It may seem like every celebrity out there has released a skincare or beauty brand to cash in on their fame. And while the products often come with a hefty price tag due to the name, more and more A-listers seem to be beating luxury rivals at their own game.
Celebrity-owned brands such as Victoria Beckham Beauty and Haus Labs by Lady Gaga have built a trusted reputation over the years, turning their products into high-end premium quality and rightly becoming best sellers.
Take Rhode by Hailey Bieber. She has taken the beauty industry by storm thanks to her community of fans and savvy branding and social media strategies. Hailey is highly regarded in the beauty and skincare industry, having built a billion-dollar business in just three years before selling to e.l.f. Beauty.
Kylie Jenner significantly transformed the beauty industry by leveraging social media and personal branding to build her Lip Kit phenomenon when she was just 17. But how popular are celebrity brands, and are they actually worth it?
According to Beauty Matter, the youngest of the Kardashian-Jenner clan dominated the beauty scene alongside top-scoring Selena Gomez's Rare Beauty last year. Here are six best-selling products from celebrity-owned beauty and skincare brands that have revolutionised the industry.
Haus Labs by Lady Gaga
On the ever-growing list of celebrity beauty brands, Lady Gaga's Haus Labs stands out as a firm favourite. Created in 2019, the line-up of high-quality, innovative makeup products is praised for its clean ingredients and impressive shade ranges. Its Triclone Skin Tech concealer is available in 31 shades, while its best-selling Triclone Skin Tech foundation, which promises buildable coverage with a natural finish, launched in no less than 51. The £42 foundation has become a staple in the kit of celebrity make-up artists such as Sarah Tanno, Bernicia Boateng and Doniella Davy thanks to its high-pigment, high-performance formula. The first products she released included lip liner, lip gloss, and liquid-to-powder shimmer, and have since grown to eyeliners, eyeshadows, and lipstick, all of which are vegan.
- Triclone Skin Tech Foundation - Redefining high-performance foundation with a skincare-infused, clean formulation. Powered by proprietary Fermented Arnica and 20+ skincare ingredients, this breakthrough medium, buildable coverage feels weightless for a naturally luminous, second-skin finish that lasts all day.
- Triclone Skin Tech Concealer - A clean, lightweight, long-wearing, non-comedogenic concealer that does more than cover; it visibly blurs, brightens and conceals with medium, buildable coverage that de-puffs after 2 weeks of use.
- PhD Hybrid Lip Oil - A clean, award-winning, sheer tinted lip oil that delivers lightweight hydration and non-sticky shine with a cushiony feel.
- Clear Cut Liquid Eyeliner - A clean, carbon black-free liquid eyeliner delivering the blackest black, long-lasting matte finish in a custom, calligraphy-inspired brush.
- Color Fuse Glassy Blush Balm Stick - A long-lasting, multi-use lip and cheek balm that glides on buildable glassy color in an easy-to-use cream stick.
Victoria Beckham Beauty
She always looks flawless, whether it is on a red carpet, at a Fashion Week event, a family party or even on her Instagram. Victoria is rarely seen without a classy, elegant makeup look, and thanks to her own beauty brand, fans and followers can recreate it at home. Her viral foundation drops have flown off the shelves since launching back in September, with most of the 19 colour ways unavailable in February despite its £104 price tag. But it's her eyeliner that is to thank for the brand's financial success, with the star previously revealing she sells one of her £33 Satin Kajal eyeliners every 30 seconds. In August, The Daily Mail revealed Victoria had increased her revenues by a staggering 26 per cent compared to the year before, with a turnover of £112.7 million and a pre-tax profit of £2.2 million. The success of her beauty range is a huge triumph after years of debt from her fashion brand that left the couple 'millions in the red', with David confessing in her Netflix documentary that the debt 'panicked' him. Yet she seems to have struck gold with her beauty brand. But it doesn't come cheap. A full face of Beckham Beauty would set you back around £400, with the products sitting at the high end of luxury.
