While many celebrities are well-known for their singing or acting careers, some have also found success in the beauty industry, expanding their wealth portfolio. Below are seven of the most successful celebrity beauty brands currently in the world.
1. Selena Gomez: Rare Beauty
Selena Gomez‘s beauty brand, Rare Beauty, is focused on promoting more realistic standards of beauty and highlighting the importance of mental health. The brand has received increased global interest, with Cosmetify reporting it as the most Googled celebrity beauty brand between February 2022 and January 2023. Despite launching during the pandemic in 2020, the brand generated US$60 million in revenue within just one year, as reported by Nylon. Rare Beauty’s products are priced affordably, with none of them being sold for over US$50, and the range sells well at Sephora.
2. Rihanna: Fenty Beauty
Fenty Beauty, founded by Rihanna in 2017, has been highly successful and is considered the most profitable celebrity beauty brand, according to Cosmetify. Rihanna owns a 50% stake in the company, which has expanded into eight African countries in 2022 and is centered around the core mission of inclusivity for all women and skin types. The brand gained significant media exposure when Rihanna wore the Fenty Invisimatte instant setting and blotting powder during her Super Bowl LVII performance, causing a US$5 million increase in brand value, as reported by Cosmetify. At least US$1.4 billion of Rihanna’s total net worth comes from Fenty Beauty.
3. Kylie Jenner: Kylie Cosmetics
Kylie Jenner founded Kylie Cosmetics in 2014 and quickly became a successful businesswoman. The brand is known for its lip products, which promise fuller and plumper lips. Jenner uses her social media channels on Instagram and TikTok to promote her line and has the biggest celebrity beauty brand following on social media, according to Cosmetify, with over 25.6 million followers on Instagram. In 2020, Forbes reported that Jenner sold 51% of the company to Coty, a publicly traded company, for a total of US$600 million.
4. Ariana Grande: R.E.M.
Ariana Grande entered the beauty industry with the launch of her vegan makeup line, R.E.M, in 2021. The first collection included eyeliners, false lashes, highlighters, and plumping gloss, and by April 2022, R.E.M was being sold at Ulta, a large beauty store, according to Seventeen. However, the brand faced difficulties when the company Grande partnered with filed for bankruptcy. Forbes reported that Grande was set to acquire the physical assets of R.E.M. from Forma Brands, the parent company of Morphe Cosmetics, after they filed for bankruptcy in January. Although the future of R.E.M remains unclear, it remains one of the most popular celebrity beauty brands.
5. Jeffree Star: Jeffree Star Cosmetics
In 2014, makeup artist and YouTube star Jeffree Star launched his eponymous cosmetics line. According to Cosmetify, his brand is one of the top five most powerful celebrity beauty brands in the world based on profit, Instagram influence, and Google search rankings. Cosmopolitan reported that Star earns up to $150 million annually from his cosmetic company. While he is most powerful on YouTube in terms of promoting his brand, he also has a strong following on Instagram, with over 6.2 million fans.
6. Millie Bobby Brown: Florence by Mills
Stranger Things star Millie Bobby Brown established her beauty brand in 2019 to explore new things about beauty and skincare. Brown acknowledged that she had no prior experience in the field, but leveraged this fact to attract customers who could join her on the journey. According to Fashion Network, she acquired a controlling stake in the brand in 2020 and also has a thriving e-commerce platform.
7. Gwyneth Paltrow: Goop
In 2008, Gwyneth Paltrow began Goop, a brand that now includes beauty, fashion, wellness, and lifestyle. The clean beauty products at Goop are popular, and Paltrow frequently shares skincare tips that go viral. According to Cosmopolitan, Paltrow owns a 30% stake in Goop, valued at around $250 million.