It seems that many celebrities are hopping onto the makeup train in hopes of success, but a handful of these brands took it to the next level – bringing new innovative products into the scene and promoting a meaningful message. From Rihanna’s Fenty Beauty prioritising inclusivity above all else to Selena Gomez’s Rare Beauty giving us brilliant quality and supporting mental health awareness, these five brands have brought something new and exciting to the table. So let’s take a look at the best celebrity makeup launches.
Kylie Cosmetics by Kylie Jenner:
Image credit: Kylie Cosmetic
Kylie Jenner’s brand has really made a name for itself since its launch, but it’s come a long way since the Kylie Jenner lip challenge craze that it created in 2015. The prices may be high, but the quality is even higher.
The best-selling products are by far the Matte Lip Kits which are available in 38 shades. These no-smear matte lipsticks have long been a fan favourite due to their long-wear formula and stunning collection of colours. Another fan-favourite would be the Lip and Cheek Glow Balm. This product can be used as both a blush and lip balm which gives you a warm natural glow.
@thebeautyradar on TikTok shared a video of her swatching the gorgeous balms on her arm:
Rare Beauty by Selena Gomez:
Image credit: Rare Beauty
Selena Gomez launched Rare Beauty in September 2020, and it definitely changed the beauty world for the better. The brand gained so much attention simply for its ethos, consistently advocating for mental health awareness and creating a sense of community around the products.
We highly doubt that anyone in the makeup world hasn’t heard of the Soft Pinch Blush. This product went absolutely viral on social media. The luscious shades and blendable formula caught the hearts of so many beauty gurus. Another product that would layer perfectly above the blush would be the Positive Light Liquid Luminizer white is available in 8 different shades. The liquid formula is easily buildable, so whether you’re going for a subtle glow or a blinding shine, this product can do the job.
Gomez herself showed how she used the Liquid Luminizer in a TikTok posted by Rare Beauty. The shimmery formula gave her skin an ethereal, but still, natural, glow.
Jeffree Star Cosmetics by Jeffree Star:
Image credit: Beauty Bay
Jeffree Star rose to fame through MySpace and YouTube, posting videos of his magnificent makeup looks, and, when he decided to launch his own brand in November 2014, we were all for it. The initial launch consisted of only three Velour liquid lipsticks and since then has turned into an enormous collection of stunning high-end products. The Velour liquid lipstick range currently has 84 shades ranging from the brightest of pinks to the deepest of blues.
Aside from the lipsticks, the product that stands out from Starr’s line the most is the Blood Lust eyeshadow palette. This 18-shade palette consisted of a beautiful selection of colours that blend together seamlessly. The pigmented formula and gorgeous shades were enough to have us completely obsessed with this product the moment we laid our eyes on it.
@tae.seonrise on TikTok decided to use the shades of the palette for a goth look, showing the immense versatility of this eyeshadow palette.
Fenty Beauty by Rihanna:
Image credits: Fenty Beauty
This list wouldn’t be complete without the mention of Fenty Beauty. The Pro Filt’r Foundation hit the shelves in 2017, boating 40 shades (which since then has increased to 59 shades!), which promoted inclusivity in the beauty scene. Rihanna herself has garnered a large following from her music alone, making it easy to promote her makeup line, as her fans were practically throwing themselves at the new products when they launched almost six years ago.
The initial launch included a staggering amount of products – which is quite a bold choice for a new makeup brand – but Rihanna and her team at Fenty pulled it off. The top-rated products obviously include the Pro Filt’r Foundation, due to its light, breathable formula and airbrushed finish. But another product that snuck its way to the top was the Match Stix range. These little sticks can be used as contour sticks, concealers, colour correctors and even highlighters. From the diverse shade range to the creamy formula, these little guys are a must-have for anyone dreaming of that perfectly snatched look.
Fenty Beauty took to TikTok to share a video of their Match Stix doing their thing – and doing it well.
About-Face by Halsey:
Image credits: About Face
Rather than taking the usual route, Halsey decided to go for a more editorial vibe with her launch. This comes as no surprise, looking at all of the singer’s past iconic makeup looks on red carpets. The line is slightly more limited than the previous brands, however, Halsey did not compromise quality. Although the products don’t exactly have drugstore price tags, they’re still relatively affordable compared to most competitors – making them a fine choice for any drugstore makeup lovers looking to dip their feet into the luxury makeup pool.
The star product of the range is without a doubt the Matte Fluid Eye Paint. It’s available in 26 shades making it the perfect product for anyone who loves a bit of a daring and vibrant look. The formula is highly pigmented and blends smoothly, resulting in a bold, colourful look that lasts for hours. Fans of Halsey – as well as beauty gurus in general – fell in love with the gorgeous formula and the versatility of this product. The perfect product to pair with the Eye Paint would be the Shadow Fix Eye Primer which looks pigment in and keeps it from creasing keeping your eye makeup looking flawless all day.
@glow_bymonica on Instagram was invited by About-Face to Rolling Loud in New York and shared with her followers her experience as well as a stunning lime-green eye look created with About-Face products. It’s safe to say that this look was enough to get us desperately running to get our hands on these products.
Words by Ayushi Nathwani
Header Image by Vogue
