Since the rise of red carpet media and celebrity branding in the early to mid 2000s, the awards season red carpet as we know it today functions as a multi-layered ecosystem where content, commerce and clinical-grade preparation operate in synchronicity. “The Secret Star of the Oscars!” reads an email from Charlotte Tilbury, highlighting how stars like Demi Moore and Michelle Yeoh used the brand’s Airbrush Flawless Setting Spray to achieve their non-effortless, effortless looks. The commodification of beauty at the red carpet is evident here as products are carefully positioned as markers of desirability and commercial influence, turning preparation into a marketable spectacle before the ceremony even begins.
While the aesthetic often appears effortless, the reality is a highly orchestrated machine designed to move product and pivot professional careers.
Institutionalisation of the Ritual
Red carpet beauty now begins hours before the physical event, shifting from a private ritual to a public-facing content asset. The rise of the Get Ready With Me (GRWM) content has turned the preparation phase into a primary marketing window. Media entities such as Vogue and Vanity Fair have institutionalised this through dedicated GRWM video series, transforming technical application into programmed storytelling. This format builds brand visibility before a celebrity even hits the pavement, offering fans a sense of participation while providing a streamlined vehicle for brand endorsements. These GRWM videos not only position actors in a more relatable, approachable light but also open avenues for commercial partnerships with the brands they feature, giving fans a sense of backstage access while turning preparation into marketing currency.
This commercialisation has extended into the Oscars 2026 “Everyone Wins” Nominee Gift Bags. Though not officially sanctioned by the Academy, these marketing-driven collections — valued at approximately USD 350,000 — bridge the gap between red carpet beauty and extreme wellness. Comprising everything from USD 25,000 facial rejuvenations to luxury cannabis and Sri Lankan retreats, the “swag bag” reinforces the red carpet as a launchpad for clinical-grade lifestyle products.
Red Carpet Beauty as a Career Pivot
Mia Goth (Left), Lindsay Lohan (Right)
For an actor, red carpet makeup is a tool for identity signalling and the Oscars red carpet serves as the ultimate live audition for their potential project. This is particularly crucial for actors looking to distance themselves from their on-screen (or off-screen) personas in a bid to prevent being typecast for future potential roles.
Take Mia Goth, for example, who is known for her daring, genre-defying roles in horror and arthouse cinema. At the 98th Oscars, she utilised a patted back and polished aesthetic — achieved using a neutral palette of Dior Forever Skin Glow and Confident
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