Marketing
10 Must-Follow Celebrity Brands in 2024
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Cathy Carpetta
April 11, 2024
In 2023, Rihanna's Fenty Beauty claimed the crown as the highest-grossing celebrity beauty brand, generating £477 million in revenue. Following closely behind were Priyanka Chopra's Anomaly Hair Care and Kylie Jenner's Kylie Cosmetics.
Celebrities have always been trendsetters, but now their influence goes way beyond the red carpet. We're talking billion-dollar beauty and fashion empires taking the industry by storm.
Today, we're diving into the top celebrity brands to follow and how A-listers are shaking things up with innovative products and killer marketing strategies.
1. Rihanna - Fenty Beauty
Fenty Beauty launched in 2017 with a bang, 40 foundation shades (now expanded to 50!).
Rihanna drew inspiration from her own experiences and the lack of options that matched a wide range of skin tones.
Fenty Beauty's sales skyrocketed, earning them a spot on Time Magazine's "Best Inventions of 2017" list.
Fenty Beauty's commitment extends to their marketing campaigns that consistently feature models of various ethnicities, genders, skin tones, and body types.
In 2023, the brand generated a revenue of $602.4 million.
Key takeaway
Fenty Beauty champions diversity, evident in its product range and inclusive social media presence.
2. Priyanka Chopra Jonas - Anomaly Hair Care
Launched in 2011, Anomaly Hair Care offers gender-neutral, sustainable hair products free from harsh chemicals.
The brand made quite the buzz during its soft launch in the US and became a global phenomenon in no time.
Despite competition from celebrity brands, PeeCee’s line became the second-wealthiest beauty brand by 2023, surpassing Kylie Jenner and Selena Gomez.
Anomaly boasts an affordable range of shampoos, conditioners, deep conditioners, dry shampoos, and masks.
They stand out for their eco-friendly packaging, made entirely from recycled ocean and landfill waste.
“Anomaly is like six bucks for each product because we spent so little on our packaging. It’s all recycled trash, so you can take the bottle and recycle it again. Everyone should have access to great hair, and it shouldn’t cost us the earth,” PeeCee told ELLE.
In 2022, the brand recorded an impressive revenue of £429 million last year.
Key takeaway
Anomaly focuses on simplicity, affordability, sustainability, quality, and transparency. They successfully carved a unique space in the competitive beauty market by aligning with evolving consumer preferences.
3. Kylie Jenner - Kylie Cosmetics
In 2015, at only 18 years old, Kylie Jenner launched Kylie Cosmetics.
Leveraging her massive social media reach, Kylie Jenner became a walking advertisement for her brand. Her first lip kits sold out in under a minute, crashing the website.
Her success wasn't just about her fame, it was about understanding her audience. Kylie's target market was young, tech-savvy, and glued to their social media feeds.
Kylie tapped into a new way of selling beauty products by creating a brand that spoke directly to consumers. She used platforms like Instagram and Snapchat to cultivate hype and exclusivity.
The brand's success led to rapid expansion with new makeup products at competitive prices.
By 2018, Jenner became one of the wealthiest self-made young women.
Her entrepreneurial drive continued with the launch of Kylie Skin (2019), Kylie Baby (2021), and her clothing line Khy (2023).
The brand reached $380.4 million in revenue in 2023.
Key takeaway
Kylie Cosmetics leverages social media with trendy content, influencer collaborations, and community building to fuel excitement for their brand.
4. Selena Gomez - Rare Beauty
Selena Gomez launched Rare Beauty to challenge unrealistic beauty standards in 2020.
It has garnered the largest Instagram audience among all celebrity beauty brands with 430M followers.
Rare Beauty's social media strategy focuses on TikTok. They use a mix of content including product demos, funny skits, mental health awareness videos with Selena Gomez, and tutorials.
One of their products, the Soft Pinch Liquid Blush, went viral on TikTok, praised for its seamless blendability and natural flush.
Beauty influencers and everyday users raved about the buildable formula and flattering shades, generating millions of views and propelling the product to cult-favourite status.
With #rarebeautyblush exceeding 56.5k posts and #rarebeauty over 422k, Rare Beauty solidified its place in the market, selling over $70 million of the blush in 2022.
Key takeaway
Selena Gomez's transparency turns Rare Beauty into an extension of herself, winning fans with high-quality products.
5. Hailey Bieber - Rhode Beauty
Despite only launching in 2022, Rhode Beauty quickly became one of the most popular beauty brands. It embodies the clean girl aesthetic and has set a new beauty standard.
Rhode sold out within minutes of launch.
On top of that, recently, Hailey Bieber teased Rhode’s new phone case.
