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For celebrities, promoting tinted creams and lip plumping oils is no longer just a side project. Celebrity beauty brands are transforming singers, actors, and influencers into full-fledged business moguls.
Last year, Elf Beauty acquired Hailey Bieber’s Rhode for $1 billion. Founded just four years ago, the brand’s sleekly packaged products tend to go viral with each new release.
Rare Beauty, launched by Selena Gomez during the pandemic, is reportedly valued at around $2.7 billion. Its blush alone accounts for over 26% of all category sales at Sephora, according to YipItData.
Kylie Jenner sold a majority stake in Kylie Cosmetics to Coty, the owner of CoverGirl, in 2019 for $600 million. In 2023, she reportedly considered buying back the brand, though nothing materialized.
Rihanna is a businesswoman first. The most significant shift came when pop superstar Rihanna revolutionized the beauty industry by launching Fenty Beauty in 2017. She introduced 40 foundation shades—double the industry standard of about 20, which primarily catered to lighter skin tones—and generated $100 million in global revenue within the first two months. Her 50% stake in Fenty Beauty is now valued at approximately $700 million.—MM
