It feels like over the past five to ten years, everyone with celebrity status has launched a beauty line. What started as a concept everyone wanted a slice of has slowly but surely lost its allure. A recent study by market research company Ipsos found many social media users feel sceptical that celebs actually use the products they push and say the market is oversaturated. One commenter even went as far as saying, "Dear celebrities, please—and I mean this with the greatest respect—please stop forcing new skincare lines onto us. We don’t need it, we don’t want it. We know you’re not even using it. Please, just stop.” Sheesh.
For me, it was the announcement of Brad Pitt releasing his own skincare line in September last year that, quite frankly, sent me over the edge. "Where will it end?” I internally cried. However, I must give credit where credit is due, and flag there are certain celebs absolutely killing it in the beauty industry. Let’s take Fenty Beauty by Rihanna, for example, which launched in 2017 and is now worth $2.8 billion. Or newcomer Rhode by Hailey Bieber, featuring a line up of sellout skincare essentials and that viral peptide lip treatment. I’m yet to try the brand and I’m eagerly awaiting its arrival into the UK, so watch this space…
There are also a lot of skincare and makeup staples in my own beauty regime that were born from celebrity-founded brands, so it’s not all doom and gloom. If they clearly love and whole-heartedly believe in their brand, everything feels more authentic and it reflects in the product offering.
Not sure which ones are worth your money and which are best to swerve? Keep scrolling for my eight favourite celebrity beauty brands that are genuinely really good, plus the hero product from each of them that I just can't be without.
1. R.E.M Beauty
Launched in 2021 with Ariana Grande at the helm, the collection features ethereal shades and pigments housed in sci-fi inspired packaging. The brand prides itself on being fully inclusive, and just a quick scroll through the @r.e.m.beauty Instagram page, you’re served a ton of inspiring and out-of-the-box beauty looks. The matte lipsticks and lash and brow-boosting serums have become a cult favourite.
Shop my hero product:
However it’s this multi-purpose product that has become an invaluable part of my beauty regime. It looks just as stunning stippled into cheeks as it does swept across lips. I often pair it with the Makeup Forever Lip Liner in Endless Cacao.
2. Rare Beauty
I really love Selena Gomez, but I don’t think that makes me bias in saying her brand hits all the right marks. Rare Beauty is all about building a safe space for everyone to experiment and enjoy beauty, plus it’s also an extremely personal project for Gomez, who donates a percentage of annual profits to a mental health charity she founded. The products are also genuinely good, and you’ll often find Gomez creating step-by-step beauty tutorial’s on Instagram or Tik Tok using a whole face of Rare Beauty.
Shop my hero product:
This highlighter looks insane when it hits the light. I also love using it in the corner of my eyes to really brighten them.
3. Victoria Beckham Beauty
After the success of VB’s capsule collections with Estée Lauder we knew we were in for something very special when her very own beauty label launched in 2019 and boy did she deliver. Since then, we’ve been treated to a plethora of eye, lip and face treats plus a skincare collab with Augustinus Bader. All hail, Queen VB.
Shop my hero product:
I wax lyrical about this kohl eyeliner to anyone who will listen. It's an everyday soft matte shade that blends out beautifully and I've found it's a lot softer on my features than the black liquid liner I used to wear.
4. Rose Inc
Having struggled with breakouts for years, Huntington-Whiteley wanted to make sure her products work for all skin types, especially acne-prone skin. In an interview with Elle magazine she explained that authenticity and integrity are also extremely important to her, "I really wanted the brand to stand for something other than pretty products.” Clean and sustainable ingredients are at the forefront of the line up.
Shop my hero product:
If you love a no-makeup-makeup finish, look no further. The tinted moisturiser gives a gorgeous sheer coverage without clogging the pores. Great when you're in a rush but want to leave the house with a little something on.
5. Kora Organics
Noni juice, known for its healing, rejuvenating and antioxidant properties, is at the heart of all Kora Organics products and was actually introduced to the world-renowned model by her grandma when she was 13 years old. I’ve been lucky enough to interview Kerr on several occasions and it's always struck me just how passionate she is about her brand she hasn't taken a cent from the company and instead invests it into creating powerful products.
Shop my hero product:
One of Kerr's personal favourite products as seen in the photo above. I love applying this when I'm in the bath, letting it works its magic, and then removing with a hot cloth. Hello glowing skin!
6. Kylie Cosmetics
Kylie Cosmetics continues to go from strength to strength the beauty mogul keeps things fresh with fun collabs and limited-edition collections. One of the OG celebrity beauty brands.
Shop my hero product:
Everyone went crazy for the lip kits when they first launched in 2015 —but it's the eyeshadow palettes I’ve started to stash. They have a creamy texture, are really pigmented, and always contain a great mix of matte and shimmer shades.
7. Honest Beauty
Founded in 2012 by Jessica Alba, Honest prides itself on creating not only clean beauty but personal care, baby and household products too. Alba regularly takes to social media to demo new launches as well as tips and tricks on application.
Shop my hero product:
A dual ended mascara with a primer to prep and condition the lashes and a pigment-packed formula to coat the hairs from root-to-tip. A real game changer.
8. Fenty Beauty
A beauty brand that really needs no introduction (refer back to intro for its sheer success figuratively speaking). Everything from lipstick to foundation works so well for every skin type that you'd struggle to find someone who doesn't count at least one product as a ride-or-die.
Shop my hero product:
I'm a sucker for a lipgloss and this one is, quite literally, the bomb. It looks just as good on its own as it does layered with a nude lipstick. *Chefs kiss*
Next Up: Every US Beauty Editor Rates This Makeup Brand, and It just Launched in the UK
Opening Image: @victoriabeckham
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