Photo-Illustration: by The Cut; Photos: Getty Images, Retailers
If there’s one thing you can count on in these chaotic times, it’s that celebrities will launch beauty brands. As famous people shift away from simply being the faces of brands to becoming their founders, it’s hard to keep track of all of them. Below is an exhaustive and ongoing A-to-Z index of which celebrities have entered the increasingly cluttered beauty space. Check back for updates.
Alicia Keys, the Grammy winner known for her “no makeup” look, created Keys Soulcare, a skin-care line that combines tried-and-true traditional ingredients like malachite, manuka honey, and hojicha powder with modern faves like hyaluronic acid and ceramides. The range includes a $22 powder exfoliator and a $30 moisturizer infused with “nature’s retinol.” Oat-milk candles and stone face rollers are also on offer, promoting self-care as a holistic ritual.
Not to be confused with Ariana Grande’s perfumes, of which there are many (the internet has deemed her Cloud a dupe for Maison Francis Kurkdjian’s Baccarat Rouge 540), the singer’s R.E.M. Beauty made its way into the world this month. The first drop primarily focuses on the eyes: “Our main gateways to our dreams, our emotions, our everything,” Grande told Allure. The line includes plumping lip glosses, matte lipsticks, and highlighters. Everything is priced between $15 and $24.
Singer, actress, and former face of CoverGirl Becky G founded Treslúce Beauty, a makeup line inspired by watching her mom and grandmother experiment with their own eye shadows. At the center of the collection is the “I Am” Shadow Palette ($30), in which every shade is infused with blue agave sourced from Jalisco, Mexico, her grandparents’ home region. She told People, “I love tequila, so I thought, How can I put it in makeup? It makes the shadow’s consistency smoother, buttery, and hydrating.”
In the beginning of 2024, Beyoncé launched her own hair brand, Cécred. “In a world where so much of our lives become available to so many people, the word sacred means more and more to me,” Beyoncé told the Cut. She watched her mom make her own cocktail of products to deliver ultimate moisture to hair. They then took that knowledge and combined it with science-backed methods to launch a hair brand honoring past rituals dedicated to providing all types of hair with moisture and strength. The foundation collection includes products like a hydrating shampoo, a hyaluronic-acid-infused shampoo that visibly nourishes the hair for $30 and a reconstructing treatment mask that repairs and reduces breakage for $42. The products are formulated with a patent-pending Bioactive Keratin Ferment that delivers a protein infusion to the hair, restoring shine and making it more resistant to breakage.
Billie Eilish’s Eilish Fragrances launched in November 2021. Her first offering, aptly named Eilish ($68), is a sweet but woodsy and musky scent that the singer describes as “mentally sexy” and like a “sexy marshmallow.” She told Cosmopolitan, “I was chasing this idea of this ambery color, this dark-brown caramelized thing. I wanted it to feel cozy, almost like the word November. This brown word and month — almost like tree bark.” The bottle highlights an anonymous bust shrouded in gold.
Brad Pitt really likes wine, so much so that he owns the Château Miraval winery in Provence, France, and has created a skin-care brand, Le Domaine, specifically inspired by wine and the antioxidant properties its the grapes. The anti-aging brand was created with Professor Lévy, an expert on human aging, and Professor Teissedre, a researcher who identified the most potent antioxidants found in Famille Perrin vines. Pitt said in a Harper’s Bazaar interview that Le Domaine’s goal is to “imitate the organic cycles of nature” by creating products that have no waste with their ingredients. The brand has four products — the cleansing emulsion, the serum, the cream, and the fluid cream — with prices ranging from $77 to $275. The actor uses the cream daily because it’s “creamy” and “comfortable under the California sun.”
Britney Spears is at the helm of a 33-scent fragrance empire. Her first, Circus, created in 2004, was an immediate hit and remains one on Amazon with close to 1,000 five-star reviews. Her Midnight Fantasy scent was reviewed by the New York Times perfume critic Chandler Burr, who described it as “excellent technical work” and as if “Chanel No.5 were a Jolly Rancher flavor.” Spears’s latest perfume is Electric Fantasy, currently going for $63 on eBay.
In 1993, Carmen Electra released the single “Gogo Dancer,” produced by Prince. Her unisex, cruelty-free, vegan beauty line, launched in 2020, is inspired by that song and focuses on simplicity with three products and packaging that reminded Electra of water. You can buy a hyaluronic-acid serum, a vitamin C eye serum, and a moisturizer as a set for $150.
Ciara created OAM Skin in 2022, a line of skin-care products made with Tri-C Pro-Peptide Complex, three forms of vitamin C and peptides to brighten and hydrate all skin types. OAM stands for On a Mission. “I’m on a mission to make clinical skin care simple for all, and to give you the one-two-step process to level up the radiance in your skin,” Ciara said in a Billboard interview. The singer and dancer occasionally shares her routine using the products on TikTok in between dance breaks. The vitamin-C packed line has five products — a hydrating cleanser, brightening pads, an eye revitalizer, a 20 percent vitamin-C brightening serum, and a radiance serum with the prices ranging from $28 to $62.
