Selena Gomez. Tracee Ellis Ross. Hailey Bieber. Rihanna. Lady Gaga. Gwen Stefani. Gabrielle Union. These are just a handful of Hollywood names that have debuted beauty collections over the last several years. And while celebrity beauty brands aren’t a new phenomenon, there are so many out there right now that sometimes it’s even hard for a beauty editor to keep track of them all. With so many superstar-backed brands on the market, it was only a matter of time before the industry created a whole new sub-genre to track: the most lucrative celebrity beauty brands.
Using data sourced from Statista, marketing experts at Upbeat Agency just revealed the top-earning celebrity beauty brands of 2023. Topping the list is global phenomenon Fenty Beauty by Rihanna. Priyanka Chopra Jonas’s hair care brand Anomaly was the second highest-earning, followed by Kylie Cosmetics by Kylie Jenner, r.e.m beauty by Ariana Grande, Rare Beauty by Selena Gomez, Flower Beauty by Drew Barrymore, Go-To Skincare by Zoë Foster Blake, Alterna Haircare by Katie Holmes, Supergoop! from Maria Sharapova and Jeffree Star Cosmetics.
Read on to find out which products from the top 10 are driving their mega successes and the products that have impressed us most.
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2. Anomaly Haircare
When Priyanka Chopra Jonas launched Anomaly she strived to create a clean, affordable hair-care brand that allowed customers to help the planet while not compromising on their hair care. If the brand’s often-sold-out products are any indication, Chopra Jonas has achieved her goal maybe a little too well.
When the Kylie Lip Kits debuted in 2015 it sparked a new beauty empire, helmed by the youngest member of the Kardashian/Jenner clan. Kylie Cosmetics has expanded considerably in the nine years, with its Kylash Volume Mascara claiming the title of the brand’s “most searched” product in 2023.
Ariana Grande knows how to perfect a good thing. (See: her signature ponytail, cat-eye and glossy lips.) That same dedication applies to her collection of makeup and skin care. The brand’s top-searched product in 2023 was its skin-hydrating Sweetener Foundation (a product one editor said “completely changed [her] outlook on face makeup”), followed by the addicting Essential Lip Drip Oil. (The latter was also a 2023 NewBeauty Award Winner.)
There are so many things we love about Gomez’s Rare Beauty brand. One is its ultra-flattering, long-lasting Soft Pinch Liquid Blush (a product that had 34,000 monthly searches last year), but also the brand’s commitment to mental health causes: 1 percent of Rare Beauty’s yearly revenue goes to the Rare Impact Fund, which aims to enhance mental health support in marginalized areas.
What can’t Drew Barrymore do? Not much! She’s a veteran actress, designer, magazine editor, talk show host and beauty brand founder. Barrymore launched FLOWER Beauty in 2013 with the goal of creating high-quality, inclusive makeup products at affordable prices, and a decade later it’s bigger than ever. The brand’s foundation generated a ton of success last year, but don’t sleep on their Perfect Pout Moisturizing Lipstick—it’s silky soft, smooth and has a “splendidly sweet” subtle vanilla scent.
Australian author Zoë Foster Blake wanted to use simple yet effective skin-care products made with natural ingredients, so she created Go-To Skincare. The brand’s most popular product is the Face Hero, a deeply hydrating yet “fantastically lightweight” face oil that “insures your face against fine lines, dark spots, dryness and aging inflammation.”
Katie Holmes’ Alterna hair-care brand (she became co-owner in 2013) strives to minimize its environmental footprint by using responsibly sourced ingredients and recyclable packaging. The brand’s most popular product is a shampoo in their CAVIAR collection, but we’re partial to the line’s Working Hairspray. (“I’m pretty sure this stuff is magic,” says our editor.) It was named the Best Flexible Hairspray in NewBeauty‘s 14th Annual Beauty Awards thanks to sunflower seed oil, jojoba seed oil and caviar extract.
Tennis star Maria Sharapova’s skin-care brand Supergoop! (she is a co-owner) lands in the penultimate spot thanks in no small part to Glow Screen SPF 40. The glowy tint is so much more than sun (and blue light!) protection; it hydrates, primes and mimics the warm radiance of sun-kissed skin, sans the damage.
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