If there’s one thing you can count on in these chaotic times, it’s that celebrities will launch beauty brands. As famous people shift away from simply being the faces of brands to becoming their founders, it’s hard to keep track of all of them. Below is an exhaustive and ongoing A-to-Z index of which celebrities have entered the increasingly cluttered beauty space. Check back for updates.
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Alicia Keys, Keys Soulcare
Alicia Keys, the Grammy winner known for her “no makeup” look, created Keys Soulcare, a skin-care line that combines tried-and-true traditional ingredients like malachite, manuka honey, and hojicha powder with modern faves like hyaluronic acid and ceramides. The range includes a $22 powder exfoliator and a $30 moisturizer infused with “nature’s retinol.” Oat-milk candles and stone face rollers are also on offer, promoting self-care as a holistic ritual.
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Ariana Grande, R.E.M. Beauty
Not to be confused with Ariana Grande’s perfumes, of which there are many (the internet has deemed her Cloud a dupe for Maison Francis Kurkdjian’s Baccarat Rouge 540), the singer’s R.E.M. Beauty made its way into the world this month. The first drop primarily focuses on the eyes: “Our main gateways to our dreams, our emotions, our everything,” Grande told Allure. The line includes plumping lip glosses, matte lipsticks, and highlighters. Everything is priced between $15 and $24.
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Becky G, Treslúce Beauty
Singer, actress, and former face of CoverGirl Becky G founded Treslúce Beauty, a makeup line inspired by watching her mom and grandmother experiment with their own eye shadows. At the center of the collection is the “I Am” Shadow Palette ($30), in which every shade is infused with blue agave sourced from Jalisco, Mexico, her grandparents’ home region. She told People, “I love tequila, so I thought, How can I put it in makeup? It makes the shadow’s consistency smoother, buttery, and hydrating.”
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Beyoncé, Cécred
In the beginning of 2024, Beyoncé launched her own hair brand, Cécred. “In a world where so much of our lives become available to so many people, the word sacred means more and more to me,” Beyoncé told the Cut. She watched her mom make her own cocktail of products to deliver ultimate moisture to hair. They then took that knowledge and combined it with science-backed methods to launch a hair brand honoring past rituals dedicated to providing all types of hair with moisture and strength. The foundation collection includes products like a hydrating shampoo, a hyaluronic-acid-infused shampoo that visibly nourishes the hair for $30 and a reconstructing treatment mask that repairs and reduces breakage for $42. The products are formulated with a patent-pending Bioactive Keratin Ferment that delivers a protein infusion to the hair, restoring shine and making it more resistant to breakage.
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Billie Eilish
Billie Eilish’s Eilish Fragrances launched in November 2021. Her first offering, aptly named Eilish ($68), is a sweet but woodsy and musky scent that the singer describes as “mentally sexy” and like a “sexy marshmallow.” She told Cosmopolitan, “I was chasing this idea of this ambery color, this dark-brown caramelized thing. I wanted it to feel cozy, almost like the word November. This brown word and month — almost like tree bark.” The bottle highlights an anonymous bust shrouded in gold.
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Brad Pitt, Le Domaine
Brad Pitt really likes wine, so much so that he owns the Château Miraval winery in Provence, France, and has created a skin-care brand, Le Domaine, specifically inspired by wine and the antioxidant properties its the grapes. The anti-aging brand was created with Professor Lévy, an expert on human aging, and Professor Teissedre, a researcher who identified the most potent antioxidants found in Famille Perrin vines. Pitt said in a Harper’s Bazaar interview that Le Domaine’s goal is to “imitate the organic cycles of nature” by creating products that have no waste with their ingredients. The brand has four products — the cleansing emulsion, the serum, the cream, and the fluid cream — with prices ranging from $77 to $275. The actor uses the cream daily because it’s “creamy” and “comfortable under the California sun.”
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Britney Spears
Britney Spears is at the helm of a 33-scent fragrance empire. Her first, Circus, created in 2004, was an immediate hit and remains one on Amazon with close to 1,000 five-star reviews. Her Midnight Fantasy scent was reviewed by the New York Times perfume critic Chandler Burr, who described it as “excellent technical work” and as if “Chanel No.5 were a Jolly Rancher flavor.” Spears’s latest perfume is Electric Fantasy, currently going for $63 on eBay.
