Most Popular Celebrity Beauty Brands in 2024
Cosmetics companies owned by celebrities have risen to the top in a world where the beauty industry and celebrity culture combine in a way never seen before. Thanks to Instagram and TikTok, these celebrities have not only broken into the beauty industry but have completely transformed it by introducing their own distinct ideas about what it means to be beautiful, inclusivity, and personal branding. This investigation dives into the breathtaking ascent of celebrity businesses, illuminating how they have carved themselves significant niches in the cutthroat beauty industry by leveraging their fame, social media acumen, and authentic interaction. Rare Beauty by Selena Gomez and Fenty Beauty by Rihanna are more than just celebrity endorsement deals; they represent models of inclusivity and innovation in a beauty business ready for revolution.
The Rise of Celebrity-Owned Beauty Brands
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Social media has been instrumental in the surge of beauty brands owned by celebrities. Social media platforms such as Instagram and TikTok have given celebrities a convenient way to connect with their fans and customers. Thanks to this direct connection, celebrities have been able to use their influence and personal brand to successfully launch their own beauty lines.
Rare Beauty by Selena Gomez is undeniably one of the most remarkable celebrity beauty brands. Launched in September 2020, Rare Beauty swiftly captured the attention of beauty enthusiasts with its commitment to challenging unrealistic ideals of perfection. Selena Gomez, with her massive Instagram following, has utilized her platform to revolutionize the concept of beauty and spread a message of positivity. Boasting an impressive Instagram engagement rate of 2.5% and a staggering 5.7 million followers, Rare Beauty has truly captivated beauty enthusiasts from all corners of the globe.
Haus Labs by Lady Gaga has become quite the sensation in the beauty industry. Famous for her daring and one-of-a-kind fashion choices, Lady Gaga introduced her artistic vision and originality to the beauty industry through Haus Labs. Boasting an impressive Instagram engagement rate of 0.6% and a whopping 1 million followers, Haus Labs has firmly established itself as a go-to brand in the beauty industry. Their range of clean makeup products is carefully curated to meet the diverse needs of beauty enthusiasts.
The Best Celebrity Beauty Brands on Social Media
1. Kylie Cosmetics by Kylie Jenner
- Instagram: @kyliecosmetics
- Instagram Followers: 25.2M
Kylie Cosmetics, founded by Kylie Jenner, has become a household name in the beauty industry. Known for its iconic lip kits, the brand has expanded its offerings to include a wide range of makeup and skincare products. On social media, Kylie Cosmetics entices its audience with aesthetically pleasing visuals and behind-the-scenes glimpses into the brand. With an engagement rate of 1.3% and over 26.7 million followers on Instagram, Kylie Cosmetics maintains its status as one of the top celebrity beauty brands.
Kylie Cosmetics by Kylie Jenner transformed the lip kit phenomenon into a veritable beauty empire. Since its launch in November 2015, I’ve admired how it expanded into skincare and baby products, showcasing Kylie’s versatility and business acumen. With a beauty score of 88.42 and a staggering Instagram following of 25.6 million, the brand’s influence is undeniable. The #kyliecosmetics hashtag, amassing 2 billion posts on TikTok, highlights the brand’s colossal social media presence. Kylie Cosmetics is a testament to the power of social media in catapulting a brand to global recognition.
The journey with Kylie Cosmetics has been one of discovery, from the first time I tried the iconic Lip Kits to the latest skincare range. The brand’s evolution from lip products to a full-fledged beauty line mirrors the dynamic nature of the beauty industry. Kylie Jenner’s ability to adapt and innovate has kept Kylie Cosmetics at the forefront of the beauty conversation, making it a household name. The brand’s focus on high-quality makeup and skincare has made it a staple in my beauty regime.
2. Fenty Beauty by Rihanna
- Instagram: @fentybeauty
- Instagram Followers: 12.8M
Rihanna’s Fenty Beauty has revolutionized the beauty industry with its inclusive range of products. Offering 50 shades of foundation, Fenty Beauty has become synonymous with diversity and representation. On social media, Fenty Beauty captivates its audience with visually stunning content and collaborations with influencers and celebrities. With an engagement rate of 2.8% and over 16.3 million followers on Instagram, Fenty Beauty continues to dominate the celebrity beauty brand landscape.
