Beauty

17 celebrity-owned beauty brands to try

From Selena Gomez’s Rare Beauty to Tracee Ellis Ross’ Pattern.

17 celebrity-owned beauty brands to try Credit: Honest Beauty / Rare Beauty

Recommendations are independently chosen by Reviewed’s editors. Purchases you make through our links may earn us a commission.

Thanks to social media, reality television, and paparazzi photos, everyone knows the latest fashion and beauty trends endorsed by celebrities. And it’s possible that their makeup looks or skincare routines influence how you choose your own. So it should come as no surprise that many of your favorite Hollywood icons have designed their own beauty lines for adoring fans to recreate their looks with. We’ve rounded up over a dozen celebrity-owned beauty brands for you to set your sights on.

Related content

1. Rare Beauty by Selena Gomez

Rare Beauty by Selena Gomez
Credit: Rare Beauty / Reviewed / Betsey Goldwasser

Play with colorful lip balms, liquid blushes, and shimmering highlights from Rare Beauty by Selena Gomez.

Actress and singer Selena Gomez launched her makeup line, Rare Beauty, at Sephora in 2020. The raved-about collection includes items for the eyes, lips, and face, from foundation and concealer to highlighters and eyebrow pencils.

After testing, we love the brand’s Soft Pinch Liquid Blushes that blend seamlessly into the cheeks for a beautiful flush of color and the With Gratitude Dewy Lip Balms that moisturize the lips while leaving behind enough pigment to resemble lipstick.

Shop Rare Beauty on Sephora

2. Fenty Beauty by Rihanna

Fenty Beauty by Rihanna
Credit: Fenty Beauty

Shop top-rated makeup for the eyes, lips, and face from Fenty Beauty by Rihanna.

Rihanna’s Fenty Beauty launched in Sephora in 2017 and received ample praise for its wide shade ranges in foundations and concealers. Popular complexion products, like the Pro Filt’r Soft Matte Longwear Foundation, Pro Filt’r Soft Matte Powder Foundation, and Pro Filt’r Instant Retouch Concealer, each come in an impressive 50 shades ranging from very fair neutral to very rich with neutral undertones. Other highly-rated products from the brand include the Killawatt Freestyle Highlighters and Stunna Lip Paint Longwear Fluid Lip Color, which come in a beautiful selection of colors for the cheeks and lips, respectively. More into skincare? You can also shop Fenty Skin.

Shop Fenty Beauty on Sephora

3. JLo Beauty by Jennifer Lopez

JLo Beauty by Jennifer Lopez
Credit: JLo Beauty

Add Jennifer Lopez's anti-aging skincare must-haves into your routine with JLo Beauty.

Fans of Jennifer Lopez not only adore her killer performances but also admire the 51-year-old’s youthful-looking skin. It only makes sense that the star launched JLo Beauty, a skincare brand dedicated to anti-aging products because “beauty has no expiration date.” Available at Sephora, the brand has all the products you need to start a skincare routine, from a cleanser to a moisturizer to a sunscreen.

Shop JLo Beauty on Sephora

4. Kylie Cosmetics by Kylie Jenner

Kylie Cosmetics by Kylie Jenner
Credit: Kylie Cosmetics

Give your lips the perfect pout with lip kits from Kylie Cosmetics by Kylie Jenner.

The youngest daughter of the Kardashian-Jenner clan started her beauty empire with Kylie Cosmetics in 2015 by introducing her signature Matte Lip Kits. The kits, which included a lip liner and matte liquid lipstick, were designed to recreate the overlined, perfect pout that the reality star was famously sporting at the time. Now, the Ulta-sold brand features complexion products like concealer and powder and pops of color for the eyes and cheeks. The reality star ventured into the skincare world with Kylie Skin in 2019, as well.

Shop Kylie Cosmetics on Ulta

5. KKW Beauty by Kim Kardashian West

KKW Beauty by Kim Kardashian West
Credit: KKW Beauty

Try out Kim Kardashian West's contour routine with products from KKW Beauty.

Following her younger sister’s cosmetics debut, Kim Kardashian West created her own makeup line, KKW Beauty, in 2017. Also available at Ulta, Kardashian-West launched with Crème Contour & Highlight Sets to help her fans mimic the contoured cheek and jawline she popularized. Since then, the brand expanded to include body makeup, eyeshadow palettes, lipsticks, and complexion products.

