In the last two decades, countless celebrities have ventured into the beauty industry, hoping to turn their fame into lucrative business empires. While some celebrity-founded brands have achieved massive success, dominating the market with high-quality products and strong branding, others have struggled to gain traction. Some stars bring innovation and passion to the beauty world, while others launch products that feel like nothing more than a cash grab. Success often depends on product quality, marketing, and how well the brand resonates with consumers. Some celebrities have built multi-billion-dollar brands, while others have quietly faded from the industry. The beauty market is competitive, and even star power isn’t enough to guarantee success. Those who invest in research, create unique formulations and understand their audience tend to thrive. Meanwhile, those who launch with poor-quality products or unclear branding often fail. Here are some of the most notable celebrity beauty brands—both the ones that became industry giants and those that failed to make an impact.
1. Madonna – MDNA Skin (Unsuccessful)
Madonna’s MDNA Skin, launched in 2014, was supposed to be a luxury skincare brand inspired by the singer’s beauty routine. The line featured high-tech skincare, including a $600 magnetic clay mask and other expensive treatments. However, despite Madonna’s star power, the brand failed to resonate with a mainstream audience. The pricing was too high, and the brand lacked clear messaging to differentiate itself from other luxury skincare lines.
Many consumers felt disconnected from the brand, as Madonna’s influence in the beauty world wasn’t as strong as in music. According to W Magazine, Madonna was heavily involved in the formulation process, but the brand still struggled to gain traction. Unlike Fenty Beauty or Kylie Cosmetics, MDNA Skin failed to generate buzz or build a loyal following.
2. Rihanna – Fenty Beauty (Highly Successful)
Rihanna’s Fenty Beauty is one of the most groundbreaking celebrity beauty brands of all time. Launched in 2017, it revolutionized the industry by introducing an inclusive shade range that catered to all skin tones, particularly deeper complexions that were often ignored. The brand’s initial release of 40 foundation shades set a new standard, forcing other companies to expand their inclusivity. Beyond inclusivity, Fenty Beauty offers high-quality products, from complexion essentials to innovative highlighters and lip glosses.
The brand’s marketing, backed by Rihanna’s involvement, played a major role in its success. As noted on MarketSociety, Fenty Beauty quickly became a billion-dollar brand, with its popularity extending beyond just Rihanna’s fan base. The company expanded into skincare with Fenty Skin and fragrances with Fenty Eau de Parfum, proving it wasn’t just a one-time success.
3. Kylie Jenner – Kylie Cosmetics (Highly Successful)
Kylie Jenner changed the beauty industry when she launched Kylie Cosmetics in 2015, starting with her famous Lip Kits. The brand became an instant success, fueled by Kylie’s massive social media presence and the exclusivity of limited product drops. The “Kylie Lip Kit” trend created a frenzy, with products selling out within minutes. While some criticized the brand for repackaging existing formulas, its popularity was undeniable.
Kylie’s ability to market herself as the ultimate influencer allowed the brand to reach younger consumers. According to BBC News, Kylie Cosmetics later expanded into a full makeup line, offering eyeshadows, concealers, and even skincare under Kylie Skin. While some newer launches have received mixed reviews, the brand remains one of the most successful celebrity beauty ventures.
4. Selena Gomez – Rare Beauty (Highly Successful)
Rare Beauty, founded by Selena Gomez in 2020, quickly became one of the most respected celebrity beauty brands. Unlike many celebrity lines that rely solely on the founder’s fame, Rare Beauty has earned praise for its unique formulas and strong brand mission. The brand promotes self-acceptance and mental health awareness, aligning with Selena’s advocacy. Its lightweight foundations and concealers cater to natural, skin-like finishes rather than heavy coverage. The Soft Pinch Liquid Blush became a viral sensation, known for its intense pigmentation and blendability.
As discussed in Fast Company, Rare Beauty’s success lies in its combination of high-quality products, an inclusive message, and thoughtful branding. Consumers appreciate the brand’s commitment to creating makeup that enhances rather than masks natural beauty. The brand’s philanthropy also adds to its credibility, with a portion of profits going toward mental health initiatives. Rare Beauty has positioned itself as more than just another celebrity brand—it’s a socially conscious movement. With consistently positive reviews and strong sales, it’s clear that Selena Gomez’s brand is here to stay.
