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

From Fragrances to Beauty Empires: The Evolution of Celebrity Beauty Brands

In the past, it seemed like every celebrity had their own fragrance line, but now, the beauty industry has witnessed a shift. Celebrity-owned beauty brands have become the new norm, with stars like Rihanna, Kylie Jenner, and Beyoncé leading the way. As the market becomes increasingly saturated, it’s important to take a closer look at the rise of these brands and how they have evolved over the last three decades. From the 1990s to 2024, we explore the journey of celebrity beauty brands, including those that have stood the test of time and those that have faded away.

The 1990s: The Dawn of Celebrity Fragrances

In the 1990s, the concept of celebrity-owned beauty brands took off with the of celebrity fragrances. Icons like Elizabeth Taylor and Cher paved the way for stars to put their name on a bottle. Fragrances from Britney Spears, Jennifer Lopez, and Paris Hilton became wildly popular, creating a new avenue for celebrities to capitalize on their fame and personal brand.

The 2000s: Expanding into Makeup and Skincare

As the new millennium dawned, celebrities began to expand their beauty empires beyond fragrances. Stars like Jessica Simpson and Mary-Kate and Ashley Olsen launched makeup lines, while supermodel Tyra Banks introduced her own skincare brand. These ventures allowed celebrities to connect with their fans on a more personal level and tap into the growing demand for beauty products.

The 2010s: Rihanna and Kylie Jenner Set the Bar

The 2010s marked a turning point for celebrity-owned beauty brands. Rihanna’s Fenty Beauty revolutionized the industry with its inclusive shade range, earning praise for its commitment to diversity. Kylie Jenner, on the other hand, leveraged her massive social media following to create Kylie Cosmetics, which quickly became a billion-dollar empire. These two powerhouses showed that celebrities could not only endorse beauty products but also create their own successful brands.

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The 2020s: A Boom in Celebrity Beauty Brands

The 2020s witnessed an explosion of new celebrity-owned beauty brands. In 2020 alone, over 10 new brands hit the market, followed by 15 more in 2021. The trend continued in 2022, with 18 celebrities launching their own ventures into beauty. While the pace slowed in 2023, Hilary Duff, Sofía Vergara, and Beyoncé made their mark in the industry. The year 2024 promises more excitement, with singer Sza hinting at her upcoming lip product collection.

The Ever-Changing Landscape: Successes and Failures

While some celebrity-owned beauty brands have become household names, others have struggled to find their footing. Success stories like Rihanna’s Fenty Beauty and Kylie Jenner’s Kylie Cosmetics have proven that a well-executed brand can thrive. However, there have also been failures along the way, with brands like Lindsay Lohan’s unsuccessful foray into the beauty industry. The ever-changing landscape of celebrity beauty brands highlights the importance of innovation, authenticity, and staying power.


The rise of celebrity-owned beauty brands has transformed the beauty industry over the last 30 years. From fragrances in the 1990s to the current boom in makeup and skincare lines, celebrities have capitalized on their fame and personal brand to create successful beauty empires. While some brands have stood the test of time, others have faded away. As the market continues to evolve, it will be fascinating to see how celebrities navigate the ever-changing landscape and leave their mark on the world of beauty.