A Timeline of Every Celebrity Beauty Brand That’s Launched Since the ’90s
There once was a time when it felt like every celebrity had a fragrance, from Britney Spears to Jennifer Lopez to Paris Hilton. Now, it feels like every celebrity has their own beauty brand, and it doesn’t seem to be slowing down anytime soon – in fact, celebrity-owned beauty companies only seem to be picking up speed.
Rihanna (owner of Fenty Beauty and now Fenty Skin) and Kylie Jenner (of Kylie Cosmetics) were once the picture of success when it came to side hustles by way of beauty brands, but that’s now become the norm. Having actresses, singers, models, and athletes double as beauty brand ambassadors is nothing new, but in recent years, we’ve seen more celebrities break off on their own and create namesake companies. In 2020 alone, we saw more than 10 new celebrity-owned companies hit the market, followed by 15 more in 2021. In 2022, we saw 18 celebrities launch their next venture into beauty and though that trend is starting to ease up a bit for 2023, Sofia Vergara has decided to enter the chat.
We can see why it might be hard to keep track, so we rounded them up in a comprehensive list ahead. It all began decades ago. Starting with the 1990s and working up to 2023, these are all of the celebrity-owned beauty brands that have come to fruition over the last 30 years – including the ones that are no more.
2023: Sofia Vergara
In June 2023, Sofia Vergara announced the launch of “Toty,” a sun-care line that fuses skin care and makeup. The line launched with three products: a makeup compact, a mineral sunscreen, and a CC cream.
2022: Travis Barker
In September 2022, Travis Barker expanded his brand Barker Wellness to include skin care. The five new products are vegan and make up a complete regimen.
In September 2022, after “years in the making,” Ciara launched a skin-care line called OAM Skin (“OAM” stands for “on a mission”). It includes five products, including cleanser, exfoliating pads, face serum, moisturizer, and eye cream.
2022: Kate Moss
Cosmoss by Kate Moss is the model’s “soulful, sensual, self-aware” beauty brand, which launched in September. The brand’s debut launch features six products, ranging from cleanser and face cream to tea.
2022: Michael Strahan
Michael Strahan joined the growing list of celebrity beauty brand founders in September 2022 with a line called Daily Defense. The clean, sustainable skin-care and grooming brand is exclusive to CVS and contains five products.
2022: Stella McCartney
In August, fashion designer Stella McCartney announced a new vegan skin-care line, Stella. This news comes years after her initial foray into beauty in 2007 with organic brand Care.
2022: Ashley Tisdale
Being Frenshe is Ashley Tisdale’s Target-exclusive wellness and beauty line, which launched in July. The product lineup includes a variety of items for body, hair, and skin, like fragrance mists, hair masks, candles, lotions, bath bombs, and more.
2022: Idris and Sabrina Elba
In July 2022, Idris and Sabrina Elba announced the launch of S’Able Labs, their new skin-care brand. The married duo created their line to target common beauty concerns in melanated skin, like hyperpigmentation and inflammation.
2022: Hailey Bieber
In 2021, Hailey Bieber filed trademark rights to “Rhode,” her middle name. She continued to hint at potential skin-product categories on Instagram for the next year until Rhode launched in June 2022 with three products: Barrier Restore Cream ($29), Peptide Glazing Fluid ($29), and Peptide Lip Treatment ($16). Each one continues to sell out within hours.
2022: Gwen Stefani
In March, musician and former No Doubt frontrunner Gwen Stefani launched her makeup brand GXVE (pronounced “give”). The collection features eight debut products: three lipsticks (all in her signature red hue), eyeshadow quads, liquid eyeliner, two brow products, and a primer. The price point ranges from $21 to $48, and it’s available exclusively to shop on GxveBeauty.com and at Sephora.
In an interview, Stefani told POPSUGAR she’s “pretty confident” you’ll dig the line: “If you like makeup, you’re going to like it.”
2022: Winnie Harlow
On March 1, the model-turned-entrepreneur Winnie Harlow dropped a beauty brand called Cay Skin with one intention in mind: sun protection. The inaugural collection is available on the brand’s website (but you can scoop it up at Sephora come March 22) and includes four skin and suncare products in total: the Isle Glow Face Lotion SPF 45, Universal Mineral Face Lotion SPF 55, Isle Lip Balm SPF 30, and Isle Body Oil SPF 30 ($32).
2022: Inala by La La Anthony
La La Anthony launched her hair-care brand, Inala, in February. The line’s star product is a hair-growth serum, which she formulated to help combat the hair loss she was experiencing from wearing tight protective styles. “If this little bottle can bring you some happiness and peace by just making your hair grow . . . then I feel like I’ve done something good,” Anthony previously told POPSUGAR.
