Celebrity-Driven Business Ventures: Skims, Fenty Beauty, and Beyond
It’s likely you’ve noticed your favorite celebrities making an impact outside of their usual roles in film and music. The most gifted stars in Hollywood aren’t just known for acting, singing, and dancing — many are also building successful business empires.
For example, Selena Gomez has established a thriving makeup and bodycare empire with Rare Beauty. The singer kicked off her cosmetics line in 2020 and has recently stepped into the fragrance industry with the much-anticipated launch of Rare Eau de Parfum. Her dedication to mental health awareness and philanthropy has been evident since the brand’s start, particularly with the establishment of the Rare Impact Fund.
High-profile names continue to expand their flourishing companies. Kim Kardashian’s Skims keeps growing, offering confidence-boosting shapewear now featuring jaw-sculpting options.
From Lady Gaga’s Haus Labs, which has focused on clean, nourishing skincare since its relaunch in 2022, to Rihanna’s Fenty Beauty, known for its commitment to inclusivity since 2017, explore the celebrity-led businesses that are inspiring Us this year:
From the Block to the Boardroom: JLo Beauty, $75 Million
While she’s celebrated for her acting, singing, and dancing, Jennifer Lopez is also a powerhouse in the beauty industry. In 2023, her skincare line JLo Beauty, which debuted just two years prior, earned an impressive $75 million. The brand’s motto, “Beauty has no expiration date,” is more than a clever phrase; it reflects a personal mission. “Agelessness isn’t just a thought; it’s a feeling you can have at any age,” Lopez, 56, explained. Her approach to beauty is about more than good lighting. “Your skin is something you present every day,” she noted on the brand’s Instagram, addressing concerns about the product pricing. “So, if you feel inclined to splurge, invest it in skincare.” J.Lo exemplifies how self-care can be a powerful choice.
Words of Wisdom: “If you have a dream and you believe in something that you think people will respond to, follow that dream and build it. If it’s in your heart, that’s the best investment you can make.”
Eyes on the Prize: r.e.m. beauty, $84 million
Ariana Grande, though petite in stature, is a major player in the beauty realm. The star of Wicked, 32, introduced her cosmetics brand, r.e.m. beauty, in 2021, offering a selection of vegan and cruelty-free products aimed at encouraging creativity and self-expression. The brand’s name, inspired by a track from her 2018 album Sweetener, has a deeper significance related to dreams. “I wanted everything to feel ethereal, focusing primarily on the eyes, the true storytellers,” Grande explained. r.e.m. beauty encapsulates the pop star’s love for fantasy, transformation, and high-impact glam. With everything from dazzling shadows to her signature cat-eye liners, the line also includes complexion and lip products, all adhering to a futuristic, dreamy aesthetic. Grande’s mission? To make fans feel seen and beautiful, whether performing, acting, or simply being themselves.
Words of Wisdom: “Taking care of yourself is a full-time job, no matter the business or industry.”
The Haus That Gaga Built: Haus Labs, $141.7 million
“They say beauty is subjective, but at Haus Labs, beauty is about self-perception,” Lady Gaga stated when launching her cosmetics line in 2019. “What one person finds beautiful, another may consider grotesque,” she added. But since its rebranding in 2022, Haus Labs has prospered. After moving from Amazon to Sephora, the brand ushered in improved formulas by eliminating over 2,600 harmful ingredients. “We incorporate vegan ingredients like fermented arnica and plant-derived squalane,” Gaga, 39, shared. “For me, beauty encompasses how makeup appears and the artistry behind its creation.” Gaga’s artistry is just as bold, inclusive, and original as she is.
Words of Wisdom: “If you commit and work hard, heed no rejection, you can conquer anything that life throws your way.”
Marvel at Her Moisturizer: The Outset, $153 million
Scarlett Johansson’s inspiration to create The Outset, her vegan and eco-friendly skincare line launched in 2022, stemmed from her own struggles with adult acne. Describing it as “the classic white T-shirt of skincare,” she wanted to create a line that was uncomplicated and versatile. “It’s about maintaining what you’ve got,” she said. “My own journey motivated me; I was overwhelmed with dealing with breakouts and wrinkles at the same time.”
Words of Wisdom: “With every gain, there’s a loss, and with every loss, there’s a gain.”
One Shade Does Not Fit All: Fenty Beauty, $582 million
Inclusivity has been at the core of Rihanna’s beauty empire since its inception under the tagline “Beauty for All.” Upon launching in 2017, the iconic Pro Filt’r Soft Matte Longwear Foundation made waves with its unprecedented 40 shades (now totaling 50). This approach boldly addressed the industry’s ongoing issues with diversity in shade selections. Rihanna, 37, has continually challenged norms, expanding her brand with Fenty Skin in 2020 and Fenty Hair in 2024. The brand doesn’t just innovate products; it creates campaigns that highlight beauty in various forms, featuring models of all sizes, skin tones, and backgrounds. For Fenty, inclusivity is not a trend; it’s a standard.
Words of Wisdom: “I pray a lot and view every situation as having a purpose. Even when I don’t see it, I remain thankful, knowing that something better is on the horizon.”
Rare Beauty, Real Impact: Rare Beauty, $600 million
When Selena Gomez launched her cosmetics line in 2020, which has since branched into bodycare and the new Rare Eau de Parfum, her intent was not to suggest that people needed to enhance their looks. In fact, she aimed for the opposite. “I didn’t want anyone to feel obligated to use it,” she remarked. As a long-time advocate for body positivity, Gomez, 33, wanted to create a makeup line that also promoted mental health. Her message has struck a chord, especially with Gen Z, who often view makeup as a form of self-expression and individuality. The essence of authenticity is central to Gomez’s brand. “It took time to land on the name Rare, but I felt it was essential because I believe everyone is unique,” she expressed.
Words of Wisdom: “There’s power within you. You can discover it by not giving up on yourself and allowing vulnerability by asking for help.”
Shaping the Future: Skims, $70 million
From the viral Nipple Push-Up Bra to the quickly sold-out Ultimate Face Wrap, Kim Kardashian’s Skims has transcended from social media buzz to a robust business. Yet behind the eye-catching products lies a personal mission. “I’ve always had a passion for shapewear,” Kardashian, 44, shared. “But I struggled to find options that matched my skin tone.” After years of modifying items to suit her curves, she took action, launching Skims in 2019 with a goal of radical inclusivity across various sizes, skin tones, and ages. Her keen market insight and tenacity have transformed Skims into a cultural and economic powerhouse, redefining the industry with every new launch.
Words of Wisdom: “Ensure you engage only with partners you would enjoy spending holidays with; avoid those you don’t resonate with.”
*Dollar amounts are estimated revenue for 2023 and derived from a study conducted by Arka