Shop KKW Beauty on Ulta

6. Flawless by Gabrielle Union

Flawless by Gabrielle Union
Credit: Flawless by Gabrielle Union / Reviewed / Sha Ravine Spencer

Keep your waves, curls, and coils fresh with Flawless by Gabrielle Union.

Best known for her role as Isis in the “Bring It On” film series, Gabrielle Union ventured into hair care in 2017 with the launch of Flawless by Gabrielle Union. The actress-turned-entrepreneur revamped the line in 2020 and it consists of 13 products, including shampoo, conditioner, hair oil, and heat protectant. Anyone can use the products, but the line is designed for those with wavy, curly, or coily hair textures.

After testing the Amazon-sold brand, our favorites are the Hydrating Detangling Shampoo and the Repairing Deep Conditioning Masque, a combination that left our tester’s natural curls feeling moisturized and looking defined and bouncy.

Shop Flawless by Gabrielle Union on Amazon

7. About-Face by Halsey

About-Face by Halsey
Credit: About-Face

Add electric colors into your makeup routine with About-Face by Halsey.

If you like your makeup to include bright colors and shimmering skin, look no further than singer Halsey’s About-Face line. Designed to evoke creativity and individuality in your makeup routine, the brand launched in 2021 with highlighters, eyeshadows, and lip products.

If you buy one thing from the line, Reviewed’s tester recommends the Matte Fluid Eye Paints, which come in six colors and glide onto the eyelids for a super-pigmented, matte, one-and-done eyeshadow look.

Shop About-Face

8. Haus Laboratories by Lady Gaga

Haus Laboratories by Lady Gaga
Credit: Haus Laboratories / Reviewed / Betsey Goldwasser

You can find all of Lady Gaga's Haus Laboratories collection on Amazon.

Everyone knows Lady Gaga for her over-the-top outfits and makeup, which led to a frenzy of excitement when the singer and actress launched her makeup line with Amazon in 2019. When we tested Haus Laboratories at Reviewed, we weren’t dazzled by it—it seemed subdued for Gaga. Since the initial launch, the line has expanded to include more products than its initial liquid eyeshadows, lip liners, and glosses. Newer products, like the Liquid Eye-Lie-Ner and the Monster Matte Lip Crayons, have thousands of rave reviews on Amazon, with shoppers hyped about the larger collection that allows for bolder, colorful looks.

Shop Haus Laboratories on Amazon

9. Be Free by Danielle Fishel

Be Free by Danielle Fishel
Credit: Be Free by Danielle Fishel

Add volume to your hair with Be Free by Danielle Fishel.

Remember Topanga Lawrence from the television series “Boy Meets World”—or, more on topic, her voluminous locks? The actress behind Cory Matthews’ love interest has her own hair line, Be Free by Danielle Fishel, which she launched in 2019. The collection—which features a shampoo, conditioner, scalp refresh, and hair mask—claims to be vegan, color-safe, and free of controversial ingredients, like parabens, sulfates, and phthalates.

After testing, our reviewer says purchasing from Topanga, err, Fishel’s line is a “no-brainer” and she loved the volume her hair had post-wash.

Shop Be Free by Danielle Fishel

10. Flower Beauty by Drew Barrymore

Flower Beauty by Drew Barrymore
Credit: Flower Beauty

You'll find Flower Beauty by Drew Barrymore at Walmart, Ulta, and local drugstores.

If you want celeb-approved makeup with affordable prices, you must try Flower Beauty, the company founded by actress and producer Drew Barrymore in 2013. The collection includes the popular Light Illusion Foundation, Blush Bomb Color Drops, and Lash Warrior Mascara, ensconced in simplistic white-and-gold packaging and sold on Amazon and at Walmart, Ulta, and drugstores.

Shop Flower Beauty on Amazon

11. Honest Beauty by Jessica Alba

Honest Beauty by Jessica Alba
Credit: Honest Beauty

Shop top-rated products from Jessica Alba's Honest Beauty.

Actress Jessica Alba’s venture into business began with her 2011 launch of The Honest Company, a wellness brand that aims to eliminate having to “choose between what works and what’s good for you.” For this reason, the brand has a list of over 2,500 ingredients it won’t include in its products, including thought-to-be-harmful ones like sulfates and phthalates. Alba launched Honest Beauty under the company in 2015 and its products are sold on Amazon and at Target. The brand has several popular items with thousands of reviews, like the Hydrogel Cream, Crème Cheek Blush, and Extreme Length Mascara, to name a few.