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Carmen Electra, Gogo Skincare
In 1993, Carmen Electra released the single “Gogo Dancer,” produced by Prince. Her unisex, cruelty-free, vegan beauty line, launched in 2020, is inspired by that song and focuses on simplicity with three products and packaging that reminded Electra of water. You can buy a hyaluronic-acid serum, a vitamin C eye serum, and a moisturizer as a set for $150.
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Ciara, OAM Skin
Ciara created OAM Skin in 2022, a line of skin-care products made with Tri-C Pro-Peptide Complex, three forms of vitamin C and peptides to brighten and hydrate all skin types. OAM stands for On a Mission. “I’m on a mission to make clinical skin care simple for all, and to give you the one-two-step process to level up the radiance in your skin,” Ciara said in a Billboard interview. The singer and dancer occasionally shares her routine using the products on TikTok in between dance breaks. The vitamin-C packed line has five products — a hydrating cleanser, brightening pads, an eye revitalizer, a 20 percent vitamin-C brightening serum, and a radiance serum with the prices ranging from $28 to $62.
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Cindy Crawford, Meaningful Beauty
Cindy Crawford was in her 30s when she started seeing Paris-based dermatologist Jean-Louis Sebagh, known as Europe’s “King of Botox.” Travel became more difficult once she got married and started raising the next generation of supermodels, Presley and Kaia, so she asked Sebagh to “bottle” his products. They ended up doing it together, creating the Meaningful Beauty skin-care line in 2004. Its hero ingredient comes from antioxidants found in melons. Her serum is featured in her Vogue video, and the brand recently released hair-care products.
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DJ Khaled, Blesswell
DJ Khaled created Blesswell, a CBD-infused men’s grooming line that features products like a beard oil ($20) and moisturizer ($20). Each one has 300 mg of hemp and a minty-fresh scent and comes with a three-part meditation voiced by Khaled.
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Drake, Better World Fragrance House
Drake created Better World Fragrance House, a line of scented candles, with perfumer Michael Carby in 2020. The range includes five candles (one allegedly smells like Drake himself), each priced at $48 — except for the Drizzy-scented one, Carby Musk, which will set you back $80.
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Drew Barrymore, Flower Beauty
Drew Barrymore was early to play celebrity beauty bingo in 2013 when she founded Flower Beauty. Everything in the makeup line is priced under $20. Standout products include the Lash Warrior Mascara, whose Spiked Warrior brush is made of bendy plastic to easily pull up lashes. The spoolie is curved to give even the straightest of lashes a curl.
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Dwayne “the Rock” Johnson, Papatui
Dwayne “the Rock” Johnson wants men to prioritize self-care more. So he created an affordable personal-care brand, Papatui, with products for men to indulge, under $10, which range from tattoo care to daily skin care. Johnson’s go-to product for the gym, according to an interview with People, is the 48-hour antiperspirant ($10) that comes in a Cedar Sport and Lush Coconut scent.
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Ellen DeGeneres, Kind Science
Ellen DeGeneres launched her “age-positive skin care” brand Kind Science in October 2021. The line ranges from $22 for a cleanser (featuring chamomile to soothe and Kakadu plum to brighten) to $48 for a serum meant to firm and smooth the skin (with bakuchiol and hyaluronic acid). DeGeneres especially likes the Micro Exfoliant+, a physical and chemical exfoliating mask that uses volcanic sand and a fruit-acid blend. In addition to the face, it can be used on hands, elbows, and dry patches.
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Elle Macpherson, Welleco
Elle Macpherson created Welleco, a line of supplement and protein powders ($135) focusing on greens, with nutritionist Dr. Simone Laubscher. Add water to transform the powder into a drink containing herbs, vitamins, minerals, and probiotics.
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Emma Chamberlain, Bad Habit
Influencer and YouTuber Emma Chamberlain’s skin-care line features cleansers, face masks, and moisturizers with plenty of buzzy ingredients: matcha, adaptogens, and hyaluronic acid. The hand cream ($18) especially leaves hands soft and moisturized without any greasiness.
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Gabrielle Union, Flawless
Gabrielle Union launched Flawless, a hair-care line, in 2017 after experiencing severe hair loss from rounds of IVF. In the summer of 2020, Union teamed up with her longtime friend and hairstylist Larry Sims to completely revamp the brand by becoming more than just its face. “I quickly realized that not being a Black-owned company was a problem, not being a Black-led company was a problem, not being a Black-marketed company was a problem, not having Black publicists was a problem,” Union told the Cut. The now majority-Black-owned company features 12 products designed for textured hair, protective styles, and wigs with a new emphasis on natural ingredients and accessible prices that don’t exceed $10.
