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In recent years, the beauty industry has witnessed a monumental shift with the rise of celebrity-owned beauty brands. Celebrities, once the faces of beauty campaigns, have now become the masterminds behind their own product lines. From Selena Gomez’s Rare Beauty to Rihanna’s Fenty Beauty and Hailey Bieber’s Rhode, these brands are redefining the beauty world. Here’s a look at some of the biggest and most influential celebrity-owned beauty brands, their impact, and what makes them stand out.
1) Rare Beauty by Selena Gomez
Since its launch in 2020, Rare Beauty has been a game-changer in the beauty industry. Founded by Selena Gomez, the brand aims to challenge traditional beauty standards by promoting self-acceptance and celebrating individuality. What sets Rare Beauty apart is its emphasis on making beauty products accessible and easy to use. The brand’s tagline, “beauty made to feel good in,” encapsulates its mission to create products that help users feel confident without feeling pressured to meet unrealistic standards. The Liquid Touch Weightless Foundation and Soft Pinch Liquid Blush have become cult favourites, loved for their lightweight textures and natural finish. Rare Beauty also advocates for mental health awareness, with 1% of all sales going to the Rare Impact Fund, which supports mental health services for underserved communities. Selena Gomez’s connection to the brand's values has made Rare Beauty not just a cosmetic line but a platform for deeper conversations about self-love and mental wellness.
2) Fenty Beauty by Rihanna
Rihanna’s Fenty Beauty, launched in 2017, revolutionised the beauty industry by putting inclusivity at the forefront of beauty. The brand made waves with its debut 40-shade foundation range, offering options for all skin tones — a move that had been long overdue in an industry often criticized for its lack of diversity. Since then, Fenty has only grown in popularity, offering everything from foundation and highlighters to lip glosses and skincare products. Products like the Gloss Bomb Universal Lip Luminizer and Pro Filt’r Soft Matte Longwear Foundation have earned global recognition for their stunning textures and long-lasting effects. Rihanna’s brand continues to make waves, launching new products and expanding into skincare with Fenty Skin, further solidifying her presence in the beauty world.
3) Rhode by Hailey Bieber
Hailey Bieber’s skincare line, Rhode, was launched in 2022 and has quickly become a fan favourite. The brand’s tagline, “glazed skin,” speaks to its signature look of glowing, hydrated skin with a dewy finish. Rhode offers a more minimalist approach to skincare, with a focus on fewer products that offer beautiful results. The product line includes The Rhode Peptide Glazing Fluid, a lightweight serum that promises to give skin a dewy, hydrated glow, and The Rhode Barrier Restore Cream, designed to lock in moisture while protecting the skin's natural barrier. Hailey’s personal skin struggles, including acne and eczema, influenced the brand’s formulation process, and it’s clear that Rhode is built with a personal touch. Hailey has positioned Rhode as a brand that celebrates simplicity and efficacy in skincare, appealing to those who want results without the fuss. The brand emphasizes transparency, cruelty-free practices, and sustainability, which has resonated with consumers seeking products that align with their values.
4) Kylie Cosmetics by Kylie Jenner
Kylie Jenner’s Kylie Cosmetics, launched in 2015, set the stage for the explosion of celebrity-owned beauty brands. Known for its viral lip kits, the brand quickly became a sensation, thanks to Kylie’s large social media following. The brand’s signature product, the Lip Kit, includes a lip liner and liquid lipstick, and it paved the way for Kylie Cosmetics’ expansion into other makeup categories, including eyeshadows, blushes, and highlighters. Kylie’s success in the beauty world is rooted in her ability to use her social media influence to drive product launches and generate hype. Kylie Cosmetics also made waves by offering a variety of shades for different skin tones, with a strong focus on neutrals and bold colours. While Kylie Cosmetics initially drew criticism for being a product of celebrity status, its popularity and massive sales prove the strength of its formula and quality. Over time, Kylie Cosmetics has evolved, collaborating with other influencers and launching highly anticipated collections.
5) Cécred by Beyoncé
In 2022, Beyoncé entered the beauty world with her highly anticipated hair care line, Cécred. Inspired by her own hair journey, the brand promises to celebrate the versatility and beauty of natural hair, especially for those with curly, textured, or coily hair types. Beyoncé has long been known for her flawless, voluminous hair, and Cécred seeks to provide high-quality products that cater to the unique needs of textured hair. The product range includes shampoos, conditioners, serums, and oils designed to hydrate, nourish, and maintain healthy hair while embracing a holistic approach to hair care. Additionally, the brand champions self-expression, allowing individuals to embrace their natural hair textures without the need for chemical treatments or excessive heat styling. Beyoncé’s expertise in personal branding has made Cécred not only a beauty line but a movement toward embracing the beauty of natural hair in all its forms. It’s a celebration of individuality and confidence, with Beyoncé using her platform to amplify the message of self-love and hair empowerment.
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