It's no secret that celebrity-founded brands are saturating the market right now. From skin care to coffee and shapewear, it seems like every big name in Hollywood is also a CEO or founder of a brand or two. Not to mention, Beyoncé broke the internet last year by unveiling her hair care line, Cécred. And just months later, Rihanna grew her Fenty brand with Fenty Hair, too.
However, as a consumer, you want to believe that actual time, research and dedication is going into these brands, and they're not just a money grab by those who could be considered financially set. Over at Shop TODAY, we pride ourselves on giving unbiased, honest reviews and we're here to say, some of these celebrity brands not only walk the walk but talk the talk.
Keep reading to see which brands our editors have personally tried, hear our honest thoughts, and shop those that are truly worth your time and most importantly, your money.
Haus Labs
Founded by Lady Gaga in 2019, the brand stays true to Gaga's unconventional, unique roots. In an interview with British Vogue, Gaga talked about the mission of her brand by saying, "We want to make make-up for people that love to explore the artist within themselves and see themselves as a canvas."
This blush stick combines skin care and makeup to deliver an extra glossy finish. Apply on the lips and cheeks, and you should notice a more hydrated and plump outcome. Plus, the color pay off is impressive — one swipe on each cheek is all you need!
Commerce writer Danielle Murphy can think of quite a few reasons to love this product, citing its shade range, serum-like application, great ingredients, blend-ability and flexible coverage. For the cherry on top, this foundation took home the gold in Shop TODAY's 2024 Beauty Awards for best 2-in-1 medium-coverage foundation.
Rare Beauty
Founded by Selena Gomez in 2020, Rare Beauty has a dedicated following to say the least. Since then, the company has continued to push out new launches and even create a charity organization, the Rare Beauty Impact Fund, which supports mental health initiatives by donating a profit from all sales.
Associate social media editor Dani Musacchio has tried a lot of different mascaras to lengthen, curl and add volume to her pretty straight lashes. Only one has done the trick and it’s this volumizing mascara from Rare Beauty.
“When I use this mascara it tends to hold a curl really well,” she says of this makeup product that she also notes doesn’t clump or flake throughout the day.
Associate commerce editor Shannon Garlin can’t stop raving about this foundation and how it seamlessly matches her skin tone. She goes on to say, “I think my favorite part is how many shades it comes in, I’m really fair and some fair foundations look to pink on me, or then orange. It has impressive coverage for how weightless it feels — I forget I’m wearing foundation!”
This liquid blush puts all others to shame based on pigment alone — a little goes a long way which means this product will last me forever! Available in both matte and dewy finishes, I personally love the shade "happy" which is the perfect Barbie pink. It's easy to see why TikTok is obsessed with this product by racking up over 2.2 billion views.
Rhode
While Rhode is newer to the beauty scene, it has made quite the impression. Founded in the summer of 2022 on the values of simplicity, affordability, authenticity, quality and transparency, Hailey Bieber has wasted no time transforming this brand into a skin care powerhouse.
If you're chronically online, chances are you've seen the peptide lip treatment everywhere. Luckily, multiple editors on our team have given it their golden stamp of approval.
"I have a reputation for being extremely particular about my fashion and beauty preferences, and it’s something I really can’t hide when it comes to lip products. While I wasn’t convinced until I finally tried it, Rhode’s Peptide Lip Treatment has earned its spot as my daily go-to," says partnerships associate editor, Erica Marrison.
If you haven’t been online recently, then you’ve missed what seems like the entire Internet raving about Rhode’s new Pocket Blush. The launch is a first for the brand in the makeup category, and they didn’t disappoint. Editorial assistant Madison San Miguel even labeled it as the “best new launch” of the year, highlighting the gorgeous, radiant glow it leaves behind.
Described by the brand as a "rich, but lightweight, cream moisturizer to comfort, soothe, and restore the skin barrier," this moisturizer is my go-to for colder months. Between the chilly breeze, low humidity and indoor heating, this is the time of year to I reach for this cream to improve my skin barrier and give my skin some extra TLC. I can confirm this product is the real deal.
