By StyleCraze
The research, conducted by beauty experts StyleCraze, examined every celebrity-owned beauty brand based on various factors such as Google search data, online article mentions and Instagram followers. These factors were combined to give each brand a ‘beauty score’ to discover the most popular celebrity-owned beauty brands worldwide.
The study revealed that global reality star Kylie Jenner takes first place with her makeup brand Kylie Cosmetics. Established in 2014, Kylie Cosmetics took the industry by storm with the launch of her famous lip kits, and her venture into the business world has been highly successful ever since. The brand claimed the top spot due to having the highest number of Instagram followers, with 26 million, in addition to the highest number of hashtags on Instagram, with more than 4.9 million hashtags.
Rare Beauty ranks as the second most popular celebrity beauty brand, created by singing and acting sensation Selena Gomez. Launched in September 2020, the vegan and cruelty-free makeup brand has taken the industry by storm, with the collection’s liquid blush and eyeliner standing out as clear fan favorites. Rare Beauty has the third-highest monthly searches with an average of 292,000 global searches for the brand and the second-highest number of online article mentions in the last six months.
Interestingly, Harry Styles’ new brand Pleasing ranks as the third most popular celebrity beauty brand. Launched in late 2021, Pleasing is a gender-neutral brand that offers products ranging from nail polish to skincare and has an Instagram following of 1.3 million. Harry’s brand rated so highly due to having the highest number of likes per Instagram post, with an average of 112,995 likes, which is more than double the likes of any other brand on the list.
The research discovered that Florence by Mills is the fourth most popular celebrity beauty brand. Created by teen acting sensation Millie Bobby Brown, best known for her role as Eleven in Stranger Things, Millie has rocked the beauty world since launching her brand in 2019. Florence by Mills rakes in 325,000 global monthly searches worldwide, the highest of any celebrity beauty brand, in addition to having the second-highest number of hashtags on Instagram, with 1,049,086 hashtags.
| Brand | Celebrity | Instagram follows | Search volume | Average likes per Instagram post | Instagram hashtags | Article mentions | Beauty Score |
| Kylie Cosmetics | Kylie Jenner | 26,000,000 | 314,000 | 31,756 | 4,985,266 | 7,863 | 42.47 |
| Rare Beauty | Selena Gomez | 3,200,000 | 292,000 | 38,977 | 638,463 | 7,004 | 23.94 |
| Pleasing | Harry Styles | 1,300,000 | 56,000 | 112,995 | 270,524 | 5,293 | 19.50 |
| Florence by Mills | Millie Bobby Brown | 2,900,000 | 325,000 | 49,887 | 1,049,086 | 403 | 18.15 |
| Goop | Gwyneth Paltrow | 1,700,000 | 241,00 | 971 | 327,569 | 1,142 | 10.26 |
| Kylie Skin | Kylie Jenner | 5,800,000 | 80,000 | 8,822 | 422,373 | 1,176 | 7.82 |
| Fenty Skin | Rihanna | 1,000,000 | 64,000 | 3,173 | 134,444 | 3,594 | 7.48 |
| R.E.M Beauty | Ariana Grande | 1,300,000 | 17,000 | 37,803 | 374,369 | 1,077 | 6.99 |
| Rhode Skin | Hailey Bieber | 478,805 | 1,400 | 30,351 | 3,100 | 3,187 | 6.41 |
| SKNN by Kim | Kim Kardashian | 5,500,000 | 3,500 | 6,964 | 128,008 | 1,109 | 4.51 |