- The Victoria Beckham Foundation Drops with TFC8
- Cell Rejuvenating Illuminator
- Satin Kajal Liner, Longwear Waterproof Eyeliner
- Colour Wash, Blush & Bronze Water Tints
- Posh Moisturising Colour Lipstick
Rhode by Hailey Bieber
Launched by model, influencer and all-around it-girl Hailey Bieber back in 2022, Rhode is undoubtedly one of the most successful celebrity beauty brands around at the moment, and for good reason. Inspired by Hailey's own personal journey with skincare (the A-lister suffers from perioral dermatitis and has been candid about her experience online), Rhode was developed to help simplify your skincare routine with 'one of everything really good'. While the initial launch was centred around barrier-loving skincare, including the viral Glazing Milk and newly launched Peptide Eye Patches (both available to shop online and in-store), Rhode made its first foray into makeup in 2024 with the launch of its Pocket Blush. Dubbed the 'best blush hands down' by beauty lovers, the viral product is available in 11 inclusive shades, with fans speculating that more shades will be launched in the future. Her brand was acquired by E.l.f. Cosmetics for $1 billion, with Hailey still serving as founder as well as Chief Creative Officer and Head of Innovation.
- Rhode Glazing Milk - This viral sensation is a must-have for those on a mission to achieve glowing, glass-like skin. Infused with ceramides and nutrients, this milky essence provides all-day hydration and makes a great base for makeup.
- Rhode Peptide Glazing Mist - A must-have for achieving a lit-from-within glow, this superfine mist hydrates and refreshes while on the go.
- Rhode Peptide Eye Prep - Perfect for party season, this cooling hydrogel design helps to reduce the look of fine lines and wrinkles thanks to a combination of caffeine and peptides.
- Rhode Peptide Lip Treatment - Dermatologist-tested and suitable for even sensitive skin, this peptide-infused lip treatment is a handbag must-have for the cold weather winter brings.
- Rhode Pocket Blush - Hailed as the 'best blush ever' by beauty lovers, this cream blush instantly melts into the skin and boasts all-day staying power.
Fenty Beauty by Rihanna
Since launching her career as a singer, Rihanna has established herself in the fashion and beauty business with her successful lingerie and makeup lines. The singer put her music career on pause in 2017 to focus on her business ventures, launching Fenty Beauty, which includes products like foundations, highlighters, bronzers, blush and lip glosses, and surpassed other celebrity cosmetics brands such as Kylie Cosmetics and KKW Beauty in sales. In 2022, she made history when she became America's youngest self-made female billionaire at the age of 34. She dethroned fellow A-lister Kim Kardashian, then 41, to earn the title, after amassing an impressive net worth of $1.4 billion through her many ventures. Her phenomenal financial success was first revealed earlier that year, when Rihanna was featured in Forbes' annual list of America's richest self-made women, on which she was ranked 21st. The B***h Better Have My Money singer was the only woman under the age of 40 to feature in the line-up.
- Pro Filt'r Soft Matte Longwear Foundation - Buildable, medium to full coverage foundation with climate-adaptive technology to fight heat, sweat and shine.
- Shake 'n Play Buildable Liquid Blush - A lightweight liquid blush with buildable, waterproof color and a natural, blurred finish that lasts.
- Hella Thicc Volumizing Mascara - Build irresistibly thick and lifted lashes with every stroke of this longwear mascara.
- Trace'd Out Longwear Waterproof Pencil Lip Liner - Creamy, true-cast colours with no ash or drag. Universally flatters and lasts 8 hours.
- Gloss Bomb Universal Lip Luminizer - The ultimate gotta-have-it lip gloss with explosive shine that feels as good as it looks.
Rare Beauty by Selena Gomez
Selena struck a high note with her cosmetics company back in 2023 and has since continued to grow. The actress and singer founded the brand in 2019 before launching it in North America in 2020. In 2022, the company sold around $70 million in just the blush category alone, according to Bloomberg. Her company sells two different blushes, but is best known for its TikTok viral Soft Pinch Liquid Blush, which retails for $23. Last year, they sold 3.1 million units of the fan-beloved blush, which Selena frequently promotes on her social media. Rare Beauty is also on pace to triple last year's sales. Since launching the brand, Gomez has further expanded to three dozen countries.
