Celebrity owned beauty brands worth the hype

Schenelle Dsouza 

The beauty industry is one that never fails to impress. From new brands to innovative product launches, the industry is filled with something new every other day. A raging trend at the moment is celebrities delving into the beauty industry to launch their own skincare or makeup lines. We have seen many new brands over the years, right from Kylie Jenner’s Kylie Cosmetics to Katrina Kaif’s Kay Beauty. But are they actually worth the hype?

Here’s our selection of the best and most deserving celebrity-owned beauty brands at the moment.

Anomaly by Priyanka Chopra

Currently the most talked about beauty brand in the country, Priyanka Chopra Jonas’ haircare line Anomaly made its grand debut in India last week and will be available exclusively on Nykaa. The brand was launched last year in partnership with global beauty incubator Maesa. Anomaly focuses on clean, performance-driven formulas with eco-conscious packaging made from 100% plastic trash and infinitely recyclable cans, as claimed by the brand. Their brand philosophy is to provide Indian consumers with quality hair care products that won’t tear a hole in their pockets and protect the earth at the same time. The collection consists of end-to-end hair care solutions comprising of shampoos and conditioners, a high-performance hair and scalp oil, a dry shampoo, and bonding mask. Their clean, superior formulas are said to be vegan and cruelty-free while straying away from chemicals like SLS / SLES sulphates, parabens, phthalates, mineral oil, or dyes.

Must try:

Anomaly Hair and Scalp Oil

Anomaly Bonding Mask

Anomaly Clarifying Shampoo

Fenty Beauty by Rihanna

Rihanna’s Fenty Beauty has been a raging hit in the beauty industry for a while now. Launched in 2017, Fenty Beauty had inclusivity as a top priority when it launched its first collection of 40 distinctive foundation shades which have now expanded to 50 shades. The brand has a huge category range, offering everything from bronzers to lip gloss and has since expanded into skincare with Fenty Skin (and possibly Fenty Hair according to a trademark filed in July). Their products claim to use only ethically-sourced natural ingredients while avoiding harsh ingredients like parabens, oxybenzone, octinoxate, phthalates, formaldehyde, plastic microbeads, polyacrylamide, paraffin, lead, and more. The brand is also associated with sustainability, prioritizing the three Rs — reduce, reuse, and recycle. All of Fenty Beauty’s products use recyclable materials for packaging while eliminating excess packaging and using refillable products wherever possible.

Must try:

Fenty Beauty Lip Luminizer

Fenty Beauty Contour Skinstick 

Fenty Beauty Longwear Foundation

Kay Beauty by Katrina Kaif

India’s first celebrity-owned beauty brand, Kay Beauty by Katrina Kaif is also one of the most successful beauty brands in India. What makes it stand out is its range of products filled with ‘care’ ingredients that nourish the skin while providing long wear and high-performance benefits. Having been launched in 2019, the brand quickly became a favourite in the country and is currently delivering in over 1,600 cities, available across 100 Nykaa stores pan-India. Kay Beauty offers a range of products with diverse shades that cater to all Indian skin tones. Their range includes products such as lip crayons, lip liners, kajals, eyeliner, mascara, eyebrow pencils, eyeshadow sticks, colour correctors, contour sticks, loose powders, highlighters, compacts, blushes, eyeshadow palettes, foundation, and nail lacquers among other products.

Must try:

Kay Beauty Lip Crayon

Kay Beauty Setting Powder

Kay Beauty Eyeshadow Palettes

Kylie Cosmetics by Kylie Jenner

The youngest of the Kardashian-Jenner clan, Kylie Jenner launched her beauty empire with Kylie Cosmetics in 2015. One of the most successful brands worldwide, Kylie Cosmetics has a boost from the beginning with its infamous Kylie Lip Kits containing a lip liner and matte liquid lipstick. The lip kit was marketed in the most innovative way. Jenner, who at the time denied reports of lip injections simply stated that her perfect pout was a result of the overlined lips which created the perfect pout. Post her very successful Lip Kit collections, Kylie Cosmetics launched a number of successful products over the years including concealers, powder compacts and blushes, eyeshadow palettes and now. Expanding her cosmetics line, the reality star launched Kylie Skin, an extension of Kylie Cosmetics in 2019. This line included a selection of moisturizers, face masks, toners, serums, body lotions, exfoliators and lip oils. Both Kylie Cosmetics and Kylie Skin are said to be officially 100% vegan, gluten-free, cruelty-free, and paraben-free, avoiding harmful ingredients like phthalates, mineral oil, formaldehyde, petrolatum, aluminium salts, lead, lead acetate, methyl cellosolve, and methoxyethyl.

Must try:

Kylie Matte Lip Kit

Kylie Cosmetics Pressed Blush Powder

Kylie Skin Bundle

LoveChild by Masaba Gupta 

Indian designer Masaba Gupta, who is known for her eclectic prints and edgy silhouettes, recently ventured into the beauty industry launching her beauty brand LoveChild in August, this year. A mix of beauty, wellness and problem-solving skincare products, LoveChild offers a diverse, inclusive and genderless line of makeup and skincare that goes beyond the bounds of perfect skin tones and textures. The vegan and cruelty-free brand initially launched a collection of mate and liquid lipsticks and nail lacquers, moving into kajals and eyeliners, and a few skincare variants like sheet masks, face mists and anti-anxiety oils. Their most recent launch was a selection of fragrances designed and created entirely by Masaba Gupta herself. Each of the fragrances, she claims, takes her back to her roots with fond memories like a typical weekend at her Nani’s house, or the time she enjoyed the cuppa’s joe at the dark wood beach, in Antigua. Constructed around a bouquet of powerfully enticing ingredients, the fragrances demonstrate the sensual powers and beauty of spicy accents that accompany fruity floral notes with a sweet tease of citrus.

Must try:

LoveChild Eau de Parfum

LoveChild Mad Matte Liquid Lipstick

LoveChild 100% Cellulose Sheet Masks

Rare Beauty by Selena Gomez

Selena Gomez founded her beauty line Rare Beauty back in 2020. As the name suggests, the brand was founded with the aim of helping people celebrate their uniqueness. With a stance on mental health awareness, the brand, as Selena puts it “…is not about how other people see you; it is about how you see yourself”. The brand was launched in conjunction with a non-profit called the Rare Impact Fund. According to Rare Beauty’s website, one per cent of all sales will be donated to different mental health and education organizations. Rare Beauty aims to raise $100 million over the next decade, to serve the mental health gaps and uplift underserved communities. Gomez’s 100 per cent vegan brand has makeup, skincare and beauty products including foundation, concealer, highlighters, eyebrow pencils, lip creams, and more.

Must try:

Rare Beauty Liquid Blush

Rare Beauty Matte Lip Cream

Rare Beauty Mascara

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