Another day, another celebrity makeup brand is hitting the market. More and more celebrities and influencers are jumping into an already crowded space and bringing their masses of fans with them.
And why wouldn't they? According to Oberlo, the beauty industry is worth a staggering $579 billion in 2023. Celebrities get to cash in on their name and likeness, while fans get something designed by their favorite VIP.
Fresha recently conducted a study on the most popular celebrity beauty brand. They looked at the average monthly search volume for each beauty brand, the Instagram following of each official account, TikTok posts, and the number of views on each TikTok hashtag. An overall beauty index score was calculated from each variable to find the most in demand celebrity beauty brand.
The top five list has some heavy hitters and notable absences. Rare Beauty by Selena Gomez comes in at No. 1, followed by Kylie Cosmetics by Kylie Jenner, Fenty Beauty by Rihanna, Florence Mills by Millie Bobby Brown, and R.e.m. Beauty by Ariana Grande.
We looked to Houston makeup expert Mari Metzler for her take on the celebrity makeup craze. Metzler is not only an industry veteran; she created her own makeup line, making her a certified expert on what to look for in products.
"When a known name stands behind a product, it's like a friend recommending their favorite lipstick or foundation. It cuts through the overwhelming noise and offers a trusted starting point for consumers."
Metzler took a deep dive into each celeb-backed line to give her opinion on what's the best of the best.
Favorite Product: Rare Beauty's Liquid Touch Weightless Foundation
What It Does: Provides medium to full coverage with a lightweight, natural finish.
Why We Like It: The foundation feels incredibly weightless on the skin yet provides excellent coverage, offering a natural, radiant finish that lasts all day.
Selena Gomez's Rare Beauty ranks as number one celebrity makeup line. Photo by Rare Beauty
Favorite Product: Kylie Cosmetics' Kyshadow - The Bronze Palette
What It Does: Features nine pressed powder eyeshadows in neutral and bronze hues with matte and shimmer finishes.
Why We Like It: This palette is incredibly versatile, making it easy to create everything from a natural daytime look to a more dramatic evening eye.
Kylie Cosmetic's eye shadow pallets have great colors for fall looks.Photo by Kylie Cosmetics
Favorite Product: Fenty Beauty's Gloss Bomb Universal Lip Luminizer
What It Does: Delivers explosive shine in universally flattering shades.
Why We Like It: It's not sticky, has an addictive peach-vanilla scent, and gives the lips a luscious, fuller look.
Rhi Rhi's Fenty Beauty line is color inclusive for all skin tones. Photo by Fenty Beauty
Favorite Product: Florence by Mills' Cheek Me Later Cream Blush
What It Does: Provides a buildable, blendable pop of color that lasts.
Why We Like It: The formula is creamy and easy to blend, providing a natural, youthful flush to the cheeks.
Cream blush is everywhere this season. Photo by Florence by Mills
Favorite Product: Interstellar Highlighter Topper
What It Does: This highlighter offers a satin-pearl sheen that enhances the skin's natural luminosity.
Why We Like It: The formula is subtle and never glittery, perfect for achieving a fresh, dewy glow.
Photo by Rare Beauty
Selena Gomez's Rare Beauty is the highest ranked celebrity makeup brand.
Get that freshy glowy look just like Ariana Grande with her makeup line's highlighter. Photo by R.e.m Beauty
The new FIGS store will offer a Color Clinic and Customization Station to let shoppers personalize their FIGS uniforms. Photo courtesy of FIGS/Instagram