Shop Honest Beauty on Amazon

12. Florence by Mills by Millie Bobby Brown

Florence by Mills by Millie Bobby Brown
Credit: Florence by Mills

Millie Bobby Brown created this Gen-Z brand for teens who want easy-to-use makeup and skincare.

“Stranger Things” star Millie Bobby Brown surprised fans with the 2019 launch of Florence by Mills in Ulta. The actress catered the skincare and makeup line toward fellow teens—it’s even been referred to as a “Gen-Z line”—with minimalistic lavender packaging and “no-makeup makeup” products, like a skint tint and cream blush. Among the most popular products are the Mind Glowing Peel Off Mask, Zero Chill Face Mist, and Look Alive Eye Balm.

Shop Florence by Mills on Ulta

13. Pattern by Tracee Ellis Ross

Pattern by Tracee Ellis Ross
Credit: Pattern Beauty

Nourish your textured hair with Pattern by Tracee Ellis Ross.

Actress, singer, and director Tracee Ellis Ross launched the first iteration of Pattern in 2019 and relaunched in 2020 with an emphasis on celebrating Black beauty. The hair care line focuses on natural strands with products for “curly, coily, and tight-textured hair.” You’ll find the company’s items, which include shampoos, conditioners, serums, and styling creams, at Ulta. According to reviews, some of its most popular items are the Hydration Shampoo, Leave-In Conditioner, and Shower Brush.

Shop Pattern on Ulta

14. Kora Organics by Miranda Kerr

Kora Organics by Miranda Kerr
Credit: Kora Organics

Shop Kora Organics by Miranda Kerr for certified organic skincare.

You may have seen Kora Organics on Sephora’s site, but maybe you didn’t know that Australian model Miranda Kerr is behind the beauty brand. The line is focused on organic skincare, which, in this case, means the company’s products are certified by Ecocert Cosmos Organic, an international agri-food, forestry, textiles, and cosmetics certification company based in France. Launched in 2009, Kora’s most popular products include the Noni Glow Face Oil and the Noni Night AHA Resurfacing Serum.

Shop Kora Organics on Sephora

15. Iman Cosmetics by Iman

Iman Cosmetics by Iman
Credit: Iman Cosmetics

Fashion model Iman created Iman Cosmetics for women of color.

Fashion model and actress Iman started her eponymous makeup brand for women of color in 1994. The line includes a smattering of products for the face, lips, and eyes, as well as a few skincare staples—a cleanser, lotion, and primer for the face. The brand’s notable products include the Stick Foundation and the Oil-Blotting Pressed Powder, as well as other complexion products.

Shop Iman Cosmetics on Amazon

16. Goop Beauty by Gwenyth Paltrow

Goop Beauty by Gwenyth Paltrow
Credit: Goop Beauty

You can shop Goop Beauty by Gwenyth Paltrow on Sephora's site.

Actress Gwenyth Paltrow’s pivot into entrepreneurship began with the launch of lifestyle brand Goop in 2008. And while the company has been on the receiving end of some skepticism because of certain products—ahem, a vaginal jade egg—the beauty arm of Goop has some hits. The Goopglow Microderm Instant Glow Exfoliator, Goopglow 15% Glycolic Acid Overnight Glow Peel, and the Goopgenes All-In-One Nourishing Face Cream all have hundreds of glowing Sephora reviews.

Shop Goop Beauty on Sephora

17. Kesha Rose Beauty by Kesha

Kesha Rose Beauty by Kesha
Credit: Kesha Rose Beauty

Shop Kesha Rose Beauty products on Hipdot.

If you’re a fan of Kesha, you know the singer launched Kesha Rose Beauty in 2020. The line features an eyeshadow palette, lip gloss, and lipstick and was created in collaboration with cosmetic brand Hipdot. You can purchase the eyeshadow palette individually, the lip gloss and lipstick as a duo, or all three of the products together in a set to rock the “Tik Tok” singer’s look.

Shop Kesha Rose Beauty on Hipdot

The product experts at Reviewed have all your shopping needs covered. Follow Reviewed on Facebook, Twitter, and Instagram for the latest deals, product reviews, and more.

Prices were accurate at the time this article was published but may change over time.

Up next