2022: Marsai Martin
Seemingly out of the blue in January, Martin subtly hinted about a forthcoming namesake brand called Mari by Marsai by posting about it on Instagram. By February, she launched a range of press-on nails that feature both on-trend nail-art designs and single color (but immensely flattering) options. Each one costs $20 to $22, with fitting names like CEO, Sai, Sips Tea, Quiet on Set, Rich as Cream, and Ms. Minimalist – and you can shop the entire line ahead.
2022: John Legend
Legend recently announced plans to launch an affordable skin-care line catering to consumers with melanated and dark skin tones. The line is in the development phase, and a name has not yet been shared publicly, although we do know the venture is part of his new partnership with A-Frame Brands. (The holding company also has Naomi Osaka’s Kinlò and Gabrielle Union and Dwyane Wade’s forthcoming Proudly in its portfolio.)
2022: Scarlett Johansson
“I have had acne-prone skin – struggled with that through my 20s – and I’ve tried every acne peel, mask, and skin resurfacing polish,” Johansson previously told POPSUGAR. “Whenever my skin is breaking out, I have always returned to this three-step process of cleansing, and priming, and moisturizing.” That’s what inspired the three hero launches: a gentle cleanser, a firming collagen serum, and a daily moisturizer. The Outset also carries a night cream, an eye cream, and a lip treatment.
2022: Peyton List
On Dec. 15 2021, Peyton List disclosed that she’s been working on her own beauty brand for two years. Pley Beauty is set to launch in January and will include a lineup of color cosmetics products. “It was crazy because, even when the whole world was shut down and it felt like I had no idea what would happen with filming and everything else, I was still meeting and developing this beauty brand,” List previously told POPSUGAR. Her brand is for “people that love beauty and love expressing themselves, but also care about their impact [on the world] and the environment.”
2021: Tyler the Creator
In one of the more unexpected beauty launches of late, Tyler the Creator announced that three shades of nail polish and a fragrance would be included in the expansion of his Golf le Fleur brand. The rapper tweeted that the scent specifically came from “an idea i had set on top of a mountain in california.” The polishes retail for $20 each.
2021: Machine Gun Kelly
We should have seen this one coming: after countless epic nail art moments on the red carpet – not to mention couple manicures with Megan Fox – Machine Gun Kelly launched a gender-neutral nail polish brand called UN/DN LAQR in December. It’s inspired by his own love for nail art and hit the market with ten nail polish shades and a top coat, as well as curated sets.
2021: Harry Styles
In November 2021, Styles announced the launch of his own beauty brand, Pleasing, which features four nail-polish shades housed in beautiful, circular-shaped bottles and marble-effect dome caps. He has been painting his nails for years, and thanks to his nail tech Jenny Longworth, he’s been experimenting with all kinds of nail art throughout the years – which is what makes his venture into the beauty world with Pleasing all the more fitting. The initial launch also includes the Pearlescent Illuminating Serum, a hydrating primer that gives skin a brightness and glow, and the Pleasing Pen, a dual-ended hydrating eye serum and matte lip oil.
2021: Billie Eilish
In Billie Eilish’s first venture into the beauty industry, the singer teamed up with fragrance parent company Parlux to release a first perfume called Eilish, a blend of vanilla, tonka bean, and musks. It hit the market in November 2021.
In an interview with POPSUGAR, she said, “It sounds like a lot, but I want you to be sexually attracted to yourself when you wear this perfume. That’s really how I feel. I want people to feel obsessed with themselves and infatuated with themselves and feel like they’re unstoppable, and also comfortable and beautiful. I want people to feel in love with themselves.”
2021: Lori Harvey
As her first solo venture as an entrepreneur, in October 2021, Harvey launched a skin-care line dedicated to people with skin like hers: sensitive and prone to rosacea. The initial release of SKN by LH includes five products – a cleanser, a toner, a serum, an eye cream, and a moisturizer – and those five products encompass Harvey’s everyday routine, nothing more, nothing less (for now).
2021: Jennifer Aniston
While the Friends alum had previously co-owned hair brand Living Proof from 2005 until the company was sold to Unilever in 2016, this year, Jennifer Aniston ventured out on her own with a new hair-care company called LolaVie. It launched with a single product: the Glossing Detangler, which our editors can attest is worth the hype.
2021: Ariana Grande
While Ariana Grande has quite a few fragrances under her belt, she’s never ventured into the cosmetics category – until now. On Sept. 9, 2021, the singer announced the launch of R.E.M. Beauty, a makeup brand that had been two years in the making. She told Allure that while the products are still in formative stages, they will draw inspiration from ’50s, ’60s, and ’70s glamour.
“I’ve always pictured myself in a different time period,” she said. “I’ve always wanted to wear that makeup, wear that hair, wear those outfits, be those performers.”
2021: Kristin Cavallari
In May 2021, reality TV star and Uncommon James founder Kristin Cavallari extended her empire with the launch of her new skin-care line, Uncommon Beauty. The brand features five core products: powder cleanser, serum, lip balm, eye cream, and face cream.
