Which Celebrity Beauty Startup Is Worth the Hype

Celebrity-backed beauty brands are everywhere, crowding our feeds and our shelves with glossy campaigns and buzzword-rich claims. But which of these startups actually deliver performance, innovation, and long-term value—as opposed to riding on name recognition alone? After testing hero products, reviewing ingredient strategies, and analyzing how the brands operate, a few clear winners rise above the hype.

This guide breaks down what matters beyond a famous face, the standout brands worth your money (and why), and how to shop smarter even when a campaign is irresistible.

How to judge a celebrity beauty startup

The halo of fame can overshadow product quality. Use a consistent rubric to see through the glitter:

• Formulation integrity

  • Are the actives present at meaningful levels? Look for published percentages (when provided) or ingredient order (though not precise, it’s directionally useful).
  • Are there potential irritants (fragrance, certain essential oils) flagged for sensitive skin?
  • Are textures stable and elegant (no pilling, separating, or heavy silicone feel unless intended)?

• Shade and texture inclusivity

  • Foundations and concealers should have a genuinely inclusive range—both shade count and undertone diversity (cool, warm, neutral, olive).
  • Haircare and skincare should address a diversity of hair textures and skin types.

• Packaging and sustainability

  • Refillable components, glass over virgin plastic where reasonable, and clear recycling guidance all matter.
  • Pumps that don’t sputter, jars that protect actives, and airless designs for oxidation-prone formulas are signals of thoughtful engineering.

• Price-to-performance ratio

  • Compare unit prices (per milliliter/gram). A premium is fine if formulas outperform and last longer.

• Brand mission and transparency

  • Meaningful philanthropy, medically informed advisory boards, and forthright communication about testing and sourcing add credibility.

• Retail access and customer support

  • Do they offer shade-matching, mini sizes, or fair return policies? Frequent stockouts can signal hype, but persistent availability issues can be a red flag for scale.

With the checklist in mind, here are the celebrity beauty brands that consistently justify attention—and the ones that might be better for specific niches.

The quick shortlist: who actually delivers?

Top performers by category (based on formula quality, inclusivity, value, and brand execution):

• Makeup, most comprehensive: Fenty Beauty (Rihanna)
• Makeup, best combination of performance and purpose: Rare Beauty (Selena Gomez)
• Makeup, innovation standouts: Haus Labs (Lady Gaga)
• Minimalist skincare that’s more than aesthetic: Rhode (Hailey Bieber)
• Textured haircare designed by and for curly/coily hair: Pattern Beauty (Tracee Ellis Ross)
• Luxe precision color with real artistry: Victoria Beckham Beauty
• Derm-informed, refillable, gender-neutral skincare: Humanrace (Pharrell Williams)

Close contenders with specific hits: r.e.m. beauty (Ariana Grande) for eye looks; About-Face (Halsey) for artistry pigments; Honest Beauty (Jessica Alba) for accessible clean-ish options; KINLÒ (Naomi Osaka) for melanin-first SPF.

Fenty Beauty: the inclusive standard-bearer

Launched in 2017 with 40+ foundation shades, Fenty Beauty reset the industry. The point wasn’t just a big number—it was undertones. Pro Filt’r’s shade map made it easier for people with olive, neutral, and deeper tones to find a match without mixing. Since then, the range has expanded into skin tints, complexion primers, and finishes that cover matte to hydrating.

What’s worth your money:

• Pro Filt’r Soft Matte Longwear Foundation: Ideal for oily to normal skin; a workhorse semi-matte finish that resists flashback. For dry skin, try hydrating primer or switch to Eaze Drop Skin Tint.
• Gloss Bomb Universal Lip Luminizer: Cushy shine without the gluey feel, in inclusive nudes and bright options; the original Fenty Glow remains a crowd-pleaser.
• Sun Stalk’r Bronzer and Cheeks Out Freestyle Cream Bronzer: Thoughtful undertones prevent orange or muddy casts across skin tones.
• Match Stix: Cream-to-powder sticks for contour, highlight, and color correction with a less-is-more learning curve.

