I cannot even believe there was a time in the beauty industry when Fenty didn’t exist, which is further proof that they’ve surpassed “celebrity brand” status. Not only did Fenty start a wave of celeb-founded brands, but it also made inclusivity and 40+ shade ranges the norm. Now, Fenty is more than just makeup. There’s skincare, bodycare, fragrance, haircare—everything. And it’s all so true to Rihanna. She feels completely embedded in everything they do. But you don’t have to be a fan of her to understand it all. I can be a card-carrying member of the Navy and love their lip gloss as much as my great-aunt, who’s never even heard of her songs (or my Gen-A cousin who thinks of Rihanna as a beauty brand founder first, not a singer).

You’d be hard-pressed to find any person, let alone a beauty editor, who doesn’t rave about Rare Beauty. It’s transcended celebrity at this point; however, Gomez is very heavily involved and the face of nearly every marketing campaign. Rare has gone viral over and over again for its Soft Pinch Liquid Blush (a repeat Cosmo Readers’ Choice Beauty Award winner), and other celebs even nod to many of their products as favorites (for example, Gracie Abrams says she can’t live without the brow gel).

3. Rhode by Hailey Bieber

The buzz around Bieber’s brand began long before we even knew its name, and it’s surprisingly maintained its virality ever since. While the brand initially launched with two skincare products and the lip balm heard ’round the world, it’s expanded into color cosmetics with blush, lip liner, and tinted lip balm, plus found its footing in the barrier-care skincare space.

What started as lip kits has now evolved into a complete makeup collection from the KarJenner sibling known for her glam. But most people don’t realize just how stellar this whole line is. While you might think of crusty matte lips when you think of Kylie, I think of some of the best blurring blushes I’ve ever tried, her surprisingly chic-smelling perfume, and a really shiny and moisturizing lip gloss. I actually don’t think I’ve ever tried anything from the brand that I haven’t loved. And it all adds up. She’s a makeup lover herself.

If you didn’t know Haus Labs was founded by Lady Gaga, you maybe shouldn’t even think of it as a celebrity beauty brand. “Haus Labs makes some of my favorite makeup products, including their viral foundation that feels like nothing on the skin while creating a filter-like effect, and their cream blush, which I currently have glowing on my cheeks as I type this,” says assistant beauty editor Jasmine Hyman. “It’s truly in a category of its own and would be an amazing brand even without the iconic Lady Gaga at the helm.” It also helps that everything is created in collaboration with Gaga’s longtime makeup artist (and genius, truly), Sarah Tanno.

As a Gen-Z-er, I admittedly was never all that into the Spice Girls. Sorry!! But I do know Victoria Beckham as an overall chic person and a beauty founder of one of my favorite makeup brands. The first launch was a makeup primer collaboration with Augustinus Bader, one of the most well-known and loved high-end skincare brands. From there, the brand has released a selection of complexion, eye, and cheek products. I’m obsessed with the foundation drops for smooth, lightweight coverage.

7. Cécred by Beyoncé

Created by Beyoncé and her mother, Tina Knowles (a former hairstylist who also serves as vice chairwoman for the brand), Cécred launched with a focus on scalp and hair health but now features a mix of styling products as well. It’s made for everyone, but there’s a strong emphasis on curly and coily hair. “Of all of Beyoncé’s business ventures, this one makes the most sense,” wrote beauty editor-at-large Julee Wilson in her review. “I was pleasantly surprised by the product selection and how everything felt in my 4b hair.” The brand’s protein hair ritual even won best hair game-changer in our 2024 Holy Grail Beauty Awards.

It’s my personal mission to make Personal Day the biggest brand in the world. It’s easily my favorite skincare brand that’s launched in the last year, and I’ve implemented just about everything they make into my routine at some point. Having dealt with acneherself, Reinhart wanted a product line that’s not just suitable for acne-prone skin (meaning everything is free of pore-clogging ingredients), but also would help treat and prevent acne too. There’s a mix of treatments with actives (like mandelic and salicylic, the MVPs of acne care) but also gentle hydrators (including their brand-new Soft Slip Priming Milk, which makes my makeup go on like butter without aggravating acne). They won Best New Acne Brand in our 2024 Acne Awards.

“This is one of those celebrity brands that I was waiting for impatiently,” says Wilson. “I’ve been crushing on Tracee’s hair since the moment Girlfriends debuted in 2000, and her curls became another star on the show. Fast forward nearly two decades, and TER gave us a collection of products that will never leave my haircare routine. The entire line (including tools) is so thoughtfully crafted and amplified with her joyful personal storytelling behind every launch. If that’s not enough, she also just launched a body care collection, and it’s just as iconic. Obvi.”

