It’s been over two decades since Jennifer Lopez launched her first fragrance, Glow by JLo, in 2002 – the same year that Jenny From The Block graced our screens and sales of denim hot pants soared. As of 2019, J-Lo launched an impressive 30 perfumes, many with sell-out success. Britney was quick to get in on the action, launching her first perfume, Curious, in 2004, which clocked up $100 million in sales in its first year. Meanwhile, Beyoncé’s Heat raked in $75 million on its launch day in 2010 (yes, in 24 hours). Soon, Sarah Jessica Parker, Taylor Swift, Shakira and even Justin Bieber had launched fragrances. Beauty business was indeed booming but, in all honesty, how much input did these stars have in their creations? They’d shoot the campaign visuals, sign off on the bottle and bank a healthy looking cheque at the end of the fiscal year.
Fast-forward to 2020 and the celebrity beauty scene has transformed. Now, stars who have turned their talents to make-up, skincare, fragrance, haircare and wellness (Gwyneth, we’re looking at you) are putting their all into their creations. When Rihanna launched her Fenty Beauty line in 2017, she addressed the glaring lack of diversity in cosmetics, signing off on every single shade of foundation (there were 50), and promised consumers that if they couldn’t find a match for their skin tone, she would create one. Rihanna sold almost $600 million worth of make-up in 15 months.
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‘Now, when launching a beauty brand, authenticity is the only way to play and achieve lasting success,’ says Alexia Inge, co-founder & CEO of online beauty retailer Cult Beauty. ‘Consumers no longer wish to blindly follow a recommendation without a backstory.’
Kylie Jenner’s lips were a hot topic for viewers of Keeping Up With The Kardashians and the obsession pushed her Lip Kits to global success. She recently sold a 51% stake in her company for a cool $600 million. With everyone from Lady Gaga to Tracee Ellis Ross and Selena Gomez getting a slice of the pie, can celebrity brands stand the test of time? ‘It depends,’ says Alexia. ‘If the range embodies the known interests, ethos and skills of the celebrity – for example, Victoria Beckham’s classic luxe fashion sense and well-documented love of high-end skincare – then the brand will do well. Simply another range of eyeshadow palettes by a celebrity social media influencer who spends his or her life on holiday... not so much.’ And the latest to join the ranks of successive line of celebrity-founded beauty brands? Bella Hadid.
Orabella - Bella Hadid
Who’s it for? - It's hard to tell at this stage. Hadid has only just revealed the launch of her new line Ôrəbella, which, come May 2024, will encourage customers to 'reveal your alchemy', according to the brand's Instagram bio. Granted, it's little to go on, but from what we can decipher, Hadid filed a trademark application for Orabella in 2022, which lists 'fragrance; scented lotions and oils for body and face; scented shampoos, conditioners, leave in conditioners, and styling creams; air fragrance reed diffuser consists of scented oils, reeds, and container; incense,' as the speculated goods on offer. There are also further listings for scented candles and diffusers, so given the evidence we would hazard a guess that Hadid is readying to break into the olfactive world.
Does it work? - Stay tuned.
Rare Beauty - Selena Gomez
Who’s it for? - When Selena Gomez first launched her line of beauty buys in 2022, comfortable, efficacious make-up with a penchant for going viral (CC: the Rare Beauty Soft Pinch Liquid Blush, £22) was at the heart of the brand. Now, Gomez has introduced body care and scent into her range, too, all in keeping with a focus on sparking comfort inside and out. If products built on self-love, acceptance, inner beauty and social impact initiatives is your MO, you'll want to try out Rare Beauty.
Does it work? - In short, absolutely. Take the latest addition to the range for example, Rare Beauty's Find Comfort bodycare range. Featuring a body lotion, body and hair mist, hand cream and a unique aromatherapy pen, it's loaded with an uplifting cosy scent, kind-to-skin ingredients that quickly bring a sense of calm. Something that is bolstered by the Comfort Club, which offers up a range of expert led virtual tutorials, from breathework to scalp massages, intended to help you 'find comfort in relaxation, movement, and human connection in just a few minutes.'
