Celebrity skincare has exploded into a full-blown industry—where pop stars, models, and actresses are now founders of multimillion-dollar beauty empires. But behind the glossy campaigns and Instagram glow lies a big question: who’s actually succeeding in the cosmeceutical game, and who’s losing steam?
Below are six of the most talked-about celebrity-backed skincare brands—and how they’re really performing.
1. Rihanna — Fenty Skin
Rihanna set the gold standard with Fenty Skin, a natural extension of her inclusive Fenty Beauty brand. The line’s sleek packaging, gender-neutral appeal, and accessible price points redefined what inclusive skincare looks like. With a focus on brightening and hydration, Fenty Skin remains one of the most influential celebrity skincare brands on the market.
Verdict: A long-term winner. Rihanna’s authenticity and inclusivity aren’t marketing gimmicks—they’re brand pillars that continue to pay off.
2. Hailey Bieber — Rhode
Hailey Bieber’s Rhode launched in 2022 and quickly became a social media sensation. Her “glazed donut” skin aesthetic turned minimalist skincare into a cultural trend. Rhode’s small but high-performing product lineup—serum, cream, and lip treatment—helped the brand gain massive loyalty. In 2025, beauty powerhouse e.l.f. acquired Rhode for roughly $1 billion, proving Bieber’s staying power is more than influencer hype.
Verdict: The breakout success of the decade. Clean formulas, simple branding, and a clear identity keep Rhode shining.
3. Alicia Keys — Keys Soulcare
Alicia Keys’ Keys Soulcare blends skincare and spirituality. Partnered with e.l.f. Beauty, the brand emphasizes clean ingredients and self-care rituals, inviting customers to treat skincare as a holistic experience. Its steady growth proves there’s a real market for products that nurture both skin and soul.
Verdict: A soulful slow burn that’s quietly building trust and longevity.
4. Jennifer Lopez — JLo Beauty
Jennifer Lopez’s JLo Beauty arrived promising ageless radiance powered by olive complex. The brand launched with high expectations, but sales softened after an initial burst. In 2024, reports surfaced that it exited Sephora stores in the U.S., though it continues to sell online and internationally.
Verdict: Moderate success. The glow remains, but the brand’s retail momentum dimmed.
5. Gwyneth Paltrow — Goop Beauty
Gwyneth Paltrow’s Goop Beauty has been a pioneer in “clean beauty,” focusing on wellness and science-backed formulations. However, its affordable offshoot Good Clean Goop—sold in Target and Amazon—was discontinued in 2025 after lackluster sales. The luxury Goop Beauty line, though, still thrives among wellness loyalists.
Verdict: A leader in concept, but proof that premium positioning doesn’t always translate to mass appeal.
The Takeaway
Celebrity cosmeceuticals aren’t going away, but the market has matured. Consumers now look for authenticity, proven results, and value—not just a familiar face. Brands like Fenty Skin and Rhode succeed because they balance influence with innovation, while others fade when marketing outpaces substance.
The new beauty rule? Fame might open doors, but credibility keeps the lights on.
