17 celebrity-owned beauty brands to try
From Selena Gomez’s Rare Beauty to Tracee Ellis Ross’ Pattern.
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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.
1. 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.
2. 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.
3. JLo Beauty by Jennifer Lopez
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.
4. 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.
5. KKW Beauty by Kim Kardashian West
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.
6. 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.
7. 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.
8. Haus Laboratories by Lady Gaga
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.
9. 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.
10. Flower Beauty by Drew Barrymore
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.
11. Honest Beauty by Jessica Alba
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.
12. Florence by Mills by Millie Bobby Brown
“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.
13. 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.
14. Kora Organics by Miranda Kerr
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.
15. Iman Cosmetics by Iman
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.
16. Goop Beauty by Gwenyth Paltrow
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.
17. Kesha Rose Beauty by Kesha
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.
Prices were accurate at the time this article was published but may change over time.