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Gwen Stefani, GXVE Beauty
Gwen Stefani has always experimented with her look and embraced a full face of makeup — from supersharp winged eyeliner to a bold red lip — so it made sense when she launched her own line in 2022. The GXVE Beauty packaging is a true reflection of Stefani’s pop-punk style, with Gothic font, black-and-white checkered packaging, and shimmery gold accents. As for the products themselves, you can expect “phenomenal” pigmentation, blendability, and long-lasting formulas, according to reviewers.
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Gwyneth Paltrow, Goop
In a surprise to no one, Gwyneth Paltrow, the éminence grise of celebrity beauty brands, launched a skin-care line of her own in 2015. And much like her cookbooks, some may be surprised to find it’s actually pretty good. Her product range is focused on “clean” skin care and includes a dry brush ($20), toner ($75), and bath soak ($45). Her best-reviewed product, with close to 2,000 five-star reviews, is the $125 GoopGlow Microderm Instant Glow Exfoliator, which gives microdermabrasion-like skin smoothness with five kinds of exfoliation.
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Hailey Bieber, Rhode
Hailey Bieber likes having skin that looks edible, like a glazed donut, in fact, so she wanted to share that with the world with her skin-care brand, Rhode. The line includes three products: a lip treatment, a restore cream, and her signature peptide glazing fluid that promises a more hydrated complexion with, you guessed it, a dewy and glazed finish. Prices range from $16 to $29, making smoother skin affordable.
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Hayley Williams, Good Dye Young
Paramore singer Hayley Williams started her line of semi-permanent hair dyes, Good Dye Young, with her longtime hairstylist, Brian O’Connor. The dyes ($18) come in unexpected colors like Narwhal Teal and Cowabunga Blue and were recently launched at Sephora. Williams did an ASMR video with her newest product, Poser Paste, a temporary hair dye and gel, earlier this year, featuring crunching, whispering, and unboxing.
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Halsey, About Face
Halsey’s About Face makeup line launched in the first week of 2021 with over 40 products, a mix of lip glosses, highlighters, powders, eye paints, eye pencils, and liquid lipsticks — all in striking colors like neon green and aqua. It has since grown to include glitter eye paints and pigmented eyebrow gels in shades of magenta and mermaid green, which are beloved for their vibrancy and smoothness. Prices range from $12 (for a mini cosmetic bag) to $80 (for a holiday bundle of Halsey’s favorites).
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Harry Styles, Pleasing
We knew Harry Styles was getting ready to launch something after a Twitter fan account discovered the singer had registered a new business under the name Pleased As Holdings Limited in May 2021. After much speculation about what the line would be, we finally know that the launch — which goes live November 29 — will include an illuminating serum (the Pearlescent Illuminating Serum), a two-in-one eye gel and matte lip-oil pen (the Pleasing Pen), and a nail-polish set with four colors (the Perfect Polish Set): Perfect Pearl (pearlized white), Pearly Tops (clear), Inky Pearl (pearlescent black), and Granny’s Pink Pearls (pearlescent pink). P-P-P-perfect.
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Issa Rae, Sienna Naturals
In the fall of 2020, Issa Rae not only became the face of textured-hair-care brand Sienna Naturals but acquired it, too, joining CEO Hannah Diop as co-owner. “We get coerced into manipulating our hair into styles not right for us or using damaging products,” Rae said in a statement. Unlike styling products designed to tame or control textured hair, Sienna Naturals avoids synthetics, chemicals, and heavy oils and focuses on hair and scalp health, likening itself to a clean skin-care regimen for textured hair. The brand’s Salon in a Box contains all the essentials you need for a wash day. Vox Media staffers took it for a spin.
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Jada Pinkett Smith, Hey Humans
Jada Pinkett Smith created her accessible, ecoconscious line Hey Humans in 2021. The brand launched with 18 products ranging from bodywash to toothpaste, all designed with sustainable packaging to reduce plastic pollution and none costing more than $6. “My body is my temple, and I love to take care of my body inside and out,” Pinkett Smith told Us Weekly. “But I also realize that the planet needs care as well.”
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Jennifer Aniston, LolaVie
Jennifer Aniston, the woman who launched more than 11 million “Rachel” haircuts in the ’90s, created her own hair-care line in early September. Branded with her own nickname, Lola, LolaVie’s first offering is the Glossing Detangler ($25), which promises to, yes, detangle and prime, smooth, and protect hair with a “vegan thermal shield,” lemon extract, chia seeds, and vegetable ceramides. Her next product is a leave-in conditioner.
