These celebrities turned their experiences in the makeup chair into their own businesses.
Rihanna, Victoria Beckham, and Selena Gomez all have their own brands.
Scarlett Johansson is the latest celebrity to announce a beauty brand.
Halsey released her own cosmetics brand, About-Face, earlier this year.
Halsey confirmed the brand on Instagram in January, explaining that she has done her own makeup for red carpets, performances, and music videos for years now.
"[Makeup] is one of my greatest loves, but I have always stood firm in the belief that makeup is about feeling cool — not looking perfect. I have worked tirelessly on this for years with an incredible team and i hope you feel my DNA all over it. PLUS it's vegan and cruelty free," she wrote.
About-Face offers eye shadow, highlighter, lipstick, and more. Insider's Amanda Krause tested the range in February and loved how the items created bold looks. She particularly recommended the Paint-It Matte lipsticks, Shadowsticks, and Matte Fluid Eye Paints.
Selena Gomez's brand Rare Beauty hit shelves in September.
Gomez's latest endeavor is Rare Beauty, which is only available on its website or Sephora. Insider's Amanda Krause reviewed every product in the brand's collection, and called it "one of the best celebrity collections I've ever tried."
Krause also reported that the brand will pledge $100 million over the next 10 years to help "increase access to mental-health services, with a focus on underserved communities," and Rare Beauty has pledged 1% of all annual sales to its Rare Impact Fund.
Lauren Conrad announced her makeup brand, Lauren Conrad Beauty, in August.
Conrad has explored many different business ventures since leaving "The Hills. She's the author of nine books, both fiction and non-fiction, and runs an entire lifestyle line, LC Lauren Conrad. She also co-founded the fair trade online marketplace, The Little Market.
In 2020, she revealed her plans to add another hyphen to her long list of titles: makeup mogul. Conrad posted on Instagram, "I'm very excited to announce @laurenconradbeauty! This collection has been years in the making, and now I can FINALLY share it with everyone." She added that all products are "clean, environmentally friendly, ethically sourced, cruelty-free, and vegan."
The entire first collection is available to purchase now: liquid highlighter, liquid eyeliner, lipstick, lip and cheek tint, and lip gloss.
Scarlett Johansson is releasing a skincare brand in early 2022.
In June 2021, Johansson announced she is launching the brand with Kate Foster, who previously worked in the beauty division of Victoria's Secret and at Juicy Couture. It is not yet clear what items they are releasing, and if their focus is makeup or skincare.
"I've been fascinated by the transformative power of beauty since I was a child," Johansson said in a press release announcing the venture. "My mother instilled in me a passion for self-care from my early teenage years. Several years ago, I took a step back from my beauty deals with the goal of creating something true to me. The result is a clean, accessible approach to beauty."
Jennifer Lopez also started her own makeup and skincare line, JLo Beauty.
In August, the "Hustlers" star posted a typically beautiful selfie with the caption, "Sunset glow... #JLoBeauty coming soon," confirming that her brand was on its way after she filed a patent for it in December 2019.
JLo Beauty offers items including eye cream, serum, masks, and tinted moisturizer. Insider's Amanda Krause tested the line for a week and noticed a glow on her skin after using the products, but she also found some of the items irritated her skin.
Part of Gywneth Paltrow's Goop empire is the beauty brand, Goop Beauty.
Paltrow founded Goop in 2008 as an email newsletter. Over a decade later, it's become her main focus, and has led to an e-commerce shop, a podcast, a Netflix reality show, pop-up shows, health summits, and a print magazine ... plus, more than a little controversy.
While Goop's online store sells all types of brands, there's also the in-house Goop Beauty brand. It offers face and eye creams, exfoliators, serum, face peels, a face massage roller, and more.
Posh Spice herself has her own beauty and makeup brand, Victoria Beckham Beauty.
The beauty products are, like everything Beckham does, are on the pricier side, with a primer/moisturizer hybrid costing $145 or a $210 serum. However, some of the makeup isn't as expensive, with $28 eyeliner or a $56 eyeshadow palette.
Fenty Beauty is named after Rihanna's last name.
Part of what has made Rihanna the richest female musician in the world is Fenty Beauty. She earned rave reviews for her inclusive foundation and concealer lines, which dropped with 40 and 50 shades, respectively.
It was even named "invention of the year" in 2017 by Time magazine.
Millie Bobby Brown launched a skincare and makeup line, Florence by Mills.
Brown announced Florence in August 2019 on Instagram, calling it the love of her life and revealing that she'd kept it secret for two years.
The brand is named after her great-grandmother, and it offers dozens of products, including masks, face mist, brow gel, concealer, and face wash.
Lady Gaga's beauty brand is called Haus Laboratories.
Gaga fans had been anticipating it for a while, but the "A Star Is Born" actress finally confirmed in 2019 that she was launching a makeup line, Haus Laboratories.
The products are available to ship from its website or Amazon.
Iman created an inclusive makeup line specifically for people of color, Iman Cosmetics.
Inclusion is still an issue in the cosmetics industry, with plenty of brands still getting criticized for not having a wide enough range of foundation shades.
That's why Iman is such a trailblazer in the community. She started Iman Cosmetics back in 1994, and it's specifically made for people of color. The brand offers 16 foundation shades, which might not sound like a lot, but when compared to larger lines that dedicate three to four shades towards darker tones, it's a game changer.
Her line offers much more than foundation though. It essentially has anything you could ever need.
Kylie Jenner has seen incredible success with Kylie Cosmetics.
The most famous part of Jenner's makeup line is, of course, her lip kits, but Kylie Cosmetics sells more than that. The brand also offers eyeshadow, highlighter, eyeliner, and more.
Her sister, Kim Kardashian West, has also gotten into the beauty game with KKW Beauty.
KKW Beauty offers similar products to her sister Kylie's brand, and the two often collaborate with KKW x Kylie limited edition products.
Part of Jessica Alba's multimillion-dollar Honest Company is the makeup and beauty line.
The Honest Company was founded in 2011 as a way for new parents to get their hands on baby and cleaning products that were completely non-toxic, with products like baby wipes and diapers.
Now, Alba's brand has expanded to include makeup and beauty products. According to its website, some of the bestsellers are its liquid lipsticks, facial oil, liquid eyeliner, and mascara.
Even Meghan Markle's makeup artist swears by one of Honest's products, the "Magic Balm," which he told Insider he applies to collarbones, eyelids, and lips.
Flower Beauty is Drew Barrymore's completely cruelty-free beauty brand.
When Barrymore founded Flower Beauty in 2013, it was originally only available at Walmart. She told Business Insider in 2016 that she's "been in a makeup chair since I was 6 years old and had the fortune of working with the icons of the beauty industry."
Flower grew even more in 2018 when the brand partnered with Ulta. Now, her cruelty-free line includes makeup products like eyeshadow palettes, mascara, and blush, accessories like brushes, blenders, and makeup bags, and a fragrance line.
Miranda Kerr is the founder and CEO of skincare and beauty company Kora Organics.
Kerr is one of the most famous models in the world, so her pivot to skincare and beauty isn't a huge stretch.
She founded Kora in 2009 after spending 18 months "studying nutrition and health psychology" at a university in her native Australia. A decade later, Kora is still going strong and is now sold in the US at Sephora. The products range from face mists, toners, and serums, to lip tint, to aromatherapy.
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