Keys Soulcare - Alicia Keys
Who’s it for? - Alicia Keys made a play for beauty in 2021 when she launched Keys Soulcare, a line of products that, well, really speak to the soul. Driven by a new beauty proposition – beauty buys that nourish your skin and nurture your soul – Keys' brand takes a holistic approach to beauty and is built on the art of rituals. Keys Soulcare is for those who appreciate high-performance, dermatologist-backed multi-tasking skincare that is centered on precious, ancient minerals and botanicals that offer a clean and gentle approach.
Does it work? - Keys Soulcare doesn't take soul care lightly and each product is crafted with intention in mind. From hardworking, nourishing ingredients to symbolic iconography on its packaging and affirming mantras to recommended rituals, the brand offers a set of 'keys' to aiding the soul in the form of advice and products that heal the body, spirit, mind and build connections.
Victoria Beckham Beauty
Who’s it for? - If you want your make-up products backed up by five-star skin tech and won’t settle for less than the very best when it comes to formulations, VB’s beauty brand has your name all over it. Featuring products that take a semi-minimalist approach, think polished but never overly ‘done’.
Does it work? - Without a doubt – Victoria has invested in the best skincare tech, recruiting stem cell scientist Dr Augustinus Bader to create her serum. And the make-up formulas are incredibly buildable, meaning you can easily touch-up throughout the day without textures ever feeling dry or cakey.
Honest Beauty - Jessica Alba
Who’s it for? - Founded by actor Jessica Alba in 2015, Honest Beauty finally landed in the UK in 2019 and is now stocked in Boots and Cult Beauty. Ahead of the ‘clean beauty’ curve, the brand takes its honest ethos seriously. ‘For us, clean beauty begins with the ingredients not found in our products,’ says Jessica of the all-natural range.
Does it work? - Harping back to the importance of a brand’s authenticity and transparency, these products come with no pretence and work for everyone and anyone who is conscious about the ingredients that they put on their skin.
Fenty Beauty - Rihanna
Who’s it for? E.v.e.r.y.o.n.e. And that’s why we–andtheworld–loveitso. The make-up, body and, most recently, skincare products created by Rihanna and her team are truly inclusive. And the proof is in the pudding: Fenty Beauty is, according to Forbes, now worth $17 billion.
**Does it work?**Does Carrie have a penchant for Manolos? This brand delivers everything you want it to – high coverage that lasts, smart multi-purpose formulas that save space in your make-up bag, and highlighters that would make Kim Kardashian squeal with joy.
Rhode - Hailey Bieber
Who's it for? - Built on pillars of simplicity, affordability, and transparency, Rhode is a breath of fresh air in a crowded market. With a keen eye for essentials, Hailey introduces a minimalist lineup of three powerhouse products, dubbing them your ‘skincare closet’. 'I live by a collection of edited essentials,' Hailey shares, 'One really good coat, or one really good moisturiser that works perfectly for me and that I’ll always come back to.' With Rhode, simplicity reigns supreme.
Does it work? - We have a full review here.
Pattern Beauty - Tracee Eliss Ross
Who's it for? - Tracee Eliss Ross' Pattern is 'by Black hair for Black hair'. Launched in 2019, Ellis set on a mission to create a beauty ecosystem that allows Black women to feel seen, heard and celebrated. They have products for every hair texture on curly spectrum and the products are they are ready to meet your hair where it's at - damaged or not.
Does it work? - Pattern Beauty has earned a solid spot in the curly community. The yellow bottle can be spotted from a mile, as a curly girl you can expect hydration, bounce and healthy curls.
R.E.M Beauty - Ariana Grande
Who's it for? - Enter REM Beauty, where dreams take center stage and creativity knows no bounds. Inspired by the phase of sleep where imagination runs wild, REM Beauty embodies the essence of limitless possibilities. With Ariana Grande at the helm, this brand is more than just makeup—it’s a cosmic journey into the ethereal. ‘I love makeup, I love how it makes me feel, I love how instrumental it is to my art and to one’s sense of self and artistic expression. I want to help encourage others to feel even more beautiful, to create, to tell their stories creatively and express themselves,’ shares Ariana.
Does it work? - If pigment, shimmer and shine is what you're after... then it is a solid yes.
