiser, Bam! Bam! Bam! Lip, Eye, and Cheek Tint, You’re Welcome Mascara, Bring Back the Bush Eyebrow Gel Tint, and Where the Hell Is My…? Nourishing Non-Stick Lip Balm.
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