Why the hype is deserved:

• Inclusivity in practice: Shade range and undertone balance set the benchmark other brands followed.
• Retail discipline: Consistent in-store testers, shade-matching, and seasonal sets help buyers experiment without guesswork.
• Iteration over gimmick: Fenty expands logically (e.g., Fenty Skin integrates sunscreen, cleansers, and moisturizers for a cohesive routine with some fragrance; check if you’re sensitive).

Caveats:

• Fragrance in some Fenty Skin products can irritate sensitive types. Patch test.
• Pro Filt’r Soft Matte can cling to dry patches; prep with a hydrating base or consider hydrating complexion products in the line.

Verdict: Worth the hype if you care about shade precision, reliable formulas, and a full wardrobe of textures.

Rare Beauty: performance with purpose

Selena Gomez’s Rare Beauty (2020) aims for super-blendable, softly radiant makeup with a philanthropic backbone: the Rare Impact Fund commits to increasing access to mental health services, with a long-term target often cited as $100 million over a decade. Rare’s community-first approach shows up in intuitive packaging and buddy-to-buddy marketing—but the formulas seal the deal.

Must-try picks:

• Soft Pinch Liquid Blush: Hyperpigmented drops that spread seamlessly, then set; a little goes a very long way. Matte and dewy finishes allow finish control.
• Positive Light Tinted Moisturizer: Flexible medium-sheer coverage with a natural glow; great daily base that doesn’t smother skin.
• Positive Light Silky Touch Highlighter: Compressed gel-powder hybrid that gives glassy sheen without glitter—ideal for textured skin.
• Kind Words Lip Liner + Lipstick: Comfortable matte that doesn’t sandpaper lips; the liner’s creamy glide helps prevent feathering.
• Soft Pinch Tinted Lip Oil: Lightweight oil-gel hybrid that leaves a comfortable tint without heavy stickiness.

Why it’s worth your money:

• Blendability for real life: Few celebrity lines nail “user-proof.” Rare’s complexion and color products blend with fingertips and don’t demand pro tools.
• Purpose backed by action: The mental health mission isn’t a passing tagline; the brand regularly highlights resources and initiatives.
• Price positioning: Mid-range pricing competitive with Sephora peers.

Caveats:

• If you prefer ultra-matte, full-coverage glam, Rare’s core DNA leans softer. You can build, but its sweet spot is soft glam.

Verdict: A top pick for people who want beautiful, buildable makeup with a mission—and products that hold up on camera and IRL.

Haus Labs by Lady Gaga: lab-forward artistry

Haus Labs relaunched in 2022 with science-led branding and a curated Sephora presence. The star product, Triclone Skin Tech Foundation, quickly became an editor favorite for its flexible medium coverage and skincare-infused claims (including fermented arnica complex). Whether fermented arnica reduces redness for everyone is still up for debate, but the formula’s wear and finish win converts across skin types.

Standout products:

• Triclone Skin Tech Foundation: Breathable, buildable, and impressively shade-true with balanced undertones.
• Bio-Radiant Gel-Powder Highlighter: Creamy, pore-smoothing shine that avoids glittery fallout.
• Color Fuse Blush: Silky payoff with long wear; modern tones that flatter a spectrum of skin tones.
• Optic Intensity Eco Eyeliner: Strong pigment and glide with a more sustainable casing.

Why the hype holds:

• Innovation in textures: Gel-powder hybrids, smooth mattes, and finely milled pigments make makeup feel upgraded.
• Inclusive yet edited: Not overwhelming, but the range hits key needs well.
• Packaging: Elevated and sturdy without being heavy for travel.

Caveats:

• Price skews premium. If you primarily want a daily, quick routine, Rare or Fenty might offer better price-to-use frequency.

Verdict: Worth the hype for formula nerds and makeup lovers who want a modern, skin-like finish with thoughtful shade engineering.

