How Celebrity Beauty Brands Are Doing in 2025

Yahoo

08-07-2025

Last week, Kate Moss' Cosmoss entered liquidation proceedings just three years after launching. As it turns out, a founder's star power does not necessarily a business make.
Here, WWD looks at 12 celebrity founded brands from the category's heyday — and where they are now.
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Being Frenshe
Being Frenshe, the wellness-minded beauty brand that Ashley Tisdale founded with incubator Maesa in 2022, is on track to reach $100 million in sales in 2025, as reported. Being Frenshe recently expanded beyond its candle and body care range into hair.
Cécred
Despite its limited time on the market, Cécred has shown some staying power. The brand, founded by Beyoncé Knowles-Carter, took its range of hair care to Ulta Beauty, becoming the largest hair launch in the retailer's history.
Fenty
Rihanna's beauty brand has made meaningful entries into all of beauty's key categories, from body care and hair care to fragrance and skin care.
Goop
The lifestyle brand created by Gwyneth Paltrow recently restructured to focus on fashion, beauty and food — with momentum gaining across all three.
Haus Labs
Haus Labs, Lady Gaga's makeup brand, initially debuted on Amazon in 2019. As the distribution strategy proved to be ahead of its time, the brand relaunched in 2022 with a new executive team and a retail deal with Sephora.
JVN Hair
One of the first of Amyris's celebrity beauty launches, JVN Hair debuted at Sephora with a proprietary molecule called hemisqualane. Since Amyris' bankruptcy proceedings, JVN Hair is now majority owned by Windsong Global.
Rare Beauty
Rare Beauty was quick to turn its viral appeal into big business. It was said to be exploring a sale in 2024, when sales were estimated to be around $400 million.
R.e.m. Beauty
R.e.m. Beauty, which Ariana Grande initially launched in 2021, took on investment from Sandbridge Capital in 2023 and is sold at Ulta Beauty.
Rhode
Hailey Bieber's beauty brand, Rhode, was among the first celebrity brands to crack the beauty M&A landscape. In May, E.l.f. Beauty signed an agreement to acquire Rhode, which now entails everything from skin care and makeup to phone cases, at a valuation of $1 billion.
Rose Inc.
Also a former Amyris brand, Rose Inc. was acquired by AA Investments (HK) Ltd. at the end of 2023. The brand's original founder, Rosie Huntington-Whiteley, is no longer involved with the brand.
Skkn by Kim
Kim Kardashian hit refresh on her beauty business with a nine-product luxury skin care range called Skkn by Kim, which has since expanded into makeup. Kardashian's shapewear brand, Skims, recently purchased Coty Inc.'s 20 percent stake in the brand, and assumed Kardashian's own 80 percent stake.
Stripes
Naomi Watts' menopause brand, which she founded with Amyris, was snapped up by L Catterton in 2024. Since then, Debra Perelman, the former chief executive officer of Revlon, has stepped in as chief executive officer.
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