celebrity beauty brands

9 Celebrity-Led Beauty Brands Taking the Crown This Year

From now-cult-favorite hair collections to skin care inspired by mental health struggles.

By: Tameka Abraham

It’s a hype like none other—when your favorite celeb or notable influencer announces they’re stepping into the beauty space, you don’t just sit around waiting for the new products to fall into your lap; you count your coins and make your way to the nearest Ulta or Sephora. The wonderful thing about the beauty industry is that while the work is being done to make the lane more inclusive, it’s something of an open invitation for all who are looking to expand their personal brand. Besides, there are so many aspects to consider when promoting self-care, beauty, and hair maintenance. Everyone has a story—and most times it’s easier to relate to a brand tied to a notable figure you’ve already grown to love and support rather than a random CEO who claims that their products are the truth.

We don’t know about you, but hearing the news that Tracee Ellis Ross was launching Pattern Beauty back in 2019 had us lining up at the door  to get our hands on her natural hair products. Yes, the packaging is jaw-droppingly gorgeous and the marketing around the launch was exciting—but there’s something about Tracee Ellis Ross being a curly girl herself and living a natural-hair lifestyle that amplified the trust factor. This felt less like a business gimmick and more like someone familiar to the curl life who knew and understood that the industry lacked products for curly and coily hair textures and stepped in to fill the void.

Like Ross and Pattern, there’s been a surge of celebrity-led beauty brands entering the space within the last few years, all of which are putting a new spin on beauty marketing by giving them more of that firsthand influencer tested vibe. If you’re like us, you’re probably thinking, “If Rihanna is using this skin-care product, then I should too!” Check out some of the beauty industry’s most popular celeb beauty brands (and the ones we’re currently obsessed with).


Rare Beauty by Selena Gomez

Created to reduce the stigma associated with mental illness and chronic loneliness, singer and actress Selena Gomez dove right into the beauty market with her own makeup brand, which launched in Sephora stores and online this summer. Gomez, who is an advocate for self-love and mental health resources, designed the line to promote self-confidence in an age of online bullying and social media gratification. You can find everything from blotting papers and hair clips to tinted lip balms and brow pencils, all in a gorgeous array of colors.

Pattern Beauty by Tracee Ellis Ross

I think we can all agree that Tracee Ellis Ross, her luscious curls, and her chic style are total and complete *goals*. With the brand idea that “Every Curl Has a Story” in mind, Ross has been able to inspire and celebrate natural curly hair and cater to the curliest, coiliest, and tightest of hair textures with nourishing, thoughtful products.


Kylie Cosmetics by Kylie Jenner

Better known as the beauty brand that put Kylie on the cover of Forbes and $1B in revenue in the bank, it started off as Kylie’s “Lip Kit” in 2015 before scaling to the full-blown Kylie Cosmetics. Whether you love her or hate her, this is still the line that introduced millions of tweens and teens to the cosmetics industry, complete with some of the first Supreme-level buying mania ever seen in the beauty world. The coined phrase “Kylie Lip” influenced a new age of lip lining and influencer beauty that sparked a massive trend in the 2010s.

TPH by Taraji P. Henson

Yes, yes, and yes to Black Girl Magic! Taraji P. Henson stepped into the hair-care market with an 18-piece line of natural hair products targeted towards scalp health and hair maintenance, formulated for all hair types and patterns. Some of the many interesting products from the scalp line have a Tri-Touch applicator that provides triple attention to the scalp when applying product. Isn’t that amazing?


Fenty Skin by Rihanna

Excuse us as we make room in our medicine cabinets for not one, but all of the products from Rihanna’s new Fenty Skin collection. Catering to all skin types, races, and genders, Fenty Skin stepped up to the plate this year with a collection of products that are not only enclosed in sleek, modern (and refillable) packaging, but also prompts the message that skin care isn’t just for women; skin care is for everyone.

KKW Beauty by Kim Kardashian West

We’re sure when it comes to contouring that Kim Kardashian West takes the award for the best highlighted and chiseled cheeks. It’s not a surprise that KKW entered the beauty scene following her younger sister’s lead with her own collection of cosmetics. KKW Beauty’s contour and highlight sticks aren’t the only products selling out for the brand—its full collection of products gives us a moment of Kim Kardashian West glam, and to be honest—who wouldn’t want that?

Fenty Beauty by Rihanna

Now, who else besides singer, actress, model, and all-around mogul Rihanna would launch a beauty collection with 50 hydrating and matte foundation shades, from cool, fair skin tones to warm and neutral deep tones? It’s easy to say that Rihanna has not only changed the game for the beauty industry, but has definitely pushed the envelope of what the industry considers to be “inclusive” beauty. She is the yardstick by which all other cosmetics brands are measured. That’s a BIG deal.

Florence by Mills by Millie Bobby Brown

Actress Millie Bobby Brown created a skin-care and makeup collection named after her great-grandmother as her formal debut into the beauty industry. With its playful packaging and cruelty-, paraben-, and sulfate-free formulas, the Stranger Things actress launched a collection for all skin types that has tweens, teens, and adults filling their shopping carts to the brim.

IMAN Cosmetics by Iman

Although supermodel Iman founded and launched Iman Cosmetics in 1994, its mission and popularity as a trailblazer in the beauty industry for Black women and other women of color has kept the brand relevant for years. It’s since evolved into more than just inclusive foundation shades, but now carries lip products, bronzers, and concealers in hues that cater to women of color who for years have been ignored by the industry. She is truly one of the most iconic beauty trailblazers in the game.