- The biggest trend in Hollywood is celebrity-owned beauty brands.
- Stars like Jennifer Lopez, Halsey, and Jonathan Van Ness have all launched beauty products in 2021.
- The trend is only just beginning, with stars like Harry Styles and Cardi B filing trademarks for their own brands.
Celebrity fragrances were once the move, but now, it feels like everybody who’s anybody has their own bona-fide beauty brand. Selena Gomez? Check. Rihanna? Double check. Pharrell Williams? Check, again. In just the last year alone, over 10 new makeup, skincare, and hair-care brands popped up under the names of A-listers, and we didn’t even have to bet our entire makeup stash that the trend continued into 2021.
Just five days into the new year, two celebrities launched their own beauty companies. On Jan. 4, J Lo Beauty, by none other than Jennifer Lopez, hit the market, and that same day, About-Face came completely out of the blue by Halsey.
Additional debut celebrity beauty brands of 2021 include Know Beauty, a joint brand by Vanessa Hudgens and Madison Beer, and Treslúce Beauty by Becky G, just to name a few. Oh, and stars like Cardi B, Harry Styles, Ciara, and Kris Jenner have all filed trademarks for their own beauty brands – they just haven’t announced any additional details.
We’re keeping our ears open and our eyes peeled for hints from our favourite brand-less celebrities. (We’re looking at you, Zendaya.) In the meantime, keep scrolling to study up on the latest celebrity beauty brands of 2021.
Getty / Tibrina Hobson
Uncommon Beauty by Kristin Cavallari
In May, reality TV star and Uncommon James founder Kristin Cavallari extended her empire with the launch of her new skincare line, Uncommon Beauty. The brand features five core products, including a powder cleanser, serum, lip balm, an eye cream, and face cream.
Getty / Tommaso Boddi
JVN by Jonathan Van Ness
Hairstylist, groomer, and beloved member of Queer Eye, Jonathan Van Ness took everything he knows and poured it into his own hair brand called JVN. The lineup launched on Aug. 31 and includes a total of 10 products, from shampoos to conditioners to leave-in cream stylers.
Getty / Steve Granitz
R.e.m. Beauty by 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, 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 its 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.”
Getty / Steve Granitz
Lolavie by Jennifer Aniston
While the Friends alum had previously co-owned hair brand Living Proof in 2005 until selling it 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.
Getty / Daniele Venturelli
Kind Science by Ellen Degeneres
Comedian and longtime TV host Ellen Degeneres partnered with friend and beauty industry veteran Victoria Jackson to launch Kind Science, a skin-care brand dedicated to all ages (the youngest being “kindergarten,” Degeneres joked during a press event for the launch).
