The celebrity beauty boom has given us some of the most innovative products on the market right now. Rihanna’s Fenty Beauty changed the game with 50 foundation shades, Selena Gomez’s Rare Beauty’s liquid blush broke TikTok, and Ariana Grande’s r.e.m. beauty hit a $500 million valuation in just three years.
These are legitimate beauty powerhouses with cult followings. We’re breaking down the bestselling products from 12 major celebrity beauty brands, covering what makes each one unique and why people keep coming back for more.
Rihanna — Fenty Beauty 👑
Fenty Beauty revolutionized the industry when it launched in 2017 with an unprecedented 40-shade foundation range (now 50+), creating the “Fenty Effect” that forced competitors to expand their offerings. A nine-time Grammy winner, actress, and billionaire entrepreneur, Rihanna has built the brand into a $2.8 billion business while simultaneously running Savage X Fenty lingerie and maintaining her status as a cultural icon.
The Bestseller — Pro Filt’r Soft Matte Foundation
This is the foundation that launched a revolution. When Fenty dropped with 40 shades in 2017 (now expanded to 50+), it forced every other brand to rethink their shade ranges. The “Fenty Effect” became an actual term in the beauty industry. But here’s the thing—it’s not just about the shade range. The formula itself is incredible: soft matte without looking flat or cakey, long-wearing without feeling heavy, and buildable coverage that photographs well. The range includes undertones (olive, neutral, cool, warm) that had been ignored for decades. Time magazine named it one of the best inventions of 2017 for good reason.
Honorable Mentions: Gloss Bomb Universal Lip Luminizer (iconic “Fenty Glow”), Killawatt Freestyle Highlighter, Fenty Eau de Parfum
Price Tier: $$$
Where to Find It: Sephora, Ulta Beauty, fentybeauty.com
Other Brands by Rihanna: Savage X Fenty (lingerie)
Ariana Grande — r.e.m. beauty 💫
Launched in November 2021, r.e.m. beauty has skyrocketed to a $500 million valuation and recently dropped its second Wicked collaboration collection in October 2025. The Grammy-winning pop icon behind hits like “Thank U, Next” and “Positions,” Ariana Grande is currently starring as Glinda in the blockbuster film “Wicked,” and named André Branch as the brand’s CEO in 2024.
The Bestseller — Essential Drip Glossy Balm
This lip oil hybrid went viral for good reason. It’s non-sticky, lightly tinted, and packed with botanical oils that hydrate chapped lips. Unlike traditional glosses that disappear in 20 minutes, this one sticks around. The sheer, buildable color works beautifully on its own or layered over lip liner. People love it because it looks high-end (hello, dreamy packaging) but performs like a treatment product.
Honorable Mentions: Sweetener Concealer (60 shades), At The Borderline Eyeliner, Flourishing Lengthening Mascara
Price Tier: $$
Where to Find It: Ulta Beauty, Sephora Europe, rembeauty.com
Other Brands by Grande: Ariana Grande Fragrances (15+ scents including the bestselling Cloud)
Kylie Jenner — Kylie Cosmetics 💋
Kylie Cosmetics launched in November 2015 with lip kits that sold out in under a minute, and celebrated its 10-year anniversary with the limited-edition King Kylie Collection. The reality TV star from “Keeping Up with the Kardashians” and social media mogul built a beauty empire that led to beauty company Coty acquiring a 51% stake for $600 million.
The Bestseller — Matte Lip Kit
The product that started it all. These lip kits sold out in under a minute at launch and created the blueprint for direct-to-consumer celebrity beauty brands. The coordinating lip liner and liquid lipstick combo gives you that signature overlined, plump-lip look Kylie made famous. The formula is long-lasting, highly pigmented, and comfortable considering it’s a matte finish. The King Kylie anniversary collection brought back the original packaging and shades from 2015.