Rhode: minimalist skincare that earns its dewy badge

Hailey Bieber’s Rhode (2022) runs on a tight, barrier-focused edit: Peptide Glazing Fluid, Barrier Restore Cream, and the viral Peptide Lip Treatment. The aesthetic is clear—dewy, juicy, skin-first—and the formulas lean into humectants (glycerin, hyaluronic acid), anti-inflammatory soothing agents, and peptide complexes.

Why people love it:

• Texture excellence: The Glazing Fluid layers under sunscreen and makeup without pilling, making it a reliable priming serum for glow seekers.
• Simple routine architecture: You can use all three core products without redundancy and see improved hydration.
• Price accessibility: Premium feel at prices lower than many luxury competitors.

What to watch:

• Not a complete routine: No dedicated sunscreen or retinoid. You’ll need to fill those gaps.
• Fragrance: Some lip treatments are scented; check for unscented versions if sensitive.

Pro usage tip:

• Pair Rhode’s Glazing Fluid with a mineral or hybrid sunscreen for glassy, unified glow. If you’re oily, apply less cream and more serum.

Verdict: A minimal routine enhancer that actually delivers comfort and glow, especially if your skin barrier needs a gentle reset.

Pattern Beauty: textured haircare done right

Tracee Ellis Ross founded Pattern (2019) to serve curly, coily, and tight textures that mainstream brands often underserve. The line includes multiple conditioners with varying slip and weight, curl stylers, and tools that respect shrinkage and encourage definition.

Hero products:

• Heavy Conditioner: Rich slip for detangling coily hair without endless breakage.
• Leave-In Conditioner: Consistent moisture and curl memory without crunch.
• Curl Gel and Strong Hold Gel: Buildable hold that resists flaking; ideal for wash-and-go or twist-outs.
• Tools: Shower brushes and wide-tooth combs designed with curl-friendly spacing.

Why it’s a standout:

• Texture-specific thinking: Products recognize the difference between wavy, curly, and coily needs; not a one-size-fits-all curl cream.
• Sizes and pricing: Travel sizes to liters; frequent sets make it budget-friendlier for high-usage routines.
• Education: Clear instructions for sectioning, detangling, and styling promote healthy hair habits.

Caveats:

• If you’re fine-haired or wavy, some formulas may feel heavy. Start with light conditioners and gels.

Verdict: One of the few celebrity haircare lines that solves real problems for textured hair; worth the hype if that’s your hair type.

Victoria Beckham Beauty: modern, luxe precision

Victoria Beckham Beauty leans into polished, high-performance color. The Satin Kajal Liner has earned devoted fans for its creamy glide, intense pigment, and blend time before setting. The brand’s skin products (like Posh Gloss and matte lipsticks) sit comfortably in the luxury space with a real performance payoff.

Best bets:

• Satin Kajal Liner: Black and deep brown shades for classic looks; olive and navy tones add subtle vibrancy.
• Posh Lipstick: Comfortable satin-matte with sophisticated shades.
• Lid Lustre: Light-catching toppers that elevate a simple eye without fallout.

Worth it because:

• It nails the "one product, big impact" equation—especially the Kajal.
• Packaging feels premium without being excessively bulky.

Caveats:

• Pricey. If eyeliner is your signature, it’s a worthwhile splurge; otherwise, you can find budget liners that approximate but rarely match its smudge-set balance.

Verdict: Delivers on the luxury promise, especially for eye definition aficionados.

Humanrace: derm-guided, refill-first skincare

Pharrell Williams’ Humanrace (2020) launched with a tightly edited three-step routine: Rice Powder Cleanser, Lotus Enzyme Exfoliator, and Humidifying Cream. Dermatologist Dr. Elena Jones advises the brand, and packaging is thoughtfully refillable.

Why it works:

• Ingredient sensibility: Fragrance-free, with a focus on ceramides, humectants, and gentle exfoliation.
• Refill system: Reduces packaging waste and lowers repurchase cost slightly.
• Universal design: Unisex, minimal design that encourages consistent use.

Caveats:

• If you’re a power-actives enthusiast (high-strength retinoids, vitamin C derivatives), Humanrace’s core is a base routine; you’ll supplement elsewhere.

