The most popular celebrity beauty brands in the US

There are no shortages of celebrity beauty brands. Our beloved pop stars, reality TV personalities, actors and social media influencers are all keen to put their own spin on the beauty industry.

With so many options out there, it can be hard to decipher which brands really are the real deal, and which ones are simply a celebrity fad passing by.

Fortunately, beauty experts Cosmetify have conducted research to identify the most popular celebrity beauty brands across the US. Using online search data, they have distinguished which celebrity beauty brands are most frequently searched for and currently leading the way in popularity.

So whether you’re on the lookout for a new beauty brand to be inspired by, or are just interested in seeing what your favourite celebrities have created we’ve got you covered in this article. So let’s dive in.

What are the most popular celebrity beauty brands in the US?

The most popular celebrity beauty brand in the US is Fenty founded by popstar Rihanna.

Kylie Jenner’s Kylie Cosmetics and Kylie Skin are also listed as some of the most popular beauty brands in the US, along with Jeffree Star Cosmetics by YouTube icon Jeffree Star, Goop by actress Gwyneth Paltrow, Florence by Mills founded by actress Millie Bobby Brown and Kora Organics by supermodel Miranda Kerr.

Let’s explore each of these beauty brands and what they offer in a little more detail.

Fenty Beauty

Music, fashion and beauty icon Rihanna is the founder behind Fenty Beauty. The line was created originally to fill the gap in the beauty industry that didn’t offer enough variety in colour to match all skin tones. She launched the makeup line “so that people everywhere would be included”.

This is where Fenty beauty was born, however, since 2017 it has gone on to grow from strength to strength. The range includes face products, cheek products, lip and eye products.

They even have an online shade finder and virtual consultation feature on their website to help anyone find the perfect foundation match for their skin tone.

The Fenty beauty products are designed to feel lightweight, yet easily layered to build your desired final look. Ultimately the products will allow your skin to look like skin whilst allowing you to build your personal and unique style.

Robyn Rihanna Fenty has used makeup as her weapon of choice for self-expression and has stated that “Makeup is there for you to have fun with”.

Kylie Cosmetics

Kylie Cosmetics is the first of two beauty brands owned by Kylie Jenner that feature in our most popular celebrity beauty brands in the US. The purpose of Kylie cosmetics was to enable her fans to have access to the products that she loves and uses to create her own looks on a daily basis.

Launching in 2015 the line initially consisted of her Kylie Lip Kits, before expanding into all avenues of makeup including blushes, bronzers, highlighters, high glosses, matte liquid lipsticks, lip blushes, brow essential and eyeliners.

Kylie cosmetics is proudly clean, vegan and uses high-quality ingredients that are good for your skin without compromising on quality, pigmentation or performance.

Kylie Cosmetics is made with the end-user in mind, she states that “I love that makeup can make you feel confident and beautiful and I want to share that feeling with you guys”.

Jeffree Star Cosmetics

YouTube sensation Jeffree Star has a hugely popular beauty line that is just as over-the-top and extravagant as its creator. Think bold colours, indulgent textures and vibrant styles.

In 2014 Jeffree Star Cosmetics was born with the intention to provide the most lightweight liquid-to-matte lipstick on the market and to create products that do exactly what they say and last.

This global beauty guru offers a range of makeup products for anyone that wants to use makeup fearlessly. Jeffree Star Cosmetics includes palettes, highlighters, lipsticks, concealers, setting powders and accessories.

They are known for their range of mystery boxes that are released throughout the year and filled with goodies from their range of cosmetics and clothing.

Goop

Goop is actress Gwyneth Paltrow’s wellness baby and the celebrity has her own beauty line as part of it. In 2008, the Goop lab was born in Gwyneth’s kitchen in the form of a weekly newsletter. This has since transformed into a successful business.

The beauty products available are all toxin-free and offer luxury and pure sensory delight in their range of highest quality skincare, haircare, makeup, bath and body, fragrance and personal care essentials.

With thorough clinical testing, they have proven that you do not need to use toxic beauty products for them to be effective. At Goop they proudly declare that they “curate the best in clean beauty” with their glow-inducing skincare, botanical haircare and natural makeup range.

Kylie Skin

Kylie Jenner’s second feature in the most popular celebrity beauty brands in the US is her skincare range – Kylie Skin. As she states herself, skincare and makeup go hand in hand, so this range was a natural next step to compliment her makeup range.

All of the products in the Kylie Skin range are cruelty-free, vegan, gluten-free, paraben and sulfate-free. The range is also free from chemical fragrances, instead opting for naturally derived ingredients wherever possible.

The Kylie Skin range includes face washes, toners, cleansers, serums, oils and moisturisers to prepare your skin for the day ahead, after all, “it all starts with skin”.

Florence by Mills

Florence by Mills is the creation of actress Millie Bobby Brown aka Mills. Named after her grandmother, Florence by Mills is a skincare, makeup, hair and accessories brand.

Turning away from boring beauty standards and redefining beauty on her own terms, Florence by Mills is an all-natural range that is designed to make you feel good and actually work.

Filled with vitamins, antioxidants, botanicals and other clean ingredients to effectively work for all skin types, it is easy to see why it is one of the most popular beauty brands in the US. There are no parabens, sulfates, phthalates, synthetic fragrances, animal testing or animal by-products in any of the range.

Florence by Mills also donates to the Olivia Hope Foundation which was made in honour of her dear friend and works to find a cure for childhood cancer. All in all, the Florence by Mills range is based on love and compassion.

Kora Organics

Kora Organics is the beauty brand by Australian supermodel Miranda Kerr. This range is focused on the power of organic skincare, with the mission to inspire people to be the healthiest versions of themselves inside and out.

Back in 2009, the brand was launched in Miranda’s home country of Australia, it wasn’t until 2017 that the line became available globally through Sephora. The range is now stocked globally and shipped to over 120 countries worldwide.

As suggested by the name, the brand is cruelty-free and formulated with highly active certified organic ingredients that deliver incredible results for healthy, glowing, radiant skin. After all “healthy skin is the most beautiful skin”.

All of Kora Organics products are of the highest quality and Certified Organic in accordance with COSMOS/Ecocert strict standards, so you know exactly what you are putting on your skin. It goes without saying that the skincare range is completely free of toxins including sulfate, parabens, synthetic fragrances, colour, silicones and more.

The skincare line is award-winning and known to detoxify, nourish and revitalise the skin. With this in mind, it is no surprise that this brand is also one of the most popular celebrity-owned beauty brands in the US.