The Rise of Celebrity-Owned Beauty Brands: A Comprehensive Look at the Last 30 Years

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 no longer just brand ambassadors – they’re becoming entrepreneurs in the beauty world. The trend shows no signs of slowing down, with more and more celebrities launching their own namesake companies. In this article, we’ll take a deep dive into the rise of celebrity-owned beauty brands over the last 30 years, highlighting the ones that have made a lasting impact.

The Early Pioneers: 1990s to Early 2000s

During the 1990s and early 2000s, celebrities like Elizabeth Taylor, Jennifer Lopez, and Britney Spears paved the way for the celebrity beauty brand phenomenon. Elizabeth Taylor’s White Diamonds fragrance became an iconic scent, while J.Lo’s Glow by J.Lo took the world by storm. Britney Spears’ Fantasy line became a bestseller, solidifying the trend of celebrities capitalizing on their star power in the beauty industry.

The Game-Changers: Mid-2000s to 2010s

In the mid-2000s, the beauty industry witnessed a shift as more celebrities ventured into the world of beauty entrepreneurship. Jessica Simpson launched her eponymous beauty line, which included haircare products and fragrances. Mary-Kate and Ashley Olsen’s Elizabeth and James brand expanded to include fragrances, while Victoria Beckham launched her highly successful makeup line, Victoria Beckham Beauty. These celebrities not only brought their names to the table but also showcased their business acumen by creating high-quality products that resonated with consumers.

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The Reign of Rihanna and Kylie Jenner

The turning point in the celebrity beauty brand landscape came with the rise of Rihanna’s Fenty Beauty and Kylie Jenner’s Kylie Cosmetics. Rihanna’s Fenty Beauty, known for its inclusive shade range, revolutionized the industry by catering to a diverse range of skin tones. Kylie Jenner, leveraging her massive social media following, created a frenzy with her lip kits, leading to the birth of a billion-dollar empire. These two powerhouses showed that celebrity-owned beauty brands could not only succeed but dominate the market.

The New Wave: 2020 and Beyond

The year 2020 marked a significant surge in the number of celebrity-owned beauty brands. Despite the challenges posed by the pandemic, more than 10 new celebrity-owned companies hit the market. In 2021, that number grew to 15, and in 2022, it reached a staggering 18. Celebrities such as Hilary Duff, Sofía Vergara, and Beyoncé joined the ranks, further diversifying the industry. The trend continued into 2023, albeit at a slightly slower pace. However, 2024 is already heating up with singer Sza teasing the launch of her own lip product collection.


Over the last 30 years, celebrity-owned beauty brands have become a dominant force in the industry. What started with fragrances has evolved into full-fledged beauty empires, with celebrities like Rihanna and Kylie Jenner leading the way. These brands not only offer high-quality products but also champion inclusivity and diversity. As more celebrities enter the beauty space, it’s clear that this trend is here to stay. The allure of celebrity-backed brands shows no signs of fading, and consumers continue to embrace the opportunity to support their favorite stars while indulging in the world of beauty.

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