Top 10 Celebrity Beauty Brands: Ranking, Revenue, and Why They Succeed

Celebrity beauty brands have become some of the most influential players in the cosmetics industry. Beyond the celebrity name attached, these brands thrive on strategic marketing, transparent storytelling, and a deep understanding of consumer needs. Below, we rank the most successful celebrity-founded beauty lines by valuation and revenue (as of 2024), offer a concise three-sentence overview of each brand, provide key sales figures, and explain why they’ve managed to hold onto the limelight.

1. Fenty Beauty by Rihanna

Launched in 2017, Fenty Beauty quickly reshaped the beauty landscape with its groundbreaking inclusivity, offering more than 40 foundation shades at launch. Rihanna’s hands-on approach and her personal advocacy for diverse representation helped the brand stand out from a crowded marketplace. Today, Fenty Beauty remains a global powerhouse, epitomizing how authenticity and inclusive product offerings can fuel sustained growth.

• Valuation (2024): $2.8 billion
• Revenue (2024): $602.4 million

Why It’s Successful: Fenty Beauty revolutionized the industry by prioritizing inclusivity and offering a broad shade range, connecting with an underserved demographic. Rihanna’s global influence, coupled with high-profile partnerships, has solidified Fenty as a go-to brand for cosmetics enthusiasts seeking diversity and authenticity. Being owned by LVMH also helps boost sales.

2. Rare Beauty by Selena Gomez

Rare Beauty focuses on self-expression and mental wellness, reflecting Selena Gomez’s personal experiences with mental health. The brand’s product lineup (e.g., foundations, blushes, lip products) is designed to be user-friendly and enhance natural beauty. Rare Beauty’s messaging fosters a community mindset, urging consumers to embrace their flaws and celebrate individuality.

• Valuation (2024): $1.2 billion
• Revenue (2024): $300 million

Why It’s Successful: By combining quality formulas with a mission-driven approach that highlights mental health awareness, Rare Beauty resonates on a deeper emotional level. Gomez’s active engagement—both on social media and through brand campaigns—builds trust, loyalty, and a sense of community among fans. They also advertise as a "Vegan & Cruelty Free Makeup" which makes them even more attractive.

3. Kylie Cosmetics by Kylie Jenner

Starting with cult-favorite lip kits, Kylie Cosmetics catapulted to fame through strategic social media marketing and exclusive product drops. The brand capitalizes on viral moments, often selling out new collections within minutes of launch. Over time, it expanded to a robust cosmetic range, leveraging Jenner’s online empire to keep consumers invested.

• Valuation (2024): $1.2 billion
• Revenue (2024): $200 million

Why It’s Successful: Kylie Cosmetics excels at creating urgency through limited-edition collections and harnessing Jenner’s massive social media influence for real-time product promotion. This blend of exclusivity, trend-driven formulas, and constant digital engagement drives robust sales despite the ever-growing competition in beauty.

4. Skims by Kim Kardashian

Although widely recognized for its shapewear, Skims has grown into a full-fledged lifestyle brand offering underwear, loungewear, and more. Kim Kardashian’s emphasis on body positivity is evident in the brand’s size-inclusive approach, ranging from XXS to 5X. Skims’ success also stems from savvy marketing campaigns that leverage both Kim’s public persona and high-profile collaborations.

• Valuation (2024): $4 billion
• Revenue (2024): $500 million

Why It’s Successful: By acknowledging different body types and focusing on comfortable yet fashionable pieces, Skims appeals to a broad demographic. Kardashian’s powerful media presence, along with strategic celebrity endorsements and partnerships, keeps the brand consistently visible across mainstream channels.

5. Anomaly Haircare by Priyanka Chopra Jonas

Anomaly Haircare champions eco-friendly packaging, wallet-friendly pricing, and effective formulas designed to suit various hair types. Priyanka Chopra Jonas’s global fame supports the brand’s expansion into multiple markets beyond the U.S. Its minimalist style and emphasis on sustainability have positioned it as a go-to option for consumers seeking affordable yet mindful products.

• Valuation (2024): $150 million
• Revenue (2024): $50 million

Why It’s Successful: Aligning with consumer demands for both planet-friendly initiatives and budget-conscious offerings, Anomaly stands out in a crowded haircare sector. Chopra Jonas’s international appeal and her consistent advocacy for ethical beauty solutions further enhance the brand’s credibility and reach. Partnering with companies like Amazon, Walmart and CVS also helps boost sales.

6. Goop by Gwyneth Paltrow

Initially a lifestyle newsletter, Goop has evolved into a full-blown brand offering wellness products, skincare, apparel, and more. Gwyneth Paltrow leverages her personal philosophy of holistic living, which resonates with fans seeking a curated, high-end approach to well-being. While it has faced scrutiny at times, Goop’s strong community and niche positioning keep it relevant and profitable.

