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Beauty brands come and go, and if you’ve paid attention to the beauty industry in the last couple of years, celebrity-founded beauty has flooded the scene. Cue the Instagram comments on any new brand announcment—“We don’t need more celebrity beauty brands!” While it’s true that for consumers, the beauty world is oversaturated with brands slapping the face of a popular actor, actress or singer on their marketing promos, there are a few that have withstood the skepticism and emerged as successful, mission-focused companies.
You might love them or hate them, but these celebrity-backed brands have proven to be powerful players, offering a unique blend of star power and excellent products. In this era where everyone seeks not just products but experiences, these brands have managed to capture the essence of individuality and self-expression. Curious about which celebrity beauty brands are truly worth the buy? Ahead, the best celebrity brand gems that stand out in the crowded beauty landscape.
Superstar singer and businesswoman Rihanna launched Fenty Beauty in 2017, garnering massive hype for her fresh and hip take on beauty staples like glosses and highlighters. Rihanna's vision for Fenty Beauty was to create a brand that celebrates diversity with inclusive beauty products. Fenty Skin followed in 2020, continuing this commitment by promoting healthy and radiant skin for all.
If you somehow haven’t tried any Fenty Beauty products yet, check out the Match Stix, which can be used as contour, highlighter, blush, and color correctors. If you’re fair-skinned like me, the shade “Amber” is the best cool-toned contour I’ve yet to find that is velvety smooth and ultra blendable. Rihanna’s Gloss Bombs are also a cult favorite and come into many formulas including cream and heat.
Fenty Skin has also come to be a formidable skincare brand, offering some amazing products such as their Hydra Vizor, my favorite moisturizer and SPF in one. The brands Whipped Oil Body Creams also make great post-shower moisturizers.
About Face was launched by singer Halsey in 2021 with the mission to promote unapologetic self-expression and breaking beauty norms. Halsey encourages users to embrace their unique identities with her brand’s bold color palette.
Our top picks from About Face are the Matte Fluid Eye Paint, which promises one powerful swipe of pigment for your lids, and their Cheek Freak Blush Balm, a creamy and lightweight balm that gives a soft flush of color.
Selena Gomez’s Rare Beauty was introduced in 2020 and has since become a one of the most successful and beloved celebrity-beauty brands. With her products, Gomez aims to inspire self-expression and redefine beauty standards. Rare Beauty emphasizes embracing individuality and fostering a positive beauty community.
As for top picks, the Soft Pinch Liquid Blush is a no-brainer—all you need a single dot and you have amazing color pay-off. We also recommend the brand’s Positive Light Silky Touch Highlighter for a stunning glow along with their Pore Diffusing Primer, which creates a perfectly burred base for makeup that lasts all day.
Haus Labs was launched by Lady Gaga in 2019 and had a humble start on Amazon. Since rebranding in 2022, Haus Labs changed many of their formulas and has now released a multitude of stunning new products. With her brand, Lady Gaga advocates for self-expression through bold, artistic beauty.
From Haus Labs, we recommended their Triclone Skin Tech Foundation and matching concealer for a flawless and luminous base. Pro-tip: this brand marks their undertones as opposite, so if you’re warm-toned, pick up the cool-toned base products and vice versa when trying to find your shade match.
The Honest Company was established in 2011 by actress Jessica Alba. Her brand is committed to creating clean and safe skincare products, which has extended to its beauty range.
If you’re interested in vegan and cruelty-free beauty that’s also Environment Working Group-certified, check out Honest Beauty's Extreme Length Mascara + Lash Primer for extra lash length and volume along with their Everything Glow Primer for a bright, hydrated base.
Victoria Beckham Beauty was introduced in 2019 and combines luxury with clean beauty. The brand focuses on products that enhance individual beauty without compromising on staying-power and performance. The only drawback to the brand is you won’t be able to test products in Ulta or Sephora—you’ll have to purchase directly from their website.