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Jennifer Lopez, JLo Beauty
Jennifer Lopez created JLo Beauty in 2020. The secret to her skin and her products? “Olive oil,” she says. “My mom, grandmother, and aunts all used it when they needed a little extra hydration on their face, hair, and body, so the line began with that little family secret,” Lopez said ahead of the launch. Standout products include That JLo Glow Serum, which a Sephora reviewer says is “very lightweight, absorbs really well, and doesn’t have any fragrance,” and That Blockbuster Cream With Hyaluronic Acid, which seems to be best suited for those with dry skin — reviewers with normal-to-oily skin say it made them feel “greasy.”
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Jessica Alba, The Honest Company
Jessica Alba’s the Honest Company launched in 2012 with Instagram-friendly diapers that were free of petrochemicals and synthetic fragrances. Then she launched Honest Beauty in 2015. “From day one, our customers have been telling us that they want us to make beauty products,” Alba told Allure. Since then, Honest has become one of the biggest celebrity beauty brands, culminating in an IPO this summer that made Alba $122 million. The business has grown to include two on-site labs since relaunching and streamlining all its beauty products in 2018, and nothing is priced above $30, including the brand’s moisturizer ($20) and mascara ($17).
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Jessica Simpson
In 2004, Jessica Simpson launched Dessert, a line of “lickable” beauty products like lip glosses and the Delicious Kissable Hot Body Topping. Several lawsuits followed over money owed to the manufacturing company, and another claimed the sugar-filled products attracted bees and caused yeast infections. More long-lasting is Simpson’s fragrance empire, which features 18 perfumes with a feminine, bohemian vibe, including Fancy, Fancy Forever, and Fancy Girl, all for under $30.
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John Legend, Loved01
The Grammy Award winner made his foray into the skin-care space back in February with the launch of Loved01, a line of unisex, dermatologist-approved face and body products available to purchase on loved01.com, as well as in select Walmart locations and CVS stores nationwide. Featuring cleansing wipes, a cleansing bar, face and body oil, a toning mist, and more, Loved01 specifically caters to melanin-rich skin. What’s more? The entire line is extremely affordable.
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Jonathan Van Ness, JVN
Queer Eye’s Jonathan Van Ness and his locks entered the beauty space with JVN, a hair-care line whose formulas rely on hemisqualane. The ingredient is made through a bio-fermentation process using sugarcane and is said to penetrate the hair shaft to reduce frizz, decrease damage, and strengthen hair over time. Prices range from $18 for shampoo and conditioner to $28 for a pre-wash scalp oil.
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Kim Kardashian, SKKN
Kim Kardashian’s KKW Beauty launched in 2017 with a contour-and-highlighter kit, and the campaign spurred accusations of blackface. The line released a handful of collaborations, including eye-shadow palettes, lip glosses, lip crayons, and blushes, with everyone from her best friend Allison Statter to her favorite makeup artist, Mario Dedivanovic. Kardashian’s KKW Fragrance brand is also rife with collaborations with her sisters and her momager, Kris Jenner; she officially became a billionaire after selling a 20 percent stake in her company to Coty.
In 2021, Kim announced a rebrand, and in 2022 she welcomed to the world SKKN by Kim, a nine-step routine valued at over $600 for all products. The collection curated for mature skin includes everything from your basic cleanser to a night oil, but when it comes to formulation, there isn’t much innovation. At least the overpriced products keep the complexion looking glow-y. At the beginning of 2024, Kardashian reintroduced makeup under the SKKN umbrella. The lip liners ($22) and matte lipsticks ($32) are just as creamy and long lasting as they were when she first launched them in 2018.
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Kourtney Kardashian, Lemme
Kourtney Kardashian Barker has been known as the wellness-obsessed Kardashian sister for years. Remember her 2019 argument with Kim Kardashian about having a healthy Candy Land–themed kids party because it didn’t reflect her healthy brand? In 2022, she launched a supplement brand, Lemme, home to vegan, gluten-free, and non-GMO $30 gummy supplements. The most viral supplement is Lemme Sleep, a magnesium and melatonin blend. Kardashian Barker told the Cut she feels personally inspired by “sleeping sloth.”
