The Celebrity Beauty Brands That Are Worth Investing In

Whether it’s a global popstar, reality TV personality, actor or viral TikTokker, celebrities seem to be launching beauty brands left, right and centre, almost as if they’re going out of fashion (disclaimer: they’re not).

Ever since Rihanna dropped Fenty Beauty back in 2017, famous stars have been slapping their names on everything from makeup and skincare to health and wellness products, as well as filing for beauty trademarks – *cough* Kris Jenner, Cardi B and Kanye West *cough*.

Many of these celeb-owned brands go on to score huge, worldwide success, whilst some inevitably fall off and are never to be seen or heard of again (yikes!). With that being said, it can be tough to decide which celebrity beauty brands are a fad and which ones are worth your hard-earned coin – unless you’re the ultimate stan, of course.

So, we’ve taken one for the team, done our homework and compiled a honest list of the best celebrity beauty brands that are actually worth investing in.

Fenty Beauty by Rihanna

Launching Fenty Beauty in 2017, Rihanna set the bar higher than high for the celebs wanting to follow in her footsteps (and there’s a lot of ‘em). Her inclusive 50-shade-strong foundation range, skin-loving ingredients and on-trend products single-handedly transformed the beauty space overnight and continue to do so. Having successfully conquered the makeup world, RiRi has wasted no time creating sister brands. Beauty fans can give their skincare routine a little celebrity status with Fenty Skin, and rumour has it that Fenty Hair is also in the making.

Honest Beauty by Jessica Alba

Fed up with having to choose between ‘what works’ and ‘what’s good for you’, actress-turned-entrepreneur Jessica Alba decided to take matters into her own hands. Honest Beauty is complete collection of makeup and skincare that prides itself on transparency. The performance-driven products are created by cosmetic chemists and banish an extensive list of ‘no no’ ingredients (2,500 and counting), so that you choose clean beauty without having to compromise.

Victoria Beckham Beauty by Victoria Beckham

If we’re going to take tips off of any celebrity, it’s going to be Victoria Beckham. Singer, dancer, bonafide fashion designer and now beauty entrepreneur, there’s nothing that Posh Spice can’t do. Her very-own beauty line arrived in 2019 and features an array of hero products, including VB’s signature Smoky Eye Collection.

Kylie Skin by Kylie Jenner

A list of celebrity beauty brands wouldn’t be complete without a shoutout to the one and only, Kylie Jenner. The multi-billionaire, entrepreneur and youngest member of the Kardash-Jenner clan released one of the most highly anticipated skin care lines of the century after the success of her makeup line, Kylie Cosmetics. Hate her or love her, she’s got some pretty cool products that’ll not only transform your skin, but also give your bathroom cabinets Insta-worthy vibes.

Florence by Mills by Millie Bobby Brown

After cementing her fame in the fan-favourite Netflix series, Stranger Things, Millie Bobby Brown wasted no time in securing her place in the world of beauty. At just 17 years old, she is the proud founder of Florence By Mills – a standout skincare line named after her grandmother and tailored to teens (although everyone can get involved).

Goop by Gwenyth Paltrow

Goop has made quite a name for itself within the industry, and not just because it’s headed by all-star American actress, Gwyneth Paltrow. The beauty and wellness range provides everything from bath soaks and face oils to perfumes and scented candles, all of which are crafted with green, clean and natural ingredients.

Jeffree Star Cosmetics by Jeffree Star

Despite forever making the headlines for some not-so-good reasons, there’s no denying that Jeffree Star has a real talent when it comes to makeup. Having racked up over 16 million YouTube subscribers, it made sense for the global beauty guru to put his name to some of his own makeup products. Jeffree Star Cosmetics is a complete collection of over-the-top colours, unique textures and revolutionary formulas.

KVD Vegan Beauty by Kat Von D

Okay, so it’s had a couple of rebrands since its first launch, but ultimately KVD Beauty is the product of reality star and renowned tattoo artist, Kat Von D. With over 60 awards under their belt and bringing you an extensive collection of high-perfomance makeup (that’s now also 100% vegan!), KVD Beauty is a must-have. Our favourites include the iconic Tattoo Liner and the Tik Tok viral Good Apple Skin-Perfecting Foundation Balm.

Bad Habit by Emma Chamberlain

Emma Chamberlain is a YouTube sensation with a big following and even bigger ambitions. Over 11 million subscribers tune in to watch her document everyday life, including the good days and the bad days. After discovering a passion for beauty, Emma Chamberlain created Bad Habit in a bid to encourage her fans to embrace their bad habits and imperfections. Clean, vegan and cruelty-free, it's the skincare line that's good to your skin, even when life gets a little crazy.

WelleCo by Elle Macpherson

As one of the world's greatest supermodels, there's no doubt that Elle Macpherson knows a thing or two about keeping skin, hair and nails runway-ready. Teaming up with a nutritionist, she presents WelleCo; a line of beauty, skin and wellness products that tackle plenty of common body and lifestyle concerns. Dip into the likes of calming tea, protein powders, supplements, antioxidant-rich tablets and more.

And, that’s a wrap! Whether you’re truly invested in celebrity culture or just curious to see if these megastars can really deliver on the beauty front, this line-up of celeb-owned brands will undoubtedly provide all that you're looking for.

Want to know more about celebrity beauty? Check out Love Island's Maura Higgins' Makeup Routine.