5. Kim Kardashian – KKW Beauty (Successful but Later Discontinued)
Kim Kardashian’s KKW Beauty launched in 2017, riding on the success of Kylie Cosmetics but catering to a slightly older audience. The brand focused on contour kits, highlighting Kim’s signature sculpted makeup look. Initially, KKW Beauty received strong sales, thanks to Kim’s massive influence and strategic marketing. However, over time, the brand struggled to differentiate itself from Kylie Cosmetics and other celebrity-driven lines. The minimalist packaging and product lineup lacked innovation, making it harder to sustain consumer excitement.
In 2021, Kim shut down KKW Beauty, announcing plans to rebrand and relaunch with a fresh identity. Some speculate that the brand’s decline was due to changing beauty trends and increased competition. While it wasn’t a complete failure, it didn’t maintain the lasting power of other celebrity brands. Kim later pivoted to skincare with SKKN by Kim, which has received mixed reviews for its high price point. Though KKW Beauty had initial success, it ultimately couldn’t maintain long-term relevance in an oversaturated market.
6. Jessica Simpson – Dessert Beauty (Unsuccessful)
Jessica Simpson’s Dessert Beauty, launched in 2004, was a short-lived beauty brand that focused on edible, scented cosmetics. While the idea of “tasty” beauty products seemed unique at the time, it quickly lost credibility. Many consumers found the products gimmicky and impractical, with overly sweet scents and sticky textures. Instead of being a serious beauty brand, Dessert Beauty came across as a novelty line that didn’t offer real skincare or makeup benefits. The marketing also felt overly childish, making it hard to appeal to a broad audience.
Within a few years, Dessert Beauty completely disappeared due to poor sales and legal issues. The brand failed to create a lasting impact, proving that not every celebrity venture is destined for success. While Jessica Simpson has found success in fashion, her beauty brand was widely considered a flop. The lesson from Dessert Beauty is that gimmicks don’t make a brand sustainable—quality and innovation do. Without a strong foundation, even the biggest celebrities can fail in the beauty industry.
7. Lady Gaga – Haus Labs (Initially Struggled but Later Became Successful)
Lady Gaga launched Haus Laboratories (Haus Labs) in 2019, hoping to bring her bold, avant-garde beauty aesthetic to consumers. However, the initial launch faced challenges due to its exclusive partnership with Amazon, which limited accessibility and hurt brand visibility. The products, while decent, lacked a strong identity that set them apart from other celebrity beauty brands. Many consumers felt that the brand did not fully capture Gaga’s signature boldness, instead offering products that felt too safe. Sales were underwhelming, and the brand failed to generate the level of excitement expected from someone as iconic as Lady Gaga.
However, in 2022, Gaga rebranded Haus Labs, revamping its formulas, packaging, and overall mission. The new version of the brand emphasized clean beauty, high-performance pigments, and innovation. Moving to Sephora helped Haus Labs reach a broader audience, and its Triclone Skin Tech Foundation quickly became a bestseller. The rebrand was a success, proving that a struggling beauty brand can turn things around with the right adjustments. Today, Haus Labs is thriving, showing that learning from early mistakes can lead to long-term success.
8. Drew Barrymore – Flower Beauty (Successful but Underrated)
Drew Barrymore’s Flower Beauty, launched in 2013, is one of the most underrated yet consistently successful celebrity beauty brands. Unlike many high-priced celebrity brands, Flower Beauty focuses on affordability and accessibility. Available in drugstores like Walmart, the brand offers high-quality makeup at budget-friendly prices. Barrymore’s hands-on approach and passion for makeup helped the brand maintain authenticity and strong consumer trust. The line includes fan favorites like the Light Illusion Foundation and Petal Pout Lipsticks, which rival luxury brands in quality.