Rihanna’s Fenty Beauty changed the game with its launch in September 2017, introducing an inclusive range of 50 foundation shades that cater to all skin tones. My admiration for Fenty Beauty stems from its unwavering commitment to diversity and inclusivity, embodied in its beauty score of 86.3. With a monthly search volume of 656,000 globally and an Instagram following of 12.6 million, Fenty Beauty has solidified its position as a leader in the beauty industry. The brand’s 3 billion annual views on TikTok using the hashtag #fentybeauty underscore its immense popularity and impact.
Fenty Beauty’s inclusive approach, particularly its expansive range of foundation shades, revolutionized the beauty market. Rihanna’s vision for a more inclusive and diverse beauty industry resonated with me on a personal level, making Fenty Beauty a favorite. The brand’s success is a testament to the power of representation and inclusivity in beauty. Fenty Beauty’s impact extends beyond its products—it has sparked a movement towards a more inclusive beauty industry, challenging other brands to follow suit.
1. Rare Beauty by Selena Gomez
- Instagram: @rarebeauty
- Instagram Followers: 7.1M
Selena Gomez’s Rare Beauty has established itself as a formidable presence in the beauty industry. The brand’s social media strategy covers a range of channels, with a particular focus on TikTok. Rare Beauty collaborates with popular creators on TikTok to boost website traffic and encourage active participation. Rare Beauty’s audience is captivated by a wide range of content, including makeup tutorials, wellness hacks, and self-love reminders. Rare Beauty has truly established itself as a force to be reckoned with on social media, boasting an impressive 13.24% share of voice and an average engagement rate of 30.84%. Their strong presence is undeniable.
The launch of Rare Beauty by Selena Gomez captivated me right from the start in September 2020. The message of dismantling the unrealistic standards of perfection prevalent in our society really resonated with me on a personal level. I am absolutely in love with Rare Beauty’s melting blush! Not only does it have an incredible beauty score of 94.58, but it also showcases the brand’s commitment to both quality and ethical practices. It is truly a winning combination! The brand’s impressive social media presence, with a massive following on Instagram and TikTok, speaks volumes about its popularity. Rare Beauty is truly a remarkable brand that radiates self-acceptance and empowerment.
The allure of Rare Beauty extends far beyond its exceptional products. The Rare Impact Fund has set an ambitious goal of raising $100 million in the next decade to provide crucial support for mental health services. This noble mission resonates with me on a profound level. I am a dedicated advocate of beauty brands and their ability to create a positive influence on society. This unwavering support stems from my belief in their potential. Selena Gomez’s dedication to raising awareness about mental health through her beauty line is truly admirable and sets a groundbreaking example for the beauty industry.
Florence by Mills by Millie Bobby Brown
- Instagram: @florencebymills
- Instagram Followers: 3.3M
Florence by Mills, launched by Millie Bobby Brown in September 2019, targets Gen-Z with its vegan and cruelty-free ethos. My journey with Florence by Mills has been enlightening, revealing the power of gentle, effective skincare and makeup products. The brand has captivated a significant audience, with over 1 billion views on TikTok, showcasing its appeal to younger beauty enthusiasts. As someone who values ethical beauty, Florence by Mills represents a fresh, youthful perspective in the beauty landscape.
Florence by Mills has introduced me to a new wave of beauty products designed with younger consumers in mind. The brand’s focus on clean, vegan, and cruelty-free products aligns with my values and has made it a go-to for everyday skincare and makeup. Millie Bobby Brown’s venture into the beauty world has not only been successful but has also inspired a generation to embrace natural beauty and ethical consumerism.
r.e.m. beauty by Ariana Grande
- Instagram: @r.e.m.beauty
- Instagram Followers: 2.1M
Ariana Grande’s r.e.m. beauty, launched in November 2021, is a celebration of creativity and self-expression. My exploration of its vegan-friendly and recyclable offerings has been a joy, highlighting Ariana’s commitment to sustainable beauty. With over 1 billion views on TikTok and a growing Instagram following, r.e.m. beauty is carving its niche with innovative products that encourage individuality. This brand has shown me the importance of expressing one’s unique beauty identity.
Ariana Grande’s r.e.m. beauty encapsulates her iconic style and flair for creativity. The brand’s mission to inspire creativity and self-expression in beauty has encouraged me to experiment with my makeup looks more boldly. r.e.m. beauty stands out for its innovative packaging and product formulations, making it a brand that continually surprises and delights. Ariana’s influence is palpable in every product, offering fans and beauty enthusiasts alike a piece of her artistic vision.