As an intro to Victora Beckham Beauty, try out a couple of her stunning products including her Lid Lustre, Contour Stylus, and Posh Lipstick.
Making its debut in 2018, Rose Inc by model Rosie Huntington-Whiteley embodies timeless beauty and effortless elegance. The brand encourages users to enhance their natural beauty through carefully curated products featuring neutral tones.
There is a plethora of standout recommendations from Rose Inc, include the Cream Blush Refillable Lip and Cheek Color (the shade “Heliotrope” is to die-for) along with the Complexion Brush Gift Set for achieving a flawless application. The brand also has amazing base options, including the Skin Enhance Non-Comedogenic Skin Tint Serum Foundation (a Chanel dupe!) and the Softlight Skin-Smoothing Hydrating Non-Comedogenic Foundation.
Founded in 2020, powerhouse singer Alicia Keys dove into the beauty and wellness space with Keys Soulcare. The brand's mission revolves around holistic wellness and self-love, promoting rituals that nourish the mind, body, and spirit.
Notable among Soulcare's offerings are the Skin Transformation Cream, which delivers a luxuriously rich daily hydration, and my favorite glowy primer, the Let Me Glow Illuminating Priming Serum, which provides a luminous glow when used under foundation.
Hailey Beiber’s Rhode Skin debuted in 2021l focusing on effortless beauty that enhances natural features. Rhode emphasizes simplicity and confidence with its product range developed for sensitive skin.
We recommend Beiber’s Peptide Lip Treatment, which is ulta-nourshing and comes in an array of delicious flavors including salted caramel and watermelon slice. Another favorite is her Peptide Glazing Fluid, which preps your skin with a makeup-ready dewy layer.
In 2021, supermodel and activist Winnie Harlow stepped into the beauty scene with Cay Skin, a brand dedicated to promoting healthy and radiant skin for all skin tones.
Emphasizing simplicity and effectiveness, Cay Skin offers standout products such as the Isle Glow Face Moisturizer, which has SPF 45 and is chock full of nourishing ingredients like sea moss and niacinamide. Also check out the Isle Lip Balm, which contains SPF for your lips and leaves them hydrated and non-sticky.
Launched in 2022, JVN is Queer-Eye host Jonathan Van Ness's venture into the world of hair care. With a focus on self-care and empowerment, JVN advocates for gender-inclusive beauty products that embrace authenticity and self-love.
Noteworthy picks from the line include the Air Dry Cream, perfect for no-heat styling and creating soft waves, as well as the Complete Nourishing Shine Drops, a hair oil that protect from UV rays while giving your locks a glossy shine.
Introduced in 2019 by actress Tracee Ellis Ross, Pattern Beauty celebrates natural textures and inclusivity in hair care. The brand aims to redefine beauty standards, particularly for curly and coily hair.
Notable products include the Curl Gel, designed to enhance and define natural curls with medium-hold, and the Leave-In Conditioner, which seals in moisture while refreshing and restoring curls.
In 2022, singer Billie Eilish took a bold step into the fragrance industry, introducing her own line of scents. The mission behind Billie Eilish's perfume line is to encapsulate the essence of individuality and self-expression through uniquely crafted fragrances.
Currently, the brand carries three scent options, with the debut fragrance Eilish Eau de Darfum being a warm, sugary vanilla. Eilish No. 2 Eau de Parfum is a woodsy floral scent with hints of incense and apple blossom while Eilish No. 3 Eau de Parfum has notes of amber, pink peppercorn, and grapefruit.
Whether you’re most inspired by Lady Gaga's call for artistic expression or Tracee Ellis Ross redefining beauty standards, one thing becomes abundantly clear—these brands are not just about products; they are about stories, missions, and the celebration of uniqueness. From Rihanna's commitment to diversity with Fenty Beauty to Alicia Keys' holistic approach with Keys Soulcare, each of these celebrity beauty brands carries a distinct narrative that goes beyond what’s in the mirror.
