Welcome to Polished with Elise Wilson, the space where I, a qualified makeup artist and hair stylist for the Daily Mail, answer your questions, share advice, and trial the latest beauty trends so you don't have to. My recent weeks have been a whirlwind of star-studded beauty, sparking a deep dive into the modern phenomenon of celebrity cosmetics.
The New Era of Celebrity Beauty
This train of thought began after spending time with the brilliant Celeste Barber, celebrating her beauty brand Booie landing in Woolworths stores nationwide. The theme continued as I prepared to see Lady Gaga—the founder of the groundbreaking Haus Labs—perform in Sydney. These encounters highlighted the meteoric rise of celebrity beauty brands, a far cry from the perfunctory fragrance launches of the Britney Spears and Paris Hilton era.
Back then, new celebrity scents prompted polite eye-rolls, with little belief the stars were involved in formulation. Today, the landscape is transformed. The catalyst for my current fascination was the internet frenzy in November over news that Hailey Bieber's Rhode line is reportedly launching in Australia in February 2026. As a devotee of the glazed-doughnut-skin aesthetic, my countdown has begun.
The key difference now is authenticity and expertise. Modern brands are smart, well-considered, and formulated with real industry professionals behind the scenes. Celebrities like Celeste Barber, Trinny Woodall, and Victoria Beckham have built empires by genuinely understanding and connecting with their audience. After countless tests and red-carpet trials, here are the six celebrity makeup brands that deserve a prime spot on your vanity.
Top Celebrity Beauty Brand Picks
Booie Beauty
Let's start with an Aussie success. Celeste Barber's completely self-funded passion project, named after her kids' nickname, is designed to empower everyday women. Its nationwide Woolworths launch makes accessible, fuss-free beauty a reality.
Product Picks:
- You're Welcome Tubular Mascara ($31): A smudge-proof, easy-to-remove formula that delivers incredible lift.
- Eyeshadow Stick in Champagne ($31): The perfect shortcut to a well-rested glow, ideal for under-eyes and inner corners.
Victoria Beckham Beauty
Since its 2019 launch, Posh's line has captivated with impossibly chic packaging and expensive-feeling, high-tech formulas. Now available at Mecca, it's a must-explore.
Product Picks:
- Colour Wash Blush Water Tint ($77): Melts into the skin for a natural, all-day flush with serious pigment.
- Satin Kajal Liner ($57): Glides on effortlessly and smudges perfectly before setting; shade Bordeaux is a burgundy dream.
Haus Labs
Lady Gaga's brand has undergone a phenomenal glow-up. The products are lightweight, long-wearing, and skin-friendly, often outperforming industry giants.
Product Picks:
- Colour Fuse Glassy Blush Balm ($59): Shade Glassy Pitaya is a vibrant Barbie-pink that lights up the face and lasts for hours.
- Triclone Skin Tech Foundation ($85): A weightless, skin-blending foundation with arnica to calm redness; a favourite in shade 210 Light Medium Neutral.
Trinny London
Trinny Woodall built her brand around simplifying beauty with stackable pots, cream textures, and a skincare-first mindset. The Match2Me online tool is a genuine game-changer.
Product Picks:
- Lip2Cheek in Freddie ($49): A deep brick shade that transforms into a flattering, healthy flush on the skin.
- BFF Cream SPF30 & BFF De-Stress Serum ($78): Bestsellers that provide sheer, glowy, adaptive coverage.
- Miracle Halos ($62): The secret to lit-from-within radiance; perfect under makeup.
Rare Beauty
Selena Gomez has built one of the world's most successful celebrity beauty brands. Rare Beauty's silky textures and flattering shades deliver soft glam effortlessly, making it a Sephora cult favourite.
Product Picks:
- Soft Pinch Liquid Contour in Mellow ($50): Adds seamless definition without harshness.
- Positive Light Liquid Luminizer in Mesmerize ($48): A sparkling, beloved highlighter.
- Soft Pinch Liquid Blush in Happy & Joy ($45): The internet-breaking blushes; incredibly pigmented, blendable, and long-wearing.
Why The Eye-Rolls Have Stopped
The era of scepticism is over. These brands have earned their place, not through fame alone, but through quality, authenticity, and a deep connection with consumers. They sit proudly alongside legacy houses in my professional kit. The celebrity beauty game has changed, and for the better.
Disclaimer: The views and opinions expressed in this article are solely my own and do not reflect those of any brands or companies mentioned. This content is not sponsored or endorsed.