Honorable Mentions: High Gloss, Plumping Gloss, Skin Tint Blurring Elixir, Tinted Butter Balm
Price Tier: $$
Where to Find It: Ulta Beauty, Target.com, Sephora, international retailers
Other Brands by Jenner: Khy (fashion), Kylie Skin (skincare), Sprinter (vodka)
Selena Gomez — Rare Beauty 💞
Since its September 2020 launch, Rare Beauty has become a $2.7 billion empire and one of Sephora’s top-selling brands globally. The Disney Channel alum turned pop star and Emmy-nominated actress on “Only Murders in the Building,” Selena Gomez launched the brand’s first fragrance in 2024 and has firmly stated she’s not selling despite industry speculation.
The Bestseller — Soft Pinch Liquid Blush
This liquid blush broke TikTok and became one of Sephora’s top-selling products globally. Here’s why everyone’s obsessed: the pigmentation is insane (a tiny dot goes a long way), it blends like a dream, and the shades work across all skin tones. The buildable formula means you can go from subtle flush to dramatic statement with the same product. It single-handedly changed how people think about cream blush application and works for makeup beginners and pros alike.
Honorable Mentions: Liquid Touch Weightless Foundation, Positive Light Under Eye Brightener, Soft Pinch Tinted Lip Oil
Price Tier: $$
Where to Find It: Sephora (exclusive), rarebeauty.com
Millie Bobby Brown — Florence by Mills 🎀
Florence by Mills launched in August 2019 and has since expanded into fragrance, fashion, and even coffee, with Millie Bobby Brown and her family acquiring majority ownership in December 2020. The “Stranger Things” star (Eleven), “Enola Holmes” lead, and youngest UNICEF Goodwill Ambassador created the brand at just 15 years old to fill a gap in clean, affordable beauty for Gen Z.
The Bestseller — Butter Crème Super Balm
This multipurpose balm became Gen Z’s secret weapon. You can use it anywhere—lips, cheeks, eyelids—for a dewy, natural glow. The formula is packed with nourishing ingredients but never feels greasy, and the subtle tint adds just enough color without looking like you’re wearing makeup. It’s perfect for the “no-makeup makeup” aesthetic Millie champions, and the price point makes it accessible for the teen market the brand targets.
Honorable Mentions: Stay Plush Serum Lip Oil Tint, Cheeky Pop Blush, Zero Chill Face Mist
Price Tier: $
Where to Find It: Ulta Beauty, Target, Boots UK, florencebymills.com
Other Brands by Brown: Florence by Mills Fashion (online-only)
Dolly Parton — Dolly Beauty 🦋
Dolly Beauty’s full cosmetics line launched in 2025 with an in-store rollout planned, following the success of her Scent From Above fragrances including Early Morning Breeze. The country music legend behind “Jolene” and “9 to 5” brings six decades of stage and screen experience to creating products that perform under the spotlight, while her philanthropic work continues to inspire the brand’s mission.
The Bestseller — Heaven’s Kiss Lipstick Collection
While the full cosmetics line is just launching, the Heaven’s Kiss collection features Dolly’s signature bold colors including Jolene Red and Honey Plum. These lipsticks promise long-lasting color with comfortable wear—perfect for someone whose career has taught her that lipstick needs to last through three-hour concerts and meet-and-greets. The shades pay homage to her most iconic looks over six decades in the spotlight.
Honorable Mentions: Early Morning Breeze fragrance (Scent From Above line)
Price Tier: $$
Where to Find It: DollyBeauty.com, in-store rollout to come
Other Brands by Parton: Fashion collaborations including Good American “Jolean’s Jeans”
Lady Gaga — Haus Labs 🖤
Originally launched in September 2019 exclusively on Amazon, Haus Labs relaunched in June 2022 with reformulated clean formulas and exclusive partnership with Sephora, expanding to Asia Pacific in 2025. The Oscar and Grammy winner behind “Shallow” and “Bad Romance” brings her theatrical artistry to every product.
The Bestseller — Triclone Skin Tech Foundation
This foundation has nearly 10 billion views on TikTok under #hauslabsfoundation, and that’s not an accident. When Haus Labs relaunched in 2022, this product saved the brand. The formula features Fermented Arnica—an ingredient Gaga insisted on after using arnica for years to manage her fibromyalgia and chronic pain. Her team was skeptical, but she pushed until they figured out how to ferment it, making it 860% more potent than regular arnica for reducing inflammation and redness. The result is a medium-coverage foundation that actually improves your skin while you wear it. It photographs beautifully (crucial for someone who lives under stage lights), doesn’t oxidize, and the 51-shade range ensures everyone can find their match.