What sets Flower Beauty apart is its focus on everyday beauty rather than celebrity glamour. The products are easy to use, well-formulated, and cater to a wide audience. While it doesn’t get the same level of hype as Fenty Beauty or Kylie Cosmetics, it remains a solid and reliable choice for makeup lovers. The brand’s consistency and Barrymore’s genuine involvement have helped it stay relevant for over a decade. Flower Beauty proves that a celebrity brand doesn’t need a luxury price tag to be successful.
9. Millie Bobby Brown – Florence by Mills (Moderately Successful but Criticized)
Millie Bobby Brown launched Florence by Mills in 2019, targeting a Gen Z audience with clean, playful beauty products. The brand focuses on skincare and makeup designed for young consumers, promoting a fun and natural aesthetic. However, despite strong initial sales, the brand has faced ongoing criticism for underwhelming product quality. Many consumers felt the skincare products were overpriced for what they offered, while some makeup items lacked pigmentation and effectiveness. The line’s branding and packaging were appealing, but the actual performance of the products left some customers disappointed.
Despite mixed reviews, Florence by Mills has maintained a presence in the beauty industry due to Millie’s influence. The brand continues to launch new products, particularly in the clean beauty space but hasn’t reached the same level of success as Rare Beauty or Fenty Beauty. Many believe the brand relies more on Millie’s fanbase rather than standout formulas. While it hasn’t completely flopped, it has struggled to establish itself as a go-to beauty brand. If Florence by Mills can improve its formulations, it may have the potential for long-term success.
10. Alicia Keys – Keys Soulcare (Niche Success in Skincare)
Alicia Keys entered the beauty world in 2020 with Keys Soulcare, a skincare and wellness brand focused on self-care and rituals. Unlike traditional celebrity makeup lines, Keys Soulcare embraces a holistic approach, incorporating affirmations and mindfulness into its products. The brand offers skincare essentials like moisturizers, face oils, and exfoliants, often featuring natural and clean ingredients. While it hasn’t become a mainstream powerhouse, it has found success within the clean beauty and wellness space. The brand resonates with consumers who prioritize skincare over heavy makeup.
However, some critics argue that Keys Soulcare’s price points are too high for what it offers. Others feel that the brand lacks a strong identity beyond Alicia Keys’ skincare journey. Unlike brands like Rare Beauty or Fenty Skin, which made an immediate impact, Keys Soulcare has had a quieter but steady growth. The brand’s emphasis on self-care rather than beauty transformation makes it unique but also limits its mass-market appeal. While not a failure, Keys Soulcare remains a niche brand rather than a mainstream beauty success.
11. Jennifer Lopez – JLo Beauty (Struggled to Stand Out)
Jennifer Lopez launched JLo Beauty in 2021, promising skincare products that would help consumers achieve her signature “JLo glow.” The brand heavily marketed its anti-aging formulas, claiming to deliver firm, radiant skin. However, despite JLo’s global influence, the brand has struggled to make a lasting impact in the competitive skincare market. Many consumers were skeptical about the brand’s claims, especially since Lopez has famously credited her youthful skin to lifestyle choices rather than specific products. Some also felt that the pricing was too high for a celebrity skincare line without proven clinical backing.
While JLo Beauty has its fans, it hasn’t reached the level of mainstream success that many expected. Unlike Rihanna’s Fenty Skin, which introduced innovative formulas, JLo Beauty felt like another celebrity-backed skincare line without a unique selling point. The brand is still in business, but its presence is not as strong as other celebrity ventures. Without major innovation or a revamp, it risks fading into the background. While JLo remains an icon, her beauty brand hasn’t matched her star power.
Launching a beauty brand as a celebrity doesn’t guarantee instant success—some stars thrive in the industry, while others struggle to make an impact. Brands like Haus Labs and Flower Beauty have found strong footing by offering quality and innovation, while JLo Beauty and Florence by Mills have faced criticism for failing to stand out. The success of a beauty brand depends on more than just a famous name—it requires great products, strong marketing, and a clear brand identity. Those who treat their beauty lines as true businesses rather than side projects tend to have better longevity. As more celebrities continue to enter the beauty space, only those with real dedication and quality products will survive the ever-growing competition.
