From Jennifer Aniston to Rihanna, These Are the Best Celeb-Backed Beauty Brands

Singer and actress Selena Gomez has made headlines for her witty Hulu show, mental health advocacy, and occasional bouts of tabloid drama, but she’s also gaining clout for her incredibly pigmented beauty products. In 2019, Gomez founded Rare Beauty (she serves as its chairwoman), which is especially notable for high quality blushes and lip oils. A little definitely goes a long way with her viral Soft Pinch Liquid Blush, which has a cult following for its blendability and velvety texture. 

You can’t talk about celebrity beauty brands without mentioning Fenty. In 2017, brand founder and CEO Rihanna started a beauty line that branched off from her lingerie and loungewear company — of course, society has never been the same since (and those business endeavors eventually made her a billionaire). Fenty Beauty has a ton of bestsellers, but you can’t go wrong with the iconic Velvet Liquid Lipstick for a full coverage and long-lasting lip color. 

Henry Rose values consistent minimalism that doesn’t involve name dropping, so it’s easy to forget that icon Michelle Pfeiffer is the brand founder. The business model is elegantly simple (they only sell perfumes, lotion, cream, and bar soap) so this four–year-old brand is an excellent choice for shoppers who value a focused experience. Everyone knows that perfume needs are highly specific to an individual, so you can take their handy quiz to find your perfect scent, or opt for their $45 Discovery Set to explore different perfumes. 

At this point, there’s a decent chance you’ve purchased an Honest product without even realizing that Jessica Alba founded the company in 2008. This beauty brand has branched into wellness with baby care or cleaning products, but the brand’s roster has one thing in common: They’re carefully crafted from the most wholesome, typically organic ingredients. Since this is a beauty article, though, we’d recommend the Extreme Length Mascara + Primer. It’s an Allure Readers’ Choice Winner that’s also the #1 clean mascara on Amazon.  

It shouldn’t be shocking that Lady Gaga has a makeup line — it’s probably more surprising that she only got around to founding a beauty company in 2019. After all, she’s iconic for her daring and experimental looks, which often include a dose of heavy makeup. You don’t necessarily have to go for a neon eye to have fun with Haus Labs, though. One of their hottest new products is the Triclone Skintech Medium Coverage Foundation, which comes in over 51 inclusive shades and is considered one of the most high-performing foundations to date. 

black-ish star Tracee Ellis Ross launched Pattern Beauty in 2019 as founder and CEO. The brand has since made waves in the curly community because the products reliably soothe frizz and promote supple, tangle-free volume (there’s a reason we feature Pattern in Katie’s Shop). You can shop by hair type on the Pattern site, but anyone with textured hair may appreciate the thirst-quenching Hydrating Mist. 

While we all support and admire Rihanna, not all of us can be her. Some of us have vibes more akin to the sunnier, girl-next-door. To help us indulge in wholesome, low maintenance beauty, Drew Barrymore founded her makeup brand Flower Beauty in 2012. Flower products are notably cruelty-free but still maintain a drugstore price point. If you buy one thing from Flower, try their Spotlight Liquid Highlighter; just a dot of the blendable shimmer will make your cheekbones pop. 

We all know that a good beauty routine starts with skincare, so it makes sense to pay special attention to the products you’re using to cleanse, tone, and moisturize. In 2020, Pharrell Williams (who is almost as famous for his glowing skin as he is for his music career) launched a gender-neutral skincare line. The goods are clean and effective, but they also come in recyclable and refillable packaging. Not sure where to start? The All In Starter Set is perfect for anyone looking to revamp their skin routine in one go. 

Anyone with a passing knowledge of pop culture has formulated an opinion on founder and CEO Gwyneth Paltrow’s goop empire. Whether you like or loathe this 15-year-old brand, we have to admit that goop develops and promotes high quality products. Seriously, if you love that clean, coastal grandma aesthetic, the brand caters to your sensibilities. We specifically love the Neen Going Rouge Cream Cheek & Lip because it’s a highly-pigmented multipurpose beauty product that doubles as lip color and blush. 

Jennifer Aniston has always embraced timeless classics, so it makes sense that the brand she founded in 2021 would be unthinkably chic and minimalistic. Since Aniston is a secret medical journal-nerd who has spent years following health research, she eventually became inspired to spread her passion. The result is a carefully formulated, pared-down line of shampoos and conditioners. We specifically love her Glossing Detangler because it goes on easy and gets the job done fast, leaving you with shiny locks. As someone literally famous for her hair (raise your hand if you ever got The Rachel haircut), you can expect these products to work really well.  

In 2022, actress Naomi Watts founded Stripes and took on the role of chief creative officer. Due to personal experience, Watts specifically targeted the brand to those undergoing menopause (though peri or post-menopausal women can also join in on the fun). Not only does the brand sell nourishing face, body, and skincare products, they also make a point of providing menopausal education. We love their Best Sellers kit, which includes a lush moisturizer, body oil, and the very special “Vag of Honor” revitalizing gel.  

Insecure creator Issa Rae founded her own hair line in 2020 with her sister-in-law and unsurprisingly, these products are as approachable and fun as her TV show. Formulated for textured hair, the brand’s conditioners and cleansers are specifically formulated to address issues like dryness, damage, hair loss, or definition. The Dream Curl Cream is a must-have because it can turn all curl types enviably healthy, bouncy, and juicy (without leaving a white cast).