Cindy Crawford was in her 30s when she started seeing Paris-based dermatologist Jean-Louis Sebagh, known as Europe’s “King of Botox.” Travel became more difficult once she got married and started raising the next generation of supermodels, Presley and Kaia, so she asked Sebagh to “bottle” his products. They ended up doing it together, creating the Meaningful Beauty skin-care line in 2004. Its hero ingredient comes from antioxidants found in melons. Her serum is featured in her Vogue video, and the brand recently released hair-care products.
DJ Khaled created Blesswell, a CBD-infused men’s grooming line that features products like a beard oil ($20) and moisturizer ($20). Each one has 300 mg of hemp and a minty-fresh scent and comes with a three-part meditation voiced by Khaled.
Drake created Better World Fragrance House, a line of scented candles, with perfumer Michael Carby in 2020. The range includes five candles (one allegedly smells like Drake himself), each priced at $48 — except for the Drizzy-scented one, Carby Musk, which will set you back $80.
Drew Barrymore was early to play celebrity beauty bingo in 2013 when she founded Flower Beauty. Everything in the makeup line is priced under $20. Standout products include the Lash Warrior Mascara, whose Spiked Warrior brush is made of bendy plastic to easily pull up lashes. The spoolie is curved to give even the straightest of lashes a curl.
Dwayne “the Rock” Johnson wants men to prioritize self-care more. So he created an affordable personal-care brand, Papatui, with products for men to indulge, under $10, which range from tattoo care to daily skin care. Johnson’s go-to product for the gym, according to an interview with People, is the 48-hour antiperspirant ($10) that comes in a Cedar Sport and Lush Coconut scent.
Ellen DeGeneres launched her “age-positive skin care” brand Kind Science in October 2021. The line ranges from $22 for a cleanser (featuring chamomile to soothe and Kakadu plum to brighten) to $48 for a serum meant to firm and smooth the skin (with bakuchiol and hyaluronic acid). DeGeneres especially likes the Micro Exfoliant+, a physical and chemical exfoliating mask that uses volcanic sand and a fruit-acid blend. In addition to the face, it can be used on hands, elbows, and dry patches.
Elle Macpherson created Welleco, a line of supplement and protein powders ($135) focusing on greens, with nutritionist Dr. Simone Laubscher. Add water to transform the powder into a drink containing herbs, vitamins, minerals, and probiotics.
Influencer and YouTuber Emma Chamberlain’s skin-care line features cleansers, face masks, and moisturizers with plenty of buzzy ingredients: matcha, adaptogens, and hyaluronic acid. The hand cream ($18) especially leaves hands soft and moisturized without any greasiness.
Gabrielle Union launched Flawless, a hair-care line, in 2017 after experiencing severe hair loss from rounds of IVF. In the summer of 2020, Union teamed up with her longtime friend and hairstylist Larry Sims to completely revamp the brand by becoming more than just its face. “I quickly realized that not being a Black-owned company was a problem, not being a Black-led company was a problem, not being a Black-marketed company was a problem, not having Black publicists was a problem,” Union told the Cut. The now majority-Black-owned company features 12 products designed for textured hair, protective styles, and wigs with a new emphasis on natural ingredients and accessible prices that don’t exceed $10.
Gwen Stefani has always experimented with her look and embraced a full face of makeup — from supersharp winged eyeliner to a bold red lip — so it made sense when she launched her own line in 2022. The GXVE Beauty packaging is a true reflection of Stefani’s pop-punk style, with Gothic font, black-and-white checkered packaging, and shimmery gold accents. As for the products themselves, you can expect “phenomenal” pigmentation, blendability, and long-lasting formulas, according to reviewers.
In a surprise to no one, Gwyneth Paltrow, the éminence grise of celebrity beauty brands, launched a skin-care line of her own in 2015. And much like her cookbooks, some may be surprised to find it’s actually pretty good. Her product range is focused on “clean” skin care and includes a dry brush ($20), toner ($75), and bath soak ($45). Her best-reviewed product, with close to 2,000 five-star reviews, is the $125 GoopGlow Microderm Instant Glow Exfoliator, which gives microdermabrasion-like skin smoothness with five kinds of exfoliation.
Hailey Bieber likes having skin that looks edible, like a glazed donut, in fact, so she wanted to share that with the world with her skin-care brand, Rhode. The line includes three products: a lip treatment, a restore cream, and her signature peptide glazing fluid that promises a more hydrated complexion with, you guessed it, a dewy and glazed finish. Prices range from $16 to $29, making smoother skin affordable.
Paramore singer Hayley Williams started her line of semi-permanent hair dyes, Good Dye Young, with her longtime hairstylist, Brian O’Connor. The dyes ($18) come in unexpected colors like Narwhal Teal and Cowabunga Blue and were recently launched at Sephora. Williams did an ASMR video with her newest product, Poser Paste, a temporary hair dye and gel, earlier this year, featuring crunching, whispering, and unboxing.