Goop by Gwyneth Paltrow
- Instagram: @goop
- Instagram Followers: 1.8M
Gwyneth Paltrow’s goop, initially a weekly newsletter, has evolved into a holistic beauty brand that resonates with my wellness-focused lifestyle. Goop’s offerings, from skincare to supplements, align with a holistic approach to beauty and well-being. With a global monthly search volume of 145,000 and the #goop hashtag generating significant engagement on TikTok, Goop stands out for its commitment to holistic health and beauty.
Goop’s holistic approach to beauty and wellness has significantly influenced my lifestyle, integrating beauty with overall well-being. Gwyneth Paltrow’s vision for goop as a lifestyle brand that encompasses beauty, health, and wellness has opened my eyes to the interconnectedness of these aspects. The brand’s focus on clean beauty and holistic health practices has encouraged me to adopt a more mindful approach to beauty and self-care.
3. Rhode by Hailey Bieber
- Instagram: @rhode
- Instagram Followers: 1.3M
Rhode, launched by Hailey Bieber, introduced me to a skincare line that emphasizes simplicity and efficacy. The brand’s peptide lip treatment and calming Glazing Milks have become indispensable in my skincare regimen. With 427 million views on TikTok and a growing Instagram presence, Rhode exemplifies the modern approach to beauty—effective, straightforward, and backed by a deep understanding of skincare needs.
Rhode has redefined skincare for me, focusing on simplicity and effectiveness. Hailey Bieber’s skincare line offers a curated selection of products that have become essentials in my skincare routine. The brand’s minimalist approach emphasizes quality and efficacy, aligning with my preference for straightforward and reliable skincare brand. Rhode’s huge success is a testament to Hailey Bieber’s understanding of consumer needs and her ability to deliver a skincare line that resonates with people looking for simplicity and performance.
5. JLo Beauty by Jennifer Lopez
- Instagram: @jlobeauty
- Instagram Followers: 1.1M
Jennifer Lopez’s JLo Beauty stands as a testament to her enduring allure and dedication to promoting a vision of timeless beauty. Since its inception, JLo Beauty has been synonymous with the idea of achieving and maintaining a youthful glow, drawing on Jennifer Lopez’s personal beauty regimen and philosophy. The brand’s emphasis on skin care is rooted in the belief that true beauty begins with a healthy, radiant complexion.
Delving into the product lineup, JLo Beauty offers an array of skincare solutions designed to enhance the skin’s natural beauty. Each product, from rejuvenating serums to hydrating creams, is crafted with the goal of providing users with the means to achieve a radiant complexion reminiscent of Jennifer Lopez’s signature glow. The formulations are enriched with ingredients known for their anti-aging and hydrating properties, underscoring the brand’s commitment to high-quality skincare.
2. Haus Labs by Lady Gaga
- Instagram: @hauslabs
- Instagram Followers: 1.1M
Lady Gaga’s Haus Labs stands out in the beauty industry with its edgy and futuristic approach to clean makeup. The brand’s signature tagline, “Welcome to the Future of Clean Makeup,” reflects Lady Gaga’s vision for Haus Labs. On social media, Haus Labs showcases its products with striking visuals and creative campaigns. While the brand’s engagement rate may be lower than others, its unique aesthetic and loyal fanbase contribute to its success.
Lady Gaga’s Haus Laboratories, launched in 2018, is a fusion of artistry and inclusivity. My experience with Haus Labs’ vegan and cruelty-free products has been transformative, allowing me to experiment with my look while adhering to my ethical standards. With over 339 million views on TikTok and a significant Instagram following, Haus Labs encourages beauty enthusiasts to embrace their individuality through makeup. Lady Gaga’s artistic vision is evident in every product, making Haus Labs a beacon of creativity in the beauty industry.
Haus Laboratories‘ commitment to inclusivity and self-expression mirrors Lady Gaga’s personal ethos. The brand’s vegan and cruelty-free products have not only enhanced my beauty routine but have also made me a part of a community that celebrates diversity and uniqueness. Lady Gaga’s influence is evident in every aspect of Haus Labs, from the product names to the bold colors and formulations, making it a brand that stands out for its creativity and inclusivity.
Supergoop! by Maria Sharapova
- Instagram: @supergoop
- Instagram Followers: 700K
Supergoop!, co-owned by Maria Sharapova, revolutionized my approach to sun protection. With its easy-to-use and enjoyable SPF products, Supergoop! has become a staple in my daily routine. The brand’s global monthly search volume of 198,000 and over 264 million views on TikTok underscore its effectiveness and popularity. Supergoop!’s commitment to safeguarding skin against the sun’s harmful effects while championing skin health is commendable.
