Many celebrities create or invest in beauty brands as a way of sharing what makeup and skincare products work for them and hopefully their fans. It also gives consumers the opportunity to own something designed by their favorite celebrity or influencer (or a combo of both).  
 
With this in mind, beauty and wellness marketer Fresha has revealed which celebrity beauty brand is the most popular. They looked at the average monthly search volume for each beauty brand, the Instagram following of each official account, TikTok posts and the number of views on each TikTok hashtag. An overall “beauty index score” was then calculated from each variable to find the most popular celebrity beauty brand.  

Rare Beauty – Selena Gomez 

First on this list is Rare Beauty, with an overall beauty score of 94.58 out of 100. The brand set out to break down unrealistic beauty standards, which made it a fan favorite on social media. Reports are swirling about a possible sale, as seen here.
 
Rare Beauty has 6.1 million followers on Instagram. On TikTok, the brand has an average of 6 billion views annually with the hashtag #rarebeauty, the most out of any other brand. TikToks posted under the #rarebeauty hashtag total 227,544, the highest number out of any other celebrity-owned beauty brand, found the market research firm. Rare also has the seconds highest monthly search volume, with an average of 621,500 monthly searches globally. 

Kylie Cosmetics – Kylie Jenner 

Kylie Cosmetics is next on the list, with an overall beauty score of 88.42 out of 100. It initially sold Kylie Lip Kits consisting of a lipliner and liquid lipstick. After huge success, Jenner rebranded it to Kylie Cosmetics. The brand now includes makeup, skincare and even baby products. And, it just launched a fragrance, as reported in Happi.
 
Kylie Cosmetics has 25.6 million Instagram followers! Kylie Cosmetics is also incredibly popular on TikTok, with 2 billion posts using the hashtag #kyliecosmetics – the third highest of all the celebrity beauty brands analysed. As well, there have been 48,351 posts under the Kylie Cosmetics hashtag in the past year on TikTok, ranking third out of 23. Kylie Cosmetics is the fourth most-searched celebrity beauty brand, with an average of 246,000 monthly searches. 

Fenty Beauty – Rihanna 

Fenty Beauty comes in third on the list, with a beauty score of 86.3 out of 100. Rihanna launched Fenty Beauty in September 2017, and the brand is now reportedly worth around $2.8 billion. With 50 shades of foundation available, Fenty is known and celebrated for its inclusivity.  
 
Fenty Beauty has the highest monthly search volume, averaging 656,000 global searches per month. The brand has the second-highest Instagram following of 12.6 million. Hugely popular on TikTok, there are over 3 billion yearly views on videos using the hashtag for Fenty Beauty – the second highest of all the beauty brands. There have also been 40,265 annual posts with the hashtag on TikTok – ranking fourth out of 23.  

Fenty is owned by Happi Top 30 company LVMH.

Florence by Mills – Millie Bobby Brown 

Florence by Mills is ranked fourth with an overall beauty score of 84.64 out of 100. Actress Millie Bobby Brown launched Florence by Mills in September 2019. Labelled as a beauty brand for Gen-Z, the brand features skincare and makeup products that are vegan.
  
Florence by Mills’ popularity is evident on TikTok, with over 1 billion views on videos posted in the #florencebymills hashtag. There are also 217,891 TikTok posts using this hashtag, the second highest out of any other brand. Florence by Mills has 3.3 million followers on Instagram, the seventh highest on this list. With 292,300 average global monthly searches, it ranks third in the most global searches.  

R.e.m beauty – Ariana Grande 

Fifth on the list is r.e.m beauty, with a beauty score of 75.62 out of 100. Ariana Grande launched r.e.m beauty in November 2021. Grande’s vision was to create a brand that encouraged creativity and self-expression. With products that are vegan-friendly and packaged in recyclable materials, r.e.m has grown into a popular beauty brand.  
 
r.e.m has over 1 billion views on posts using the hashtag #rembeauty on TikTok; this is the fifth highest amount of any other brand. A total of 37,854 TikToks have been posted in the past year using the same hashtag, ranking fifth out of 23. On Instagram, r.e.m beauty has 1.8 million followers, making it the eighth highest. r.e.m beauty is the sixth most searched for celebrity beauty brand, with an average of 184,000 monthly global searches.  
 
