Celebrity owned cosmetic brands: The whos, whats and whys



Rare Beauty’s message for their costumers

With every shelf at Sephora, it has become the new norm to associate each and every brand with the looming headshot above each display case of a celebrity who backs the brand. It has turned from not only loving the product, but supporting the singer, model, or childhood actor who is claiming the brand as their own. Although, this has proven an effective marketing strategy, is it good for us, the normal people who just want good products, or are we buying it to look like the model who created it, who undoubtedly isn’t using any of these products, and gets facials on the regular? 

Looking at this new phenomenon, it is important to look at it from a few different angles. For one, is the celebrity owner actually involved with the brand? Do they advertise it on their own socials? Do they explain the products they create and seemingly choose what is created? Apart from this, it is important to look at why they created it. Is it simply a scheme to make more money that they can’t possibly spend, or are they bringing something new to the game? Along with this, what does the brand stand for? What is their message?

As a consumer who has fallen victim to faulty products just because I like names attached, let’s take a deeper look at whom we really should support. 

Rare Beauty

Through and through, I can personally defend Rare Beauty’s recent hype; it is just so worth it. Not only is the product affordable for the quality—we all know how far just a drop of shade Happy or Grateful can get you—but founded by everyone’s favorite, Selena Gomez, she ensures the brand is backed by her moral code. The brand’s message is breaking down unrealistic standards of perfection. As the child Disney star and singer struggles with an autoimmune disease, Lupus, having an effect on her skin and weight, she preaches the idea that beauty standards are hurtful and everyone deserves to feel beautiful. She endorses her brand all throughout social media, and raises money to build awareness and access to mental health resources. The real kicker for me? Her packaging is sustainable and her products are clean and cruelty-free.


Rhode Beauty, created by Hailey Beiber, is a brand I have had less personal experience with. I have tried it on a few occasions when my sister is home from college. She focuses on restoring the skin barrier and has obtained a substantial audience sticking to a more clean girl aesthetic in her dewy skin look with slicked hair. My first issue with these products? The name Rhode was allegedly stolen from a minority-owned fashion brand started in 2014. Along with that, I really don’t love skincare lines that only sell their products through their own websites, and not where it is more accessible in places like Sephora and Ulta. If I can’t find it there, I am not going out of my way to get it. In the positives, it is affordable, and she strived to make a product that is accessible to everyone. She also has obtained the Leaping Bunny, certifying Rhode as clean and cruelty-free.

Fenty Beauty

After Rihanna’s recent performance where she advertised her brand, Fenty Beauty, she has just become all the more popular. The message surrounding the brand is the idea of “Beauty for all” and they have done just that. They have released 50 shades of foundation in her mission to exclude no one, and Fenty flourishes because of the shade range and inclusivity they represent. The pricing is relatively affordable compared to most high-end makeup lines, and clean and cruelty-free. Rihanna just doesn’t miss.


I love Ariana Grande more than anything, truly, and that doesn’t stop with her singing or acting. However, along with her Instagram endorsements of her products, I would love to see just a little more of her not in a studio or in obvious ads using her products, it would feel more real. And while I feel she creates quality makeup, I wouldn’t say a significant amount of it stands out among its competitors. It is good, but I am not sure what makes it great.  Luckily, they are clean, vegan, and cruelty-free because we wouldn’t expect anything less from Ari.