The last few years has seen an explosion of celebrity endorsed cosmetics products. Celebs were not only becoming spokesmodels for famous and not-so-famous brands, but many were also creating their own fragrances. However, industry insiders predict that the bubble will burst as consumers become over-saturated by famous faces. Two studies, one from industry experts Euromonitor and another from the University of Bath in Switzerland both support this.

According to the Euromonitor ‘s newest statistics, taken from the The World Market for Cosmetics and Toiletries, sales of fragrances may fall by as much as 25% in three years in the USA. The same report predicts a 13% decline for mass fragrance sales in the UK.