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

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

In the ever-evolving world of beauty, it seems that every celebrity now has their own brand. What was once a trend limited to fragrances has now transformed into a booming industry of celebrity-owned beauty companies. From Rihanna’s Fenty Beauty to Kylie Jenner’s Kylie Cosmetics, these brands have not only disrupted the market but have also become the new norm. With an increasing number of celebrities breaking off on their own and creating namesake companies, the beauty industry has witnessed a surge of creativity and entrepreneurship. In this article, we will explore the evolution of celebrity-owned beauty brands over the past three decades, highlighting their impact and influence.

The Early Pioneers: 1990s-2000s

During the 1990s and early 2000s, the concept of celebrities launching their own beauty brands was still in its infancy. However, a few visionaries paved the way for what was to come. One of the earliest examples is Elizabeth Taylor, who launched her fragrance line in the early ’90s, followed by other iconic personalities such as Britney Spears and Jennifer Lopez. These early pioneers demonstrated that there was a market for celebrity-endorsed beauty products, igniting a spark that would soon turn into a wildfire.

The Game-Changers: 2010s

The 2010s marked a turning point in the celebrity beauty landscape. It was during this decade that we saw a shift from mere endorsements to full-fledged beauty empires. Rihanna’s Fenty Beauty, launched in 2017, revolutionized the industry with its inclusive range of foundation shades. The brand’s success demonstrated the power of diversity and representation in beauty. Around the same time, Kylie Jenner’s Kylie Cosmetics took the world by storm, leveraging her massive social media following to create a billion-dollar empire. These two brands set the stage for a new era of celebrity beauty entrepreneurship.

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The Rise of the Multihyphenates: 2020s

As we entered the 2020s, the trend of celebrity-owned beauty brands showed no signs of slowing down. In fact, it gained even more momentum. In 2020 alone, over 10 new celebrity-owned beauty companies hit the market, followed by 15 more in 2021. The year 2022 saw 18 celebrities launching their next venture into beauty, further solidifying the trend. Notable additions to the celebrity beauty landscape include Hilary Duff, Sofía Vergara, and Beyoncé. These multihyphenate celebrities brought their unique perspectives and brand identities to the beauty industry, capturing the attention of consumers worldwide.

Sza: The Latest Entrant

As we step into 2024, the world eagerly awaits the launch of singer Sza’s beauty brand. With her announcement at the Billboard Power 100 Event that she wore her own lip products, fans are buzzing with anticipation. Sza’s foray into the beauty industry exemplifies the continued allure and potential for success that celebrity-owned beauty brands hold. As an artist known for her unique style and individuality, Sza’s brand is sure to make waves and resonate with her dedicated fan base.


The rise of celebrity-owned beauty brands has transformed the beauty industry, giving consumers a diverse range of options and empowering celebrities to express their creativity beyond their primary fields. From the early pioneers of the 1990s to the game-changers of the 2010s and the multihyphenates of the 2020s, each era has brought forth new perspectives and innovations. As we move forward, it is clear that celebrity-owned beauty brands will continue to shape the industry, providing consumers with unique and inclusive beauty experiences. Whether it’s a fragrance, makeup line, or skincare range, these brands have become a testament to the power of celebrity influence and the ever-evolving nature of the beauty world.

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