My experience with Supergoop! has transformed my approach to sun protection, integrating it seamlessly into my daily beauty routine. The brand’s innovative SPF products, like unseen sunscreen and glow screen, offer protection without compromising on beauty, making SPF an enjoyable part of my skincare routine. Maria Sharapova’s investment in Supergoop! underscores the importance of sun protection in preventing skin damage and aging, a cause that’s easy to get behind.
Strategies for Success: How Celebrity Beauty Brands Stand Out
While celebrity status can provide an initial boost to a beauty brand, sustained success requires a strategic approach to social media marketing. Here are some key strategies employed by top celebrity brands to stand out in the industry:
1. Authenticity and Personal Branding
Celebrity beauty brands thrive on the authenticity and personal branding of the celebrities behind them. By leveraging their unique style, values, and personal stories, celebrities create a strong emotional connection with their audience. This connection fosters trust and loyalty, making consumers more likely to engage with and purchase products from these brands.
2. Inclusivity and Representation
Inclusivity and representation have become essential values in the beauty industry, and celebrity beauty brands have embraced this trend. Brands like Fenty Beauty and Rare Beauty have made inclusivity a core part of their brand identity, offering products that cater to a diverse range of skin tones and types. By prioritizing inclusivity, these brands have resonated with consumers who previously felt overlooked by mainstream beauty brands.
3. Engaging Social Media Content
To capture the attention of their audience, celebrity beauty brands invest in creating engaging and visually appealing social media content. From high-quality product imagery to behind-the-scenes glimpses into the brand’s world, these brands understand the power of captivating visuals. They also leverage user-generated content and collaborations with influencers to create a sense of community and authenticity.
4. Influencer Partnerships
Collaborations with influencers and celebrities have become a powerful marketing tool for celebrity beauty brands. By partnering with influencers who align with their brand values and target audience, these brands can reach a wider audience and tap into existing fan bases. Influencers serve as brand ambassadors, showcasing the products and creating buzz around the brand.
5. Product Innovation
Successful celebrity beauty brands continuously innovate and expand their product offerings. By staying on top of industry trends and consumer demands, these brands can cater to evolving beauty needs. From new shades and formulas to innovative packaging, product innovation keeps the brand fresh and exciting for consumers.
Also Read: Makeup Tips and Tricks from Your Favorite Super Models
The Future of Celebrity-Owned Beauty Brands
As the beauty industry continues to evolve, celebrity-owned beauty brands are expected to play a significant role in shaping its future. With their strong social media presence and dedicated fan bases, these brands have the power to disrupt traditional beauty standards and drive inclusivity.
Moving forward, we can expect to see more celebrities venturing into the beauty industry and launching their own brands. With the rise of social media and the increasing demand for authenticity, these brands have the potential to connect with consumers on a deeper level and redefine beauty norms.
Final Thoughts:
As we have explored the world of successful celebrity beauty brands, it is evident that these ventures go beyond being just vanity projects. These brands are truly revolutionizing the beauty industry, with celebrities leading the way towards a more inclusive, authentic, and ethical approach to beauty. The triumph of these brands highlights a crucial lesson: being genuine, embracing diversity, and fostering interaction are not just trendy phrases but essential foundations of brand identity in today’s digital era.
The surge in popularity of celebrity beauty brands showcases a larger movement among consumers who are looking for products that not only enhance their physical appearance but also align with their values and aspirations. The impressive online following, groundbreaking products, and inclusive messaging of brands such as Rare Beauty, Haus Labs, Fenty Beauty, Kylie Cosmetics, and JLo Beauty showcase a vision of the beauty industry where brands go beyond simply selling makeup. They are viewed as partners in helping individuals express themselves and embrace their true selves.
In the years ahead, we can expect an influx of celebrities entering the beauty industry, each offering their own distinct viewpoint and attracting their dedicated following. This transformation offers a captivating and all-encompassing beauty scene that caters to a wide range of individuals. The lasting influence of these beauty brands owned by celebrities will likely be evaluated not only by their sales, but also by the positive transformations they bring to beauty standards on a global scale. As consumers, we are privileged to witness the incredible transformation happening in the beauty industry. We are seeing how individuals who were once simply users of beauty products are now becoming the driving force behind a more inclusive and genuine future.
