Fragrance brands

New Celebrity-Owned Beauty Brands Are Coming in 2022

In 2021, we had celebrity beauty brands like Hollywood starlet Jennifer Lopez’s JLo Beauty, Naomi Osaka’s Kinlo, Kylie Jenner’s expansion into a baby care line, and Jennifer Aniston’s hair care brand LolaVie. .

Singer Ariana Grande also launched her otherworldly beauty line REM Beauty, and Harry Styles and Machine Gun Kelly entered the world of nail polish. It seems that since Rihanna’s resounding success with Fenty Beauty and Fenty Skin, more and more celebrities are seeing the benefits of launching their own beauty and fashion brands.

So what are the latest celebrity beauty brands coming soon?

Beauty Gxve by Gwen Stefani

Award-winning singer-songwriter Gwen Stefani recently launched her beauty brand Gxve Beauty. Pronounced “give,” the name pays homage to Gwen’s fame, resembling her signature that many No Doubt fans would easily recognize.

Image credit: @gxvebeauty/Instagram

The brand kicked off its launch with the release of a full range to recreate Gwen’s super glamorous look, complete with her signature red lip dubbed Original Recipe. The shadow comes in three different formulations – an ultra-matte liquid lipstick, a matte lipstick and a satin lipstick – so that whatever lip situation you find yourself in, there is bound to be a formula to suit you. If you’re a fan of the Urban Decay x Gwen Stefani lipstick in shade 714, you might be disappointed. The Original Recipe shade appears to be a primary red compared to 714, which has a warmer undertone.


In the eye category, Gxve Beauty added four elements to the mix: four selected eyeshadow quads, gel liner pencils, and two different brow pencils that come in an array of natural shades. Finally, in the face category, Gwen starts with a priming oil which promises to deliver hydration while creating a smooth canvas for the rest of your base makeup.

The brand is going the vegan and cruelty-free route, and we wouldn’t be surprised if a lipstick shade expansion and foundation introduction happened a little sooner rather than later for Gwen Stefani’s beauty line. .

Cay Skin by Winnie Harlow

Model Winnie Harlow created her brand cay skin out of need to take care of her skin, especially since her job often has her basking in the sun all day for photo shoots. On one such occasion, she shared that she “suffered severe sunburn and sun damage. […] it definitely changed his vitiligo.

The brand mainly focuses on suncare, seeing how her autoimmune disease affects her skin. Currently, Cay Skin offers four products to discover. The star is, of course, his Isle Body Oil with SPF 30 – which looks like a perfect FPS for a day at the beach or by the pool. Made with squalane, argon, grapeseed, coconut and meadowfoam oils, it floods the skin with hydration while protecting it from sun damage.

famous beauty brands - Winnie Harlow
Image credit: @cayskin/Instagram

For the face, Cay Skin has two options — the Isle Glow Face Lotion SPF 45 and the Universal Mineral Face Lotion with SPF 55. Not only do they differ in their sun protection factor, but the latter is formulated without nanotechnology for those who avoid such elements. With the moisturizing power of sea moss, both sunscreens hydrate the skin’s layers without leaving the ugly white plaster that some SPFs tend to do.

Completing this trifecta of a sun care routine is the Isle Lip Balm with SPF 30. While most lip balms with SPF leave a bad taste on the lips, Winnie Harlow’s answer to this conundrum is to flavor it with a delicious vanilla brown sugar flavor.

Each item in its range is dermatologist tested, silicone free and vegan.

The departure of Scarlett Johansson

If you are allergic to hyaluronic acid (Yes, you may be allergic to HA), then Marvel actress Scarlett Johansson answered your prayers by creating her skincare line The beginning. From the seeds of the Cassia flower, the brand has concocted a brand ingredient called the Hyaluroset complex, to act as a botanical alternative to everyone’s favorite moisturizer, hyaluronic acid. The whole range contains this star ingredient.

famous beauty brands - scarlett johansson
Image credit: @theoutset/Instagram

Judging by the aesthetics of the site, one thing is certain: Scarlett champions simplicity. She looks to her experience of returning to an essential-only skincare routine whenever her skin kicks in, and that was her inspiration for the freshly launched skincare brand.

Currently, The Outset offers five products. A micellar cleanser that gently purifies with micelles instead of sulfates; a serum with vegan collagen which aims to promote firmer looking skin; a daily moisturizer with squalane sustainably derived from olives; a anti-aging eye cream packed with vitamin C to brighten the area; and a butter night cream which harnesses the smoothing power of niacinamide and bakuchiol. An SPF product would have rounded that off nicely, but it’s perhaps something we’ve been looking forward to from the brand.

The Outset is completely cruelty-free, gluten-free, silicone-free, and fragrance-free. It’s also dermatologist and allergy tested, with vegan formulations across the board. The packaging is also recyclable.

Rhodes by Hailey Bieber

For the past two years, model Hailey Bieber has been putting her nose to the test working on her celebrity beauty brand. Taking his middle name to mark this line, little is known about this Rhodes East is going to be approx.


In January 2022, she posted a photo on Instagram with a caption that alludes to a skincare product. Hailey also tagged Rhode’s Instagram account. If the final carousel photo offers any clues, maybe we’re looking at sheet masks and eye patches as Rhode’s first launch into the beauty world.

Featured image credit: @gxvebeauty/Instagram