Why every famous face seems to have a lipstick, and which ones actually changed the industry.
By Shreya S · Last reviewed 15 November 2026
Why was Fenty Beauty such a big deal?
When Rihanna launched Fenty Beauty in September 2017, its foundation came in 40 shades, including many for deep skin that big brands had ignored. The darkest shades sold out first, and within a year competitors were racing to widen their ranges, a shift the industry calls the “Fenty effect”. It was developed with LVMH’s beauty incubator Kendo.
What about Kylie Cosmetics?
Kylie Jenner’s Lip Kits sold out online in minutes in 2015, proving a social media following could launch a brand without department stores. Coty bought a majority stake in 2019.
And Rare Beauty and Rhode?
Selena Gomez’s Rare Beauty (2020) built its identity around mental health and a fund that gives part of its sales to mental-health services; its liquid blush became a cult product. Hailey Bieber’s Rhode (2022) started with a few skincare products and a peptide lip treatment, and was bought by e.l.f. Beauty in 2025 in a deal worth up to about $1 billion.
Why do some celebrity brands fail?
Fame gets a launch noticed, but it does not make people repurchase. The brands that last have a real gap to fill (shade range, a single hero product), good formulas, and a founder who stays involved. Many others fade after the first sell-out once the novelty wears off.
Read on Ayerhs: Rihanna’s 49 Iconic Fashion Moments · 15 Must-Have Makeup Gifts Under $65 · The Evolution of Celebrity Influence in Fashion