The only thing better than getting an inside look at a celebrity's personal beauty routine [1] through makeup tutorials, insider skin-care tips [2], and product recommendations [3] is being able to replicate that same routine at home when they launch their own beauty brand.
Of the biggest celebrity names in beauty, stars like Rihanna [4] and Selena Gomez [5] come in at the top, which is exactly why the launches of their respective skin-care and makeup lines have been so highly anticipated. But they aren't the only two stars to expand into the beauty space this year. Lauren Conrad [6], Gabrielle Union [7], TikTok's Addison Rae, and even Venus Williams all made a move into the industry in 2020 with collections of hair, makeup, and skin-care products.
The connection makes sense: with access to the world's best beauty professionals and experts [8], plus plenty of their own glam experience to pull from, when a celebrity sets out to create a beauty brand, it's usually pretty good.
Global pandemic aside, 2020 is ripe with new and exciting celebrity-owned brands to explore — and there's still more to come in the second half of the year. Ahead, we're rounded up the new celebrity hair, makeup, and skin-care brands that should be on your radar, along with a few products to shop from each.
Fenty Skin By Rihanna
Considering how popular Rihanna [9]'s makeup brand Fenty Beauty is, we weren't surprised when we learned she had a new skin-care brand in the works [10]. Fenty Skin officially launched in July 2020 with three key products for a complete, three-step routine [11], and they're already highly reviewed.
The brand is clean, oil-free, vegan, gluten-free, and made with ingredients from all over the world [12], including Rihanna's home of Barbados.
Fenty Skin Start'rs
You can try out all three products with the Fenty Skin Start'rs [13] ($75). This includes the cleanser, toner serum, and moisturiser with SPF.
Lauren Conrad Beauty By Lauren Conrad
In August 2020, Lauren Conrad [14] surprised us with the launch of her very own namesake cosmetics brand. Lauren Conrad Beauty [15] debuted five essential products to allow fans to recreate Conrad's signature fresh-faced makeup look.
The products are ethically sourced, clean, vegan, and the lipsticks are housed in fully recyclable tubes.
Lauren Conrad Beauty The Lip & Cheek Tint
With lipsticks, eyeliner, lip gloss, and highlighters to choose from, we found the Lauren Conrad Beauty The Lip & Cheek Tint [16] ($20) to be the perfect multiuse introductory product to Conrad's new brand.
Flawless By Gabrielle Union
A reformulation three years in the making, Gabrielle Union [17] and celebrity hairstylist Larry Sims re-released Flawless By Gabrielle Union [18] at the start of August. The collection includes 12 hair products, ranging from shampoos to curl creams, priced affordably at $4 to $10 a piece.
The collection is exclusively available Amazon for shoppers to build their own custom hair regimen.
Flawless by Gabrielle Union Detangling Leave-in Hair Conditioner
The Flawless by Gabrielle Union Detangling Leave-in Hair Conditioner [19] ($10) is meant for wavy, curly, normal, and coily textured hair and is made with coconut oil, shea butter, Brazilian bacuri butter, marshmallow extract, and more.
Item Beauty By Addison Rae
In August 2020, TikTok star Addison Rae launched Item Beauty [20]. The debut collection includes a mascara, jelly eyeshadow, brightening powder, brow definer, lip oil, and contour duo [21], all geared toward her young following in bright and colourful packageing.
Item Beauty ranges from $12 to $22 a product and is made with clean formulas.
Item Beauty Lash Snack
Of the six new products, the Item Beauty Lash Snack [22] ($14) mascara is Rae's favourite.
One/Size By Patrick Starrr
Patrick Starrr certainly isn't new to the beauty industry – the mega-influencer has 4.44M Youtube subscribers and has done a handful of brand collaborations over the years — but One/Size [23] is his first, very own cosmetic brand.
One/Size hit stores in July and has already expanded its product categories. You can find Starrr's products at Sephora.
One/Size Go Off Makeup Dissolving Mist
The One/Size Go Off Makeup Dissolving Mist [24] ($24) was one of the two debut products for Starrr's brand. It melts away makeup quickly and with ease, thanks to its spray formula.
EleVen By Venus Williams
In July, we learned that Venus Williams expanded her athletic wear brand EleVen [25] into skin care with the launch of two sunscreen products. The products were made with all skin types and complexions in mind, so they won't leave a white cast on the skin.
The clean mineral sunscreen collection is made from a reef-safe formula and is in collaboration with Credo Beauty.
EleVen Unrivaled Sun Serum SPF 35
Eleven Unrivaled Sun Serum SPF 35 [26] ($50) is made with SPF 30 and covers your skin in silky hydration, thanks to its serum-like consistency.
Rare Beauty By Selena Gomez
Selena Gomez [27] began teasing her new brand Rare Beauty [28] in February of 2020, but it's not yet available — the official launch date is Sept. 3 [29]. What we know is that the debut collection will include 48 shades of foundation and concealer.
Rare Beauty will be available at Sephora when it finally launches.
