Celebrity Beauty Brands

It’s hard to visit your favourite beauty stores these days without bumping into at least a couple of stands bearing products with celebrity names or logos. Top artists, actors, musicians, YouTubers, and reality stars – from Kim Kardashian West to Drew Barrymore – have launched successful beauty and skincare lines which show that creativity has no bounds. Research by Cosmetify indicates that the top five beauty influencers of the year are as follows. WORDS MARISA CUTILLAS

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5CELEBRITY BEAUTY BRANDS

1 RIHANNA – FENTY BEAUTY

Z Revenue: Approximately €488M Rihanna founded Fenty Beauty with a view to creating a truly inclusive, diverse beauty brand that catered to all skin types. True to form, she rocked the beauty world by launching her brand at 1,600 stores in 17 countries simultaneously, surprising buyers with a whopping 40 foundation shades. Previously, many buyers had struggled to find the perfect tone for their skin and indeed, many top beauty brands had a very limited number of shades for darker skin. As beauty lover, Worokya Duncan told the Chicago Tribune, “(Prior to Fenty Beauty) no line had what I considered my shade of foundation… because people still find it novel that there's beauty found in black and brown bodies in the first place.” Z Top Pick: This is a very difficult call because this brand has excellent foundations, concealers, skin tints, and more. Based on personal bias, I choose Fenty Eaze Drop Blurring Skin Tint – a crossover between a foundation and a moisturiser.

2 JESSICA ALBA – THE HONEST COMPANY

Z Revenue: Approximately €192M A-list Hollywood actor, Jessica Alba said she founded The Honest Company “because you shouldn’t have to choose between what works and what’s good for you.” She considers her company a wellness rather than a beauty brand and was inspired to launch it when she started a family and began looking for safe, effective products for her children. The company has a ‘NO List’ comprising over 2,500 chemicals that can pose a risk to human health. All processes are carefully scrutinised and carried out via testing and validation. The brand only works alongside partners who following the ‘Good Manufacturing Practices’ standard and provides a plethora of information on labels to promote transparency. It sells diapers, baby products, bath and body, cleaning products, clothing, and more, aside from beauty products. Z Top pick: Skin Sweep Exfoliating Powder Cleanser, which leaves skin baby-smooth.

3 KYLIE JENNER – KYLIE COSMETICS

Z Revenue: Approximately €128M It is amazing to think that the youngest Kardashian/ Jenner, Kylie, was only 18 when she launched her Kylie Cosmetics brand. By the time she was 21, Forbes listed her net worth at $1 billion, making her the world’s youngest ‘self-made’ billionaire (this listing later garnered controversy, as Forbes accused Jenner of forging tax documents to appear richer than she was). A true Jenner/Kardashian at heart, she capitalised on her controversial lip fillers (which she initially denied having), launching her now-famous Kylie Lip Kits. She slowly began expanding her range of products and now sells everything from eyeshadow palettes to highlighters and even skincare. In 2019, she sold a 51 per cent stake in her company to Coty Inc. for $600 million; the deal valued her business at $1.2 billion. Top Pick: Kylie Jenner Velvet Liquid Lipstick & Lip Liner, which is velvety smooth and long-lasting.

4 LADY GAGA – HAUS LABORATORIES

Z Revenue: Approximately €120M There is little that this Oscar-winning singer, composer, and actor cannot do. Bearing in mind that she is one of her generation’s leading fashion icons, it is only logical that she should have launched her own beauty brand in 2019. Gaga donates $1 from every purchase to her Born This Way Foundation, which aims to make this “a kinder and braver world.” The brand sells a select range of products ranging from eyeshadow palettes to lip oils. Z Top Pick: Liquid Eye-Lie-Ner — ideal for those who thought they could never produce a perfect cat eye.

5 JEFFREE STAR – JEFFREE STAR COSMETICS

Z Revenue: Approximately €68M What is there not to admire about Jeffree Star – the self-made guru who went from being a top musician and creator on Myspace to a beauty mogul and YouTube sensation? Star may attract his fair share of controversy but one thing is clear: there is no arguing with the incredible quality of his products, nor is there any denying that the products and packaging he puts out are always laced with artistry and vision. One of his first palettes, Alien, is still one of my all-time favourites. Z Top Pick: With this brand, choosing one item is almost impossible, since there are so many fabulous ones. I will go with Sacred Glass Extreme Frost Palette – a highlighter for those who, like Jeffree, like to be noticed! e