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Successful Celebrity Beauty Brands

Which are the most successful beauty brands created by celebs?

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 when it comes to your own beauty picks. However, just like with any make-up trend, the beauty industry is constantly changing and more celebs are wanting a piece of the beauty pie!

Cosmetify specialises in showcasing the best beauty products, which makes our job all the more interesting when new celebrities enter the market. With so many new and exciting changes in the industry over the last two years, we wanted to update you on everything celebrity-beauty related!

Following on from our 2021 edition of the most successful celebrity beauty brands, we have delved back into the world of celebrity beauty to find out who has the biggest brands in the industry right now.

The top 20 celebrity beauty brands

Fenty Beauty is crowned as the most successful celebrity beauty brand

Top 20 celebrity beauty brands

Every celebrity beauty brand offers something new and exciting to the industry, but which brands have had the biggest glow-ups? Looking at factors such as revenue and social media popularity, we have compiled a list of the most successful celebrity beauty brands currently - here’s what we found.

Fenty Beauty

After topping the rankings in our previous edition of this list, it seems that Rihanna’s beauty empire is still the one to beat when it comes to successful celebrity beauty brands. Centred around providing make-up for all skin tones, Fenty Beauty has managed to rack up an impressive overall score of 9.76 /10 - rightfully earning its place in the top spot. In the last two years, this company has gone from strength to strength, including the fact their range is now available to buy in 8 African countries.

Kylie Cosmetics

Just shy of the top spot is Kylie Cosmetics with an overall beauty score of 9.64 /10. Even if you are not a massive fan of make-up, it is likely that you have heard of this brand! Founded back in 2014 by American media personality, Kylie Jenner, Kylie Cosmetics has taken the world by storm with its revolutionary lip products. More recently, this company has collaborated with some unexpected partners, including the limited edition Batman x Kylie range which was released last year.

Rare Beauty

Completing this top three list of the most successful celebrity beauty brands, with a score of 8.97 /10, is Selena Gomez’s brand, Rare Beauty. With a mission statement to ‘break down unrealistic standards of perfection’, Rare Beauty sets itself apart from other brands in the industry by placing a focus on the importance of mental health alongside the sale of their high-quality make-up products. As the only entry not to have been featured in our previous edition of the top three, Rare Beauty is arguably the most impressive on this list!

Top 10 wealthiest celebrity beauty brands 2023

Fenty Beauty has a higher annual revenue than any other celebrity beauty brand!

Top 10 celebrity beauty brands

There are many ways to measure the success of a brand, but revenue is arguably the most important. Because of this, we have put together a list of the wealthiest celebrity beauty brands based on their most recent annual revenue.

Fenty Beauty

After already being featured in the top three most successful overall beauty brands, it may come as no surprise that Fenty Beauty takes the top spot as the current wealthiest celebrity beauty brand. Earlier this year, Rihanna hit the headlines as she demonstrated the effectiveness of her Fenty Invisimatte Instant Setting & Blotting Powder during her iconic performance at the SuperBowl LVII. This small three-second brand cameo is estimated to have increased the media brand value of Fenty by a whopping $5 million!

Top 10 most successful celebrity beauty brands on Instagram 2023

Kylie Cosmetics is the most popular celebrity beauty brand on Instagram

Top 10 celebrity beauty brands on Instagram

With so many influencers now able to make a living using social media alone, it has become common practice for businesses to have an Instagram account- and beauty brands are no exception! Below is a list of the celebrity beauty brands with the most Instagram followers.

Kylie Cosmetics

Making another appearance in one of these lists is Kylie Cosmetics which is the most popular celebrity beauty brand on Instagram. Before the launch of Kylie Cosmetics, Kylie Jenner made a name for herself as a figure on the television series Keeping up with the Kardashians - since then she has become one of the biggest influencers on Instagram! This Instagram success appears to have translated to Jenner’s beauty empire as Kylie Cosmetics has amassed over 25,800,000 followers on the platform.

Top 10 most Googled celebrity beauty brands 2023

Rare Beauty is revealed as the most popular celebrity beauty brand

Top 10 most Googled celebrity beauty brands

Rare Beauty

With 7,708,000 searches in the past year, Rare Beauty is rapidly becoming a household name. By promoting the importance of self-esteem and mental health, Selena Gomez’s beauty brand has been hitting the headlines for all of the right reasons! Despite only launching in 2020, Rare Beauty is already making massive strides in the industry, and if their success continues then this company will be sure to challenge for the overall top spot in the coming years.


We used a series of listicles to collate a list of celebrity beauty brands.

We used a range of online resources, including ZoomInfo and Growjo, to find the most recent annual revenue of each beauty brand.

We used TikTok to find the most recent follower count for each beauty brand.

We used Instagram to find the most recent follower count of each beauty brand as well as the number brand mentions they had by searching #insertbrandname.

We used Keyword Planner to find the number of worldwide searches for each brand between Feb 2022 - Jan 2023.

Finally, we used the beauty-related factors (annual revenue, TikTok and Instagram followers, Instagram brand mentions, and search data) and normalized each factor out of 10 before taking an average of those scores to get our overall ‘beauty brand score’.

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