The Rise of Celebrity-Owned Beauty Brands: A Comprehensive List

From Fragrances to Beauty Empires: How Celebrities Are Dominating the Beauty Industry

In the past, it seemed like every celebrity had their own fragrance line, but now, it’s all about beauty brands. From Rihanna’s Fenty Beauty to Kylie Jenner’s Kylie Cosmetics, celebrities are taking the beauty industry by storm. In recent years, we’ve seen a surge in celebrities breaking off on their own and creating namesake companies. With more than 10 new celebrity-owned beauty brands hitting the market in 2020, followed by 15 in 2021 and 18 in 2022, this trend shows no signs of slowing down. Even in 2023, when the trend seemed to ease up, Hilary Duff, Sofía Vergara, and Beyoncé decided to enter the chat. Now, in 2024, singer Sza has hinted at her own lip product collection. In this article, we will take a comprehensive look at the celebrity-owned beauty brands that have emerged over the last 30 years, including those that are no longer in existence.

The 1990s: The Dawn of Celebrity Fragrances

In the 1990s, celebrities began venturing into the beauty industry with their own fragrance lines. Names like Elizabeth Taylor, Britney Spears, and Jennifer Lopez became synonymous with their signature scents. These fragrances not only showcased the personal style of the celebrities but also became a way for fans to connect with their favorite stars.

The 2000s: From Fragrances to Makeup

As the new millennium rolled in, celebrities expanded their beauty empires beyond fragrances and started launching makeup lines. One of the most notable examples is Mary-Kate and Ashley Olsen, who introduced their cosmetics brand, Mary-Kate and Ashley, in 2002. This move paved the way for other celebrities to follow suit and explore the world of makeup.

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The 2010s: The Rise of Social Media Beauty Moguls

With the advent of social media platforms like Instagram, celebrities found a new way to connect with their fans and promote their beauty brands. In 2017, Rihanna shook the industry with the launch of Fenty Beauty, a brand that revolutionized inclusivity by offering a wide range of foundation shades. This move inspired other celebrities to prioritize diversity and cater to a broader audience.

The 2020s: A Boom in Celebrity-Owned Beauty Brands

The 2020s witnessed an explosion of celebrity-owned beauty brands. Kylie Jenner’s Kylie Cosmetics became a global phenomenon, amassing billions in revenue. Other celebrities, such as Selena Gomez with Rare Beauty and Lady Gaga with Haus Laboratories, also made their mark in the industry. The COVID-19 pandemic further fueled the popularity of these brands, as people turned to self-care and at-home beauty routines.

The Changing Landscape: Celebrity-Owned Brands That Have Come and Gone

While many celebrity-owned beauty brands have thrived, others have faced challenges and eventually faded away. Some examples include Jessica Simpson’s Dessert Beauty, which launched in 2004 but ceased operations in 2006, and Gwen Stefani’s L.A.M.B. fragrance line, which was discontinued in 2015. These instances serve as a reminder that the beauty industry is highly competitive, and success is not guaranteed.


The rise of celebrity-owned beauty brands has transformed the industry, offering consumers a diverse range of products and pushing for inclusivity. From fragrances in the 1990s to the makeup empires of the 2000s and the social media beauty moguls of the 2010s, celebrities have continuously reinvented themselves in the beauty space. As we enter 2024, the trend shows no signs of slowing down, with new celebrities like Sza joining the ranks. However, the changing landscape also reminds us that success in the beauty industry is not guaranteed, and only time will tell which brands will stand the test of time.

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