Verdict: A smart, sustainable backbone for sensitive or simple routines.

r.e.m. beauty and About-Face: artistry for eye looks and pigments

Two music powerhouses—Ariana Grande (r.e.m.) and Halsey (About-Face)—lean into playful, high-pigment color.

• r.e.m. beauty: Space-age packaging, strong eyeliners and metallic shadows, plus flexible lip formulas. Good for graphic liner and shimmer looks.
• About-Face: Editorial-leaning paints, matte fluid eye colors, and grunge-y nudes. The brand’s ethos is expressive, not “perfect.”

Why they’re worthwhile:

• The pigment-to-price ratio is strong.
• They fill a niche for creative looks beyond everyday neutrals.

Caveats:

• Not every product is user-proof; read tips for blending time and base compatibility.

Verdict: Worth the hype for creatives who value color payoffs and bold textures.

Kylie Cosmetics: from Lip Kit mania to mainstream mainstay

Kylie Cosmetics ignited the modern celebrity brand wave with 2015’s Lip Kit craze. The brand’s core remains bold lip color and themed collections. After a rebrand under Coty, formulas shifted to vegan and “cleaner” specs.

Hits:

• Matte Liquid Lipstick and Lip Liner duos for defined, long-wearing lips.
• Seasonal launches keep fans engaged.

Where it sits now:

• Still strong for statement lip looks, but competition has caught up in texture and comfort.
• Quality is decent, though less differentiated than earlier years; pick hero shades over full collections.

Verdict: Worth it if you love the aesthetic and lip-centered glam; otherwise, stronger all-rounders exist for complexion and eye staples.

SKKN by Kim: maximalist skincare for minimalists? Not quite

Kim Kardashian’s SKKN debuted with a nine-step routine—toner, hyaluronic serum, vitamin C8 serum, face cream, oil drops, and more—in refillable, architectural packaging. The brand positions itself as clinical-luxe.

What’s compelling:

• Elevated textures and a clear focus on barrier + glow.
• The vitamin C serum and hyaluronic blends feel cosmetically elegant.

Considerations:

• Price: Very premium for a full routine. You can replicate a similar routine more affordably by mixing pharmacy and derm brands.
• Complexity: Nine steps is not necessary for most people and increases the risk of pilling and irritation if layered improperly.

Who might love it:

• Skincare collectors who appreciate sculptural packaging and are comfortable curating from the lineup.

Verdict: Offers luxe sensorials, but the routine design and price make it a selective splurge—not essential hype for most.

Honest Beauty: accessible, family-friendly basics

Jessica Alba’s Honest Beauty sits at the accessible end of the spectrum. The standout is the Extreme Length Mascara + Lash Primer duo, often recommended for lifting straight lashes without smudging.

Why it’s useful:

• Easy-to-understand formulas; good option for those reducing fragrance and common irritants on a budget.
• Widely available at mass retailers; returns and trials are easier.

Verdict: Not buzzy, but quietly dependable for everyday essentials.

KINLÒ: melanin-first sun care

Naomi Osaka’s KINLÒ focuses on SPF for melanin-rich skin tones, addressing white-cast concerns with tinted mineral and hybrid sunscreens.

Strengths:

• Shade-tuned tints help eliminate cast while supporting daily sun protection.
• Approachable pricing and retail availability improve access.

Verdict: A targeted solution that fills a real gap; worth it if you’ve struggled with sunscreen cast.

Keys Soulcare: ritual meets dermatology

Alicia Keys’ Keys Soulcare blends self-care rituals with dermatologist co-creation. Expect mid-weight moisturizers, gentle exfoliation, and a focus on soothing.

Why consider it:

• If you want skincare to overlap with ritual (affirmations, candles) and appreciate a simpler formula set.
• The Skin Transformation Cream (with bakuchiol in some versions) offers a retinol-adjacent entry point.

Verdict: A calming, mid-tier line for those who want mindfulness tied to skincare, though actives are generally on the gentler side.

