Celebrity-owned beauty brands that are worth the hype

If you’ve been scrolling through your For You Page (FYP), you’ve likely noticed a surge of celebrity-owned beauty brands that are dominating your feed. These brands aren’t just about makeup and skincare—they’re about creating connections, telling unique stories, and building communities. From Hailey Bieber’s Rhode to Diipa Büller-Khosla's indē wild, these beauty moguls are reshaping the beauty landscape and redefining what it means to be a successful entrepreneur in the digital age. Here’s a closer look at the celebrity beauty brands making waves and taking over your FYP.

Rhode by Hailey Bieber

Hailey Bieber’s Rhode is the go-to brand for achieving her signature dewy, glazed-donut skin. Hero products like the Pineapple Refresh Cleanser and Peptide Lip Treatment have gone viral, while the latest launch, Barrier Butter, is winning over TikTok with its versatile, soothing formula.

Rhode’s playful, food-inspired visuals—think butter swirls and milk drizzles—perfectly match the “buttery-smooth” feel of the products. The brand's buzz is kept alive with frequent collaborations, pop-ups, and special drops, like the recent hit London pop-up and the dreamy Alexandra Saint Mleux collab. With innovative products and strong influencer backing, Rhode has mastered the art of community engagement.

82°E by Deepika Padukone

Deepika Padukone’s skincare brand, 82°E, continues to captivate with its thoughtfully crafted products, including the Kokam Plunge Hydrating Low-Foaming Crème Cleanser. The cleanser features minimalist packaging that exudes a soothing, calming aesthetic, in line with the brand's commitment to simple yet effective skincare. Deepika herself models for the brand, bringing a touch of elegance and charm that makes the product even more appealing. With her glowing complexion, it's hard not to be drawn to the promise of radiant, healthy skin.

Rare Beauty by Selena Gomez

Selena Gomez’s Rare Beauty combines makeup with a strong focus on mental health awareness. The brand’s versatile range includes popular products like the mini blush and luminizer trio, Selena’s Essential Eye Duo, and must-have blushes, lip oils, and highlighters.

indē wild by Diipa Büller-Khosla

Diipa Büller-Khosla’s indē wild has become a standout in modern, conscious beauty, especially after its global partnership with Sephora in September. The brand’s SPF 50 Rose Sun Mist has gained popularity for its lightweight sun protection and refreshing rose scent, making it a favourite for midday touch-ups. indē wild's cult-favourite products, like the nourishing Champi Oil and restorative Moonlight Scalp Serum, are now essentials in many skincare and haircare routines. 

Kay Beauty by Katrina Kaif

Katrina Kaif’s Kay Beauty is all about embracing individuality. The brand encourages confidence and self-expression through its wide range of makeup products designed to complement all skin tones. This festive season, Kay Beauty introduces its Bridal Shade of the Year, Embrace—a stunning hue that celebrates love, warmth, and timeless beauty. 

 Akind Beauty by Mira Kapoor

Mira Kapoor’s Akind Beauty is transforming self-care with simplicity and effectiveness. Their hydrating skin tint called Drop A Hint, has become a go-to for a natural, radiant look. Rajput-Kapoor shares relatable self-care videos featuring her favourite products, like the Stick With It sunscreen stick, praised for its lightweight formula and easy, mess-free application. 

These celebrity beauty brands are more than just trending—they’re shaping the future of beauty, wellness, and personal expression. With products designed to empower and connect with consumers on a deeper level, these brands prove that beauty is about more than just appearance; it’s about confidence, authenticity, and community. As these stars continue to redefine the beauty industry, it's clear that their impact will be lasting.

So, which one will you try first?

Lead image: Pexels

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