best celebrity beauty brand

These 9 celebrity beauty brands are actually worth the shelf space

Posted by and for Beauty

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If you’re sick of reading the seemingly endless stream of celebrity beauty brand announcements, we don’t blame you. But if you can park your scepticism for just one moment, you’ll discover that a select few are actually pretty good. 

It’s no secret that celebrity beauty brands are everywhere right now, but we’ll be honest with you, they’re not always worth the hype. While the packaging may be pretty and the advertisement campaign budgets through the roof, unfortunately, some celebrity beauty brands are all style without any real substance.

But every now and then an A-lister will launch a brand new beauty brand that will break through to rival its non-celeb cult counterparts. Take Rihanna’s Fenty Beauty, a brand that changed the game when it came to inclusivity in beauty, or Harry Styles’ Pleasing, which is breaking gender-stereotype barriers – some celebrity beauty brands really have earned a place in the beauty sphere.

Now, it would be remiss not to add that these new brands are being added to the already gigantic pile featuring Kim Kardashian’s KKW Beauty, Kylie Jenner’s Kylie Cosmetics, Gwyneth Paltrow’s divisive Goop, Lady Gaga’s Haus Laboratories, Selena Gomez’s Rare Beauty, Millie Bobby Brown’s Florence by Mills, Tracee Ellis Ross’ Pattern and Pharrell Williams’ Humanrace. And that – by no exaggeration – is just the tip of the big name beauty iceberg.

In fact, it seems that in recent months we’ve reached a kind of cosmetic twilight zone, with anyone upwards of 500K followers branching out into the beauty realm, even if they land on deaf (or more likely, sceptical) ears.

Some celebrity beauty brands deserve our collective eye rolls. A very small handful, however, are genuinely good enough to sit shoulder-to-shoulder (or bottle to bottle?) with the more respected beauty brands already lining our shelves. But which, you ask? Let us run you through the best celebrity beauty brands out there as well as the standout products from each.

Quick disclaimer: Ellis Ross’ Pattern would make the list if it was available here in the UK.

JVN Hair

Jonathan Van Ness knows good hair. With 15+ years as a professional hairstylist in New York and Los Angeles, JVN has the craft and credibility to back up his goods. Working with some of the world’s top chemists, he made it his mission to discover new ingredients and innovations and bring the best-targeted haircare to his clients… enter JVN Hair. 

  • JVN Complete Pre-Wash Scalp Oil

    JVN Complete Pre-Wash Scalp Oil

    Perfect for those with thinning hair or a dry, itchy or flaky scalp – this pre-shampoo scalp oil helps hydrate the scalp while promoting stronger, shinier, longer and healthier-looking hair.

    Shop JVN Complete Pre-Wash Scalp Oil at Space NK, £24

  • JVN Complete Hydration Kit

    JVN Complete Hydration Kit

    Want to try out the range but not sure where to get started? This complete hydration kit is for you. Containing the bestselling shampoo, conditioner, hair mask and styling cream – expect smoother strands and more-hydrated locks in just a matter of washes.

    Shop JVN Complete Hydration Kit at Space NK, £16

Fenty Beauty

With Fenty Beauty, Rihanna didn’t just add to the beauty industry, she revolutionised it. Proving to the archaic big name brands that inclusive shade ranges aren’t just possible, they’re necessary and involving a full spectrum of faces in her campaigns, she’s set the new (and very welcome) standards for anyone wanting a slice of the beauty pie.

Rare Beauty

Launched in the US in September 2020, Selena Gomez’s Rare Beauty has garnered a loyal following of TikTok users and celebrity make-up artists, championing the idea of natural beauty and a love for imperfections. 

Victoria Beckham Beauty

After the a successful beauty collaboration with Estee Lauder, Beckham decided to recruit Sarah Creal, then an executive at conglomerate, to collaborate on a new venture: Victoria Beckham Beauty. Hiring Creal was her first clever move, utilising the latest advancements in skin and make-up technology was her second, thus cementing the brand’s position as a serious and worthy player. So much more than a bog standard product in flashy packaging, each and every formula puts performance as its top priority, from the hi-tech moisturiser that feeds skin health, formulated by none other than Dr Augustinus Bader to the unbelievably buttery texture of her lipsticks.