The Outset
After struggling with acne for years, actress Scarlett Johansson set out to create a skin care line in 2022 that featured simple, yet effective everyday essentials. Johansson even credits the brand with helping her through some of the skin care woes that often come with pregnancy.
This night cream features plenty of skin care powerhouses like niacinamide, bakuchiol and evening primrose oil. Needless to say, it truly wowed writer Emma Stessman.
"It’s now become a staple in my routine. I have very dry skin and I always notice an increase in flakiness when the weather gets colder, but this winter I haven’t had many issues and I think it’s in part, because I’ve been using this cream nightly (and sometimes in the mornings too when I know it’s going to be particularly cold). It’s ultra-rich and moisturizing, and you really only need a little to feel the effects."
"This lip treatment was almost impossible to get when it launched earlier this year, it kept selling out!" says Stessman. When she was finally able to get her hands on it, she understood the hype. "It keeps my lips hydrated basically all day and also serves as a gloss that I can wear over lip tints or lipsticks."
Fenty
It's no secret that Rihanna dominates the music industry but she also has rightfully earned the title of cosmetic mogul. Creating Fenty Beauty back in 2017, Rihanna set out to develop cosmetics to cater to traditionally hard-to-match skin tones and all skin types — mission accomplished.
And in June 2024, Rihanna extended Fenty Beauty with Fenty Hair. However, Rihanna also launched Fenty Skin, Fenty Fragrance and Savage x Fenty between 2017 and now, all under the same umbrella.
Senior partnerships editor Francesca Cocchi Zabloudil has been loyal to this foundation for years and doesn’t plan on switching up anytime soon. When getting ready you can find her applying this with a flat-top kabuki brush for that perfect level of coverage. Better yet, she finds that one layer does the trick for a natural makeup look that lasts all day.
Formulated with softening shea butter, generous color payoff and lovely plumping effects, what more could you possibly want from a gloss? "I absolutely love this lip product from Fenty. It’s a beautiful sheer gloss that isn’t sticky at all — it’s surprisingly quite moisturizing" says Musacchio.
"The plumping effect is nice yet subtle and won’t leave your lips stinging like other lip plumpers. I’m dying to try all the other colors."
Fenty Hair is the newest member of the Fenty family. And based on the feedback from customers, Rihanna checked every box with this collection. If you want to try most of the line, The Maintenance Crew Full-Size Bundle is a good opportunity to, or you can opt to purchasing each product individually based on your hair needs.
JVN Hair
Known for their infectious positivity on Netflix's "Queer Eye," Jonathan Van Ness launched JVN Hair in 2021. Met with immediate enthusiasm from customers by offering a cruelty-free line of hair care products with a non-gendered approach, Van Ness says the brand is built for every person and all hair types to help spread acceptance and equality.
With over 800 five-star reviews on Sephora, JVN's air dry cream is great for those who are constantly on-the-go and don't have the time (or patience!) for a blowout.
This is especially true for deputy managing editor Jess Bender who went on to say, "As somebody who has a pretty lazy hair care routine, I swear I have my best hair days whenever I apply this to my tresses after hopping out of the shower. I don’t need to do much to let it work its magic — just massage a dime-sized amount from scalp to ends and crimp a bit — but it’s the first time I’ve seen my waves clearly defined without using a heated tool to supplement.
Skims
While the Kardashian family might be controversial at times, we can't debate the fact that Kim did something really right with Skims. Named as one of TIME's 100 Most Influential Companies in 2022, it's safe to say Skims isn't going anywhere anytime soon.
Recently, Kim relaunched her skin care and makeup brand SKKN by Kim with new and improved lip liners, moisturizers and more that we expect to be just as successful as her clothing brand.
Multiple members of our team are huge fans of the Fits Everybody line whether it be their bras, underwear or loungewear. Described as "truly some of the most comfortable underwear I have ever owned," by commerce producer Alexa Arent, it's hard to go back to other brands after wearing these.