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Kylie Jenner, Kylie Cosmetics and Kylie Skin
Kylie Jenner launched her beauty empire in 2014 with Kylie Cosmetics, which later earned her the controversial title of the “youngest ‘self-made’ billionaire ever” from Forbes. Her lip kits played on the initially denied but later confirmed rumors she had enhanced her lips through injections — for months, the youngest Jenner insisted her plump pout was just the result of some expertly applied liner. But the true winner of the collection is the blush, a favorite among beauty pros. Makeup artist Shayna Goldberg shared on Instagram that “it’s the only thing I recommend from her line,” while Strategist columnist Rio Viera-Newton says it gives a natural flush and blends out “beautifully,” calling it “easily my favorite powder blush I’ve ever tried.”
Kylie Skin joined Kylie Cosmetics in 2019 with a seven-piece collection that included makeup-removing wipes, a foaming face wash, a vanilla milk toner, a moisturizer, an eye cream, a vitamin-C serum, and, yes, a walnut scrub. Mariah Smith put them all to the test for the Cut and concluded, “I love how all of the products look together, but I did not love how they smelled together. The allegedly unscented face wash, nutty scrub, citrus-scented serum, and vanilla toner collide in an unfortunate symphony of smells, kind of like when you walk through a Lush.” But surprisingly, she deemed the controversial walnut scrub a “must-have.”
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Kristin Cavallari, Uncommon Beauty
Reality star Kristin Cavallari, like every other Hollywood person on this list, is also a clean-skin-care fanatic. She launched five skin-care products this year, including a day moisturizer and an eye cream, all under $65. If the products seem familiar, they’re meant to be: Cavalleri said she developed the line by bringing in her current skin-care favorites and asking a lab to make them “clean.”
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Lady Gaga, Haus Laboratories
Lady Gaga surprised fans and beauty mavens alike when she partnered with Amazon to launch Haus Laboratories in 2019. Several of the products are multipurpose. The Glam Attack Liquid Shimmer Powder, for example, can be used as both a lip gloss and a highlighter. And if you want to amp up your look, consider the brand’s face-mask stickers or wing tips for easy but elaborate eyes.
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La La Anthony, Inala
Actress La La Anthony wanted to join in on the beauty fun with a hair-care line, specifically one geared toward rice water, a signature treatment she’s grown to love. “I’ve always wanted to have a brand to call my own and my journey of discovering rice water really solidified that path for me,” she said on her decision to launch Inala. The line includes a $55 leave-in treatment and a $30 scalp treatment, both formulated to strengthen the hair and promote healthy growth.
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Lisa Rinna, Rinna Beauty
Much like Kylie Jenner, Lisa Rinna is known for her lips. And much like Jenner, she created lip kits. The Real Housewives star sells $45 sets featuring lipstick, gloss, and lip liner directly on her website. The No Apologies Lip Kit gives you Rinna’s signature nude-coral look with Notice Me Lip Liner, Pucker Up B!tch Lipstick, and Guilty Pleasure Lip Gloss.
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Lori Harvey, SKN by LH
In 2021, “It” girl and socialite Lori Harvey confirmed she had scored two very covetable things: 2020’s Sexiest Man Alive and a namesake skin-care brand. “I have very sensitive skin, and I really struggled with it as a teenager,” she told Allure. “Once I got into modeling, I was having really, really bad breakouts because of all the makeup being applied to my face.” To that end, Harvey recruited a team of dermatologists and cosmetic chemists to help her develop a line that targets hyperpigmentation while not freaking out sensitive skin. The end result is a five-step system ranging from $35 to $50, including a gel cleanser, an eye cream, a vitamin-C serum, and a moisturizer that all contain the star ingredient — you guessed it — vitamin C.
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Madonna, MDNA Skin
The Material Girl’s luxurious, tech-driven skin-care line was once available only in Japan but eventually launched Stateside in 2017. Compared with many celeb launches, MDNA boasts an impressive résumé. Its star ingredient is thermal water from Montecatini, Italy, and the brand features high-tech products (like a $200 pure-carbon Beauty Roller that emits invisible waves of ultra-infrared energy to contour your face and bod) developed by Japanese beauty-tech company MTG. Dermatologist Dr. Paul Jarrod Frank assisted with the formulations including the $50 face wash and a $240 serum, the priciest skin-care product in the line.
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Mariah Carey
Mariah Carey has five Grammys, which she calls “cute.” But she also has 14 fragrances, and 99 percent of them feature butterflies. Her first, M, launched in 2007 and has notes of marshmallow, seawater, tiare flower, gardenia, amber, and patchouli. Her most recent, Dreams ($19), launched in 2013.