Honorable Mentions: PhD Hybrid Lip Oil, Bio-Radiant Glassy Balm Highlighter, Hy-Power Pigment Paint
Price Tier: $$
Where to Find It: Sephora (exclusive)
Halsey — about-face 🎨
Launched in January 2021, about-face secured an exclusive Ulta Beauty partnership in June 2022 and has won multiple Allure Best of Beauty awards. The Grammy-nominated singer behind “Without Me” and “Graveyard,” Halsey serves as founder, Chief Creative Officer, and head makeup artist for every single product, bringing her attention to detail to the beauty space.
The Bestseller — Matte Fluid Eye Paint
This product won Allure Best of Beauty in 2021 and 2022 for a reason. The saturated, one-swipe pigment goes on intensely and stays put without budging, smudging, or creasing. Makeup artists went wild for it because the buildable formula works for both graphic liner looks and soft, blended eyeshadow. The six bold shades let you create everything from subtle washes of color to full-on editorial looks. It’s the rare product that works equally well for beginners and pros.
Honorable Mentions: Light Lock Highlighter (multiple finishes), Shadowstick, Paint-It Matte Lip Color
Price Tier: $$
Where to Find It: Ulta Beauty, Kohl’s Sephora locations, aboutface.com
Lisa Rinna — Rinna Beauty 💄
Launched in November 2020, Rinna Beauty hit $10 million in sales by its second year and expanded to mass retailers, most recently launching Bright Eyes Under Eye Patches in 2024. The soap opera icon and “Real Housewives of Beverly Hills” star spent over a decade developing the brand, drawing from her years as a QVC fashion designer and her status as the self-proclaimed “lip pioneer.”
The Bestseller — Lip Icon Kit
Lisa’s famous pout is her trademark, so naturally her lip kits became instant bestsellers. Each kit includes coordinating lipstick, gloss, and liner in curated nude shades like Birthday Suit and Legends Only. The formula is vegan, long-lasting, and designed to create that signature Rinna fuller-lip effect. She’s the self-proclaimed “lip pioneer” who had fillers before it was trendy, and these products let you achieve the look without needles.
Honorable Mentions: Larger Than Life Plumping Gloss, Iconic Eye Kits, Dryp Tease body oil
Price Tier: $$
Where to Find It: rinnabeauty.com, Amazon, Walmart, Macy’s
Other Brands by Rinna: Lisa Rinna Collection (fashion)
Victoria Beckham — Victoria Beckham Beauty 💎
Victoria Beckham Beauty launched in 2019 with signature smoky eye products and now makes up over 50% of Victoria Beckham Holdings’ revenue, with the brand entering fragrances in 2023. The Spice Girls legend (Posh Spice), fashion designer, and WWD 2024 Beauty Founder of the Year brings the same exacting standards from her runway collections to every beauty product, creating an elevated luxury experience.
The Bestseller — Satin Kajal Liner
With over 2 million units sold, this is VB Beauty’s runaway hit. The creamy, budge-proof formula glides on effortlessly and stays put for hours without smudging or fading. It’s available in multiple shades including Cocoa (her personal favorite), jewel tones, and shimmer finishes. Fashion editors and makeup artists alike rave about the precision applicator and how it works perfectly for both tight-lining and smoky eye looks. The luxe packaging feels as high-end as her fashion line.
Honorable Mentions: Smoky Eye Brick Palette, Lid Lustre, 21:50 Rêverie fragrance
Price Tier: $$$
Where to Find It: VictoriaBeckhamBeauty.com, Sephora, Net-a-Porter, Bergdorf Goodman
Other Brands by Beckham: Victoria Beckham (fashion)
Celebrity beauty brands have evolved into legitimate players in the industry. The ones that succeed—like Fenty’s inclusive shade ranges, Rare Beauty’s viral blush, and Kylie’s game-changing lip kits—do so because they bring innovation to the cosmetics market and deliver on their promises.
