Cardi B has teased a forthcoming makeup range, as has YouTuber James Charles, while Hailey Bieber, Gwen Stefani and Ariana Grande all reportedly filed trademarks for beauty products. Welcome to the golden age of the celebrity beauty brand.
Today, the legacy of Kylie Cosmetics—as well as Rihanna’s industry-changing Fenty Beauty, which launched in 2017—is everywhere, as celebrities jump on the beauty bandwagon. There’s Lady Gaga’s Haus Laboratories; Selena Gomez’s Rare Beauty; Kim Kardashian West’s KKW Beauty; Pharrell Williams’ Humanrace; Millie Bobby Brown’s Florence by Mills; Jennifer Lopez’s JLo Beauty; Halsey’s About-Face; Victoria Beckham; Paris Hilton’s Pro DNA, and many more.
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