Stars Who Started Their Own Beauty Brands

Celebrity beauty brands are everywhere now, but not all of them are built the same way.

Some stars launch makeup lines because their signature look already has a fan base. Others build skincare brands around personal routines, haircare lines around texture and identity, or wellness-inspired beauty companies around a broader lifestyle.

The strongest celebrity beauty brands do more than place a famous name on a bottle. They create a clear point of view: better shade ranges, easier routines, cleaner branding, affordable pricing, high-performance formulas, or a community that feels seen.

Rihanna

Rihanna changed the celebrity beauty business with Fenty Beauty.

Launched in 2017, Fenty Beauty became known immediately for its broad foundation shade range and its “beauty for all” message. The brand’s own site says Rihanna created it after seeing a gap in products that worked across different skin tones, skin types, and hair textures.

Selena Gomez

Selena Gomez launched Rare Beauty in 2020, and the brand quickly became one of the strongest examples of a mission-driven celebrity beauty company.

Rare Beauty’s official positioning focuses on makeup that helps people feel good without hiding what makes them unique. The brand also became closely tied to mental health awareness through the Rare Beauty Impact Fund.

Kylie Jenner

Kylie Jenner turned lip products into one of the most famous celebrity beauty launches of the social media era.

Kylie Cosmetics began with Kylie Lip Kits in 2015 before expanding into a wider cosmetics business. The brand’s official site says Jenner created Kylie Cosmetics to give fans access to the makeup products she loved and used for her own looks.

Hailey Bieber

Hailey Bieber launched Rhode in 2022 as a focused skincare brand built around daily essentials.

The brand became known for barrier-supporting skincare, clean branding, peptide lip products, and a less-is-more approach to beauty. In 2025, e.l.f. Beauty announced an agreement to acquire Rhode, describing it as a collection of curated skincare and hybrid makeup essentials launched by Bieber in 2022.

Lady Gaga

Lady Gaga entered beauty with Haus Labs, a brand that has gone through a major evolution.

Haus Labs first launched in 2019 and later relaunched in 2022 with a sharper focus on clean, cruelty-free, vegan, skincare-infused makeup. The brand’s official site now positions it around face, lip, and eye cosmetics with built-in skincare benefits.

Ariana Grande

Ariana Grande launched r.e.m. beauty in 2021, building the brand around dreamy visuals, space-age packaging, and her signature eye-focused makeup style.

The brand’s own site says r.e.m. beauty was brought to life by Grande and inspired by the transformative power of makeup. Its first launch, “Chapter 1,” leaned into Grande’s long-running beauty signatures: lashes, liner, shimmer, and soft glam.

Jessica Alba

Jessica Alba moved into beauty through The Honest Company and Honest Beauty.

Honest Beauty launched in 2015 as an extension of Alba’s larger consumer goods company, which had already built its name around personal care, baby, and household products. Reporting at the time described Alba’s move into cosmetics as part of a broader expansion from eco-minded family products into beauty.

Drew Barrymore

Drew Barrymore launched Flower Beauty in 2013 with a clear goal: affordable makeup that still felt polished.

The brand was praised for offering accessible products at mass-market prices, and early coverage noted that Barrymore wanted quality cosmetics that did not require luxury pricing.

Flower Beauty became part of Barrymore’s larger public image: warm, approachable, creative, and not overly exclusive. It also showed that a celebrity beauty brand did not have to rely on prestige pricing to be taken seriously.

Victoria Beckham

Victoria Beckham expanded from fashion into beauty with Victoria Beckham Beauty.

The move felt natural because Beckham had already built a serious fashion label and a polished personal style. Her beauty brand leaned into refined makeup, skincare, eye products, and a luxury aesthetic that matched her fashion identity.

Unlike some celebrity beauty lines that rely heavily on trend-driven launches, Beckham’s brand feels more edited. The tone is mature, minimal, and style-conscious.

Tracee Ellis Ross

Tracee Ellis Ross launched Pattern Beauty with a clear focus on textured hair.

Pattern Beauty was created for curly, coily, and tight-textured hair, a category that Ross has publicly cared about for years. The brand’s message is tied closely to hair identity, hair care routines, and the need for products that support natural texture.

Jennifer Lopez

Jennifer Lopez launched JLo Beauty with a focus on skincare and glow.

The brand fits Lopez’s public image almost perfectly. For decades, her skin, red-carpet looks, and “JLo glow” became part of her celebrity identity. A skincare brand allowed her to turn that signature into products.

JLo Beauty is built around radiance, hydration, and a polished routine rather than dramatic transformation. It speaks to fans who associate Lopez with discipline, glamour, and long-term self-care.

Miranda Kerr

Miranda Kerr founded Kora Organics, a skincare brand built around certified organic beauty and wellness-inspired routines.

Kerr’s background as a model helped, but Kora was not simply a model-fronted skincare line. It developed a strong identity around organic ingredients, wellness language, and a softer approach to beauty.

The brand also reflects Kerr’s public image: calm, polished, health-conscious, and natural-leaning.

Halsey

Halsey launched about-face, a makeup brand known for bold color, artistic looks, and expressive product design.

The brand fits Halsey’s public identity as a musician who often uses makeup as part of performance, album visuals, and personal expression. about-face is not built around soft, neutral beauty alone. It celebrates graphic color, texture, and creative experimentation.

That makes it one of the more artist-driven celebrity makeup brands.

Alicia Keys

Alicia Keys entered the beauty space with Keys Soulcare.

The brand blends skincare, body care, and wellness-inspired rituals. That direction fits Keys’ public relationship with beauty, especially after she became closely associated with a more natural, bare-faced public image.

Keys Soulcare is not only about appearance. It is about routine, affirmation, and emotional care as part of beauty.

Pharrell Williams

Pharrell Williams launched Humanrace, a skincare and wellness brand centered on simple routines and design-forward products.

Pharrell’s beauty brand made sense because his skin had already become part of pop-culture conversation. For years, people asked about his skincare habits, and Humanrace turned that curiosity into a brand.

Millie Bobby Brown

Millie Bobby Brown launched Florence by Mills as a beauty brand aimed at younger consumers.

The brand’s tone is playful, gentle, and youth-focused, with makeup and skincare products designed for a generation growing up online. Brown was still very young when the brand launched, which made the positioning feel different from older celebrity beauty lines.

Florence by Mills is not trying to feel like red-carpet luxury. It is built around fun, accessibility, and early beauty routines.

Taraji P. Henson

Taraji P. Henson launched TPH by Taraji, a haircare brand rooted in scalp care and textured hair routines.

The brand’s focus on scalp health gave it a clear angle in a crowded haircare market. Henson has spoken publicly about the importance of caring for hair from the scalp, and the product line reflects that practical, routine-based approach.

Gabrielle Union

Gabrielle Union co-founded Flawless by Gabrielle Union, a haircare brand created with textured hair in mind.

Union has spoken over the years about hair, beauty standards, and representation, so the brand fits naturally into her public story. Flawless focuses on products for curls, coils, protective styles, and healthy-looking hair.

Harry Styles

Harry Styles launched Pleasing, a beauty and lifestyle brand that began with nail polish and later expanded into other products.

Pleasing reflects Styles’ public image: playful, gender-fluid, colorful, and fashion-aware. The brand does not frame beauty as something limited to one gender or one kind of customer.

That is what makes it interesting. Pleasing is not only about products; it is also about attitude.