Beauty brands take become to celebs what TikTok has go to influencers: something to add to your resume. Whether or not they take any background in the beauty space, aside from being cute themselves , it seems that more and more famous women — from singers to actors to social media stars — are trying their hand at becoming beauty manufacture moguls.

At present, I'yard all for supporting women, having them live their best lives and take up as much infinite as they can. However, it feels bloodshot that some not-famous women put their hearts and souls — along with their life savings and bodily scientific discipline — into creating beauty brands, but they don't become the attention they deserve. Meanwhile, stars who gained fame and notoriety based on their looks (which are often elevated and maintained through products and procedures outside of their everyday beauty routines) are able to marketplace their brand equally if their products are the reason they wait the way they practise.

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One brand that I'm skeptical of, personally, is Jennifer Lopez'southward JLo Beauty. JLo is a never-aging, timeless queen, but she's revealed some of her go-to skincare products throughout the years, including a pricey La Mer moisturizer. This makes me wonder if women buying her products hoping to look like her might not detect what they're looking for.

The same goes for Hailey Bieber'south new skincare line, Rhode . Hailey Bieber seems similar an simple queen, but I wonder: what is her beauty line bringing to the industry that isn't already hither? Especially knowing her glowing peel is courtesy of loftier-end brands like Dr. Barbara Sturm.

To me, you tin can actually tell when a celeb cares most their brand.

That's not to say that celebs don't have the money to hire an amazing team and create astonishing products. Notwithstanding, I feel that there's a difference between someone starting a line that they truly believe in or that is trying to fill a genuine gap in the industry — and someone just adding another marketing venture to their list of accomplishments.

To me, yous can actually tell when a celeb cares about their brand. It shows in the time they take to create something that is unique in the market, and also when they put in the effort to be inclusive and have their brand represent that. At the end of the 24-hour interval, beauty products are just products — the moisturizer yous put on your face, the highlighter that makes you lot popular — but as people begin to intendance more than nearly supporting more than conscious brands rather than ownership the trendiest products, celebs need to consider where and how they accept up space.

With that beingness said, at that place are some celebs who entered the market place at the right time, provided something unique and are shaking up the beauty industry in their own mode. Hither are a few of my top picks for celeb beauty brands that are killing it:

Rihanna
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Rihanna'due south Fenty Beauty

Yous know we had to start with Fenty Beauty. Not likewise long ago in 2017, Rihanna shook up the celeb universe by transitioning from international popular star to business mogul. She entered the market at a fourth dimension when not many celebs owned a beauty brand (as opposed to being a brand ambassador for 1), and she added something that, oddly, even so wasn't the norm in the manufacture: a range of twoscore foundation shades. Rihanna didn't invent this concept, but she definitely normalized it. Shortly after Fenty popularized this and showed there was a demand for the shades that ranged outside the typical 20 medium shades that most other brands created, other companies followed suit and upped their shade range.

My Fenty Beauty pick: Pro Filt'r Soft Matte Longwear Liquid Foundation , Sephora, $l.

Related: Nosotros tried Fenty Pro Filt'r Foundations and here's what nosotros really think .

Selena Gomez
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Selena Gomez's Rare Beauty

Rare Dazzler past Selena Gomez is some other celeb-founded brand that took the industry by storm. Selena Gomez, who openly talks well-nigh her mental health struggles , named her dazzler brand after her album of the same proper noun — Rare . This album and her brand sent her audience a powerful message: y'all are rare.

Rare Dazzler'southward products are meant to enhance your natural beauty and brand you lot experience confident in the pare y'all're in. It helps that the liquid blush went viral on TikTok and is now a cult favourite, but Gomez created a line that encompasses an overall positive message and lifestyle that people entrust her with.

My Rare Beauty pick: Soft Pinch Liquid Blush in "Encourage,"  Sephora, $26.

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Ariana Grande
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Ariana Grande'southward R.Eastward.M Beauty

Final, simply definitely not least, is the iconic R.East.M. Dazzler by Ariana Grande . Again, Grande made the deliberate choice not to include her name in the branding itself, just to instead name it after the popular track from her Grammy honour-winning album, Sweetener . If you're a fan, the makeup line makes full sense and seems similar an accurate extension of her brand.

Her Sweetener era encompassed an ethereal and other-wordly aura, her bout set up made to look similar the night sky. Although she's an artist known for her eras, with each anthology taking on a different version of herself, R.E.M. beauty manages to capture Grande'due south overall essence — soft, feminine, glossy and attention-grabbing. Many of the iconic looks she sports in her music videos are courtesy of R.E.Yard dazzler products — which just might be the perfect marketing strategy.

My R.E.M. Beauty option: at the borderline kohl eyeliner pencil in "white," R.Due east.Thousand. Beauty, $25.

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Starting a beauty make seems to exist the newest trend in Hollywood. The way every celeb had a fragrance in the early on 2000s is the aforementioned way they have a dazzler brand now. We love any excuse for a makeup haul, only choosing what products we trust to put on our face up is completely dissimilar than choosing a aroma. Nosotros love to encounter celebs who make inclusivity a priority and bring something cool and unique to the market. Only we would besides love to see brands existence created with more of a purpose, rather than as a trend.