18 Celebrities Who Launched Beauty Brands in 2021 – WWD

The celeb beauty market noticed an inflow of latest entrants this 12 months, with the likes of Jennifer Aniston, Halsey, Jennifer Lopez, Scarlett Johansson and lots of others making their first solo ventures within the business.

Whereas last year’s celebrity beauty launches largely stayed within skin care, this 12 months noticed many stars experiment in nearly all classes, together with the normal makeup, pores and skin and hair classes, in addition to wellness and child.

Most just lately Ellen DeGeneres revealed throughout her discuss present on Tuesday that she is launching her Kind Science skin care brand later this month. Aniston, who was behind one of the fashionable hairstyles of the ‘90s, leveraged her affect for her own hair care line, LolaVie, which launched final month.

Right here, WWD appears at 18 celebrities that launched beauty manufacturers in 2021. Learn on for extra.

Jennifer Lopez

18 Celebrities That Launched Beauty Brands in 2021

Jennifer Lopez on the twenty fifth annual Critics’ Selection Awards.
Jordan Strauss/Invision/AP

Jennifer Lopez’s extremely anticipated skincare line, called JLo Beauty, launched on Jan. 1 with eight merchandise comparable to a cleanser, moisturizer, face masks, eye cream, serum and a dietary complement. The merchandise are supposed to assist obtain Lopez’s signature glow with the assistance of substances like squalene, fermented oil, additional virgin oil and leaf extract. The model is on the market at Sephora.

“My mother, my aunt, my grandmother, all of them used olive oil as a magnificence product [on] hair when it acquired too dry, in your face and your physique, on the stomach while you’re pregnant,” Lopez told WWD. “What it does for the pores and skin is superb, [but] no one desires to odor like a salad. So, it was like, how will we take the olive and create one thing that’s proprietary to us?”


18 Celebrities That Launched Beauty Brands in 2021

Halsey on the MTV Video Music Awards in 2019.
Evan Agostini/Invision/AP

Halsey kicked off the 12 months of celeb magnificence manufacturers with the launch of her makeup brand, About-Face, in January. The singer teamed with Jeanne Chavez and Dineh Mohajer, the founders behind Exhausting Sweet and Smith & Cult, to launch the model initially with three coloration collections that provided glitter and metallic choices.

The singer has change into identified for her continuously altering magnificence look. A self-proclaimed magnificence junkie, Halsey has repeatedly sported glittery and graphic makeup appears and lots of colourful hairstyles over time.

The model has since expanded to all make-up classes and has launched into a yearlong partnership with magnificence subscription service Ipsy, which has included About-Face merchandise in its Glam Bag X initiatives.

Kate Upton

18 Celebrities That Launched Beauty Brands in 2021

Kate Upton for Discovered Energetic.

Mannequin Kate Upton teamed with HatchBeauty Manufacturers in January to launch her new wellness brand, Found Active. The model launched with two dietary complement powders, two gummy dietary supplements and skincare merchandise, comparable to face and physique spray, exfoliating pads and face serums. Discovered Energetic additionally affords a liquid eyeliner that’s formulated with clay.

“All of these items make it easier to dwell the most effective, extra fulfilled life or they support you to have the ability to do this,” Upton informed WWD. “Everyone seems to be so busy as of late and having that additional power increase and clearly immune help is so necessary proper now, having the ability to recuperate from an extended day together with your youngsters or understanding or annoying work and having that restful sleep.”

Priyanka Chopra Jonas

18 Celebrities That Launched Beauty Brands in 2021

Priyanka Chopra Jonas at a Michael Kors trend present in 2019.
zz/John Nacion/STAR MAX/IPx

Priyanka Chopra Jonas ventured into the hair care class this February. The actress launched her hair care brand, Anomaly, completely at Goal and teamed with magnificence model creator and incubator Maesa for the road.

Sustainability is on the core of the model, and every product is housed in recyclable bottles with the shampoo and conditioner bottles utilizing 100% PCR content material and the hair masks utilizing 70 p.c. The road can be meant to be accessibly priced, with all merchandise at $5.99.

“We’re going to continuously push innovation to have the ability to attain a spot the place we’re amazingly sustainable, however on the similar time have superior product for a really reasonably priced price,” Chopra Jonas informed WWD. “We’ve spent much less on the bottle and spent a lot extra on the product. And it’s higher for the earth than most. It’s a step in the correct route, and you may afford it. I believe it’s the trifecta of that — that was the hole for me.”

