Jennifer Lawrence called out for latest career move into beauty industry

Jennifer Lawrence is the latest A-list name to enter the cosmetics industry, but not everyone is convinced Hollywood needs another celebrity beauty line.

The Oscar-winning actress recently soft-launched her very own haircare line, which she's seemingly decided to name, mes°.

The brand's website describes the range as 'biodesigned' beauty, being that its products were developed with biotechnology company Arcaea, and promises customers a 'new perspective' on aesthetics.

That said, however, details about the line's products - as well as their respective ingredients and prices - are yet to be revealed.

Lawrence teased the venture on Instagram over the weekend (23 Oct) with a carousel of hairstyles she has worn throughout her acting career, from blonde bangs to red hair and more experimental looks.

But instead of everyone getting excited about what could be next for their haircare routines, the announcement has sparked a familiar conversation online - why are so many celebrities launching beauty brands?

And, more importantly, what does it mean for the people who have spent years building careers in the industry?

For some beauty lovers, Lawrence's latest career move is another example of a wider issue with celebrity-led businesses.

They are, of course, referencing the enormous advantage that comes with an established name, a loyal audience of fans and the cash money to turn an idea into a full-fledged business.

One social media user argued that celebrities have access to customers that ordinary entrepreneurs can only dream of.

"A regular person will NEVER have the amount of access to customers these celebrities have," they began, going to criticise the way stars can use their success in one industry to build an audience for a business in another.

"They accumulate a following due to being successful in one industry, and then use that following to monopolise another industry that they have absolutely no expertise in," they continued. "New comers who have guaranteed buyers before they even launch a product."

Another commenter questioned why celebrities aren't expected to gain experience in an industry before launching a business in it.

“A classic," they described the Hunger Games star's latest venture. "Why don’t celebrities want to become teachers of nurses? Why do they think it’s ok to steal other people’s careers?"

They also believe that anyone considering a brand launch should first spend time working in the supply chain.

Others took a more pointed approach to the subject of celebrity wealth, with one person suggesting that stars could use their money to do something 'interesting', 'worthwhile' or 'helpful'.

One commenter even joked: "Under my dictatorship once you hit a certain number wealth wise thats it. You aren't allowed any more haha."

It's a reaction that speaks to a bigger frustration with the celebrity economy, where fame can become a powerful business asset in industries that have their own established experts, founders and innovators.

Not everyone is convinced that 36-year-old Lawrence deserves the backlash she's receiving, however.

Some social media users have argued that celebrities should be free to explore business opportunities, just like anyone else.

"If a celeb wants to release a hair care product, or perfume, or whatever, why shouldn’t they?" one questioned. "If you don’t like it, don’t buy it."

Another commenter turned the conversation towards consumer responsibility, arguing that shoppers themselves help sustain the big brands they claim to dislike, writing: "Sure but consumers are also to blame for falling for trends and being marketing puppets.

"We have the opportunity to crush big brands that don't care about the consumer and the environment but yet we hold them afloat (myself included)."

Another person asked critics: "But if you were in her place wouldn't you do the same or something similar??"

Others have also suggested that celebrity beauty brands aren't necessarily the solo projects people imagine them to be.

"She isn't really launching it," one explained. "An established personal care company is using her name to sell more products and she takes a cut."

Tyla contacted Lawrence's reps for comment.