You wouldn't be entirely off if you said every celebrity is the founder of a new beauty brand. We're living through a golden era of celeb beauty moguls—and I call it that because, somewhat surprisingly to my cynical self, so many of them are really good. From the early legends like Flower Beauty and Honest Beauty to the recently launched Cécred to the ones all over TikTok, such as Rare Beauty and Rhode, here are 22 celebrity-founded beauty brands we stand by, plus the one product you should try from each.
Cécred Hydrating Shampoo ($30)
Celebrity behind the brand: Beyoncé With hyaluronic acid, African oils, biotin, keratin and a phyto-collagen complex, Beyoncé's wash day go-to is Cécred's Hydrating Shampoo. The Grammy winner even shared a clever washing tip: Shampoo in sections so every strand gets a good lather. "That’s one of my secrets—no matting or tangling," she revealed on Instagram.
Rhode Glazing Milk ($30)
Celebrity behind the brand: Hailey Bieber Hailey Bieber's cult-favorite beauty brand has given us some of our go-to products (like the beloved Pocket Blush), but its Glazing Milk takes center stage as a standout hydrator—and it even has the National Eczema Association's Seal of Acceptance™. This powerhouse formula blends ceramides, polysaccharides and essential minerals like magnesium, zinc and copper for deep hydration and skin barrier support. We wouldn't expect anything less from the brand that pioneered the "glazed doughnut" skin trend.
Haus Labs Triclone Skin Tech Foundation ($49)
Celebrity behind the brand: Lady GagaHaus Labs by Lady Gaga is one of the top 10 most successful celebrity businesses. We believe it is based on the brand's Triclone Skin Tech Foundation alone—it's as good as everyone says it is. The award-winning foundation provides buildable coverage and it's infused with a "proprietary fermented arnica" that helps reduce redness, helps even skin tone and protects from environmental stress, per the brand.
Rare Beauty Soft Pinch Liquid Blush ($23)
Celebrity behind the brand: Selena GomezArguably, no other blush has gotten the same attention as Rare Beauty’s liquid blush. Try it once and you’ll see why. You only need the tiniest amount (trust me on this—one or two dots max) for an intense flush of color that won’t budge til you wash it off.
Fenty Beauty Gloss Bomb Universal Lip Luminizer ($21)
Celebrity behind the brand: RihannaFenty Beauty is a firm favorite among beauty editors, not just because Rihanna founded it but because it was one of the first to commit to diverse and inclusive shades for all skin tones. Plus, every product feels innovative and luxurious—especially Gloss Bomb, which feels as good as it makes lips look.
The Outset Firming Vegan Collagen Prep Serum ($46)
Celebrity behind the brand: Scarlett Johansson Scarlett Johansson describes her unfussy skin-care brand in the best way: "The Outset is like the white tee shirt of skin care—you can pair it with whatever you're using." Born out of a desire for a "clean skin-care line of everyday essentials," the brand sticks to minimal ingredients that make a big impact. Case in point: the Firming Vegan Collagen Prep Serum. It uses the titular vegan collagen and botanicals to firm, hydrate and plump skin.
Stripes The Crown Pleaser Ectoine Densifying & Hydrating Hair Mask ($40)
Celebrity behind the brand: Naomi Watts Stripes was founded to support those who are experiencing early menopause, in menopause and past it. With symptoms ranging from vaginal dryness and dry skin to thinning hair, the brand's products cover a gamut of concerns and shoppers confirm they get the job done. Take the Stripes Hair Mask as an example; one shopper with frizzy and fine hair said their frizz is a "thing of the past" and that their hair feels "more supple."
TPH by Taraji Master Cleanse Scalp Wash ($15)
Celebrity behind the brand: Taraji P. Henson
Taraji P. Henson's Scalp Wash is a great formula with purifying tea tree oil and witch hazel, but the packaging makes it unrivaled. The applicator delivers just the right amount of product to the scalp and roots; no mess, no waste.
FLOWER Beauty Flower Pots Powder Blush ($11.50)
Celebrity behind the brand: Drew BarrymoreFLOWER Beauty has been a great choice in affordable, drugstore makeup for over a decade. My longtime favorite is the pretty Flower Pots Powder Blush, now available in matte and shimmery shades.
Lolavie Perfecting Leave-In ($31)
Celebrity behind the brand: Jennifer Aniston If there's one celebrity we'd trust to create a hair-care line, it's Jennifer Aniston—and that she did with Lolavie. The closest I've ever come to Aniston's smooth and glossy locks is thanks to the brand's Perfecting Leave-In.
Victoria Beckham Beauty Satin Kajal Liner ($34)
Celebrity behind the brand: Victoria Beckham Leave it to Posh Spice to become one of the most acclaimed designers and beauty mavens of our generation. And in true posh spirit, Victoria Beckham Beauty's exceptional products merge luxury with clean, timeless formulas. Grab the Satin Kajal Eyeliner when you want a striking eye look that takes just seconds to achieve.