Halsey’s About Face makeup line launched in the first week of 2021 with over 40 products, a mix of lip glosses, highlighters, powders, eye paints, eye pencils, and liquid lipsticks — all in striking colors like neon green and aqua. It has since grown to include glitter eye paints and pigmented eyebrow gels in shades of magenta and mermaid green, which are beloved for their vibrancy and smoothness. Prices range from $12 (for a mini cosmetic bag) to $80 (for a holiday bundle of Halsey’s favorites).
We knew Harry Styles was getting ready to launch something after a Twitter fan account discovered the singer had registered a new business under the name Pleased As Holdings Limited in May 2021. After much speculation about what the line would be, we finally know that the launch — which goes live November 29 — will include an illuminating serum (the Pearlescent Illuminating Serum), a two-in-one eye gel and matte lip-oil pen (the Pleasing Pen), and a nail-polish set with four colors (the Perfect Polish Set): Perfect Pearl (pearlized white), Pearly Tops (clear), Inky Pearl (pearlescent black), and Granny’s Pink Pearls (pearlescent pink). P-P-P-perfect.
In the fall of 2020, Issa Rae not only became the face of textured-hair-care brand Sienna Naturals but acquired it, too, joining CEO Hannah Diop as co-owner. “We get coerced into manipulating our hair into styles not right for us or using damaging products,” Rae said in a statement. Unlike styling products designed to tame or control textured hair, Sienna Naturals avoids synthetics, chemicals, and heavy oils and focuses on hair and scalp health, likening itself to a clean skin-care regimen for textured hair. The brand’s Salon in a Box contains all the essentials you need for a wash day. Vox Media staffers took it for a spin.
Jada Pinkett Smith created her accessible, ecoconscious line Hey Humans in 2021. The brand launched with 18 products ranging from bodywash to toothpaste, all designed with sustainable packaging to reduce plastic pollution and none costing more than $6. “My body is my temple, and I love to take care of my body inside and out,” Pinkett Smith told Us Weekly. “But I also realize that the planet needs care as well.”
Jennifer Aniston, the woman who launched more than 11 million “Rachel” haircuts in the ’90s, created her own hair-care line in early September. Branded with her own nickname, Lola, LolaVie’s first offering is the Glossing Detangler ($25), which promises to, yes, detangle and prime, smooth, and protect hair with a “vegan thermal shield,” lemon extract, chia seeds, and vegetable ceramides. Her next product is a leave-in conditioner.
Jennifer Lopez created JLo Beauty in 2020. The secret to her skin and her products? “Olive oil,” she says. “My mom, grandmother, and aunts all used it when they needed a little extra hydration on their face, hair, and body, so the line began with that little family secret,” Lopez said ahead of the launch. Standout products include That JLo Glow Serum, which a Sephora reviewer says is “very lightweight, absorbs really well, and doesn’t have any fragrance,” and That Blockbuster Cream With Hyaluronic Acid, which seems to be best suited for those with dry skin — reviewers with normal-to-oily skin say it made them feel “greasy.”
Jessica Alba’s the Honest Company launched in 2012 with Instagram-friendly diapers that were free of petrochemicals and synthetic fragrances. Then she launched Honest Beauty in 2015. “From day one, our customers have been telling us that they want us to make beauty products,” Alba told Allure. Since then, Honest has become one of the biggest celebrity beauty brands, culminating in an IPO this summer that made Alba $122 million. The business has grown to include two on-site labs since relaunching and streamlining all its beauty products in 2018, and nothing is priced above $30, including the brand’s moisturizer ($20) and mascara ($17).
In 2004, Jessica Simpson launched Dessert, a line of “lickable” beauty products like lip glosses and the Delicious Kissable Hot Body Topping. Several lawsuits followed over money owed to the manufacturing company, and another claimed the sugar-filled products attracted bees and caused yeast infections. More long-lasting is Simpson’s fragrance empire, which features 18 perfumes with a feminine, bohemian vibe, including Fancy, Fancy Forever, and Fancy Girl, all for under $30.
The Grammy Award winner made his foray into the skin-care space back in February with the launch of Loved01, a line of unisex, dermatologist-approved face and body products available to purchase on loved01.com, as well as in select Walmart locations and CVS stores nationwide. Featuring cleansing wipes, a cleansing bar, face and body oil, a toning mist, and more, Loved01 specifically caters to melanin-rich skin. What’s more? The entire line is extremely affordable.
Queer Eye’s Jonathan Van Ness and his locks entered the beauty space with JVN, a hair-care line whose formulas rely on hemisqualane. The ingredient is made through a bio-fermentation process using sugarcane and is said to penetrate the hair shaft to reduce frizz, decrease damage, and strengthen hair over time. Prices range from $18 for shampoo and conditioner to $28 for a pre-wash scalp oil.