There once was a time when it felt like every celebrity had a fragrance, from Britney Spears to Jennifer Lopez to Paris Hilton. Now, it feels like every celebrity has their own beauty brand, and it doesn’t seem to be slowing down anytime soon — in fact, celebrity-owned beauty companies only seem to be picking up speed.
Rihanna (owner of Fenty Beauty and now Fenty Skin) and Kylie Jenner (of Kylie Cosmetics) were once the picture of success when it came to side hustles by way of beauty brands, but that’s now become the norm. Having actresses, singers, models, and athletes double as beauty brand ambassadors is nothing new, but in recent years, we’ve seen more celebrities break off on their own and create namesake companies. In 2020 alone, we saw more than 10 new celebrity-owned companies hit the market, followed by 15 more in 2021. In 2022, we saw 18 celebrities launch their next venture into beauty and, while the launches eased up a bit in 2023, it’s picking back up in 2024.
In fact, within the first few months of the year, we’ve seen beauty brands from Hilary Duff, Sofía Vergara, and Beyoncé. Singer Sza also announced on Feb. 1 that she wore her own lip products to the Billboard Power 100 Event, hinting that she too may drop a collection soon. Then, hot on her hills came Bella Hadid, who announced the launch of her own brand, Orebella, on Feb. 22. On March 7, Dwayne “The Rock” Johnson announced his latest venture Papatui, a men’s personal-care line and a month later on April 3, Serena Williams revealed details of her makeup brand, Wyn Beauty. We can see why it might be hard to keep track, so we rounded them up in a comprehensive list of celebrity beauty brands ahead.
It all began decades ago. From the latest launches in 2024 dating back all the way to the 1990s, these are all of the celebrity-owned beauty brands that have come to fruition over the last 30 years — including the ones that are no more.