S’Able Labs Okra Face Serum ($75)
Celebrity behind the brand: Sabrina and Idris Alba The husband-wife creation of S'Able Labs was built with community in mind. "There was nothing like what we wanted to create that marketed towards people of color," Sabrina previously explained to us. With African ingredients and customs in mind, the pair launched S'Able Labs in 2022 and has since grown the brand from three skin care products to six (plus refills and minis). One of those newer products is the Okra Face Serum, a serum with retinoids, oils, vitamins and ceramides that works to tackle signs of aging.
R.e.m. Beauty Essential Drip Glossy Balm ($19)
Celebrity behind the brand: Ariana GrandeAriana Grande's foray into the beauty industry was met with applause from our editor, who praised the brand's natural-looking and seamless foundation. We've also been impressed with r.e.m.'s Essential Drip Glossy Balm, a nourishing lip treatment that doubles as a high-shine tinted gloss.
JVN Hair Complete Air Dry Cream ($28)
Celebrity behind the brand: Jonathan Van Ness My fellow beauty editor says this hair product changed her life. "After washing my hair and scrunching in the air dry cream at home...and achieving—for the first time in my life—consistent, lasting wave definition with no heat, no greasy, residue-y feeling, stiffness or a need for additional styling products, I knew that the product was as magical as it seemed on first use."
Honest Beauty Extreme Length Mascara + Lash Primer ($20)
Celebrity behind the brand: Jessica AlbaHonest Company is one of the first celebrity brands I remember really making a splash. A pioneer in clean baby and home goods, and thenskin care and cosmetics, Jessica Alba was the chief creative officer (CCO) for 12 years. A consistent best-seller is the Extreme Length Mascara (it's the number-one clean mascara on Amazon). With jojoba esters, the dual-sided makeup smooths and lifts lashes sans any irritating ingredients.
Kylie Cosmetics Plumping Lip Liner ($18)
Celebrity behind the brand: Kylie Jenner Think of beauty trends from the 2010s; the first that likely comes to mind is Kylie Jenner's overly full, super-matte lips. The billionaire beauty mogul may have toned her look down since then, but Kylie Cosmetics' lip liners still reign supreme. This ultra-creamy lip liner goes on precise and smooth and won't feather or fade.
Keys Soulcare Skin Transformation Face Cream ($32)
Celebrity behind the brand: Alicia Keys After years of going makeup-free, Alicia Keys launched Keys Soulcare, a skin-care brand with a holistic and self-care focus. If you like a serious glow, don't scroll past the Skin Transformation Cream, made with bakuchiol, malachite, hyaluronic acid and ceramides.
Kora Organics Turmeric Glow Foaming Cleanser ($46)
Celebrity behind the brand: Miranda Kerr Another pioneer in the natural beauty industry is supermodel Miranda Kerr. Kora Organics utilizes ingredients like mushrooms, algae, plant stem cells and turmeric to make soothing and effective skin-care formulas. The brand's award-winning Turmeric Glow Forming Cleanser adds aloe and natural sugars to gently cleanse away dirt and oils, leaving skin soft and radiant.
Sienna Naturals H.A.P.I. Shampoo ($28)
Celebrity behind the brand: Issa Rae The award-winning, plant-based Sienna Naturals hair care brand is a family affair for Issa Rae—it was founded by her sister-in-law, Hannah Diop, and Rae later joined as a co-founder. Not only is the line committed to addressing the root needs of hair, but it’s also one of the first dermatologist-tested hair-care lines specifically tailored for textured hair.
Henry Rose Windows Down Eau de Parfum ($120)
Celebrity behind the brand: Michelle Pfeiffer "When I founded Henry Rose, the only thing I truly cared about was creating a quality fragrance that met the strict safety & sustainability standards of the Environmental Working Group (EWG) and Cradle to Cradle (C2C)," Michelle Pfeiffer once told us. Simply put, you can trust every Henry Rose fragrance to be one of the cleanest fragrances you can get. Windows Down is one scent we write about frequently—it's light and citrusy with a delicate floral finish.
PATTERN Beauty Leave-In Conditioner ($28)
Celebrity behind the brand: Tracee Ellis Ross Designed for curly, coily and tight-textured hair types, PATTERN has every hair product you can imagine to enhance natural curls. Start with the Leave-In Conditioner, which superbly detangles and strengthens hair while activating and defining curl patterns.
Sonsie Skin Super Serum ($64)
Celebrity behind the brand: Pamela AndersonPamela Anderson is the current queen of the no-makeup movement and she launched Sonsie Skin this year after decades of mulling over entering the beauty biz. “I just was looking at it going, ‘Well, Is it sustainable? Is it cruelty-free?’ And people used to think I was crazy back then,” she told WWD. “I’m glad I kind of held out this long and really found the right connection…The stars aligned.” The Super Serum is a must-try if you love a dewy finish.