Keys Soulcare

Keys Soulcare is a pure manifestation of founder Alicia Keys’ approach to beauty. To her, it’s all about rituals; moments dedicated to caring for yourself and that shines through in all her products. The textures are a joy to use, each and every formula smells great and she’s even brandished them with smile-inducing mantras and affirmations.

  • Keys Soulcare Be Luminous Exfoliator

    Keys Soulcare Be Luminous Exfoliator at Harrods
    Keys Soulcare Be Luminous Exfoliator at Harrods

    Powder skincare products are everywhere right now, offering a more sustainable alternative to their water-logged counterparts. This powdered face scrub uses teeny, tiny micro granules to gently flick away dead skin cells without upsetting the fresh skin below.

    Shop Keys Soulcare Be Luminous Exfoliator at Harrods, £22


Founded to create boundary-pushing, joy-led products, Harry Styles’ beauty brand takes inspiration from anything ‘pleasing’. Speaking about the launch in November 2021, Harry said: “When we decided Pleasing would make beauty products I wanted to be sure they were something I would use. I didn’t want to make products to mask people, I wanted to highlight them and make them feel beautiful”.

  • Pleasing Shroom Bloom Acid Drops Lucid Overnight Serum

    Pleasing beauty

    Blending natural malic acid (derived from apples and upcycled hibiscus acid), plus aloe to hydrate skin and lock in crucial moisture – this glow-giving serum brightens and gently exfoliates, revealing the radiance underneath.

    Shop Pleasing Shroom Bloom Acid Drops Lucid Overnight Serum, £27

  • Pleasing Shroom Bloom Polish Set

    Pleasing beauty

    Harry is known for his penchant for nail varnish and the Shroom Bloom collection doesn’t disappoint. Including Sprouting (a pale green opaque gloss formula), Tender Bud (a mushroom beige opaque gloss formula), Vine Ripe (a vibrant red opaque gloss formula) and The Whole Dewniverse (a sheer holographic bio-glitter formula) – apply alone or mix and match for a truly unique and personalised effect.

    Shop Pleasing Shroom Bloom Polish Set, £50

Honest Beauty

Jessica Alba’s brand Honest Beauty gains its brownie points through its practicality. Each of the products are undeniably simple in formulation, but so many of them offer multiple uses, are engineered for on-the-go application or build two products into one package.

Rose Inc

Another celebrity who knows a thing or two about beauty: Rosie Huntington-Whiteley. Calling upon decades of industry experience, Rose Inc is Rosie’s namesake brand that fuses efficacy and ethics in all its formulas – offering patented botanicals, clean ingredients and sustainable solutions.

  • Rose Inc Hydration Replenish Microencapsulated Moisturizer

    Rose Inc Hydration Replenish Microencapsulated Moisturizer

    This clever moisturiser features microencapsulated technology that delivers a burst of intense hydration and powerful actives with every use. Ideal for dehydrated, stressed and congested complexions, the unique microspheres help to keep ingredients in their purest form until released upon application.

    Shop Rose Inc Hydration Replenish Microencapsulated Moisturizer at Space NK, £53

  • Rose Inc Skin Clarity Gentle Exfoliating Cleanser

    Rose Inc Skin Clarity Gentle Exfoliating Cleanser

    If you’re after gentle but effective exfoliation, this is the cleanser for you. Pomegranate fruit enzymes help dissolve debris, while jojoba beads work to polish the skin’s surface. Perfect for oily skin, visible pores, uneven skin tone and areas of congestion – it leaves your complexion feeling smoother, softer and more refined.

    Shop Rose Inc Skin Clarity Gentle Exfoliating Cleanser at Space NK, £29

REM Beauty

Created by singer Ariana Grande, REM Beauty’s main mission is to empower its customer. Inspired by the transformative power of make-up and fuelled by her passion for product, REM Beauty offers high-performing eye, face and lip products that are accessible to all.

  • REM Beauty Midnight Shadows Eyeshadow Palette

    REM Beauty eyeshadow palette

    The standout product of Ariana Grande’s REM Beauty? The eyeshadow palettes. With a mix of six mattes and shimmers, each shade is buttery and blendable – giving gorgeous colour payoff and long staying power.

    Shop REM Beauty Midnight Shadows Eyeshadow Palette, £23

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