Fragrance brands

Who is behind all these famous beauty brands?

These days, it seems like every celebrity has launched a beauty brand.

There’s Gwen Stefani’s Gxve Beauty; Hailey Bieber’s Rhode skincare line and, of course, Rihanna’s Fenty Beauty.

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Celebrity names may appear on the label, but many lines launched with famous faces are actually financially backed by major incubators and investors. Here’s a constantly updated list of famous beauty brands – and the companies and investors behind them.

Jessica Alba‘s The Honest Co., which is now listed on the Nasdaq, was supported by Lightspeed Venture Partners, L Catterton and many other companies.

Drew Barrymoreit is beauty of flowers was one of the first famous beauty brands to be launched. It is backed by brand incubator and manufacturer Maesa.

Kristen Bell launched its CBD personal care brand, Happy Dance, in 2020 under the Cronos Group.

Hailey Bieberthe next skin care brand, Rhodesis backed by One Luxury Group and other investors.

Millie Bobby & Brown launched Florence by Mills under Beach House Group.  - Credit: Courtesy/Charlie Brown

Millie Bobby Brown launched Florence by Mills under Beach House Group. – Credit: Courtesy/Charlie Brown

Courtesy/Charlie Brown

Millie Bobby Brown owns the majority in its beauty brand, Florence by the mills. The business was started under Beach House Group, which now owns a minority stake in the company.

Priyanka Choprait is Anomaly hair care is supported by the Maesa branded incubator.

Camila Coelho launched her beauty and lifestyle business Elaluz under Luxury Brand Partners.

by Cindy Crawford Meaningful beauty is supported by Guthy Renker.

Billie Eilish threw it first perfumebaptized Eilish, in 2021, in partnership with Parlux.

Becky G launches a make-up brand Tresluce Beauty in partnership with the Madeby Collective, incubator of the same parent company as Ipsy.

Lady Gaga spear Haus Labs in 2019. The makeup brand is backed by Lightspeed Venture Partners.

Selena Gomez rare beauty The makeup line is backed by Nikki Eslami, co-founder of New Theory Ventures, which also backs Gxve Beauty.

Ariana Grandeit is REM Beauty is backed by Forma Brands.

Taraji P. Hensen spear Taraj TPHi, which makes hair and body care, in partnership with incubator and manufacturer Maesa, which is owned by Bain Capital.

Paris Hiltonit is perfume line is created by Parlux.

Kylie Jennerit is Kylie Cosmetics is majority owned by Coty Inc., the 10th largest beauty company in the world.

Scarlett Johansson launched her skincare brand The beginning earlier in 2022, which is backed by The Najafi Cos.

Kim Kardashian’s beauty brand KKW Beauty is backed by Coty, which has a 20% stake in the company.

Kesha launched a beauty brand in 2019 with HipDot called Kesha Pink.

Machine Gun KellyUn/Dn Laqr’s nail polish line was created with the Unlisted Brand Lab brand incubator.

Alicia’s Keys launched its beauty and personal care line, Soulcare Keysunder Elf Beauty.

Jennifer LopezJLo Beauty by was developed in partnership with Guthy Renker.

Naomi Osakaskin care brand Kinlo is backed by A-Frame, Initialized Capital and Endeavour, as well as individual investors Billie Jean King and Desiree Gruber.

Gwyneth Paltrowit is goop The beauty and lifestyle businesses are backed by Greycroft, Lightspeed Venture Partners, Felix Capital and other investors.

addison raeit is Beauty of the article was launched in partnership with the MadeBy collective.

Rihanna was an early entrant into the celebrity makeup space with Fenty Beauty in 2017, launched under the Kendo of LVMH.

Tracee Ellis Ross - Credit: Michael Buckner/HRD

Tracee Ellis Ross – Credit: Michael Buckner/HRD

Michael Buckner/HRD

Tracee Ellis Ross‘ beauty brand, Beauty of the patternis backed by Beach House Group, a brand incubator, as well as The Najafi Cos., which backs Pattern and Beach House.

Gwen Stefani spear Gxve Beauty earlier in 2022 in partnership with Nikki Eslami’s New Theory Ventures.

Kate Upton has partnered with HatchBeauty Brands, a Lion Capital-backed incubator, for its beauty and wellness line Found active.

Jonathan Van Ness‘ hair care line NFD is backed by Amyris, a biotech company that owns multiple brands.

Naomi Watts’ co-founded beauty retailer Onda Beautynow belongs to Amyris.

Rosie Huntington-Whiteley‘s Rose Inc. is supported by Amyristhe biotech company that is also behind JVN.


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