Olivia Palermo

18 Celebrities That Launched Beauty Brands in 2021

Olivia Palermo attends the 2019 Glamour’s “Girls of the Yr” awards gala.
Sipa USA by way of AP

Influencer and designer Olivia Palermo debuted her namesake beauty brand in May, which she created in partnership with Paris-based Marie Claire Magnificence Group. The skincare and make-up line launched direct-to-consumer with 4 merchandise, together with an illuminating serum, a matte lipstick, a mattifying mist and a watch shadow palette.

“I wished to create a magnificence line that follows my very own ethos on trend — one thing that matches my temper, but in addition supplies a timeless look that everybody can depend on in a pinch,” Palermo informed WWD in an announcement. “It’s a group that mirrors my magnificence routine, centered on elevating the necessities. My strategy is looking for revolutionary options that work not only for me, however for the numerous, numerous girls (and males) that make up our international group. All of us have completely different pores and skin sorts in any respect ages. Let’s create heirloom merchandise for everybody.”

Vanessa Hudgens and Madison Beer

18 Celebrities That Launched Beauty Brands in 2021

Vanessa Hudgens and Madison Beer for Know Magnificence.

Actress Vanessa Hudgens and singer Madison Beer teamed this June to launch DNA-based skin care brand, Know Beauty. The ladies teamed with dermatologist and chief medical officer Dr. Karen Kagha to create the model, which affords an at-home DNA package that provides prospects a really helpful routine of magnificence merchandise primarily based on their outcomes.

“We wished to hitch forces and create one thing that made it simple for ladies like us or guys or whoever to be given the solutions that they’ve been on the lookout for, and tips on how to really care for their private pores and skin, as a result of everybody’s pores and skin is completely different,” Hudgens informed WWD in an unique interview. “When your pores and skin appears nice, you are feeling nice. It’s one thing that we would like everybody to have the ability to really feel.”

The model’s merchandise embody cleansers, moisturizers, evening lotions, serums, masks, eye cream and lip masks.

Scarlett Johansson

18 Celebrities That Launched Beauty Brands in 2021

Scarlett Johansson on the thirty fifth Movie Impartial Spirit Awards.
Richard Shotwell/Invision/AP

Oscar-nominated actress Scarlett Johansson revealed this June that she is developing a beauty brand, slated to launch early subsequent 12 months. The model is being funded by The Najafi Firms, which is identical minority investor behind Seaside Home Group.

Johansson didn’t reveal what the unnamed magnificence model will entail, however in an announcement to WWD mentioned: “I’ve been fascinated by the transformative energy of magnificence since I used to be a baby. My mom instilled in me a ardour for self care from my early teenage years. A number of years in the past, I took a step again from my magnificence offers with the aim of making one thing true to me. The result’s a clear, accessible strategy to magnificence.”

Gabrielle Union and Dwyane Wade

18 Celebrities That Launched Beauty Brands in 2021

Gabrielle Union, Dwyane Wade and their daughter Kaavia James Union Wade on the Children’ Selection Sports activities Awards in 2019.
Richard Shotwell/Invision/AP

Actress Gabrielle Union and her husband, former NBA star Dwyane Wade, joined forces this June to launch Proudly, a baby care line. Union already runs her personal hair care model, referred to as Flawless by Gabrielle Union.

Proudly affords child skincare and diaper merchandise that particularly cater to infants with deeper pores and skin tones. The road is slated to launch direct-to-consumer this 12 months and extra extensively within the mass market subsequent 12 months.

“As we proceed to work on new endeavors collectively, our aim is to all the time heart our work round being the change we need to see whereas championing range, fairness and inclusion,” the couple informed WWD in an announcement. “With Proudly, we’re proud to have a spread of merchandise that caters to the distinctive skincare wants of youngsters of coloration which can be so typically ignored within the mass market.”

Becky G

18 Celebrities That Launched Beauty Brands in 2021

Becky G on the 2019 European MTV Awards.
Joel C Ryan/Invision/AP

Pop star Becky G partnered with Madeby Collective to create her color cosmetics brand, Treslúce Beauty, this June. The model debuted within the eye class with a watch shadow palette, eyeliner, make-up brushes and false eyelashes. The model is impressed by the singer’s Mexican heritage with its packaging drawing inspiration from Talavera pottery.

Iggy Azalea

18 Celebrities That Launched Beauty Brands in 2021

Iggy Azalea for Completely Plastic.

Rapper Iggy Azalea seemed to the early Aughts for her magnificence enterprise, teaming with BH Cosmetics to launch a new cosmetics line, called Totally Plastic.

The road takes inspiration from magnificence tendencies fashionable throughout that point, providing merchandise like high-shine lip gloss, pastel eye shadow colours, highlighters and a glittery lavender journey case.