 

Jeffree Star Cosmetics – Jeffree Star 

Jeffree Star Cosmetics ranks sixth on this list with an overall beauty score of 73.53 out of 100. Makeup artist and internet personality Jeffree Star launched Jeffree Star Cosmetics in November 2014. The brand continues to be popular, reportedly making $100 million in annual revenue. 
 
Jeffree Star Cosmetics has the fifth-highest Instagram following, with 6.1 million followers. The brand also proves popular on TikTok; there are over 413 million views yearly on videos posted using the hashtag #jeffreestarcosmetics, the seventh highest amount on this list. There are around 22,572 videos posted per year on TikTok with that hashtag, the sixth highest of any other celebrity brand. Monthly searches for Jeffree Star Cosmetics total an average of 105,200 globally, ranking ninth overall.  

Supergoop – Maria Sharapova 

Supergoop ranks seventh in this list with a beauty score of 64.59 out of 100. Former tennis player Maria Sharapova is the co-owner of the  sunscreen brand Supergoop, which was originally founded by Holly Thaggard in 2007. In recent years, the interest in Supergoop has increased due to the rising popularity of its products in the beauty community on social media.  
 
Supergoop is the fifth most searched for celebrity beauty brand, with an average of 198,000 monthly global searches. There are 264 million views on TikToks that use the hashtag #supergoop, the ninth highest of any other brand. With 14,380 videos posted on TikTok in the past year, the brand ranks eighth out of 23. Supergoop has a total of 656,348 followers on Instagram.  

Haus Labs – Lady Gaga 

Haus Labs is ranked eighth overall, with a beauty score of 64.21 out of 100. Lady Gaga originally launched Haus Laboratories on Amazon in 2018. It was later renamed Haus Labs in 2022 and was launched in the UK in June 2023. The vegan and cruelty-free brand aims to be inclusive and inspirational. 
 
On TikTok, Haus Labs has over 339 million views on videos posted with the hashtag #hauslabs, ranking eighth out of 23. A total of 17,227 TikToks have been posted with this hashtag, the seventh highest amount of any other brand. Searches for Haus Labs total an average of 69,700 monthly, ranking 10th out of 23. Haus Labs has just over one million followers on Instagram, the 11th highest amount out of any brand.  
 

Rhode – Hailey Bieber 

Rhode is the ninth most popular celebrity beauty brand, with a beauty score of 64.04 out of 100. Hailey Bieber launched Rhode in the US in June 2022 and later launched in the UK. The viral skincare line includes products designed to be simple yet effective.  
 
Rhode has 427 million views on TikToks posted with the brand’s hashtag, the sixth highest amount out of any brand, with a total of 10,595 TikToks posted in a year, ranking 10th out of 23. Rhode has 782K Instagram followers, the 13th highest of any other brand. The brand is eighth for monthly search volume, with 113,000 searches on average, globally. 

Rhode recently rolled out a cleanser, as reported in Happi.

Goop – Gwyneth Paltrow  

Goop is the tenth most popular celebrity beauty brand, with an overall beauty score of 61.98 out of 100. Goop was first launched in September 2008 and started as a weekly newsletter covering lifestyle and beauty. It has since transformed into a beauty brand selling makeup, skincare, supplements and other products.  
 
Goop is the seventh most searched-for celebrity beauty brand, with an average global monthly search volume of 145,000. The brand’s Instagram following is currently 1.8 million, ranking ninth out of 23. On TikTok, the hashtag #goop has 5,812 posts and 108 million yearly views – the 11th highest of any brand.   



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