Haus Of Labs - Laga Gaga
Who's it for? - In short, everyone. Gaga puts clean beauty at the forefront of the brand alongside sustainability, quality and performance. And she is super transparent about what is in her bottles, 'Made without more than 2700+ questionable ingredients including but not limited to: PEGs, Phthalates, Petrolatum, Mineral Oil, Cyclic Silicones, Sulfates, Parabens and potential carcinogens, endocrine disruptors and environmental toxins'.
Does it work? - It was actually only last year that Haus Of Labs became available in the UK. But the foundation and Lip Lacquer is all everyone talks about.
Cècred - Beyonce
Who's it for? - Cécred is for everyone, transcending hair types and textures with its ethos that hair is sacred. Inspired by her childhood experiences in her mother’s hair salon, Beyoncé and her mother Tina Knowles have meticulously crafted Cécred since Beyoncé’s teenage years. Regardless of whether your hair is natural, styled, colored, or protected with weaves or wigs, Cécred believes that everyone deserves products that prioritize safety and effectiveness. With a focus on scientific innovation and product performance, Cécred offers rich conditioners, fortifying protein, advanced science, fermentation, and sensorial luxury to meet the diverse needs of all hair types. .
Does it work? - Time will tell.
Kylie Cosmetics - Kylie Jenner
Who's it for? - Born out of Kylie Jenner’s passion to share her favourite makeup essentials with her fans, the brand has been known to create serious buzz. ‘Whether I’m with my glam team for a shoot or doing my own makeup at home, I love how makeup can make you feel confident and beautiful, and I want to share that feeling with you guys,’ expresses Jenner. Excitement also brews as hints of a new perfume line emerge, with Jenner teasing fans on Instagram with a carousel of photos, including one featuring a mysterious yellow bottle.
Does it work? - Beauty buffs across the globe couldn't get enough of the Kylie Lip Kit at one point.
Shop: The Best Celebrity Beauty Buys In The Business
cecred.com
Description
The line just dropped but our eyes are already set on the Moisture Sealing Lotion. The before and after picture has sold us. It's infused with their unique Phyto-Seal Complex and African oil, and has been said to lotion lock in moisture and provide a soft hold.
www.sephora.co.uk
Description
If out of this world is what you're after you need to pick up liquid eyeshadow (yes liquid shadow), it's richly pigmented and doubles up as as a highlighter.
www.rhodeskin.com
Description
This product is arguably Hailey's bestseller. Thanks to ingredients like, shea butter, peptides, cupuaçu and babassu this lip product is super nourishing.
www.cultbeauty.co.uk
Description
This cream is sure to bring out the best of your natural hair texture, whether you think you have curls or not! The product is infused with shea butter, cacay oil and sweet almond oil and all that goodness that natural hair loves.
www.sephora.co.uk
Description
Suitable for all skin types this foundation is high-performance and means big business. Lady Gaga has created 51 shades of clean foundation infused with fermented arnica which helps reduce redness and even skin tone for an overall smooth finish.
www.sephora.co.uk
Description
This delicious mist is set to go viral, mark our words. Just a light spritz leaves behind a calm and comforting scent (the signature lemon zest, jasmine and cashmere wood) and it's also boosted with biotin and niacinamide - ingredients that help to add softness and sheen to both skin and hair.
www.keyssoulcare.com
Description
Loaded with a blend of marula, baobab, and jojoba oils, this full body oil can be worked through your skin and hair for overall lightweight, non-greasy hydration. It works hard to soothe, calm, and firm the skin while imparting an ethereal radiance.
fentybeauty.com
Description
This toner is SO much more than a toner. It's a cross between a toner and a serum and the consistency is mid-way between a water and a gel, hence the 'fat water' label. It brightens, smooths and keeps skin hydrated with a healthy dose of hyaluronic acid.
victoriabeckhambeauty.com
Description
This is a seriously techy moisturizer that's imbibed with a sheer, universally flattering hint of golden. Applied to skin it smooths and bestows a golden-hour-worthy glow that looks great on its own and gives skin a serious boost under make-up. It's pricey but, as far as we beauty obsessives are concerned, it's well worth the splurge.
www.cultbeauty.co.uk
Description
A hybrid skincare and make-up staple, this balm is enriched with hydrating avocado oil and caocoa seed butter to nourish and just the right amount of pigment to enhance your natural lip colour. Lychee Fruit makes for the perfect daily go-to nude.
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