The era of celebrities as entrepreneurs is here, especially in beauty. Recently, we have seen the rise of celebrity beauty brands from prominent celebrities like Rihanna, Hailey Bieber, and Selena Gomez. These celebrities are not just leveraging their influence by promoting brands, they are building brands made to last. We explore the best celebrity beauty brands, whose products are rapidly rising in popularity and revenue.
Who’s Really Winning in Beauty?
Here are the best-selling celebrity beauty brands in 2024 and 2025.
The Top 10 Celebrity Beauty Brands
1. Fenty Beauty by Rihanna
Annual Revenue: Approximately $582 million
Valuation: $ 2.8 billion according to Forbes
Best-selling Product: Pro Filt’r Soft Matte Longwear Foundation
Since its launch in 2017, Fenty has redefined the beauty industry and set a new standard, becoming the best-selling celebrity makeup brand. In the brand’s first month, Fenty Beauty recorded $72.0 million in earned media value. Fenty offers over 50 shades, and her brand focuses on inclusivity and diversity.
Rihanna became the youngest female billionaire and one of the most powerful black female entrepreneurs after starting her beauty brand. Here her strategic collaboration with LVMH and her innovative marketing have made her a powerful businesswomen.
2. Anomaly Hair Care by Priyanka Chopra Jonas
Annual Revenue: Approximately $542.7 million
Valuation: Not publicly disclosed
Best-Selling Product: Anomaly Hair Oil
Launched in 2021, Anomaly offers clean, sustainable, and affordable hair care products. Priyanka Chopra Jonas’s Anomaly just became the second richest celebrity beauty brand. Its commitment to eco-friendly packaging, affordability, and high-quality formulations has helped catapult its success.
“For me, it was all about democratising beauty,” says Chopra Jonas, “and that’s important in a country where people still buy sachets of shampoo because they’re more affordable.”
3. Kylie Cosmetics by Kylie Jenner
Annual Revenue: $380.4 million
Valuation: Not publicly disclosed
Best-selling Product: Tinted Butter Balm Bundle
Since its launch in 2015, Kylie Cosmetics has expanded from lip kits to a full range of beauty products. Kylie Jenner started the brand when she was just 18 years old. Its strong social media presence and exclusive product drops caused the brand to sell out at lightning speed and gain popularity quickly, cementing it as a crowd favorite. In 2019, she sold a 51 per cent stake in Kylie Cosmetics to beauty giant Coty for $600 million. The sale valued Kylie Cosmetics at around $1.2 billion. Kylie’s success and approach influenced the now much-talked-about celebrity brands like Rhode and Rare Beauty.
4. Rare Beauty by Selena Gomez
Annual Revenue: $350 million
Valuation: Over $2 billion
Best-selling Product: Soft Pinch Liquid Blush
Rare Beauty emphasizes mental health advocacy and inclusivity, where 1% of all sales go to the Rare Impact Fund, which aims to expand access to mental health services, a deeply personal mission for Selena Gomez. The brand offers a perfect blend of authenticity, hero products, and beautiful packaging. Selena Gomez joins the beauty billionaire club mostly thanks to her beauty brand. She holds a majority interest stake in the company, which is worth more than $1.1bn.
“Because, I feel like if I am here, I might as well do as much good as I can,” she says.
5. FLOWER Beauty by Drew Barrymore
Annual Revenue: $300 million
Valuation: Not publicly disclosed
Best-selling Product: Get Real Serum Foundation
Flower Beauty focuses on providing high-quality, affordable makeup products. Drew Barrymore’s commitment to accessibility and inclusivity has made the brand a favorite among consumers. Her line generates $50 million in revenue and boasts a following of 548,000 on Instagram. Flower Beauty holds an exclusive contract with Walmart, and her products retail for $20 or less. Plus, she has the perfect platform to promote her products, The Drew Barrymore Show.
6. Huda Beauty by Huda Kattan
Annual Revenue: $200 million in annual sales, according to Forbes.
Valuation: According to Forbes, a 2017 deal valued the company at $1.2 billion.
Best-selling Product: Easy Bake Loose Baking & Setting Powder
Founded in 2013, Huda Beauty has become a global brand known for its high-quality products and strong online presence, selling over 100 products. From blogger to beauty empire, Huda Kattan has built a brand around her influence and expertise. Today, Huda Beauty is one of the most popular celebrity beauty brands.