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Michelle Pfeiffer, Henry Rose
Instead of signing on as the face for a beauty brand, Michelle Pfeiffer went straight to becoming a beauty entrepreneur with the launch of Henry Rose fragrances in 2019. After doing a deep dive into the murkiness of what’s really inside our favorite perfume bottles, the actress was inspired to create her own line. “A lot of the beauty categories were moving toward clean, but fragrance wasn’t,” she told the Cut. To fill the void, Pfieffer launched a collection of transparent, genderless fine fragrances made with safe synthetics and naturals that retail at $120.
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Millie Bobby Brown, Florence by Mills
Stranger Things actress Millie Bobby Brown created Florence by Mills (Florence for her great-grandmother, Mills for herself) two years ago, when she was just 15 years old, and promised the “line would simply ‘be good’ for Gen Z’s skin.” The brand’s Under the Eyes Gel Pads are especially beloved for their ability to reduce puffiness — and it just so happens that the budge-free, whale-shaped masks don’t look so bad in Instagram selfies.
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Miranda Kerr, Kora Organics
Miranda Kerr came up with the concept for Kora Organics in 2006 and launched the brand in Australia in 2009. “I thought it was crazy that no one had actually made certified-organic products because that’s all that I wanted to use for my own skin,” Kerr told the Cut. Since then, the line has grown to include face oils, exfoliating masks, and face tools. TikToker Tinx Najjar says the Turmeric BHA Brightening Treatment Mask is “unbelievable,” while swimwear designer Oleema Miller says, “When I use it consistently, it really does brighten my skin.”
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Naomi Osaka, KINLÒ
Naomi Osaka founded her skin-care line, KINLÒ, in 2021, telling Business of Fashion, “This is a public-health need. I used to tell people that I didn’t need to wear sunscreen — but even if you have melanin, you need to take care of your skin, and I am passionate about that.” The SPF 50+ Melanated Tint is water resistant for up to 80 minutes and relies on 12 percent zinc oxide and niacinamide to protect and brighten the skin.
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Paris Hilton
After Britney Spears, Paris Hilton is the celebrity with the second-largest perfume empire. She has 28 fragrances, which have generated $2.5 billion in sales and are mostly fruity and sweet in nature. The first, Paris Hilton by Paris Hilton, remains the most popular with close to 4,000 five-star reviews and notes of frozen apple, peach nectar, freesia, mimosa, jasmine, sandalwood, ylang-ylang, and oakmoss.
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Pharrell Williams, Humanrace
After years of fans asking Pharrell Williams to drop his skin-care routine — going as far as claiming he’s a “vampire” because he seems to age in reverse — the singer created Humanrace, a clean, vegan, fragrance-free, all-genders line. Williams created the brand in collaboration with his longtime dermatologist, Dr. Elena Jones. The three-product collection (a cleanser, an exfoliator, and a moisturizer) was designed to “take three minutes, morning and night,” and two of those three minutes are for sloughing off dead skin: The line features not one but two exfoliators. The Cut’s beauty director, Kathleen Hou, says, “Humanrace works because it is so simple. My skin looked healthy and quenched” after using the trio.
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Priyanka Chopra Jonas, Anomaly
In February 2021, actress, activist, and author Priyanka Chopra Jonas launched Anomaly, an affordable hair-care line with ecoconscious packaging. Available at Target, it consists of three shampoos, three conditioners, a dry shampoo, and a deep-conditioning treatment mask; each is $5.99 and certified as “Target Clean.” The packaging is made of 100 percent recycled plastic trash, using material diverted from landfills and ocean-bound plastics, and can itself be recycled after use. “You shouldn’t have to choose between what works and what’s good for you or for the planet. Anomaly helps you make beautiful choices,” Chopra Jonas said in a release.
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Rihanna, Fenty Beauty and Fenty Skin
When Rihanna’s Fenty Beauty launched in the fall of 2017, its foundation range offered 40 shades (since expanded to 50), taking into consideration previously overlooked hues and undertones for Black skin. Other brands quickly followed Fenty Beauty’s lead, expanding their own foundation collections in what was later dubbed the “Fenty effect.” Screenwriter Camilla Blackett believes the line will one day be in the Smithsonian — with good reason.
