Star Power & Lipstick: What Makes These 3 Celebrity Beauty Brands Reign Supreme?

In recent years, celebrity beauty brands have risen rapidly—not merely relying on the fame of their founders, but standing out in a fiercely competitive market through precise strategy, differentiated positioning, and powerful capital operations. Among them, Fenty Beauty, Kylie Cosmetics, and Rare Beauty are the most iconic, each leveraging core values like inclusivity, clean beauty, and mental health advocacy to capture consumers' attention.

Fenty Beauty: Breaking Industry Rules with Inclusivity

Founded by American singer Rihanna in collaboration with French luxury conglomerate LVMH, Fenty Beauty launched with the concept of *beauty for all*. It shook the industry by offering 50 foundation shades, breaking the long-standing limitations around skin tone inclusivity. This emphasis on diversity not only met the needs of a wider range of consumers but also became the brand’s strongest competitive edge.

From a business perspective, Fenty Beauty has shown impressive momentum. Leveraging Rihanna’s global fame and the strategic alliance with luxury powerhouse LVMH, the brand has carved out a high-end image with both its marketing strategies and product standards. In 2023 alone, it brought in around $602.4 million in sales. High-profile appearances, including during major events like the Super Bowl, have further amplified its presence. As a result, the brand’s market valuation has climbed to an estimated $2.8 billion.

Kylie Cosmetics: The “Lip Kit Queen” of Social Media

As a major influencer from the Kardashian-Jenner clan, Kylie Jenner launched Kylie Cosmetics in 2015 with a lip kit that quickly went viral. The brand focuses on clean and vegan formulas, which have resonated with younger consumers. Kylie maintains a strong presence on platforms like Instagram, where the brand’s account has over 25 million followers and each post garners an average of 30,000 likes—demonstrating extraordinary social media power.

In 2019, Kylie sold a majority stake in her brand to beauty giant Coty Inc., expanding the product line to include eyeshadow, highlighters, blush, and even baby care products. With constant product evolution and a powerful fan economy, Kylie Cosmetics brought in about $380 million in revenue in 2023, firmly securing its position among the top celebrity beauty brands globally.

Rare Beauty: A Mental Health Advocate Beyond Makeup

Launched in 2020 by Selena Gomez, Rare Beauty stands apart from conventional beauty brands by making social responsibility a cornerstone of its identity. Central to its mission is raising awareness about mental health, an issue Gomez has personally championed. To support this cause, the brand established the Rare Impact Fund, committing 1% of all sales to mental health organizations and services. This values-driven model has fostered a strong emotional connection with consumers, cultivating a loyal and purpose-aligned community.

Rare Beauty has also made a mark with its innovative product lineup. The Soft Pinch Liquid Blush, one of its most popular products, quickly became a fan favorite and often sells out. With the brand’s growing impact, it broadened its offerings by launching a body care range in late 2023. By 2024, Rare Beauty's annual revenue exceeded $400 million, marking a notable increase from $300 million the previous year.

These three celebrity brands have secured their positions in the beauty market thanks to clear brand positioning and strong collaborations with industry giants. Fenty Beauty relies on LVMH for robust supply chain and market resources, while Kylie Cosmetics benefits from Coty’s expertise in product development and distribution. These partnerships provide solid support for sustainable growth and help the brands address the challenge of declining consumer loyalty.

Moreover, celebrity beauty brands are increasingly tying themselves to social issues—such as diversity, sustainability, and mental health—transforming them from mere “cash grabs” into cultural symbols with warmth and purpose.

As consumers continue to demand both product performance and value alignment, celebrity beauty brands must keep innovating and deepening their ties to societal issues. Only by converting influence into value-driven leadership can they maintain a competitive edge in today’s fast-changing market.