Being Frenshe
While you might remember her as the ever-so-fabulous Sharpay Evans from "High School Musical," Ashley Tisdale is now channeling her love for self-care and all things beauty and wellness by creating her own line sold exclusively at Target. Established in 2020, Being Frenshe is pronounced "French-ee," a clever play on her married name, French.
After going viral on TikTok last year, production associate Jill Ortiz finally caved and ran to Target to pick up this lavender mist. "I finally found it in stores and understood why it's so popular. Since then, I've tried every scent but this remains my favorite. It smells so good and actually lasts," says Ortiz.
Beautiful by Drew Barrymore
What can't Drew Barrymore do? When she isn't busy hosting her wildly successful talkshow or writing her next bestseller, Barrymore combined her love of design, functionality and high-quality appliances to launch Beautiful in 2021.
For all the caffeine addicts out there (us included), this ones for you! Not only is this a 2-in-1 grinder and drip machine, it’s extremely compact which is great for those with limited countertop real estate.
Social media video producer Anita Chomenko confirmed the hype by saying, “You can change the settings based on how many ounces of coffee you want, and there’s an over-ice setting which is my favorite. It’s slim and super cute!”
At this point, we’re all air fryer converts. When Drew first launched her line, Stessman couldn’t add this to her cart fast enough. “It is by far the most used appliance in my kitchen, I use it practically every day. It has 11 preset functions, so you can bake, toast, air fry, dehydrate, broil and more.
“I use it instead of my oven most of the time because it heats up quicker and is easier to clean. I have the sage green one and love the way it looks in my kitchen,” which says true to Barrymore’s mission to create appliances that look beautiful (get it?!) in everyone’s kitchen.
Featured in Shop TODAY's 2023 Gifts We Love Awards, this mixer was an instant hit with our team. Deputy editorial director Alexandra Deabler says it best, “Stand mixers are usually so expensive — but this is a chic, cheaper and much lighter option. Plus, it comes in a lot of gorgeous colors.”
Free Rein Coffee
"Yellowstone" fans, this ones for you! Born straight from the heartland of Texas, Cole Hauser's new coffee and lifestyle brand wants customers to wake up on the right side of bed and get after it with unbeatably smooth and flavorful coffee.
This blend is Cole's "go-to," per the brand, that further describes it as a blend that "doesn't hold back." It pairs bold flavors with a full body to deliver you with a strong cup of Joe.
Slowly but surely this trucker hat has become my new go-to for running errands or my many bad hair days. The branding is very understated so it's not too in your face which I appreciate when it comes to clothing and accessories.
R.e.m beauty
It seems Ariana Grande does it all: singer, song-writer and actress. But the artist has added entrepreneur to her resume as of late, too. R.e.m beauty is inspired by creativity and self-expression, which is seen throughout the colorful and galactic color-schemes and packaging in each launch.
And if you're a fan of Grande's, you might even notice some lyrics in a few product names.
The packaging and product itself might reflect a galaxy, but according to reviews, this highlighter is also out of this world. Apply to your shoulder, inner corners and high points of the face for a multi-dimensional shine, says the brand.
What we appreciate most about the Sweetener Foundation is that it boasts an impressive shade range (60 colors to be exact!) to suit every skin tone and undertone. We also adore that it delivers tons of hydration on top of coverage.
Kylie Cosmetics
Kylie Jenner is an entrepreneur just like her sisters, and has released multiple categories under the Kylie Cosmetics name, from makeup and skin care, all the way to baby care. But the start of it all was the viral "Kylie Lip Kit" that was released in 2015. It stood on its own until Jenner changed it in 2016 to what we now know is Kylie Cosmetics.
Outside of cosmetics, Jenner has also launched a clothing brand, Khy, filled with upscale basics and statement pieces at a great price point.
Former editor Amanda Fama owns this blush in two colors (Meet There and Make Him Blush), and says she can't go without either. Both shades are creamy and pigmented, so that tells you enough of what you can expect from the rest. Plus, she adds that you only need a little bit of the product to see its impact.
