Two decades ago, it was all about the celebrity fragrance. But while signature scents still remain a popular product for Hollywood stars, these days famous faces are wanting to inhabit your entire beauty cabinet – with celebrity beauty brands. And if sales are any indication, it appears we’re more than happy to buy in to celebrity beauty brands.
In recent years we’ve seen the likes of Rihanna, Kylie Jenner and Victoria Beckham turn themselves from household names into noteworthy makeup and skincare moguls. Other stars have observed such success and followed suit, with everyone from JLo and Selena Gomez to TikTok star Addison Rae launching their own beauty lines.
The market might be flooded with celebrity-backed cosmetics, but we’re set to see even more beauty brands pop up in the near future. Here’s every celebrity beauty brand across skincare, makeup and haircare.
Hailey Bieber: Rhode Beauty
The model was working on her own beauty brand since way back in 2019, first attempting to file a trademark against ‘Bieber Beauty’, but was rejected.
Instead, the star opted for her middle name ‘Rhode’, starting an Instagram account for it way in advance, as GRAZIA previously reported. Now, we have Rhode Skin, one of the minimalist celebrity beauty brands with a focus on skincare. Bieber says she started the brand after her own struggle with acne and sensitive skin issues led to difficulties finding a simple, effective solution.
The Peptide Lip Treatment is by far the most coveted product in the collection, which currently contains just three hardworking products including a hydration fluid and a moisturiser.
Kim Kardashian: SKKN by Kim
After selling a 20 percent stake in her makeup range KKW Beauty to cosmetics giant Coty in 2021, Kim Kardashian launched SKKN by Kim, one of the many celebrity beauty brands focused on skincare. Similar to Rhode Skin, SKKN by Kim has a small, core collection of nine products that can be bought as a set or individually, including an eye cream, night oil and face cleanser.
According to Kardashian, she wanted to “bridge the gap between the world’s most renowned dermatological experts and people at home seeking high-quality skincare”, with the nine products designed to be used together as a morning and evening ritual.
Selena Gomez: Rare Beauty
When Selena Gomez launched Rare Beauty in 2019, her passionate fans went into overdrive. The twist? This was one of the celebrity beauty brands that, similar to Fenty Beauty by Rihanna, actually worked. The brand has a focus on individuality, encouraging users to express themselves and, in the words of Gomez, “stop comparing”. Cruelty-free and vegan, Rare Beauty is also dermatologist tested and kind to skin.
Popular products include the Perfect Strokes Volumising Mascara (if you’ve seen Gomez’s lashes, you know), With Gratitude Dewy Lip Balm (the Cool Brown shade is a game changer) and the glowy Positive Light Tinted Moisturiser.
Jennifer Aniston: LolaVie
When you think of celebrities with good hair, Jennifer Aniston comes to mind. Famous for both her glossy strands and trend-launching cuts over the decades, Aniston naturally cashed in on our obsession with her man, launching LolaVie in 2021. Unlike most, LolaVie is one of the few celebrity beauty brands with a focus on haircare, not skin.
On site, Aniston describes herself as “obsessed with medical journals, technological advances and the latest beauty and health innovations,” which led to the foundation of LolaVie. Products are designed to be effective and fuss-free, and currently the collection is simple – a restorative shampoo and conditioner, a glossing detangler, a hair oil and a seriously good Wet Brush for untangling strands and blow drying.
Rihanna: Fenty Beauty
If you’re not across Rihanna‘s Fenty Beauty, you have to have been living under a rock. One of the first celebrity beauty brands in market, it remains one of the best – products launched at the outset still stand the test of time, and the collection continues to expand and gain new fans.
The Pro’Filtr Soft Matte Longwear Foundation is light on skin and glowy, not dull – even while it controls shine. But it’s the Match Stix everyone raves about – contouring sticks that come in an array of colours for expertly giving yourself defined cheekbones.
Johnathan Van Ness: JVN Hair
The Queer Eye star and former hairdresser was practically born to launch one of the haircare brand. That glossy mane! When we heard Van Ness was entering the world of celebrity beauty brands, we were excited, not nervous.