7. Rhode by Hailey Bieber
Annual Revenue: Nearly $200 million (as of 2025)
Valuation: Over $1 billion
Best-selling Product: Peptide Glazing Fluid
Launched in 2022, Rhode has rapidly become a significant player in the skincare industry. The brand emphasizes minimalist, high-performance products and has gained popularity through trends like the “glazed donut skin” look. Strategic collaborations, such as with Krispy Kreme, and leadership under CEO Nick Vlahos have propelled its growth. It has also used innovative marketing techniques like the Rhode phone case.
8. Honest Beauty by Jessica Alba
Annual Revenue: Not publicly disclosed; The Honest Company had $319 million in sales in 2022
Valuation: Approximately $337 million as of April 2024
Best-selling Product: Hydrogel Cream
Honest Beauty offers clean and sustainable beauty products. Despite challenges in the market, the brand continues to focus on transparency and ethical practices. Jessica Alba stepped away from the company in 2024 to focus on new endeavors.
9. The Outset by Scarlett Johansson
Annual Revenue: Approximately $153 million (as of 2023)
Valuation: Not publicly disclosed.
Best-selling Product: Lip Oasis Glossy Treatment – This lip treatment has sold out seven times and is praised for its moisturizing and plumping effects.
Launched in 2022, The Outset is a skincare brand co-founded by Scarlett Johansson and Kate Foster. The brand emphasizes clean, vegan, and cruelty-free products designed for sensitive skin. Its minimalist approach and effective formulations have garnered positive reviews and a growing customer base.
10. R.E.M Beauty by Ariana Grande
Annual Revenue: $88.7 million
Valuation: Over $500 million
Best-Selling Product: Midnight Shadows Eyeshadow Palette
Launched in 2021, r.e.m. beauty offers vegan and cruelty-free products. Despite challenges with its former partner, Forma Brands, the brand has secured strategic investments to support its growth. Its futuristic branding, magic-infused essence, and hyper-sensorial formulas make this one of the top celebrity beauty brands shaping today.
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Rapidly Rising Celebrity Beauty Brands
Haus Labs by Lady Gaga
Annual Revenue: Estimated between $75–100 million
Valuation: Not publicly disclosed
Best-selling Product: Triclone Skin Tech Foundation
Haus Labs emphasizes clean beauty and innovation. The brand also shows Lady Gaga’s theatrical spirit, giving an edgy and bold look. The brand’s commitment to high-performance and highly pigmented products has garnered a loyal following following a bold look.
WYN Beauty by Serena Williams
Annual Revenue: Approximately $70 million (as of 2023)
Valuation: Not publicly disclosed
Best-selling Product: Featuring You Hydrating Skin Enhancing Tint SPF 30 – This product is celebrated for its lightweight feel and skin-enhancing properties.
Launched in 2024, WYN Beauty is Serena Williams’s venture into the beauty industry, focusing on clean, high-performance makeup products that you can wear without worrying, high-performance beauty. The brand emphasizes inclusivity and caters to individuals with deeper skin tones, offering products that are vegan, cruelty-free, and designed for active lifestyles.
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Florence by Mills by Millie Bobby Brown
Annual Revenue: Approximately $1.8 million (as of March 2025)
Valuation: Not publicly disclosed
Best-selling Product: Mind Glowing Peel Off Mask
Founded by actress Millie Bobby Brown, Florence by Mills offers clean, vegan, and cruelty-free beauty products aimed at Gen Z consumers. The brand has expanded its portfolio to include fragrances like “Wildly Me” and even ventured into the coffee market with Florence by Mills Coffee.
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Skims by Kim Kardashian
Annual Revenue: $750 million (2023)
Valuation: $4 billion (as of July 2023)
Best-selling Product: Unlined Plunge Thong Bodysuit
Launched in 2019, Skims has redefined shapewear and loungewear with its inclusive sizing and minimalist designs. The brand’s rapid growth is attributed to its innovative marketing strategies and celebrity endorsements.
SirDavis Whiskey by Beyoncé
Annual Revenue: Not publicly disclosed
Valuation: Not publicly disclosed
Best-selling Product: SirDavis Straight Rye Whiskey
Introduced in 2024, SirDavis Whiskey is Beyoncé’s tribute to her great-grandfather’s legacy in distilling. Crafted in collaboration with LVMH and master distiller Dr. Bill Lumsden, the whiskey offers a unique blend of rye and barley, matured in sherry casks. Her brand is one of the few female celebrity whiskey brands.