What separates the winners from the merely famous

Patterns shared by the strongest celebrity brands:

• A clear utility gap they actually fill (Fenty’s undertones, Pattern’s texture-first design, KINLÒ’s melanin-first SPF).
• Third-party validation (retailer bestseller status, awards, and strong community reviews over time).
• Operational discipline (reliable restocks, consistent shade matching across launches).
• Measurable mission or transparent advisory support (Rare’s mental health initiatives; Humanrace’s derm guidance).

Meanwhile, common pitfalls:

• Overstuffed routines (SKKN’s nine steps) that sound impressive but breed redundancy.
• Seasonal limited editions that overshadow core quality.
• Hype cycles driven by one viral SKU without supporting cast (brands can feel one-note if they don’t follow up with similarly strong launches).

How to personally stress-test the hype at home

Use this pragmatic protocol to evaluate any brand, celebrity-backed or not:

• Blind swatch test

  • Put brand-new products up against your current favorites without looking at labels. Which blend faster? Which set more elegantly? Which oxidize less?

• Wear test across environments

  • Try one cheek with new blush, one with your old go-to; take photos at 2, 5, and 8 hours. Change lighting: daylight, warm indoor, flash.

• Base compatibility

  • Mix-and-match: Does the new foundation play well with your sunscreen? Does blush pill over your moisturizer? If products require brand-exclusive stacking to work, that’s a cost.

• Ingredient scan

  • Scan for alcohol denat high in the INCI for people with barrier issues; fragrance if sensitive; potential acne triggers if you’re breakout-prone (e.g., heavy coconut derivatives).

• Price per wear

  • Estimate the product’s usable life and divide by cost. A $40 blush that lasts a year with daily half-dot use might beat a $20 blush used at 4x the quantity.

• Return and shade-match policies

  • Favor retailers with generous returns and sample programs; this removes “shade gamble” anxiety from complexion buys.

Ingredient and packaging insight: subtle tells of quality

• Active levels and order:
  • For skincare, meaningful percentages are often disclosed by science-led brands; where not disclosed, look for actives in the top third of the list (with caveats—some potent actives have low effective percentages).
• Delivery systems:
  • Airless pumps and opaque packaging protect vitamin C, retinoids, and antioxidants from oxidation.
  • Refillable designs are a plus when seals remain tight and pumps maintain pressure consistency.
• Texture engineering:
  • Gel-powder hybrids (Haus Labs highlighter) and silicone-elastomer networks can make finishes more skin-like and long-wearing.
• Fragrance choices:
  • If you love scent, look for brands that separate scented experience (candles, body) from face care to reduce irritation risk.

Value math without a spreadsheet

• Convert to unit price:
  • Lip products: Divide price by grams; a 3.2 g lipstick at $28 is $8.75/g.
  • Foundation: Price per mL; a $45 bottle at 30 mL is $1.50/mL.
• Estimate usage rate:
  • High-pigment items like Rare’s Soft Pinch will last longer than sheer liquids; cost per wear drops dramatically.
• Factor restock frequency:
  • If a staple frequently sells out, consider buying a backup only after you’ve verified it’s a daily driver, not on day one.

The verdict: which celebrity beauty startups are truly worth the hype?

• Best overall makeup brand for most people: Fenty Beauty

  • Why: Unmatched shade inclusivity, dependable performance across categories, continued iteration without gimmicks.

• Best feel-good and user-friendly makeup line: Rare Beauty

  • Why: Blendability, wearable glow, and a mission that translates into real-world initiatives.

• Best innovation you can feel on skin: Haus Labs

  • Why: Skin-like finishes and textures that elevate daily wear without mastering pro techniques.

• Best minimalist skincare trio: Rhode

  • Why: Barrier-friendly, glow-boosting basics that slot into existing routines with minimal fuss.

• Best textured haircare: Pattern Beauty

  • Why: Real solutions for curly and coily hair, with tools and sizes that respect high-use routines.

• Best luxe eye definition: Victoria Beckham Beauty

  • Why: One-and-done products that transform a look (that Satin Kajal is legendary for a reason).

• Best refillable, gentle backbone routine: Humanrace

  • Why: Derm-advised, fragrance-free, refill-first design for sensitive or low-maintenance users.