The products lived up to the hype – JVN Hair has wildly good reviews on Sephora Australia, with the styling products generating the most love – fans rave about the Complete Hydrating Air Dry Cream and Complete Nourishing Hair Oil Shine Drops.
Scarlett Johanssen: The Outset
Launched in early 2022, The Outset was borne out of Scarlett Johanssen‘s need for skincare that could handle acne, which she struggled with. “I had such problem skin for such a long time,” the star confided to Allure before launch. “This project to me was not a vanity project.”
The marketing campaign uses everyday faces as opposed to models-of-the-moment, and products are free of fragrance, parabens, phthalates, sulfates, plus dermatologist tested and vegan. The most popular product? The Firming Vegan Collagen Prep Serum, a hydrating and nourishing first step in morning skincare.
Rosie Huntington-Whiteley: Rose Inc.
Model Rosie Huntington-Whiteley launched Rose Inc. in partnership with a biotech company, Amyris. A manufacturer of sustainable ingredients, their input means plant-based ingredients like bioengineered botanicals, clinically tested as well as vegan and cruelty-free.
Bestsellers include the Luminous Tinted Serum, a glowy base that comes in a wide range of shades that consider both undertones and overall skin tone, and the Softlight Luminous Hydrating Concealer, which rivals the classic YSL Touche Eclat.
Jessica Alba: Honest Beauty
Off the back of the immense success that is The Honest Company, which Jessica Alba launched in 2013 with a range of baby products designed to be free of synthetic fragrances and petrochemicals, Honest Beauty landed in 2015 and continues to go from strength to strength.
Running across skincare and makeup, many products have won industry awards, like the Hydrogel Cream, Extreme Length Mascara + Primer and Tinted Lip Balm.
Drew Barrymore: Flower Beauty
One of the more affordable celebrity beauty brands in market, Flower Beauty by Drew Barrymore has a strong fanbase thanks to effective products at lower price points. Lipsticks are priced at $7, and the hugely popular Bronzing Essence will only set you back $13.99.
Long a fan of dramatic, experimental makeup, Halsey launched About-Face with the intention of creating vegan, high-performance products without gluten, phthalates, parabens or synthetic fragrances.
The makeup is loud and expressive, very much for those who love to create and consider makeup an artistic form – top sellers include the punchy Matte Fluid Eye Paints, a must for eye makeup enthusiasts.
Millie Bobby Brown: Florence by Mills
Stranger Things star Millie Bobby Brown launched Florence By Mills in September 2019, a Gen Z-focused makeup, skincare and haircare brand offering affordable beauty products in trend-driven shades and formulations.
Like many celebrity beauty brands, Florence By Mills is focused on “clean” beauty – which it describes as “saying “no” to ingredients that are believed to be unsafe for us and/or the environment, animal testing, and animal by-products.”
Pharrell Williams: Humanrace
Pharrell Williams is probably the most stylish male celebrity we can think of, so naturally his gender-free skincare and bodycare line Humanrace is one of the most beautifully packaged in the business.
There are only a handful of products in the range, including body bars and a very popular rice-based exfoliant. “We believe that the way our products make you feel when you use them, wear them, or see them in your home is just as important as their function and quality. That’s why we only consider a product successful if it is necessary, useful and beautiful,” the site explains.
Victoria Beckham: Victoria Beckham Beauty
Victoria Beckham never misses – her fashion label competes with top luxury designers, and now her beauty collection does, too. Victoria Beckham Beauty launched in 2019, and since then has developed a strong fan base for efficacious products and stylish packaging.
Beckham even collaborated with skincare maestro Augustinus Bader on a priming moisturiser, one of the top sellers in the range.
Miranda Kerr: Kora Organics
This is arguably the first of all celebrity beauty brands – founded way back in 2009 by supermodel Miranda Kerr, Kora Organics originated from Kerr’s desire for skincare that was organic. She worked with certified organic chemists to formulate the initial range, and continues to do so to this day.
The collection is now extensive, with plenty of hero products like the Turmeric Glow collection (the moisturiser is our pick), and the Noni Glow Face Oil, which harnesses the the superfood Kerr is a fan of and its antioxidants, vitamins & minerals.
This article originally appeared on Grazia International.