Updated: Feb 16
By Emmy Bame
PMV CHAMARA \ Unsplash.com
Nowadays, it seems like every celebrity has their own brand or business that they operate as a side hustle, especially when it comes to launching products in the beauty industry.
We’ve all dealt with the never ending cycle of trying different face washes, moisturizers, makeup brands and everything in between. Celebrities love to glamorize their routines when it comes to skincare and makeup, which is why many have extended their influence into the business world to create their own personalized products. But which ones are actually worth your time and energy as a consumer?
Here are my top five beauty brands created by celebrities that seem to be all the rage.
Rare Beauty was founded in 2020 by singer and actress Selena Gomez who aspired to use her brand to “strengthen and appreciate the uniqueness and special features of an individual.” The brand offers everything from 32 shades of foundation and concealer to blushes, bronzers, eyeshadows and lip products. Additionally, Gomez hopes that Rare Beauty will make a positive impact not only in the beauty industry, but also in the world of mental health, since it is something she personally struggles with. Her passion surrounding the mental health stigma has inspired her to create the “Rare Impact Fund'' which aims to improve access to mental health care and one percent of every Rare Beauty sale goes towards this foundation.
Everybody adores Rihanna, so naturally Fenty Beauty was bound to be a success. After experimenting with makeup her whole life, she always felt that there was a void in the industry when it came to offering products that would represent darker complexions. Thus, Rihanna took matters into her own hands to launch Fenty Beauty in 2017. The brand quickly became one of the top beauty brands, securing its place on Time Magazine’s 25 Best Innovations that same year. She states, “Makeup is there for you to have fun with. It should never feel like pressure.” Fenty Beauty’s 50 foundation shades help establish the brand’s popularity, as well as their especially popular highlighters and “Match Stix” for contouring.
Hailey Bieber has fully immersed herself into the world of skincare with her launch of Rhode. As a supermodel, Bieber has always been recognized for her natural beauty, but believes healthy skin is the key to feeling confident in yourself. Rhode’s Instagram markets itself as a brand made intentionally, stating that, “our formulas nourish your skin barrier to instantly give you dewy, delicious skin while improving its look and feel over time.” Bieber’s glowy, hydrated skin is sought after by many people looking to improve their skin, so Rhode’s formula is designed to capture her same dewy look. Even better, Rhode’s products are vegan, cruelty-free, gluten-free and affordable! All individual products are under $30.
18 year-old-actress Millie Bobby Brown (aka Mills), best known for her time on the hit show "Stranger Things," has stepped into both the makeup and skincare worlds with her brand Florence in 2019. The brand was actually named after her great-grandmother, who taught Brown that beauty comes from embracing who you are. As an actress, Brown has sat in hundreds of beauty chairs, which contributed to her belief that makeup should be defined on your own terms with “no rules” or “no struggle towards perfection.” Florence offers a wide range of makeup, skincare, hair products and even accessories for very affordable prices. It is safe to say that as a young woman who has felt pressured to conform to beauty standards, Brown is passionate about turning beauty into an expressive, fun experience.
Supermodel Winnie Harlow’s skincare brand, Cay Skin, started up after she suffered a severe sunburn during a photoshoot back in 2018. The model has a unique condition called vitiligo, which causes skin to lose its color, resulting in bright spots patterned across her dark skin. After suffering the sunburn, Harlow states that the burns changed her vitiligo pattern permanently. This sparked a passion within Harlow, leading her to create Cay Skin which emphasizes that “skincare is suncare.” The brand offers sunscreen, body oil, lotion and lip masks. Harlow wants everyone to have access to clean sun care, especially those who hate heavy sunscreens that do not wholly benefit your skin.