The 10 most popular celebrity beauty brands, according to data

How many can you guess?

Beauty Editor / September 21 2023

Say what you want about celebrities launching beauty lines. But the truth is, some of the all-time greats have been born from those very brands. In fact, it's hard to remember a time before Rihanna single-handedly changed the foundation shade game or when the words 'glazed donut' meant nothing but a sugary baked good. Whether it's off the back of a recent retirement or at the height of their career, celebs are transforming beauty side hustles into full-blown empires.

Removing all the smoke, mirrors and sponsored posts, who is truly creating the biggest impact? Beauty marketplace Fresha recently conducted a study collating the average monthly search volume and social media following of each celebrity beauty brand, and ranked the top 10 most popular by giving each brand an overall beauty index score.

But before you scroll down and reveal the answers, can you name three brands you think might be on the list? 

#1 'Rare Beauty' by Selena Gomez

She has the highest Instagram following in the world, so it comes as no surprise that Selena Gomez's beauty brand has pulled an equally as impressive number at 6.1 million followers. Over on TikTok, the #rarebeauty hashtag sits at a current six billion views and 227,544 posted videos the highest number of any celebrity-owned beauty brand.

In regards to search volume, Rare Beauty comes in at the second highest with 621,500 monthly searches globally.

Total score: 94.58/100


#2 'Kylie Cosmetics' by Kylie Jenner

If you can cast your mind back to 2015, you might remember Kylie Cosmetics began operating under the name Kylie Lip Kits and exclusively sold the now-iconic lip liner and liquid lipstick duo. Since undergoing a rebrand (or two), Kylie Cosmetics now boasts 25.6 million followers (more than any other brand on this list) plus, a TikTok hashtag that currently hosts two billion posts and averages 246,000 in monthly searches.

Total score: 88.42/100



#3 'Fenty Beauty' by Rihanna

Unsurprisingly in third place is Rihanna's Fenty Beauty. The brand (which is only six years old) has been valued at an estimated $2.8 billion, has the highest monthly search volume, counts itself as the brand with the second highest Instagram following at 12.6 million and has a TikTok hashtag with over three billion yearly views on it. However if you're asking us, Fenty's most impressive number to date is without a doubt its 50-shade foundation range.

Total score: 86.3/100


#4 'Florence by Mills' by Millie Bobby Brown

You might've heard of this brand and never made the connection to the Stranger Things actress, Millie Bobby Brown. The Gen-Z favourite was launched in 2019 and has already garnered an impressive 3.3 million Instagram followers, one billion TikTok views and ranks third in the most global monthly searches. 

Total score: 84.64/100


#5 'r.e.m. beauty' by Ariana Grande

One of the newer brands to make the list, Ariana Grande's r.e.m. beauty has only been around since the end of 2021 and is already making a splash with one billion views on TikTok, 1.8 million Instagram followers and a whopping 184,000 monthly global searches. 

Total score: 75.62/100

#6 'Jeffree Star Cosmetics' by Jeffree Star

As controversial as he might be, Jeffree Star clearly knows a thing about running a successful beauty empire. Just one year away from celebrating its 10 year anniversary, Jeffree Star Cosmetics is home to the fifth-highest beauty brand Instagram following with 6.1 million followers, 413 million yearly TikTok views and an average of 105,200 global monthly searches.

Total score: 73.53/100


#7 'Supergoop' by Maria Sharapova

She might be the first (and only) professional athlete to make this list, however, we have a feeling that it still mightn't be Maria Sharapova's proudest achievement. Since her retirement, the former world No.1 tennis player joined Holly Thaggard as a co-owner of the SPF brand, Supergoop. Since its 2007 launch, the brand has built a 656,348 Instagram following, gains 264 million TikTok views a year and averages 198,000 monthly global searches. 

Total score: 64.50/100


#8 'Haus Labs' by Lady Gaga

Though it's still not yet available in Australia, chances are you've come across Haus Labs while perusing the 'For You' page. A fan favourite among beauty lovers online, we're not surprised to see Lady Gaga's brand making this list. The #hauslabs hashtag has over 339 million views, over one million Instagram followers and receives 69,700 monthly global searches.

Total score: 64.21/100


#9 'Rhode' by Hailey Bieber

Just celebrating its first birthday, Rhode has had an incredibly busy (and successful) past 12 months. The skin care brand that's become synonymous with the glazed donut trend boasts just shy of one million Instagram followers, 427 million TikTok views and 113,000 global monthly searches. If we were to meet back here in another year, our money is on Rhode sitting in the top three.

Total score: 64.04/100


#10 'Goop' by Gwyneth Paltrow

Gwyneth Paltrow has been a big name within the wellness and beauty industry well before it became cool. However, Goop's initial offering (which began as a weekly newsletter) has since evolved into a makeup, skin care and supplement brand that is host to 1.8 million Instagram followers, 108 million TikTok views and 145,000 monthly views.

Total score: 61.98/100


Main image credit: @rhode/@kyliecosmetics

Love a celeb-owned beauty brand? Here are Selena Gomez's top 6 picks from her Rare Beauty range...

Ruby is BEAUTYcrew's Beauty Editor. She is the CEO of nine global corporations. Just kidding. She does however, report on the latest beauty trends, celeb skin care lines (the wonderful, the so-so and the downright unnecessary). If you're ever at a lull in conversation with her, be sure to mention anything hormonal acne or Real Housewives and you'll be set for hours.