Celebrities are no longer just the faces
The last decade has seen a tidal wave of celebrity-led beauty brands, partnerships, and ventures, turning A-list celebrities into CEO’s, entrepreneurs, and power players. From Rihanna’s Fenty Beauty to Hailey Bieber’s minimalist Rhode, celebrities are no longer just the faces of beauty-they’re shaping the future. But with so many names entering the game, it begs the question: who’s truly winning in the celebrity beauty boom?
Rihanna – Fenty Beauty
When Rihanna launched Fenty Beauty in 2017, she didn’t just enter the beauty industry—she disrupted it. With an unprecedented 40-shade foundation range and a bold message of inclusivity, Fenty redefined what modern beauty looks like. Backed by high-quality products and Rihanna’s authentic involvement, the brand quickly became a global sensation and set a new industry standard for representation, diversity, and cultural relevance.
Industry-Redefining Inclusivity:
Fenty Beauty launched in 2017 with 40 foundation shades (later expanded), setting a new standard for shade diversity. Before Fenty, many brands offered only a narrow range of tones, often excluding deep and very fair skin tones. Fenty made inclusivity not just a statement, but a baseline expectation. This shook up the industry and pushed other brands to follow suit.
2. Authentic Founder Involvement:
Rihanna wasn’t just the face—she was involved in product development and marketing. Her authenticity came through in everything from product choices (like blotting paper and highlighters for all skin tones) to her presence in campaigns and tutorials. She didn’t market the brand as just a celebrity line—it felt like a passion project rooted in her own beauty experiences.
3. Cultural Impact & Positioning:
Fenty positioned itself as cool, edgy, and modern, tapping into the music/fashion crossover world Rihanna is known for. The branding was bold, trendsetting, and appealed to a wide demographic, from beauty beginners to professionals.
4. Strategic Launch with Sephora:
Fenty’s massive global launch with Sephora (across 17 countries on day one) gave it serious prestige and visibility. The Sephora partnership also made the brand instantly accessible and credible.
5. Product Quality:
People stayed for the product performance. The Pro Filt’r Foundation, Gloss Bomb, and Killawatt Highlighters became cult favorites because they delivered on quality, not just branding.
Selena Gomez – Rare Beauty
Rare Beauty, founded by Selena Gomez in 2020, is more than a makeup brand—it’s a movement rooted in self-acceptance and mental health advocacy. Designed to celebrate individuality rather than mask it, Rare Beauty encourages people to embrace their imperfections through soft, approachable makeup. With a clear social mission, universally loved products, and Selena’s openness about her personal struggles, the brand has cultivated a deeply loyal and emotionally connected community.
Mental Health-Centered Mission:
Rare Beauty was launched in 2020 with a clear mission: to break down unrealistic standards of perfection in beauty and support mental health awareness. The brand donates 1% of all sales to the Rare Impact Fund, which helps expand mental health services—especially for underserved communities. This mission deeply resonates with Gen Z and millennials.
2. Soft Beauty Approach & Unique Aesthetic:
In contrast to full-glam trends, Rare Beauty promotes a more natural, dewy, and “soft beauty” look. Products like the Soft Pinch Liquid Blush and Positive Light Tinted Moisturizer are designed to enhance rather than conceal—fitting into the growing trend of minimalist, skin-first beauty.
3. Accessibility & Usability:
Rare Beauty’s packaging was designed to be user-friendly, especially for those with motor disabilities (e.g., rounded caps for easier grip). The formulas are lightweight, blendable, and forgiving—great for beginners and everyday wear.
4. Founder Transparency & Vulnerability:
Selena Gomez has been incredibly open about her own struggles with mental health, lupus, and body image. This vulnerability adds depth to the brand and makes it feel genuine, not performative. Her fans—and even those who aren’t—see Rare as more than just makeup.
5. Social Media & Word-of-Mouth Power:
Rare Beauty’s success was amplified by TikTok virality, particularly of the blush and highlighter products. The brand also leverages diverse creators and keeps a consistent, positive voice across platforms.
Lady Gaga – Haus Labs
The Haus Labs rebrand is a standout example of how a beauty brand can successfully reinvent itself by aligning more closely with consumer values, elevating product quality, and embracing a clearer identity.
Background and Rebrand Overview:
Originally launched in 2019 by Lady Gaga as “Haus Laboratories,” the brand initially focused on bold aesthetics and affordability, primarily sold on Amazon. However, the initial launch didn’t fully resonate in a saturated market where clean beauty, inclusivity, and high performance were becoming the gold standard. In 2022, the brand relaunched as Haus Labs by Lady Gaga, with a complete overhaul—new packaging, new formulas, and a new distribution strategy via Sephora, a major move that repositioned the brand in the prestige beauty space.
Why the Rebrand Was Successful:
Authentic Storytelling:
Lady Gaga’s role evolved from celebrity founder to visionary behind the rebrand—emphasizing her own skin struggles and desire for makeup that performs and heals. This emotional connection, paired with her authenticity, made the rebrand feel purposeful, not just aesthetic.
Product Innovation & Quality:
One of the most critical upgrades was the focus on clean, high-performing formulas backed by science. The new range is vegan, cruelty-free, and infused with skincare ingredients—blending color cosmetics with skincare benefits, which is highly appealing to today’s consumers. Products like the Triclone Skin Tech Foundation gained viral popularity on TikTok not just because of Gaga’s name but due to real user testimonials about its breathable texture, long wear, and skin-enhancing properties.
Clear Brand Identity & Aesthetic:
The original brand felt a bit generic, relying heavily on Gaga’s fame. The rebrand brought forward a more refined and futuristic visual identity that reflects both Gaga’s avant-garde sensibilities and modern, inclusive beauty. The packaging became sleek, minimalist, and premium—creating an elevated customer experience.
Alignment with Consumer Values:
Haus Labs now reflects values like sustainability, diversity, and ethical manufacturing, which are increasingly important to Gen Z and millennial shoppers. The brand also emphasizes inclusivity in shade ranges and campaign casting, which has helped it build credibility beyond celebrity affiliation.
Strategic Retail Partnership:
Moving to Sephora gave Haus Labs a new level of legitimacy in the luxury beauty world. It allowed them to be placed alongside high-end, innovative brands, boosting visibility and perception. Sephora’s in-store testers and sampling also made it easier for consumers to engage with the products firsthand.