It is a low-key genius move, a silicon case where you can fit a Rhode Peptide Lip Treatment or a Peptide Lip Tint (two of their best-selling products) perfectly.
The long-awaited phone case is available on a waitlist and retails at £35.
Hailey Bieber's frequent Instagram promotion turned Rhode's lip treatment into a viral sensation, positioning it as a must-have beauty staple.
Key takeaway
Rhode’s social media focus transcended products, emphasising brand values for authenticity. This fusion of celebrity and fashion-savvy marketing resonated with their target audience.
6. Bobbi Brown - Jones Road Beauty
Jones Road Beauty, makeup legend Bobbi Brown's comeback brand launched in 2020, is thriving on TikTok.
Bobbi Brown is finding a new generation of fans with her honest and down-to-earth beauty advice on TikTok.
Brown dispenses her signature natural makeup tips directly to viewers. A simple strategy of genuine advice that has gone viral.
Brown skips trends and focuses on directly educating viewers, resulting in a loyal following.
This social media success story has translated to major sales growth for Jones Road, achieving $100M in revenue in 2023.
Key takeaway
Jones Road's focus on clean makeup, educational content for mature women, and customer-centric strategies inspires beauty enthusiasts and the industry.
7. Kim Kardashian - SKIMS
SKIMS rose to prominence by offering shapewear in various sizes and colours, catering to all body types and skin tones. It was a major hit with consumers.
With her massive social media reach, Kim Kardashian strategically partnered with celebrities, influencers, the NBA, and Team USA to boost her brand's visibility.
Beyond shapewear, they expanded into loungewear, swimwear, and a men's line.
Their viral campaigns, like the "Ultimate Nipple Bra" and Valentine's edition with Lana Del Rey, highlight their commitment to pushing boundaries and staying relevant.
Skims is valued at over $4 billion in 2023.
Key takeaway
SKIMS has perfected the balance between product innovation, diverse sizing and savvy collaborations sold via viral campaigns.
8. Gwyneth Paltrow - Goop
Gwyneth Paltrow started Goop in 2008 as a newsletter covering lifestyle and beauty topics (150,000 subscribers in year two to over 8 million by 2018!).
After only four years, it’s become a lifestyle brand selling skincare products, supplements, and clothes.
Its growth is attributed to Gwyneth Paltrow's stories – sharing motherhood experiences, favourite restaurants, and tips – fostering a strong community around Goop.
The brand's exclusivity, luxurious and niche wellness products, and limited edition products match really well with their target audience (women, 30s, high-income).
The New York Times reported Goop was worth $250 million in 2023.
Key takeaway
Goop's inspiring rise from newsletter to a high-end brand showcases the power of storytelling and community building.
9. Jessica Alba - The Honest Company
The Honest Company, a name synonymous with clean and conscious living, has grown steadily since its launch in 2012.
Founded by actress and entrepreneur Jessica Alba, the company offers a wide range of personal care, beauty, baby, and household products formulated with safe, clean ingredients.
The Honest Company’s success lies in its social media and influencer marketing that features real mothers and promotes authenticity.
Originally a DTC brand only selling through its online store, they recently recognised the importance of an omnichannel strategy.
To achieve this omnichannel goal, The Honest Company has recently partnered with several major retailers, including Walmart, Publix, GNC, and Ulta Beauty.
In their Q4 2023 report, The Honest Company showed a 10% revenue increase, reaching $90m (£71.2m).
Key takeaway
The Honest Company's commitment to transparency and sustainability has resonated with consumers, making it a leader in the eco-conscious market.
10. Kate Hudson - Fabletics
Co-founded by actress Kate Hudson in 2013, Fabletics has become a billion-dollar brand known for stylish and affordable activewear for women and men.
Their success hinges on their winning £54.99 VIP membership program (with more than 2M members!) that unlocks discounts and personalised offers.
They showcase models with different body sizes to improve customer experience and reduce returns.
It also helps Fabletics gather valuable data on their customer preferences so they continuously improve and refine their products.
Fabletics has a massive valuation of $5 billion and generated over $700 million annual revenues in 2022.
Key takeaway
Fabletics’ success highlights the importance of using customer data and personalisation to create brand loyalty.
In 2024, celebrity brands are transforming the market with innovative and inclusive approaches.
Rihanna, Priyanka Chopra Jonas, and Selena Gomez led brands championing diversity, sustainability, and mental health.
Kylie Jenner, Hailey Bieber, and others blend authenticity with savvy social media strategies, setting new standards in beauty and fashion.
They leverage their star power to not only sell products but also connect with consumers on a deeper level.
Celebrity brands are setting a new standard to follow for e-commerce brands and omnichannel.
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