- Rare Eau de Parfum 50ml - Warm and decadent with a touch of spice, this fragrance welcomes you with notes of creamy caramel and pistachio, gives way to an unexpected duality of rich vanilla and spicy ginger, then dries down to an earthy sandalwood. Bright yet deep, familiar yet unexpected, this is a fragrance that evolves with every passing moment, lingering for up to 12 hours.
- Positive Light Silky Touch Highlighter - An innovative powder highlighter that gives skin an instant glass-like sheen for an easy, natural-looking glow that lasts.
- Soft Pinch Tinted Lip Oil - An innovative lip jelly that transforms into a lightweight oil. Starts off glossy, then leaves lips tinted while gently plumping and staying comfortable, never sticky, all day.
- Perfect Strokes Universal Volumizing Mascara - Created for every lash type, this all-in-one mascara pairs a weightless, easy-to-build formula with a universal eye-hugging brush to lift, lengthen, curl, and volumize every lash from every angle.
- Positive Light Liquid Luminizer - Good news: our fan-fave liquid highlighter fam is growing with two new shades. Create an instantly dewy, buildable glow while nourishing skin so it looks on the bright side all day.
Kylie Cosmetics by Kylie Jenner
The youngest of the Kardashian-Jenner clan launched her Kylie lip kits in 2014, a move that sparked the latest trend of celebrities launching their own brands. Kylie Cosmetics was an instant, huge success from its November 2015 launch with the debut 15,000 Lip Kits, priced at $29 each, selling out in under a minute. The brand took in over $300 million in revenue during its first year and evolved from a small player into a major industry mover and shaker. By 2018, the brand's worth had grown to a reported $900 million, and Kylie was well on her way to becoming a billionaire. In 2020, Kylie finalized a deal to sell a 51 per cent majority stake in Kylie Cosmetics to Coty Inc for $600 million. She remained involved in creative and marketing aspects of the company. Kylie, who has been in a relationship with Oscar-nominated actor Timothee Chalamet for three years, told Vanity Fair that she was stressed out after launching Lip Kits. She said she couldn't keep up with the demand. 'It wasn't very exciting for me for the first year because I was so stressed out that everyone would harass me on Twitter at the time because they couldn't get a Lip Kit,' she said in the interview published on March 11. 'I couldn't handle it because I really wanted to just make everyone happy.'
- Matte Liquid Lipstick - Creates a classic, comfortable matte lip. The highly pigmented formula glides on effortlessly delivering full coverage and 8-hour wear without drying lips.
- Power Plush Longwear Concealer - A weightless, medium buildable concealer that brightens, blurs, and smooths to a natural, satin finish. Its hydrating formula offers flexible and highly comfortable wear with a cushiony, soft feel for up to 12 hours. This crease-proof, cake-free, multi-purpose concealer covers under eye circles, dark spots, and redness or can be used to highlight, bronze and contour.
- Kylash Volume Mascara - Get fuller, lifted, and defined lashes with this mascara. Featuring a clean and vegan formula that doesn't compromise on performance, it provides instant volume, lengthens, and holds curl. The weightless fibers separate and coat each lash without feeling heavy, clumping, or smudging.
- Hybrid Blush - A first-of-its-kind hybrid blush melts into the skin like a cream, but has the soft-focus, smoothing effect of a powder. Suede-like and weightless, this formula is highly pigmented, super blendable, and offers seamless, mistake-proof application. Sweep it on for an instant flush of color with a soft-matte finish that lasts up to 12 hours.
- Skin Tint Blurring Elixir - A weightless, fluid tint with light to medium coverage and a second-skin finish. Formulated with hyaluronic acid (sodium hyaluronate), it improves skin hydration and smooths pores, fine lines, and texture with up to 12 hours of wear that doesn't separate or get patchy.
Looking to upgrade your beauty routine? This month's You Magazine beauty box includes top essentials our editors swear by.
