Most Successful Celebrity Beauty Brands 2026
Which are the most successful beauty brands created by celebs?
Back in 2021, we revealed the most successful celebrity beauty brands to give you a little inspiration for your own beauty picks, and in 2023 we checked back in to see who was leading the pack. But just like any beauty trend, the celebrity scene never stands still - and it seems every A-lister wants a piece of the beauty pie!
The last few years have been huge. rhode sold to e.l.f. Beauty in a deal worth up to $1 billion, Rare Beauty landed on Ulta Beauty shelves with a record-breaking launch, and a whole new wave of stars - from Beyoncé to Cardi B - have launched brands of their own. So, who's glowing brightest in 2026?
Following on from our 2023 update, we've dived back into the world of celebrity beauty, crunching the numbers on social media followers and search data to find out who really rules the industry in 2026. Let's get into it.
The top 20 most successful celebrity beauty brands
Kylie Cosmetics is crowned the most successful celebrity beauty brand of 2026
Every celebrity beauty brand brings something new to the table, but which ones have had the biggest glow-ups? We looked at each brand's Instagram and TikTok following alongside how often it's searched for online, then scored them all out of 10. Here's a closer look at the top five.
1. Kylie Cosmetics - Kylie Jenner
The queen of the lip kit is back on top! Kylie Cosmetics climbs from second place in 2023 to take the crown, with an overall score of 6.38/10. It has the biggest Instagram following of any brand on our list - a whopping 23.8 million followers - plus another 3.7 million on TikTok. Launched in 2015, Kylie Cosmetics took the world by storm with its iconic lip products and celebrated its 10th birthday in 2025. Beauty giant Coty has owned a majority stake since 2019, and the brand has since spritzed its way into fragrance with Cosmic by Kylie Jenner.
2. Rare Beauty - Selena Gomez
Selena Gomez's Rare Beauty moves up a spot to second place with a score of 5.70/10. With a mission to 'break down unrealistic standards of perfection', Rare Beauty pairs cult make-up (hello, Soft Pinch Liquid Blush!) with a real focus on mental health - its Rare Impact Fund has raised more than $30 million towards its $100 million goal. It also has more TikTok followers than any brand bar one on our list, at 5.1 million. In February 2026, Rare Beauty launched in more than 1,500 Ulta Beauty stores and broke Ulta's record for launch-day sales.
3. rhode - Hailey Bieber
Talk about a glow-up! Hailey Bieber's rhode is the highest new entry in our ranking, landing straight in at number three with a score of 5.63/10. The skincare brand behind the Peptide Lip Treatment (and the lip case phone covers everyone's been carrying) was snapped up by e.l.f. Beauty in 2025 in a deal worth up to $1 billion. It's also the most searched-for brand in our study, and has become the number one beauty brand at Sephora North America.
4. Fenty Beauty - Rihanna
Last time's champion Fenty Beauty slips to fourth place this year, but with a score of 5.18/10, Rihanna's beauty empire is still a force to be reckoned with. Fenty changed the game when it launched with 40 foundation shades in 2017, and it has since expanded into skincare and, in 2024, Fenty Hair. It still has the second-biggest Instagram following on our list, with 13.4 million followers, and it tops our money list too - more on that below.
5. Florence by Mills - Millie Bobby Brown
Millie Bobby Brown was just 15 when she launched Florence by Mills in 2019, and her Gen Z favourite climbs one place to fifth with a score of 4.06/10. Named after her great-grandmother, the brand is a TikTok powerhouse - with 5.2 million followers, it has the biggest TikTok following of any brand in our study.
The wealthiest celebrity beauty brands 2026
Fenty Beauty is the wealthiest celebrity beauty brand, with an estimated $450 million in sales
Followers are fabulous, but money talks! We've ranked the top five celebrity beauty brands by their latest annual revenue.
1. Fenty Beauty - $450 million
Rihanna's Fenty Beauty sits at the top of the money list, with around $450 million in net sales in 2024. Nearly a decade after it shook up the industry, Fenty is still one of the hottest names in beauty, and big-name investors are keen to get a slice of the action.
2. Rare Beauty - $400 million+
Rare Beauty's net sales passed $400 million in the 12 months to February 2024 - and that was before its record-breaking Ulta Beauty launch in 2026. The brand was estimated to be worth more than $2.7 billion in 2025, making it one of the most valuable celebrity beauty brands in the world.
