Queen Rihanna ain’t the only one who’s been dipping her fabulous toes into the beauty game. Ahead, we list 8 coveted beauty brands founded by celebrities and influencers alike.
Fenty Beauty by Rihanna
Hot on the heels of her Fenty fashion line, Rihanna has finally launched her very own beauty brand! Inspired to create Fenty Beauty after realising the gap for products that would work across skin types and tones, Riri set out to create a dynamic and inclusive range of quality cosmetics. Think 40 shades of Pro Filt’r Soft Matte Longwear Foundation ($50) that’ll cater to even traditionally hard-to-match skin tones, one universal shade of lip gloss suitable across all skin tones, 30 magnetic Match Stix Skinsticks that serve to contour, correct, conceal, highlight and blush for everyday women on the go. And with affordable prices at lux quality and aesthetics, it’s little wonder Fenty has already built up a worldwide fan following in the days since its launch – much like it’s Queen Rihanna herself!
Fenty Beauty is available at Sephora, from $31 onwards
KKW Beauty by Kim Kardashian
With millions following her every move (and contour), dipping the Kim Kardashian brand into the beauty game seems like a natural turn to take for this reality TV mogul. Launching Kim Kardashian West Beauty (KKW Beauty) back in 21 June, no one was surprised when her first sell-out collection of contour and highlight kits raked in over USD$14.4 million with Kim selling a whopping 300,000 units in just under five minutes. And it may not just be the hype of the Kardashian brand that’s helping these kits fly off the virtual shelves as soon as they’re restocked; KKW Beauty products have received mostly positive reviews from YouTube beauty gurus. With that being said, at USD$48 a pop (excluding shipping) Kim’s products aren’t exactly as affordable compared to the other beauty brands on this list.
KKW Beauty is available for international shipping, from USD$45 onwards.
Kylie Cosmetics by Kylie Jenner
You know her name and her lip kits. The younger sister of the aforementioned Kim Kardashian, Kylie Jenner first made her foray into beauty back in 2015 with her three shade Kylie Lip Kits that sold out within seconds. Since then, her coveted lip kits have turned into an unstoppable phenomenon, with the brand reportedly being on track to earn its first billion by 2022. Kylie Cosmetics has since branched out from simple lip kits to lust-worthy eye and cheek palettes, proving this young mogul to be an unstoppable beauty powerhouse.
Kylie Cosmetics are available for international shipping, from USD$14 onwards
Kat Von D
Celebrity tattoo artist turned beauty mogul, Kat Von D’s namesake cosmetic brand has constantly left us wondering how our makeup routines survived without her classic lip kits, foundations and eyeshadow palettes. Launched in 2008, this near decade-old brand has been on the cutting edge of beauty – Kat brought the world her iconic Everlasting Liquid Lipstick back when the liquid lippie trend was just a concept – and built a strong cult following with her fun yet high quality makeup.
Kat Von D is available at Sephora, from $19 onwards
The true pioneer of YouTube beauty gurus, Michelle Phan has been in the beauty game longer than any other celebrity/influencer on this list. Starting out with cosmetic collaborations with makeup giants like L’Oréal and Lancome early on in her career, Michelle launched ‘EM Cosmetics’ under the L’Oréal umbrella back in 2013. Barely three years later, that venture was deemed a failure thanks to narrow market demographics and high product price points – Michelle subsequently bought Em back in 2015 and took a year-long digital hiatus while working hard to improve on her brainchild. In early 2017, Michelle boldly announced EM (and her) comeback with a collection that featured innovative liquid eyeliners and cream lipsticks which not only looked good on social media, but wowed consumers as well. And the rest is history.
EM Cosmetics is currently only available in the US, from USD$15 onwards
Jeffree Star Cosmetics
Cultivating a unique following since his Myspace/musician days, Jeffree Star has gone from being a notorious name on the Internet to a successful beauty brand in his own right (albeit still being pretty controversial). With his eponymous brand turning 3 this year and showing no signs of slowing, it’s evident that Jeffree’s strategy to “deliver only products that worked and did exactly what they say” while being totally fun and creative, is working. If you want out of the norm, quality makeup (Jeffree Star Cosmetics carries neon yellow and lime green liquid lipsticks!), you know just the brand to head to.
Huda Beauty by Huda Kattan
Making a leap from a career in finance to the cosmetics industry, beauty YouTuber and influencer Huda Kattan’s first beauty product – false eyelashes which were first sold in Sephora Dubai and eventually becoming a smash hit with the likes of Kim K. – was unconventional to say the least. In the four years since the official launch of Huda Beauty, this Iraqi-American beauty has branched out highly coveted lip, highlighter and eyeshadow products. And added millions to her already substantial beauty community while doing so.
Huda Beauty is available for international shipping, from USD$20 onwards
Zoella Beauty by Zoe Sugg
Gotta say, Zoella Beauty’s products are a total embodiment of English beauty and lifestyle v-logger Zoe Sugg herself: whimsical, bubbly and all-round IG-worthy. “When life catches up with us, we all need space to dream and indulge,” explained Zoe in a brand bio, “so I’ve created my own special range of bath and beauty loveliness to help you find your happy place.” Consisting of bathroom and beauty staples like creamy body lotions, sugar scrubs, fruity perfumes and more, Zoella Beauty has been continuously well-received by her almost 12-million strong subscriber base and beyond.
Zoella Beauty is available for international shipping on Feel Unique, from £5 onwards.
Which of these brands would you like to have in your makeup kit? Sound off in the comment section and share your top picks!