A Timeline of All of the Celebrity Beauty Brands That Have Launched Since the '90s

A Timeline of All of the Celebrity Beauty Brands That Have Launched Since the ’90s

  • Celebrity-owned beauty brands have always been big business in Hollywood.
  • A-listers have been launching beauty products since as early as the ’90s.
  • The trend is more popular than ever, with countless stars from John Legend to Marsai Martin launching beauty brands in 2022.

There once was a time when it felt like every celebrity had a fragrance, from Britney Spears to Jennifer Lopez to Paris Hilton. Now, it feels like every celebrity has their own beauty brand, and it doesn’t seem to be slowing down anytime soon — in fact, celebrity-owned beauty companies only seem to be picking up speed.

Rihanna (owner of Fenty Beauty and now Fenty Skin) and Kylie Jenner (of Kylie Cosmetics) were once the picture of success when it came to side hustles by way of beauty brands, but that’s now become the norm. Having actresses, singers, models, and athletes double as beauty brand ambassadors is nothing new, but in recent years, we’ve seen more celebrities break off on their own and create namesake companies. In 2020 alone, we saw more than 10 new celebrity-owned companies hit the market, followed by 15 more in 2021. Within the first month of 2022, we’ve also already seen four new celeb-owned brands. We can see why it might be hard to keep track, so we rounded them up in a comprehensive list ahead.

It all began decades ago. Starting with the 1990s and working up to 2022, these are all of the celebrity-owned beauty brands that have come to fruition over the last 30 years — including the ones that are no more.

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