10. The Outset by Scarlett Johansson

“If you grew up on CeraVe or Cetaphil, you will like The Outset,” says beauty director Lauren Balsamo. “The products are gentle and straightforward, but have an elevated feel thanks to the chic, minimalist packaging. Genuinely, everything I’ve ever tested from The Outset I’ve been impressed with (the Nourishing Daily Moisturizer is a personal favorite), and I appreciate that, unlike so many skincare brands that chase trends, these formulas utilize tried-and-true ingredients. There’s no BS.”

11. Henry Rose by Michelle Pfeiffer

“I genuinely do not categorize Henry Rose as a ‘celeb beauty brand’—the scents are THAT good,” says fashion and luxury commerce editor Sarah Maberry. “On one hand, it’s refreshing that Michelle Pfeiffer’s face isn’t plastered everywhere, but on the other, she’s so talented and stunning that I don’t think I’d mind. Another reason I’m a Henry Rose stan is that, unlike so many ‘clean’ perfume brands, the scents actually last for hours. I’ll spritz Windows Down on before I head to work, and I’ll earn compliments on it at happy hour without having reapplied.”

My favorite kind of celebrity beauty brand is one where the founder is prominent. And Ariana Grande is all over r.e.m. Not only has the brand centered her as the founder, but also as an expert and wearer of the products. She’s constantly appearing in videos showing off how she (and her makeup artist) use their viral lip glosses, foundation, and eyeshadows. I’m also gonna have to agree with Cosmo readers on this one: r.e.m. won a Cosmo Readers’ Choice Beauty Award in 2023 for best celebrity beauty brand.

The ones Cosmo editors love:

• LolaVie by Jennifer Aniston: “Some of my favorite hair products of all time are from LolaVie,” says Balsamo. “The peptide plumping shampoo and conditioner are incredible for anyone with fine hair who wants added volume without sacrificing smoothness. I find myself recommending this brand time and time again—especially to anyone who wants to use cleaner hair care with a luxury feel.”
• Isima by Shakira: “While Shakira’s ‘hips don’t lie,’ neither do her A+ curls,” notes assistant news editor Sam Olson. “As a fellow Latine with thick curly hair, I was stoked when she announced she was dropping a haircare line. I can confidently say these products have become my hero when styling my curls thanks to their hydrating elements, flexible hold, and, of course, gorgeous scent. From its shampoo and conditioner to styling cream, you really can’t go wrong with anything from Isima.”
• TPH Hair by Taraji P. Henson: “I’m a huge fan of Taraji P. Henson’s award-winning on-screen performances,” says Wilson. “I mean, who isn’t? What wasn’t on my bingo card was her creating one of the best scalp and haircare brands I’ve ever tried. My favorite products are Master Cleanse (a scalp wash) and Mint Condition (a tingling scalp conditioner). The duo is unmatched, and the one-two punch I always use after taking down a protective style to get my crown back into formation. She really nailed it.”

The ones that are surprisingly very good:

• The Honest Company by Jessica Alba: While Jessica Alba’s face and name aren’t all over the bottles you probably have in your home right now (or have at one point), she’s got everything: Makeup, skincare, baby products, diapers, laundry—you name it. And they’re all clean, affordable, and eco-friendly.
• Good Dye Young by Hayley Williams: Of course, Hayley Williams makes hair color. Of virtually every celebrity brand, this probably makes the most sense. And it comes in a variety of shades, from her signature orange to navy blue to kelly green. She also partnered with her longtime hair colorist Brian O’Connor (bonus points).
• TOTY by Sofia Vergara: Although it’s random, Sofia Vergara’s SPF brand is pretty damn good. The Solaria Mineral SPF 50 is lightweight and has no white cast, and the tinted options are great too, but they could use some work expanding the shade ranges (ahem, that’s the Fenty effect in real time).
• About-Face by Halsey: Did you know About-Face was even founded by Halsey? Most don’t, even if they love the brand’s colorful shimmers and eye paints. The entertainer is in some of the marketing, but she doesn’t position herself as the face of the brand all that often, letting the products really speak for themselves. (And they do—I’m a huge fan, especially for bright, fun makeup.)
• Proudly by Dwayne Wade and Gabrielle Union: The Unions (also known as the royals in my house) have worked on a handful of brands in the past. But Proudly is for everyone, but especially geared toward families. All of the formulas are made with sensitive skin in mind and sold at Target.
• 4U by Tia Mowry: Obsessed with the Disney Channel star to beauty brand founder pipeline. 4U by Tia was specifically developed for type-4 hair. Best of all: Everything’s under $20.

