Priyanka Chopra Jonas entered the beauty industry with Anomaly Hair Care, an eco-conscious, budget-friendly brand that prioritises sustainability. The brand, launched in 2021, is known for its clean, vegan formulas and 100-per cent recyclable packaging. With a focus on high-performance haircare at an accessible price, Anomaly has rapidly grown into one of the top-selling celebrity beauty brands.

Kylie Jenner transformed her reality TV fame into a beauty powerhouse with Kylie Cosmetics. Her Lip Kits, which initially sold out in minutes, showcased the power of influencer-driven marketing. The brand's success was propelled by her massive social media following, creating a sense of urgency and exclusivity around the product launches. Though she sold 51 per cent of her company to Coty in 2019, she remains the face and creative force behind the brand. Kylie Cosmetics continues to thrive, despite facing competition from copycat brands and cheap dupes. Jenner’s ongoing influence and innovation keep the brand at the forefront, while her direct involvement in product development ensures it stays true to her signature style.

Hailey Bieber’s Rhode launched in 2022 with a focus on minimalist, effective skincare. With just a few core products, the brand has gained a cult following, emphasising quality over quantity. Rhode’s dewy, glazed-skin aesthetic has made it a Gen Z favorite, with products like the Glazing Fluid and Peptide Lip Treatment becoming instant hits.

What has also fuelled the brand’s rise is Rhode’s exceptional marketing, especially its viral moments—like the iconic phone case drop, which blended Bieber’s personal style with clever, attention-grabbing visuals. The brand has successfully leveraged Bieber’s social media presence, using relatable content and influencers to create a sense of intimacy and authenticity around Rhode, making it one of the most buzzworthy beauty brands in recent years.

Rare Beauty isn’t just about makeup—it’s a movement. Selena Gomez promotes self-acceptance and mental health awareness, with a portion of proceeds supporting mental health initiatives. The brand’s soft, blendable formulas and positive messaging have made it a major player in the beauty space.

Among its bestselling products, the Liquid Touch Foundation is a fan favourite, offering lightweight, buildable coverage, while the Soft Pinch Liquid Blush delivers a natural flush with a long-lasting finish. Rare Beauty’s Always an Optimist 4-in-1 Mist and Perfect Strokes Matte Liquid Liner have also gained a loyal following, further cementing the brand’s status as one of the most innovative and inclusive beauty lines.

With its focus on empowering people to feel beautiful in their own skin, Rare Beauty is reshaping the beauty industry in a way that goes beyond just cosmetics.

Ariana Grande’s r.e.m. beauty, founded in 2021, leans into futuristic aesthetics with bold eye products, plumping lip glosses and a dreamy, space-inspired vibe. Despite a slower start compared to other celebrity brands, it’s carving a niche among her loyal fanbase. The brand embodies Grande’s signature ethereal style, with a focus on eye-catching products like liquid eyeshadows and mascaras that elevate everyday makeup into something special. As the line expands, r.e.m. beauty continues to find its place in the crowded beauty space, driven by Grande's unique vision and strong connection with her fans.

Lady Gaga launched Haus Labs in 2019, initially debuting on Amazon before rebranding in 2022 and relaunching with Sephora. The revamped line focuses on clean, vegan and cruelty-free beauty products infused with skincare benefits. Standouts include the Triclone Skin Tech Foundation, known for its luminous finish, and the B Structural Mascara, which strengthens lashes over time. With a mission of inclusivity and self-expression, Haus Labs continues to push boundaries in high-performance, skin-friendly makeup. 

Gwyneth Paltrow’s Goop is a wellness empire that offers beauty content and products, founded in 2008. Rooted in the philosophy of clean, non-toxic beauty, the brand offers skincare, body care and wellness products formulated with high-performance, natural ingredients. The GOOPGLOW collection, featuring exfoliants, serums and moisturisers, is a bestseller, alongside luxurious bath soaks and holistic beauty essentials.

However, Goop has also attracted its fair share of controversy, particularly for some of Paltrow’s more questionable skincare practices—such as advocating for jade eggs and a particularly sparse manner of applying sunscreen—which have sparked both fascination and skepticism. Despite this, Goop's influence in the clean beauty movement is undeniable, and Paltrow remains a pioneer in celebrity-led beauty brands, combining luxury with a holistic approach to self-care.

Jennifer Aniston’s haircare line, LolaVie, launched in 2021, reflects her passion for healthy, natural beauty. The brand, named after Aniston’s mother, focuses on sustainable, clean beauty with products that are vegan, cruelty-free and free from parabens, sulfates and silicones—over 2,700 potentially harmful ingredients.

LolaVie’s debut product, the Glossing Detangler, quickly became a favourite for its ability to smooth, hydrate and protect hair. Aniston, known for her iconic hair and the timeless “Rachel” haircut, has become a symbol of effortless, healthy locks. Her signature look has remained a reference in the beauty world for decades, and LolaVie is proof that her charm and marketability endure.

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