But Rihanna didn’t stop there and followed up Fenty Beauty in 2020 with Fenty Skin, which launched with the Fenty Skin Start’rs: the Total Cleans’r Remove-It-All Cleanser (an oil-free, creamy makeup-remover–cleanser hybrid), the Fat Water Pore-Refining Toner Serum (an alcohol-free toner-serum hybrid), and the Hydra Vizor Invisible Moisturizer Broad Spectrum SPF 30 Sunscreen (a daily-moisturizer–sunscreen hybrid). Everything in the collection is scented, much to the chagrin of some fans who were concerned the fragrance would irritate sensitive skin. Rihanna assured them, “We never use more than one percent of a synthetic fragrance,” and if they ever do, she added, “You will know, and we won’t hide it.”
More recently, the singer worked with Jacques Cavallier Belletrud, the master perfumer for Louis Vuitton, to create the first Fenty Beauty perfume, a mix of magnolia, musk, tangerine, and blueberry with hints of Bulgarian rose absolute, geranium, and patchouli. It sold out in less than 24 hours.
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Rosie Huntington-Whiteley, Rose Inc
Rosie Huntington-Whiteley created the beauty line Rose Inc in 2021. It includes dewy blushes and concealers, buildable brow gels, subtle lip balms, and low-maintenance skin care. “I wanted to create products that had real innovation and amazing formulations, a line that could stand on its two legs with or without me,” Huntington-Whiteley told the Cut earlier this year.
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Sabrina Elba, S’able Labs
Sabrina and Idris Elba look great as a couple on a red carpet, but they look even greater as beauty business partners. S’able Labs is a brand that they thought up while being quarantined. The genderless skin-care line is formulated with natural ingredients from East Africa, and the website features an ingredient glossary for customers to browse. One thing they did was keep it simple with three essential steps: a cleanser, toner, and moisturizer to soothe skin and reduce hyperpigmentation.
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Sarah Hyland, Sourse
Modern Family actress Sarah Hyland joined Sourse as a co-founder in 2021. It offers four types of chocolates infused with supplements: Glow bites (with a plant-based collagen), Hype bites (with vitamin B12), Beauty bites (biotin), and Mood bites (with saffron and vitamin D). All are $34 for a one-month supply.
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Scarlett Johansson, the Outset
Minimalist skin-care obsessives unite! Actress Scarlett Johansson teamed up with Kate Foster to create a consciously “clean beauty” brand, the Outset, for sensitive skin. With simplicity and basics at the brand’s core, they want to be considered the “classic white tee of skin care.” With five products each formulated with their signature botanical alternative to hyaluronic acid, Hyaluroset™ Complex, they want users to have a more hydrated skin barrier that appears more radiant.
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Selena Gomez, Rare Beauty
Selena Gomez said she created Rare Beauty to “challenge beauty norms by shaping positive conversations about self-acceptance and mental health.” The concealer and foundation collections offer 48 shades each, but the real star of the brand, according to TikTok, is the Always an Optimist 4-in-1 Prime & Set Mist, which makeup artist Alessandro jokes is made with brujeria, or witchcraft. He asks Gomez in a video, “What the hell is in this setting spray? How does my skin look this scrumptious after not setting with powder for six hours?”
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Simi and Haze Khadra, Simihaze Beauty
Identical twins Simi and Haze Khadra’s time spent sitting in front rows and DJ-ing all over the world paved the way for their Simihaze Beauty, which hopes to make beauty a “minimal optimal” experience. “We want to allow people to maximize their time and experience in life versus spending time putting on makeup,” Haze told Byrdie. Their first offering came in the form of eyeliner stickers ($55) worn by everyone from Hailey Bieber to Blackpink’s Rosé. Other options include matte lip balms ($36) and two-in-one cheek and lip tints ($35).
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Taraji P. Henson, TPH by Taraji
In January 2020, actress Taraji P. Henson launched her own namesake hair-care line at Target. Created with “hair chameleons” like Henson herself in mind, the line caters to a wide variety of hair textures, types, and styles, be they weaves, wigs, braids, straightened hair, or curly Afros. The 23 products are conveniently color-coded by function (cleansing, repair, scalp care, and styling) so you can easily build and customize your own hair-care routine.
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Tracee Ellis Ross, Pattern Beauty
A hair-care line as supportive as its founder, Tracee Ellis Ross’s Pattern Beauty nurtures curls, coils, and kinks of every shape, size, and tightness. Instead of taming and controlling hair, the line, founded in 2019, features 31 curl-enhancing products that are thoughtfully designed, including a ginormous leave-in conditioner perfect for hair that likes to chug (not sip) moisture and an easy-to-grip shower brush that manages to make detangling feel easier.