The ones that are up-and-coming:

• Grow Good by Cardi B: While we haven’t tested the brand yet, it’s coming, and people are really excited. Cardi launched with a six-piece collection including shampoo, conditioner, a mask, and styling products for all hair types (but they’re meant to be especially great for dry, damaged hair). And everything’s under $15. This could be an S-tier brand in the making, but we won’t know until we try it.
• Golf Le Fleur by Tyler the Creator: Tyler’s other venture, Golf Wang, is definitely more well-known on the apparel front. But his luxury line, Golf Le Fleur, is also home to fragrance and nail polish. It’s certainly not the rapper’s main focus, but the perfume is shockingly good. Like five people at Governor’s Ball last year told me this was their signature scent, and it immediately turned me onto the brand.
• Sonsie Beauty by Pamela Anderson: When a major part of your identity as a celebrity is skipping makeup, a skincare brand is fitting. Barrier care is at the root of all of Sonsie’s products, as is sustainability. Gentle, fresh, and simple—that’s what you’re gonna get here.
• Homecourt by Courteney Cox: Defying traditional beauty brands, Homecourt began with, you guessed it, home products scented like luxury perfumes. Everything smells so freaking good, and the bottles are chic as hell. Just looking at them in my apartment, you’d have no idea Monica from Friends developed them! But it works. Since they’ve moved into body care in those same beautiful scents, I’m excited to see where else the body products go.

The ones by celebrities who are apparently obsessed with perfume:

• Eilish Fragrances by Billie Eilish: Housed initially in bottles that resemble ancient busts, Eilish wanted to create scents that she would like to wear. Now, they’ve launched five scents total in varying scent profiles from gourmand to spicy to fresh. And she really does love perfume (I Zoomed with the singer last fall, and she gushed all about her newest creation, Your Turn II).
• Orebella by Bella Hadid: “Orabella’s perfumes are ideal for anyone who loves a unique scent,” says Hyman. “The gemstone-esque bottles also double as vanity decor, and I love that it’s great for skin spritzing, rather than smelling best when sprayed all over my clothes. That way, it really feels like my own scent, instead of something that just lingers on my shirts.”
• Fragrance by Sabrina by Sabrina Carpenter: Wanna smell like a yummy dessert? Sabrina Carpenter’s fragrance line is the answer. It’s exactly what you’d expect. Chocolate, cherry, caramel, espresso (duh), lemon, and cake round out the hero notes in a few of her scents.
• Being Frenshe by Ashley Tisdale: What started as body mists and home scents has turned into a full collection, from haircare to perfume oils to even rugs (lol). I can confirm Tisdale smells really good (the actress and singer stopped by the Cosmo office last year when she launched haircare products under the brand).

The ones by Hollywood dudes who wanted in on the fun, too:

• Pleasing by Harry Styles: “Obviously, Harry Styles could fart, and I would eat it up,” says Hyman (lol, K!). “While I just use the skincare as displayed on my beauty shrine (and he recently said he just started washing his face…), the fragrances are some of my favorites for a genderless spritz. Closeness is my favorite, with the juicy and uplifting scent being perfect for truly any season.” The brand’s nail polishes have also landed in our Holy Grail Awards, and their sexual wellness products are very nice.
• Better World Fragrance House by Drake: “I did a double-take when I first smelled this because Drake—yes, I’m talking about the one and only Champagne Papi—had NO BUSINESS creating a scent that smells so. damn. good,” says contributing beauty editor Mary Honkus. “It’s the most unisex of all the celebrity perfumes I’ve tried. The citrusy fresh opening, which features clary sage and petitgrain, morphs into a spicy-floral-musky dream. When I finally get a boyfriend, I’m going to make sure this becomes his signature scent. Until then, I’m stealing spritzes for myself and incorporating the chic bottle into my decor.”
• Papatui by Dwayne “The Rock” Johnson: Affordable and at Target, Papatui would potentially be great on its own regardless of the celeb tie-in. But IDK if I necessarily need body wash co-signed by The Rock? The formulas are nice, though, especially considering the price point.
• Loved01 by John Legend: I interviewed Legend before this brand launched and was pretty stoked about a drugstore celebrity brand. But the brand just needs more oomph. My parents and brother ended up loving these products and have since repurchased. Maybe Legend just needs to promote it more.
• Beau Domaine by Brad Pitt: There was a lot of drama around this brand when it first launched, relating to Pitt and Angelina Jolie’s divorce and the name of the vineyard that the Beau Domaine grapes hail from (that’s where they get all their skin-loving properties). It’s another case of: Do we necessarily need skincare by Brad Pitt? I’m not so sure. It’s also quite expensive, but I do appreciate the $19 hand cream and would love to see the brand continue with products with this efficacy at a similar price.
• Humanrace by Pharrell: Humanrace is kind of a mixed bag. “I loved the powder exfoliator,” says Balsamo. “But the brand launched a sunscreen that’s now discontinued, which did not blend into my skin at all.” I think Pharrell has a hit with Louis Vuitton and isn’t necessarily putting his all into Humanrace anymore.
• Un/dn Laqr by Machine Gun Kelly: Lowkey, didn’t even know this brand still existed. It makes sense in theory: MGK often has a cool set of nails on. But he isn’t all that loud and proud about the brand.
• NUTRL Skin. by Jesse Metcalfe: Filed under: Random beauty brands by people I idolized in my teens. Yup, John Tucker has a skincare brand. The whole idea is that it’s genderless and clean. But all skincare is genderless, so not really a selling point for us.
• The Shop by LeBron James: Okay, so this one I can really get behind. And not only because I’m also just a kid from Akron. This men’s grooming line started with products for beards and shaving (like a gentle aftershave toner and beard cream), but now also includes simple skincare and hair products.

The ones that are for someone out there (just not me):

• Blake Brown Beauty by Blake Lively: The actress’s name has made quite a few headlines in the last two years since the brand launched, but our editors really love the product line. “Blake Brown Beauty has some of the best hair styling products I’ve ever used,” says Hyman. “The mousse and hairspray are two of my favorites for slicking back my hair or adding texture to my waves. Plus, all the products double as hair perfume.” The packaging could use a refresh, though. It’s a little bulky.
• Goop by Gwyneth Paltrow: Honestly, Goop Beauty is one of the OGs of the last decade. The products are comparable to Tata Harper or True Botanicals. They’re clean but filled with efficacious actives. Only issue is it’s somewhat expensive, which is what would convince me to shop with a different brand instead to save some $$$. These days, Gwyneth also doesn’t seem to be nearly as involved as she was in the 2010s with the wellness site.
• Florence By Mills by Millie Bobby Brown: Florence by Mills is exactly fine, especially considering it’s meant for a younger audience. I could see myself gifting the products to my 12-year-old cousin and watching her face light up with excitement. But for me, a 29-year-old adult woman? Meh, it’s just not the brand for me.
• Parívie by Paris Hilton: I understand and totally believe that Paris Hilton loves skincare and self-care (I would do anything for an afternoon in the sliving spa). But this line is trying to be too many things at once. It’s got nostalgia, the cheeky names (That’s Tight firming serum, That’s Cool eye cream, That’s Quenched moisturizer, for example), a mid-to-luxe price tag, bright pink packaging, a bunch of proprietary complexes—it’s just a lot and maybe needs more focus.
• Keys Soulcare by Alicia Keys: When Keys Soulcare launched, we were in an era of self-care and self-love dominating the beauty industry. But as trends have changed, virality and buzziness have become far more important. I hate to say it, considering how much I love Keys Soulcare products, but the brand has kind of gotten left behind. The formulas are great (I personally really love skin tint); it’s just not flashy enough to stand out in a sea of a zillion brands.
• Commence by Brooke Shields: My mom saw Wilson cover this brand on the Today Show when it first launched and immediately asked if I could get her samples because she used to sell Shields’s hair tools in high school (throwback!). The brand is geared toward people over 40, which I can appreciate as a point of differentiation. And I’ve tested the products; the clarifying shampoo and dry shampoo both work well on fine hair.
• Stripes by Naomi Watts: Another skincare brand by a celeb with an older audience in mind, Stripes has pretty good reviews and even landed a spot at Sephora and Ulta. But there’s just something about it that doesn’t call to our editors based on the age range. I will give it bonus points for also offering sexual wellness. I need to try the Vag of Honor Intimate Gel for the name alone.
• WYN Beauty by Serena Williams: So, I really enjoyed this brand when it launched, but something is off. Williams makes sense as a beauty founder, and the industry’s obsession with tennis post-Challengers made for a solid brand. But the products didn’t lean into the ‘active’ nature of something created by a Grand Slam champion with products that would work well while sweating. She’s the best tennis player in the world! Tell me what you use in 90-degree U.S. Open heat!

