At this point, we’ve lost count of the many (many) celebrity beauty brands on the market. There’s the obvious, like Rihanna’s boundary-breaking Fenty Beauty, Selena Gomez’s near-billion-dollar baby, Rare Beauty, Hailey Bieber’s skincare brand Rhode, and Kylie Jenner’s lip kit empire, Kylie Cosmetics. But that’s just the tip of the iceberg. Everyone from Lisa Rinna to Tracee Ellis Ross, Lady Gaga, Drew Barrymore, and Pharrell have all hopped in on the beauty brand action. Regardless of our famous foundation fatigue, how can we blame them? The demand is high, and the possibilities are endless.
And now it looks like another superstar is throwing her hat in the beauty aisle: Adele. The Grammy winner has recently filed a trademark for her very own cosmetics brand, and it’s left the internet wanting all the details. That’s where we come in.
Ahead, everything we know so far about Adele’s soon-to-be beauty brand.
What Kind of Products Can We Expect?
Earlier this week, British tabloid The Mirror broke the news that Adele had filed a trademark for a beauty and accessories company, meaning she is in the very—emphasis on very—early stages of brand development.
@adele/instagram
According to the filing, it looks like the brand will include cosmetics products. We’re betting on products that have become her signature, like eyeliners to recreate her iconic thick cat eye, eyeshadows to emulate her sultry smoky eyes, and matte lipsticks.
The trademark also didn’t stop at the face. According to The Mirror, she can also venture into skincare and bodycare products like creams, lotions, lip balms, and the like. A perfume could also be on the way, and who wouldn’t want to smell how Adele sounds?
@adele/instagram
It doesn’t stop there. If rivaling Rare, Fenty, and r.em. wasn’t enough, Adele could also be coming for Skims’ throne, as the trademark allows her to create underwear as well. What’s more? If she feels like it, we could all be wearing Adele watches and earrings because, yes, the trademark encompasses bling, too.
What Is Adele’s Beauty Brand Called?
All of this is great. However, what will be the brand name on the packaging or waistbands of underwear? It’s not Adele Cosmetics.
Following the recent trends of more low-key names that don’t put their famous creators front and center—think About Face, Rare Beauty, The Outset, or Humanrace—the superstar has secured the name “The Shelbourne Collective” for the brand.
@adele/instagram
The name sounds chic and mysterious, and it is—we truly have no clue what the inspiration was. We did a little digging, and there’s an Irish soccer club called Shelbourne, a few fancy hotels with the name, and an old Earl of Shelburne from the 1700s. But, that’s all the clues we could find for the origin of the name—and none of those really seem to have any tie to the star. Adele, please explain.
When Can We Shop Adele’s Beauty Brand?
Don’t get too excited; there are no details about the brand’s anticipated launch date. Plus, seeing as she just filed the trademark recently, we don’t count on product releases any time soon. After all, we are still waiting for Beyoncé’s haircare brand she teased in May earlier this year.
Add in Adele’s Las Vegas residency through June of 2024, and she likely won’t have much time to dedicate to building a beauty empire. Though, when she does, we will be first in line to try it out.