Good American Jeans by Khloé Kardashian
Annual Revenue: Approximately $139.7 million
Valuation: Not publicly disclosed
Best-selling Product: Good Legs Skinny Jeans
Founded in 2016 by Khloé Kardashian and Emma Grede, Good American emphasizes body positivity and inclusivity, offering a wide range of sizes. The brand’s denim line, particularly the Good Legs Skinny Jeans, has been praised for its fit and comfort.
Celebrities as Brands: What Can We Learn?
From billion-dollar beauty lines to whiskey brands rooted in family legacy, today’s most influential women are building brands that reflect who they are, not just what they sell. Here’s what we can all learn from the celebrity beauty brands and celebrity brands.
Authenticity and Personal Branding
The most successful celebrity-led brands—think Fenty Beauty, Rare Beauty, Skims—aren’t just popular because of a famous face. They’re built on authenticity. Rihanna didn’t just launch another makeup line; she launched a cultural reset with an inclusive shade range that was missing in the beauty industry. Selena Gomez turned Rare Beauty into a platform for mental health awareness, putting purpose before product.
Lesson: If you’re building a brand, lead with what you truly care about. Your audience can spot inauthenticity a mile away.
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Messaging and Mission
Celebrities-turned-entrepreneurs are masters of storytelling. Whether it’s Hailey Bieber’s minimalist Rhode skin routines or Gwyneth Paltrow’s clean-living narrative through Goop, the message is always clear, intentional, and consistent. These brands often solve a personal problem the founder once faced, making their mission relatable and their products meaningful.
Lesson: Define your “why.” A strong mission builds loyalty and turns customers into brand evangelists.
Innovation and Partnerships
From high-tech skincare ingredients to sustainable packaging, innovation is at the core of the best celebrity brands. But they don’t go it alone. Partnerships with powerhouses like LVMH (Fenty, SirDavis Whiskey) or direct-to-consumer disruptors like Shopify enable rapid scaling. Smart collaborations—like Rhode’s viral Krispy Kreme phone case drop—keep the buzz alive and broaden brand reach beyond the traditional beauty aisle. Celebrity beauty brands won’t survive in the long run without innovation and partnerships, no entrepreneur will.
Lesson: Innovate boldly, and don’t be afraid to collaborate. Strategic partnerships can elevate your brand from niche to next-level.
Your Influence Matters
In the age of influencers and endless product options, the brands that last are the ones that mean something. The takeaway for all aspiring businesswomen? You don’t need to be a celebrity to think like one. You don’t need millions of followers or a global fan base to build something influential. You need to start, build influence, and lead with impact.
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FAQs: Celebrity Beauty Brands
What is the most popular celebrity beauty brand?
Fenty Beauty by Rihanna consistently ranks as the most popular celebrity beauty brand worldwide. Known for its groundbreaking inclusivity, bold branding, and innovative marketing, Fenty has become a benchmark in the industry. With an annual revenue surpassing $580 million and a valuation of $2.8 billion, it’s not just popular—it’s powerful.
What are the best-selling celebrity makeup brands?
The top best-selling celebrity makeup brands in recent years include:
Fenty Beauty by Rihanna – Pro Filt’r Foundation & Gloss Bombs
Kylie Cosmetics by Kylie Jenner – Kylie Lip Kits
Rare Beauty by Selena Gomez – Soft Pinch Liquid Blush
r.e.m. beauty by Ariana Grande – Midnight Shadows Eyeshadow
These brands combine high product performance with a clear mission, making them leaders in both sales and cultural relevance.
Which celebrity brand is best?
“Best” depends on what you value—performance, price point, inclusivity, or sustainability. That said:
For inclusivity: Fenty Beauty
For mental health advocacy: Rare Beauty
For affordable clean beauty: Anomaly by Priyanka Chopra
For luxury skincare: The Outset by Scarlett Johansson
Each brand brings something unique to the table, and the best one for you depends on your personal values and skincare or makeup needs.
What brand do celebrities wear the most?
While many celebrities launch their own beauty lines, they also frequently wear:
Fenty Beauty – regularly worn by makeup artists on red carpets
Charlotte Tilbury – not celebrity-owned but widely loved
Rare Beauty – often seen on Selena Gomez and her inner circle
Pat McGrath Labs – celebrity MUA-favorite for editorial looks
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