Celebrity fragrances were once the move, but now, it feels like everybody who's anybody has their own bona-fide beauty brand. Selena Gomez [1]? Check. Rihanna [2]? Double check. Pharrell Williams? Check, again. In just the last year alone, over 10 new makeup, skin-care, and hair-care brands [3] popped up under the names of A-listers, and we would bet our entire makeup stash that the trend will continue into 2021.

We're not just making an educated guess here — just five days into the new year, two celebrities have already launched their own beauty companies. On Jan. 4, J Lo Beauty [4], by none other than Jennifer Lopez [5], hit the market, and that same day, About-Face came completely out of the blue [6] by Halsey.

Additional debut celebrity beauty brands [7] of 2021 have yet to be determined, but we're keeping our ears open and our eyes peeled — to Instagram, that is — for hints from our favourite brand-less celebrities. (We're looking at you, Zendaya [8].)

Keep scrolling to read more about the latest celebrity beauty brands of 2021.