“What I actually wished to do with this capsule assortment was relive my teenage nostalgia,” Azalea informed WWD. “If I used to be gonna placed on a child pink eyeshadow within the early 2000s, I’d have sat there all day lengthy, and it by no means would have been as brilliant as what it’s now. We’ve come up to now with that.”

Naomi Osaka

18 Celebrities That Launched Beauty Brands in 2021

Naomi Osaka on the U.S. Open.

Tennis champion Naomi Osaka launched her skin care brand, Kinlò, in September to supply merchandise catered to these with darker pores and skin tones. The road affords merchandise comparable to sunscreen, after-sun restoration mist, eye cream and lip balm. The model’s identify is impressed by Osaka’s twin Japanese and Haitian heritages.

“I’m so excited to share Kinlò with you! I based Kinlò to deal with a public well being want round pores and skin most cancers prevention inside our POC communities,” Osaka mentioned in an announcement on the model’s Instagram account. “Tennis could be difficult at instances, nevertheless it has given me this platform which I’m so grateful for. It permits me to assist others in methods I wouldn’t have imagined in any other case.”

Kylie Jenner

18 Celebrities That Launched Beauty Brands in 2021

Kylie Jenner on the Vainness Truthful Oscar social gathering in 2020.
Evan Agostini/Invision/AP

Kylie Jenner expanded her magnificence empire this September with the launch of her Kylie Baby line. The road launched with 4 clear, vegan and hypoallergenic merchandise, comparable to a delicate shampoo, mild conditioner, bubble bathtub cleaning soap and moisturizing lotion.

Jenner already runs her profitable Kylie Cosmetics and Kylie Pores and skin manufacturers, in addition to her Kylie Swim model. She is pregnant together with her second youngster with boyfriend Travis Scott.

Jennifer Aniston

18 Celebrities That Launched Beauty Brands in 2021

Jennifer Aniston on the fourth annual InStyle Awards in 2018.
Jordan Strauss/Invision/AP

Jennifer Aniston is among the many celebrities that has been extremely influential within the magnificence world, spurring the development within the late ‘90s of the “Rachel” haircut, which was the coiffure she sported throughout her first few seasons of the hit present “Pals.”

Aniston leveraged her well-known coiffure to enter the hair care class in September with the launch of her LolaVie hair care brand. The model launched with one product, its Glossing Detangler made with substances like chia, bamboo, lemon extract and a superfruit advanced to guard that hair, add shine and detangle.

Ariana Grande 

18 Celebrities That Launched Beauty Brands in 2021

Ariana Grande on the 62nd annual Grammy Awards in 2020.
Jordan Strauss/Invision/AP

After teasing the model on social media, Ariana Grande revealed to followers in September that she is launching her own beauty brand, referred to as R.E.M. magnificence. The model is being made in partnership with Forma Manufacturers, the sweetness incubator behind Morphe, Morphe 2, Unhealthy Behavior and others. A launch date has not but been revealed, nevertheless, the model will launch with merchandise within the eye class, together with eyeliner, eye shadow and mascara.

Toni Braxton

18 Celebrities That Launched Beauty Brands in 2021

Toni Braxton on the American Music Awards in 2019.
Jordan Strauss/Invision/AP

Grammy-winning musician Toni Braxton ventured into the physique care class this September with a vegan line called Nude Sugar obtainable at Ulta Magnificence. The road launched with 9 merchandise, together with two physique lotions, a physique serum, a bathe gel and a hair mist. Braxton had labored on the model for 2 years previous to its launch.

“My pores and skin as an African American tends to be a bit drier,” she informed WWD about why she wished to create the model. “Since I’m getting up there, simply going exterior within the solar, and all of the years of the issues that I’ve completed to my physique being within the leisure enterprise, for me, it was having hyperpigmentation or generally you get mild spots.”

Ellen DeGeneres

18 Celebrities That Launched Beauty Brands in 2021

Ellen DeGeneres on the 2019 premiere of Netflix’s “Inexperienced Eggs and Ham.”
Mark Von Holden/Invision/AP

Longtime discuss present host Ellen DeGeneres is the most recent celeb to launch their very own skincare line. DeGeneres introduced the road, called Kind Science, on her discuss present in October, describing the model as “age-positive skincare.” The model is launching in late October and a product lineup has not but been revealed.

“We name it Type Science as a result of it’s type to animals, it’s type to pores and skin, it’s type to the planet and it’s type to your pockets,” DeGeneres informed the studio viewers. “So it’s all type.”


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