Celebrities and beauty have gone hand in hand for as long as we can remember. From the original influencers – actors, and musicians – to today’s social media stars, athletes, and even political figures, celebrities have had their faces grace countless beauty campaigns as highly paid “brand ambassadors.” But these spotlight icons aren’t just settling for endorsing products anymore. Today, stars don’t just represent the beauty industry; they own a piece.
Countless celebrities have ventured into beauty entrepreneurship, launching high-profile makeup, haircare, and, most notably, skincare brands. While some of these ventures have faded off as quickly as they appeared (don’t worry, we’ll name names!), others have stood the test of time, excelling in effectiveness, marketing, and product diversity. And despite the clear pitfalls of celebrity skincare lines, particularly customer skepticism about the beauty expertise of these stars, the emergence of these high-profile brands shows no signs of slowing down.
Here, we’ll dive into celebrities who currently boast thriving skincare lines. While the skincare industry can be notoriously fickle, often quick to dismiss celebrity-backed products as mere marketing hype, these brands prove that products with famous names on their label can also stand out for the impressive science and research driving their success.
The Outset – Scarlett Johansson
In a sea of celebrity skincare lines, Scarlett Johansson’s brand, The Outset, distinguishes itself by tackling a deeply personal issue: acne. Having faced her struggles with acne, Johansson channeled her quest for healthier skin into creating a thoughtfully curated line designed for sensitive skin. The Outset offers a range of products, including an antioxidant cleanser, an eye cream, and a serum. Among these, the Firming Vegan Collagen Prep Serum stands out as a fan favorite. Formulated with vegan collagen and botanical ingredients, this lightweight and hydrating serum is celebrated for its gentle yet effective approach to soothing sensitive skin. Other top products include the Gentle Micellar Antioxidant Cleanser, Purifying Blue Clay Mask, and Mineral Hydrating Sunscreen.
r.e.m Beauty – Ariana Grande
Ariana Grande entered the beauty scene with a bang when she launched r.e.m. beauty in November 2021. Since then, the brand’s products have remained a staple. Described by Grande as a “love letter to makeup and beauty enthusiasts,” r.e.m. beauty has taken a unique approach by dividing its launches into chapters. Chapter Two introduced a skincare line, expanding the brand’s offerings to include under-eye balms, masks, calming face mists, and serums. With three additional chapters catering to diverse beauty needs, r.e.m. beauty continues to captivate fans and beauty lovers alike.
Fenty – Rihanna
While it might seem like Rihanna kicked off the celebrity skincare craze, there were quite a few star-owned brands before Fenty Beauty’s debut in 2017. That said, Rihanna’s impact is undeniable—Fenty Beauty has become one of the most beloved and recognizable beauty lines worldwide. This success stems partly from the perception that Rihanna is deeply involved in product development and partly from the undeniable effectiveness of the products themselves. Initially focused on makeup, the brand expanded into skincare with the launch of Fenty Skin. Offering standout products like the Refining Toner Serum, Total Clean’r Cleanser, and Overnight Recovery Face Moisturizer, Fenty Skin delivers some of the best skincare products.
Keys Soulcare – Alicia Keys
Alicia Keys launched the Keys Soulcare beauty brand in 2020 as part of the popular E.L.F family. While its core products are skincare products, the “Soulcare” element sets it apart, emphasizing a deeper, more holistic approach to beauty. The brand describes itself as a line that inspires care for the whole self—because, as they say, the glow starts from within. Among Keys Soulcare’s bestsellers are the Deeply Replenishing Squalane Facial Oil, Golden Face Cleanser, and Firm Belief Smoothing Peptide Cream for fine lines and wrinkles.
SKKN by Kim – Kim Kardashian
Kim Kardashian shares her signature glow with the world through her skincare brand, SKKN by Kim, which was launched in June 2022. Opting for sleek, minimalist packaging, the collection is anything but understated. Fans of the reality star will recognize her famously detailed skincare routine, and Kim allows us to adopt this routine with her line of nine skincare products. The SKKN line includes highlights like an exfoliating powder, a vitamin-rich moisturizer, a serum, and a peptide eye cream. Developed in collaboration with renowned esthetician Joanna Czech, each product is designed to be used together as part of a complete routine for optimal results.
Victoria Beckham Beauty – Victoria Beckham
Well-known fashion designer and former Spice Girl Victoria Beckham has ruled pop music and fashion for as long as she’s been in the spotlight. Now, she’s adding another impressive title to her resume as a beauty superstar. Much like Rihanna, Victoria Beckham’s beauty line features products that feel like they could easily belong in her closet, with the star playing an active role in the product development. The brand’s advanced cosmetics, like the Future Lash Mascara, Posh Lipstick, and Bitten Lip Tint, have quickly won over beauty enthusiasts who crave sophistication and style.
Now, to some of the worst;
JLO Beauty – Jennifer Lopez
JLo Beauty has earned the dubious title of “worst celebrity beauty brand” not because it ships out poor-quality products but because of its sketchy marketing strategy. Shortly after launching the brand, Jennifer Lopez claimed that her secret to glowing skin was olive oil, which is why it featured prominently in the products. The issue? Many beauty enthusiasts and editors found it hard to believe that Lopez relied so heavily on olive oil in her skincare routine. This lack of credibility, especially in the results-driven skincare world, has tarnished the brand’s reputation, leaving it widely regarded as one of the least trusted, if not the worst, celebrity skincare lines. To pile on the hate, JLo Beauty was pulled from Sephora stores in March of 2024
Kylie Skin – Kylie Jenner
Next on the not-so-great list of worst celebrity skincare brands is Kylie Skin by Kylie Jenner, which has faced its fair share of backlash, causing it to fall out of favor with many beauty enthusiasts. When Kylie announced the launch of her skincare line in May 2019, it promised products for a typical skincare routine, including a cleanser, toner, and moisturizer. However, one product in particular – the walnut scrub – raised eyebrows. Dermatologists have long criticized walnut scrubs for causing micro-tears in the skin. Despite similar backlash surrounding the infamous St. Ives Apricot scrub, Kylie Skin went ahead with the launch. The result? A flaked product that has also affected the brand’s reputation.
Humanrace – Pharrell
Labeling Humanrace by Pharrell as one of the worst celebrity skincare brands might be a stretch, but some of its products have certainly faced significant criticism. The brand offers an all-gender, three-product range for cleansing, exfoliating, and moisturizing. However, it’s the body sunscreen that continues to spark debate. Many users have complained that it leaves white blobs difficult to blend in and, even more frustratingly, won’t come off after a shower. While it’s unfair to judge an entire brand based on a single product, the unforgiving nature of the skin care world means that Humanrace has yet to be widely regarded as a standout brand.
While celebrity skincare lines continue to dominate the beauty market, their success isn’t guaranteed simply because of a famous name attached to the brand. Some, like Fenty Skin and SKKN by Kim, have proven that a celebrity skincare line can thrive with the right mix of innovation, quality, marketing, and authenticity. Others faced significant criticism, often due to questionable marketing strategies or problematic products. Ultimately, the key to a successful skincare brand lies in star power and in delivering effective, well-researched products that resonate with consumers. As this trend grows, only time will tell which celebrity lines will shine bright – pun intended – and which will fade away.