"All you have to do is apply a swipe on each cheek and blend it in with your fingers," she notes. "The result is a gorgeous, natural-looking shade that stays on for hours. I’d highly recommend!"
We can't mention Kylie Cosmetics without the iconic Lip Kit. It comes in various finishes, but the one we recognize and love is their matte formula. Inside the kit comes a full-size liquid lipstick and lip liner for your perfect lip combo.
Goop
Goop, founded by actress Gwyneth Paltrow, serves as a resource for everything lifestyle and wellness. On the site, you'll find explainers, fashion items and other products you can shop from a variety of brands. But the company itself sells products of their own, too — made by Goop — that are worth talking about.
One of Paltrow's top picks, according to the site, their exfoliating cleanser has a unique jelly texture that claims to glide across the face, helping to gently remove impurities. But, this formula also contains fruit enzymes, so as you scrub, it exfoliates the skin to improve texture.
Another favorite of the actress, Goop's hair mask is a true treat for your strands. The brand claims with consistent use, you should notice stronger, shinier and more repaired hair, especially if you have damaged, dry, dull or chemically treated hair.
The Honest Company
The Honest Company is a consumer goods company founded by actress Jessica Alba. Their ethics are all about clean and cruelty-free products that should put your conscious at ease. They have products in makeup, baby care, skin care, cleaning and much more under this same ethos.
"This is the only detangler I’ll use (on myself and my daughter!)," boasts deals editor Rebecca Brown. "It makes hair so soft, and just a few spritzes and I can run a comb quickly through my daughter’s hair. The scent is moderate and there are no icky ingredients."
"Any 2-1 product, in my opinion, is essential for a toddler," notes senior photo editor Becca Delman. "I have maybe three minutes to get him [my son] shampoo’d and washed. Love how this product smells, and [it] is so gentle on his skin." The product also claims to be hypoallergenic and tear-free, which Delman can attest to. "No tears when it gets in his eyes," she adds.
Pattern Beauty
Tracee Ellis Ross first launched Pattern Beauty in 2019 after noticing a lack of products for Black hair, which includes curly, coily and tight-textured hair types. Since then, the brand has become one of the biggest names in hair care.
Meant for curly and coily hair types, this leave-in conditioner moisturizes, refreshes and detangles curls to bring them back to a healthy state.
Pattern Beauty's curling iron earned a spot in our 2024 Beauty Awards because of all that it offers. For instance, it comes with various curling barrels you can interchange, built-in safety cards, a cooling tip and much more to truly customize your curling experience. Plus, the included storage bag and color scheme makes this set feel and look like a luxury.
Good American
Khloe Kardashian is another Kardashian sister taking over the fashion industry. Khloe is the co-founder of Good American (launched in 2016), a clothing brand dedicated to bring inclusive sizing to all body types. Since they first hit the market, the brand says they’ve been carrying 00-32 Plus in nearly every style and category they offer.
"I will rave about these jeans to anyone who will listen," says associate editor, Kamari Stewart. "I was skeptical of Good American at first, but after trying them out, I totally understand the hype. They are so comfortable to wear, have an unexpected (but appreciated) stretch to them and they are super flattering. You never really know what you're going to get with black denim, but these do not disappoint. At this point, they're a part of my weekly rotation. They're also still in great condition after multiple rounds in both the washer and dryer. I think they're worth the investment."
Good American calls these bestselling jeans their "most innovative jean ever." Here's why: Unlike other products that label themselves as 'one size fits all,' the brand says these jeans are "one size fits four." The size is divided by four sections, with the first serving sizes 0 to 4, and the last 28 to 32 plus. It's designed in this way so that the jeans adapt to your body, offering a perfect fit no matter how it changes.
How we chose our favorite brands
The Shop TODAY editors and writers search the internet to find the best products out there. We use our own personal experiences with products and brands to make shopping a breeze for our readers.