• Valuation (2024): $250 million
• Revenue (2024): $75 million

Why It’s Successful: By blending editorial-style content with retail (i.e., “content-driven commerce”), Goop educates and engages consumers before presenting them with products. Paltrow’s unwavering commitment to alternative health and luxury wellness has forged a loyal consumer base, turning a one-woman newsletter into a multi-million-dollar enterprise.

7. Honest Beauty by Jessica Alba

Honest Beauty, an offshoot of The Honest Company, provides clean, non-toxic beauty solutions in skincare and makeup. Jessica Alba’s advocacy for safe household products extends to her cosmetics line, making it a favorite among families and eco-conscious shoppers. Over the years, Honest Beauty has capitalized on a surge in “clean beauty,” pairing simple packaging with proven formulations.

• Valuation (2024): $550 million
• Revenue (2024): $300 million

Why It’s Successful: Honest Beauty taps into the growing demand for transparency, ensuring consumers understand ingredient lists and sourcing. Alba’s consistent messaging around wellness and safety lends authenticity, enabling the brand to compete effectively in the increasingly cluttered “clean beauty” arena.

8. Haus Labs by Lady Gaga

Haus Labs showcases Lady Gaga’s theatrical spirit, emphasizing bold colors and edgy looks designed for self-expression. The range is vegan and cruelty-free, appealing to an audience that values both artistry and ethical production. Through vibrant campaigns and inclusive messaging, Haus Labs merges high-fashion flair with accessibility.

• Valuation (2024): $90 million
• Revenue (2024): $30 million

Why It’s Successful: Lady Gaga’s hallmark artistry drives the brand’s creative direction, setting it apart from more conventional cosmetic lines. The commitment to cruelty-free standards and unapologetic self-expression resonates with consumers seeking makeup that helps them stand out and celebrate individuality.

9. r.e.m. beauty by Ariana Grande

Inspired by outer-space aesthetics, r.e.m. beauty delivers eyeliners, lip products, and cheek formulations in futuristic packaging. Ariana Grande’s loyal fan base supplies the brand with a built-in consumer group, quick to embrace each new release. By blending sci-fi motifs with playful touches, r.e.m. stands out among celebrity lines that might otherwise blend in.

• Valuation (2024): $60 million
• Revenue (2024): $25 million

Why It’s Successful: Ariana Grande’s consistent online engagement and her widespread musical influence foster intense excitement whenever a product launches. The space-inspired branding differentiates r.e.m. in a crowded cosmetic market, capturing the imagination of younger demographics looking for something quirky and fun.

10. Florence by Mills by Millie Bobby Brown

Designed for Gen Z shoppers, Florence by Mills offers skincare and makeup products that champion clean formulas at reasonable prices. Millie Bobby Brown’s teenage star power and approachable personality give the brand a friendly, relatable aura. The brand’s pastel designs and emphasis on self-care make it a go-to for teens and young adults exploring beauty for the first time.

• Valuation (2024): $50 million
• Revenue (2024): $20 million

Why It’s Successful: By tailoring products to a younger audience, Florence by Mills fills a gap in the market for teen-friendly, cruelty-free cosmetics. Brown’s authenticity resonates with emerging consumers, helping the brand gain traction in a relatively short time.

Common Success Factors

While each of these celebrity brands has its own distinctive flavor, several overlapping themes propel them to success:

1. Authenticity and Personal Branding
   • Most of these lines reflect the founder’s personal style or core values—be it Rihanna’s push for inclusivity or Jessica Alba’s emphasis on clean beauty.
   • By sharing part of their own story, these celebrities make customers feel like they’re buying more than just a product—they’re investing in a lifestyle.
2. Inclusivity and Representation
   • Brands like Fenty Beauty and Skims soared by addressing gaps in the market, whether via extensive shade ranges or size-inclusive apparel.
   • Meeting consumer demands for acceptance and representation fosters deep brand loyalty.
3. Strategic Social Media Engagement
   • Online platforms allow celebrities to showcase new products and connect with fans in real time.
   • Rapid, high-impact campaigns generate urgency and drive immediate sales.
4. Alignment with Consumer Values
   • Whether it’s eco-friendly packaging (Anomaly Haircare) or mental health advocacy (Rare Beauty), brands that stand for something beyond profit often win customer trust.
   • Transparent communication about ingredients, sourcing, and philanthropy cements these brands in the hearts of ethically minded shoppers.
5. Quality, Innovation, and Accessibility
   • While star power attracts initial attention, consistent quality keeps consumers coming back.
   • Many lines offer a variety of price points, ensuring that fans of all income levels can participate in the brand experience.

The success of these celebrity beauty ventures is no mere stroke of luck; it’s a carefully orchestrated blend of personal branding, strategic marketing, and genuine consumer engagement. From Fenty’s trailblazing diversity to Goop’s holistic lifestyle approach, each brand taps into cultural conversations—whether about inclusivity, sustainability, or self-care—and aligns product offerings with core values. By merging the star’s personal narrative with high-quality goods and a sense of shared mission, these lines have proven that celebrity-backed businesses can endure in an industry typically saturated with short-lived trends.