The ones from models, reality stars, and influencers (oh my!)

• Cay Skin by Winnie Harlow: Winner of multiple Cosmo beauty awards, Cay Skin is a suncare brand for all skin tones. But unfortunately, sunscreen is a super crowded space in the beauty industry, and you have to do something splashy to make a mark. Cay Skin just seems to be playing it safe a lil.
• MAED by Denise Vasi: Known for her modeling and acting career initially, Vasi founded MAED, a line including every step of your lip routine from exfoliation to balm to liquid lip color.
• Brunel by Jasmine Tookes: Bodycare in the wellness age. Brunel was co-founded by Tookes, a model, and Sabrina Castenfelt, a private equity investor. Their assortment is minimal right now (just body oil and body lotion), but they’ve already won various beauty awards and are loved by Wilson, too.
• Reale Actives by Alix Earle: The brand that broke the internet, Earle leveraged her acne journey to create a four-step system alongside her dermatologist.
• JVN Hair by Jonathan Van Ness: The Queer Eye alum’s eponymous hair brand made waves when it first entered Sephora, and he’s a pretty active founder (I’ve been on a handful of Zooms with him when the brand has launched products, and he’s always so proud and well-versed in the offerings).
• Kora Organics by Miranda Kerr: You might not even know this skincare brand was founded by a Victoria’s Secret model. But! It’s actually one of the brands that started the clean beauty movement years ago and still makes fantastic masks, serums, and oils with natural ingredients.
• YSE Beauty by Molly Sims: Model and actress Sims created YSE for busy people who want good skin. Everything is easy to use but harnesses active ingredients that work. We love the Your Favorite Ex pads for exfoliating and brightening, as well as the tinted eye cream to depuff and brighten.
• Meaningful Beauty by Cindy Crawford: Of course, the most famous supermodel in the world would have a skincare brand! The whole concept is that everything is infused with a “rare French melon” that contains a high concentration of antioxidants that increase longevity.
• Inala Hair by Lala Anthony: I actually love this rice water rinse from Inala. We know Anthony for her long, shiny hair, so it makes sense that her brand would lean into hair health.

Is it, or is it not a celebrity beauty brand? You’re not gonna see their face all over the marketing, but a celebrity backs them. Or! They’re founded by a celebrity, along with someone else.

• Sienna Naturals by Issa Rae: Initially founded by Hannah Diop, the brand brought in Issa Rae as cofounder eight years later (Rae also happens to be Diop’s sister-in-law). They’ve won many Cosmo beauty awards, particularly for types 3 and 4 hair.
• RINI by Shay Mitchell: Cofounded alongside Esther Song and Matte Babel, Mitchell’s line is geared toward kids, with face and body crayons, wipes, and sheet masks.
• Rose Inc. by Rosie Huntington-Whiteley: It’s actually still shoppable (although, it did leave Sephora), but Rosie isn’t involved with the brand.
• MDNA Skin by Madonna: When this luxury skincare brand launched, it was touted as her brand. They also still name her in all marketing materials and on IG. But she hasn’t talked about them in a while, so we’re unsure how truly involved she is.

Nope, we didn’t forget these; they just don’t exist anymore. Rest in peace: Flower Beauty by Drew Barrymore, Item Beauty by Addison Rae, SKKN By Kim by Kim Kardashian, GXVE Beauty by Gwen Stefani, Anomaly Haircare by Priyanka Chopra Jonas, KNOW Beauty by Vanessa Hudgens, and Rinna Beauty by Lisa Rinna.

Beth Gillette is the beauty editor at Cosmopolitan with more than seven years of experience researching, writing, and editing beauty stories. She consulted the entire Cosmopolitan beauty team on this story.

Beth Gillette is the beauty editor at Cosmopolitan, where she covers skincare, makeup, hair, nails, and more across digital and print. She can generally be found in bright eyeshadow furiously typing her latest feature or hemming and hawing about a new product you “have to try.” Prior to Cosmopolitan, she wrote and edited beauty content as an Editor at The Everygirl for four years. Follow her on Instagram for makeup selfies and a new hair ‘do every few months.