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Travis Barker, Barker Wellness Co.
Drummer Travis Barker had a big February 2021. He not only made it Instagram official with Kourtney Kardashian but also launched his own CBD wellness brand. Back in 2019, Barker revealed on Joe Rogan’s podcast that CBD had helped him with his sleep, anxiety, and the chronic pain he experiences due to trigeminal neuralgia, which he thinks might have been caused by the impact of the plane crash he survived in 2008. “I started trying lots of different CBD products in my own daily routine and saw their benefits firsthand,” Barker said in a statement. Although CBD is the popular kid in class, it was important to Barker to add “lesser-known but highly powerful cannabinoids like CBG, CBN, and CBC” to help target a wider range of needs. The line includes tinctures, single-use snap packets for when you’re on the go, and a pain-relief cream.
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Tyler, the Creator, Golf le Fleur
Tyler, the Creator’s Golf le Fleur is the rapper’s latest fashion brand — “his third following releases under Odd Future (his music collective before going solo) and Golf Wang (the skate-inspired label he unveiled in 2013),” per WWD — and includes high-end apparel, footwear, accessories, and yes, beauty. Current offerings include a nail polish set ($55) complete with Geneva Blue (a light blue), Georgia Peach (an orange), and Glitter (a glazed, iridescent overlay with sparkles) and a rose-musk fragrance dubbed the French Waltz (available in three different sizes ranging from $40 to $200).
Per the rapper, “this aint like a tee. Its not a super limited number. This aint for the ‘sold out’ button. I tried to scale it in hopes everyone will be able to get the fragrance or polish.”
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Vanessa Hudgens, Know Beauty
In 2021, Vanessa Hudgens and singer Madison Beer teamed with Dr. Karen Kagha to launch Know Beauty. The brand aims to take all the guesswork out of choosing products with its Skin Diagnostic Quiz, which takes lifestyle factors (climate, stress, diet) and DNA factors (skin elasticity, pigmentation, skin sensitivity) into account and serves up a personalized Skin DNA Kit based on your results. The brand has all the basics from cleansers and eye creams to night creams and serums, but peep the founders’ results for their favorites.
Earlier this year, WWD reported that Beer was exiting the business partnership to focus on her music career, with Hudgens reintroducing the brand as the sole founder in partnership with Amazon. Instead of maintaining an entire skin-care line, Hudgens is taking a more targeted approach by launching products one at a time. So far, KNOW Beauty offers a pore-clarifying clay mask that’s ideal for oily and acne-prone skin and a brightening vitamin C mask that helps treat hyperpigmentation.
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Venus Williams, EleVen
In 2020, Venus Williams carved out a little corner of her lifestyle brand for skin care. The tennis star and former SPF “deviant” partnered with clean-beauty retailer Credo to create mineral skin-care products that don’t leave that annoying white cast on darker skin tones. “In the beginning, my philosophy for choosing a sunscreen was always: the uglier, the better. So if it had a horrible cast on my skin and wouldn’t blend in, I figured, well, I’m getting even more sun protection,” she told the Cut. Earlier this year, Williams expanded the line to include four SPF-infused lip balms to match.
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Victoria Beckham, Victoria Beckham Beauty
Victoria Beckham’s makeup and skin-care line was born during London Fashion Week in the fall of 2019. The “digital first” collection is more than just a line, according to Posh Spice herself; it’s “a clean and cruelty-free beauty movement.” So far, that has translated into crystal-infused eye shadows for “aura-amplifying energy,” creamy lipsticks, and high-performance skin care made in collaboration with Augustinus Bader, a scientist turned beauty-line founder who created a moisturizer so popular it has become known as the secret to “rich person” skin. Of the VB x AB Cell Rejuvenating Priming Moisturizer, Cut staffers said it made their faces “feel freakishly soft all day long” and made their skin “feel like it’s being shrouded in cashmere.”
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Winnie Harlow, Cay Skin
Winnie Harlow likes to vacation in the sun, and after a bad sunburn experience in 2018, she decided to create her own line of sincere products for all skin types. Having vitiligo, sensitive skin care is something she takes seriously. The model’s collection ranges from $14 to $38 and includes face, body, and lip SPF products that not only protect skin from the sun, but also keep the skin hydrated and luminous. The body oil is a skin-quenching blend of squalane, sea moss, and shea butter with a warm amber scent that leaves the complexion shimmering on vacation or just for a sunny summer day.