2021: Naomi Osaka
Naomi Osaka announced on April 27, 2021, that she was launching a skin-care brand called Kinlò to “protect and rejuvenate melanated skin tones.” The products launched in the fall and include sunscreen, fact mists, and eye cream.
2021: Becky G
On June 25, 2021, Becky G launched a makeup brand inspired by her Mexican heritage called Treslúce Beauty. Each item in the bright and colorful collection is priced under $35.
2021: Vanessa Hudgens
Vanessa Hudgens launched Know Beauty with fellow cofounder Madison Beer on June 22, 2021.
2021: Madison Beer
On June 22, 2021, Madison Beer’s skin-care brand with Vanessa Hudgens, Know Beauty, launched with a 17-piece collection. The brand uses your DNA to create a skin-care regimen for you.
2021: Priyanka Chopra Jonas
Priyanka Chopra Jonas announced she is launching a hair-care brand called Anomaly exclusively at Target in January 2021. Each item in the collection is under $6 and made with a clean formula.
2021: Dolly Parton
In the spring of 2021, Dolly Parton launched a new fragrance called Dolly by Dolly Parton. It’s an amber floral scent.
2021: Rosie Huntington-Whiteley
Former Victoria’s Secret angel and model Rosie Huntington-Whiteley is launching Clean Beauty Collaborative in the summer of 2021.
In January of 2021, Halsey surprised fans completely out of the blue with the launch of their new makeup brand About-Face, which carries a full line of color cosmetics products.
2020: Issa Rae
Issa Rae became the official co-owner of Sienna Naturals – a natural hair-care brand formulated for women with textured hair in 2020. The brand is currently in the process of restocking after selling out three times.
2020: Pharrell Williams
In 2020, Pharrell Williams surprised us with the announcement of his skin-care brand Humanrace, which has since already sold out.
2020: Addison Rae
Addison Rae created her own makeup brand called Item Beauty in partnership with Ipsy in 2020.
2020: Venus Williams
In 2020, Venus Williams had expanded her athletic wear brand, EleVen, into skin care with the launch of two sunscreen products.
2020: Taraji P. Henson
At the start of 2020, Taraji P. Henson launched TPH by Taraji, a vegan, clean hair brand sold at Target.
2019: Kylie Jenner
In 2019, Kylie Jenner expanded her beauty presence from just makeup to skin care with the launch of Kylie Skin.
2019: Tracee Ellis Ross
Tracee Ellis Ross started her own textured hair-care brand called Pattern Beauty in 2019. You can find her products at Ulta.
2019: Millie Bobby Brown
Millie Bobby Brown launched her Gen Z-focused beauty company Florence By Mills in 2019. You can shop her products online and at Ulta.
2015: Eva Mendes
Eva Mendes launched an affordable makeup line called Circa Beauty in 2015 that was sold at drugstores, but it has since been discontinued.
2015: Kim, Khloé, and Kourtney Kardashian
In 2015, Kim, Khloé, and Kourtney Kardashian took another stab at launching a beauty brand – this time with Kardashian Beauty, a hair-care line, but it unfortunately never took off.
2015: Kylie Jenner
In 2015, Kylie Jenner entered the beauty market and changed the industry forever with the launch of Kylie Cosmetics.
2015: Lindsay Ellingson
In 2015 Victoria’s Secret angel and model Lindsay Ellingson developed Wander Beauty, a cosmetics brand with a focus on easy makeup solutions for people on the go. It’s still going strong today and can be found at many major beauty retailers.
2014: Christie Brinkley
Christie Brinkley launched her skin-care company called Authentic Beauty in 2014, and then expanded it to makeup in 2017. The company’s website has since been taken down, but you can find her products at Walmart, Amazon, and Kohl’s.
2014: Tyra Banks
Tyra Banks founded her namesake beauty company in 2014 called Tyra Beauty. The direct-to-consumer brand was around for three years but was discontinued around 2017.
2012: Kim, Khloé, and Kourtney Kardashian
For a brief moment, Kim, Khloé, and Kourtney Kardashian had a makeup line called Khroma Beauty in 2012 that featured everything from cosmetics to self-tanner, but due to legal licensing issues, it was pulled from stores a year later.
2011: Salma Hayek
Salma Hayek once had her own makeup and skin-care brand called Nuance sold exclusively at CVS in 2011, but it has been discontinued.
2010: Gisele Bündchen
In 2010, the skin-care brand Sejaa was launched by supermodel Gisele Bündchen, but it has since been discontinued.
2007: Josie Maran
Actress and model Josie Maran launched her brand Josie Maran Cosmetics back in 2007. It’s carried at major retailers like Sephora to this day.
2004: Jessica Simpson
In 2004, we saw the launch of Jessica Simpson Dessert Beauty, a line of edible makeup products that have since been discontinued.
In 1994, supermodel Iman launched Iman Cosmetics, a color-cosmetics brand.