3. rhode - $390 million
rhode made $390 million in net sales in e.l.f. Beauty's financial year to March 2026 - up a jaw-dropping 80% on the year before. Since launching at Sephora in September 2025, it has had the biggest launch in Sephora UK history, and in September 2026 it rolled out to Sephora in 19 more European markets.
4. Kylie Cosmetics - $382 million (estimated)
Kylie Cosmetics' owner Coty doesn't report sales by brand, but analysts at ECDB estimate that kyliecosmetics.com alone brought in around $382 million in 2025.
5. Lemme - $200 million+ (projected)
Kourtney Kardashian Barker's Lemme is reportedly on track to pass $200 million in sales in 2026 - not bad for a brand that only launched in 2023!
Top 10 most successful celebrity beauty brands on social media 2026
Kylie Cosmetics is the most-followed celebrity beauty brand, while Fenty Beauty is the most hashtagged
From get-ready-with-me videos to viral product hauls, social media is where beauty brands are made (and sometimes broken!). This year, we've looked at both Instagram and TikTok, adding together each brand's followers across the two platforms, along with how many posts carry its hashtag.
Kylie Cosmetics
Kylie Cosmetics is the undisputed queen of the feed, with a combined 27.5 million followers across Instagram and TikTok - more than 10 million ahead of Fenty Beauty in second place (17 million). Rare Beauty takes third with 13.7 million followers, followed by Florence by Mills (9 million) and rhode (7.8 million).
Fenty Beauty
When it comes to getting people talking, Fenty Beauty takes the crown. It has been tagged in almost 6.5 million posts across Instagram and TikTok - more than any other brand on our list - ahead of Kylie Cosmetics (4.6 million) and Rare Beauty (2.1 million).
Top 10 most searched celebrity beauty brands 2026
rhode is the most searched-for celebrity beauty brand, with almost 22 million searches in a year
rhode
Everyone wants to know about rhode! Hailey Bieber's brand was searched for almost 22 million times worldwide between September 2025 and August 2026 - more than double any other brand in our study. Interest peaked in June 2026, when the brand was searched for 3.35 million times in a single month.
Rare Beauty takes second place with more than 8 million searches, followed by Fenty Beauty (6.6 million), Ariana Grande's fragrances (5.4 million) and Kylie Cosmetics (4.4 million).
The new celebrity beauty brands to watch
Since our last edition, a whole new wave of stars have stepped into the beauty spotlight. Here are the newcomers making waves in 2026.
Cécred - Beyoncé
Beyoncé's haircare brand Cécred has had a dream start. It arrived in more than 1,400 Ulta Beauty stores in 2025, picked up Prestige Brand of the Year at the WWD Beauty Inc Awards, and made its UK debut exclusively with Space NK in September 2026.
Fenty Hair - Rihanna
Rihanna expanded her beauty empire once again in 2024 with Fenty Hair, bringing the brand's inclusive approach to haircare.
Grow-Good Beauty - Cardi B
Cardi B's Grow-Good Beauty launched online in April 2026 after three years in the making. Every product in the core collection is priced under $20, from shampoos and conditioners to a hair mask and finishing serum.
Reale Actives - Alix Earle
TikTok favourite Alix Earle launched Reale Actives in March 2026 with a four-piece, acne-focused skincare line that sold out on launch day.
Skims Beauty - Kim Kardashian
One for your watchlist: after Skims bought SKKN by Kim in 2025, Kim Kardashian confirmed that Skims Beauty will launch in 2027, covering make-up, skincare and fragrance.
Methodology
We used a series of listicles and industry news sources to collate a list of celebrity beauty brands.
We used Instagram and TikTok to find the follower count of each beauty brand's official account (correct as of October 2026). Where a brand has no official account of its own on a platform, it scored zero for that factor.
We used Keyword Planner to find the worldwide search volume for each brand between September 2025 and August 2026.
To find our top 20, we scored each brand out of 10 for Instagram followers, TikTok followers and search volume, relative to the highest-performing brand for each factor. We then took an average of those three scores to get each brand's overall 'beauty brand score'.
For our social media ranking, we added together each brand's Instagram and TikTok followers, along with the number of posts using its hashtag on both platforms (correct as of October 2026).
For our wealthiest brands ranking, we used company filings, earnings releases and industry reporting and estimates (including Reuters, Business of Fashion, Forbes, ECDB and e.l.f. Beauty's financial results) to find the latest annual revenue for each brand. As most celebrity beauty brands are privately owned, these figures cover different periods, and some are estimates or projections. All figures are in US dollars.