What about everyone else? Brands like Kylie Cosmetics, r.e.m., About-Face, Honest Beauty, Keys Soulcare, and KINLÒ each have niches where they shine. If their hero products align with your needs, they can be great additions. Just avoid buying into full collections on hype alone.

Practical shopping scenarios and recommendations

• Scenario 1: I want a camera-ready base that still looks like skin.

  • Try: Haus Labs Triclone Foundation or Fenty Eaze Drop Skin Tint.
  • Tip: Apply thin layers, let each set, and finish with a micro-fine setting powder.

• Scenario 2: My makeup needs to be quick, soft, and dependable.

  • Try: Rare’s Positive Light Tinted Moisturizer + Soft Pinch Blush; finish with Fenty Gloss Bomb.
  • Tip: Use fingers to warm cream products for faster blending.

• Scenario 3: I have coily hair; detangling breaks my hair.

  • Try: Pattern Heavy Conditioner + detangling brush; section hair and work from ends upward.
  • Tip: Add water while detangling; slip increases, breakage decreases.

• Scenario 4: Sunscreen always looks gray on me.

  • Try: KINLÒ’s tinted mineral SPF or a hybrid SPF from a melanin-friendly range.
  • Tip: Apply in two thin layers; let each absorb to reduce cast.

• Scenario 5: I want a dramatic eye with minimal products.

  • Try: Victoria Beckham Satin Kajal Liner smudged at the lash line + a single shadow.
  • Tip: Work one eye at a time; blend before the liner sets.

Common mistakes to avoid when buying into hype

• Buying vaults or full bundles on day one

  • Start with one or two hero SKUs; expand only after confirming they suit your routine.

• Ignoring undertones in shade matching

  • Don’t just pick “medium” or “tan.” Look at veins and jewelry preference (gold vs silver) as quick cues, then swatch along jawline in daylight.

• Stacking too many active skincare products

  • If you add a vitamin C, retinoid, exfoliant, and peptide serum in one go, you might create irritation. Introduce one active at a time.

• Expecting one brand to be your entire routine

  • It rarely is. Mix and match. Rhode for hydration, your favorite derm brand for retinoids, Fenty for complexion, etc.

What I’d actually buy with $150

• Rare Beauty Soft Pinch Liquid Blush: High longevity, daily joy factor.
• Fenty Gloss Bomb: Universally flattering and pairs with any look.
• Haus Labs Color Fuse Blush or Bio-Radiant Highlighter: Texture upgrade you can see.
• Pattern Leave-In Conditioner (travel size): Curl-safe moisture booster for on-the-go.
• KINLÒ tinted SPF (if you need cast-free sun protection) or substitute with your current favorite sunscreen.

This mix balances makeup payoff, hair health, and essential SPF while keeping per-wear cost low.

How to future-proof your routine as trends shift

• Build a capsule beauty wardrobe

  • 1 flexible base (tint or foundation), 1 multipurpose blush, 1 defining liner/mascara, 1 lip that flatters your undertone, 1 SPF you actually like, 1 hydrator that layers with everything.

• Keep a “rotation doc”

  • Note open dates and reactions in your phone. Replace when textures or scents shift (signs of oxidation or bacterial growth).

• Refill when it makes sense

  • Choose refillable products you consistently finish—Humanrace moisturizers, some lip balms, liners when offerings exist.

• Audit quarterly

  • Remove duplicates and expired items. Trends pass; your skin and hair needs remain.

Final take: fame can open the door, quality keeps the lights on

The celebrity beauty space is more crowded and competitive than ever, which ultimately benefits consumers. The brands that endure—Fenty Beauty, Rare Beauty, Haus Labs, Pattern, Rhode, Victoria Beckham Beauty, Humanrace—do so because they deliver measurable value: inclusive shade maps, elevated textures, realistic routines, and thoughtful packaging.

Let the famous face get your attention; then let your swatches, ingredient scans, and wear tests make the final decision. When you shop that way, hype becomes a helpful signal—not a costly trap—and your top shelf reflects what truly works for you.