It's no secret that celebrity-founded brands are saturating the market right now. From skin care to candles and shapewear, it seems like every big name in Hollywood is also a CEO or founder of a brand or two. Not to mention, Beyoncé broke the internet back in February by unveiling her hair care line, Cécred. And just a few months later, Rihanna grew her Fenty brand with Fenty Hair, too.
However, as a consumer, you want to believe that actual time, research and dedication is going into these brands, and they're not just a money grab by those who could be considered financially set. Over at Shop TODAY, we pride ourselves on giving unbiased, honest reviews and we're here to say, some of these celebrity brands not only walk the walk but talk the talk.
Keep reading to see which brands our editors have personally tried, hear our honest thoughts, and shop those that are truly worth your time and most importantly, your money.
Haus Labs | Rare Beauty | Rhode | The Outset | Fenty | JVN Hair | Fabletics | SKIMS + SKKN by Kim | Being Frenshe | Beautiful by Drew Barrymore | Magnolia | BÉIS | Free Rein | r.e.m beauty | Kylie Cosmetics + Khy | goop | The Honest Company | Pattern Beauty | Good American | How we choose
Haus Labs
Founded by Lady Gaga in 2019, the brand stays true to Gaga's unconventional, unique roots. In an interview with British Vogue, Gaga talked about the mission of her brand by saying, "We want to make make-up for people that love to explore the artist within themselves and see themselves as a canvas."
Haus Labs Triclone Skin Tech Medium Coverage Foundation
Commerce writer Danielle Murphy can think of quite a few reasons to love this product, citing its shade range, serum-like application, great ingredients, blend-ability and flexible coverage. For the cherry on top, this foundation took home the gold in Shop TODAY's 2024 Beauty Awards for best 2-in-1 medium-coverage foundation.
Haus Labs Color Fuse Longwear Hydrating Glassy Lip + Cheek Blush Balm Stick
This blush stick combines skin care and makeup to deliver an extra glossy finish. Apply on the lips and cheeks, and you should notice a more hydrated and plump outcome. Plus, the color pay off is impressive — one swipe on each cheek is all you need!
Rare Beauty
Founded by Selena Gomez in 2020, Rare Beauty has a dedicated following to say the least. Since then, the company has continued to push out new launches and even create a charity organization, the Rare Beauty Impact Fund, which supports mental health initiatives by donating a profit from all sales.
Rare Beauty Perfect Strokes Universal Volumizing Mascara
Associate social media editor Dani Musacchio has tried a lot of different mascaras to lengthen, curl and add volume to her pretty straight lashes. Only one has done the trick and it’s this volumizing mascara from Rare Beauty.
“When I use this mascara it tends to hold a curl really well,” she says of this makeup product that she also notes doesn’t clump or flake throughout the day.
Rare Beauty Soft Pinch Liquid Blush
This liquid blush puts all others to shame based on pigment alone — a little goes a long way which means this product will last me forever! Available in both matte and dewy finishes, I personally love the shade "happy" which is the perfect Barbie pink. It's easy to see why TikTok is obsessed with this product by racking up over 2.2 billion views.
Rare Beauty Liquid Touch Weightless Foundation
Associate commerce editor Shannon Garlin can't stop raving about this foundation and how it seamlessly matches her skin tone. She goes on to say, “I think my favorite part is how many shades it comes in, I’m really fair and some fair foundations look to pink on me, or then orange. It has impressive coverage for how weightless it feels — I forget I'm wearing foundation!"
Rhode
While Rhode is newer to the beauty scene, it has made quite the impression. Founded in the summer of 2022 on the values of simplicity, affordability, authenticity, quality and transparency, Hailey Bieber has wasted no time transforming this brand into a skin care powerhouse.
Rhode Peptide Lip Treatment
If you're chronically online, chances are you've seen the peptide lip treatment everywhere. Luckily, multiple editors on our team have given it their golden stamp of approval.
"I have a reputation for being extremely particular about my fashion and beauty preferences, and it’s something I really can’t hide when it comes to lip products. While I wasn’t convinced until I finally tried it, Rhode’s Peptide Lip Treatment has earned its spot as my daily go-to," says partnership editorial assistant Erica Marrison.
Rhode Barrier Restore Cream
Described by the brand as a "rich, but lightweight, cream moisturizer to comfort, soothe, and restore the skin barrier," this moisturizer is my go-to for colder months. Between the chilly breeze, low humidity and indoor heating, this is the time of year to I reach for this cream to improve my skin barrier and give my skin some extra TLC. I can confirm this product is the real deal.
Rhode Pocket Blush
If you haven't been online recently, then you've missed what seems like the entire Internet raving about Rhode's new Pocket Blush. The launch is a first for the brand in the makeup category, and they didn't disappoint. Shop TODAY writer Madison San Miguel even labeled it as the "best new launch" of the year, highlighting the gorgeous, radiant glow it leaves behind.
The Outset
After struggling with acne for years, actress Scarlett Johansson set out to create a skin care line in 2022 that featured simple, yet effective everyday essentials. Johansson even credits the brand with helping her through some of the skin care woes that often come with pregnancy.
The Outset Restorative Niacinamide Night Cream
This night cream features plenty of skin care powerhouses like niacinamide, bakuchiol and evening primrose oil. Needless to say, it truly wowed associate commerce editor Emma Stessman.
"It’s now become a staple in my routine. I have very dry skin and I always notice an increase in flakiness when the weather gets colder, but this winter I haven’t had many issues and I think it’s in part, because I’ve been using this cream nightly (and sometimes in the mornings too when I know it’s going to be particularly cold). It’s ultra-rich and moisturizing, and you really only need a little to feel the effects."
Fenty
It's no secret that Rihanna dominates the music industry but she also has rightfully earned the title of cosmetic mogul. Creating Fenty Beauty back in 2017, Rihanna set out to develop cosmetics to cater to traditionally hard-to-match skin tones and all skin types — mission accomplished.
And in June 2024, Rihanna extended Fenty Beauty with Fenty Hair. However, Rihanna also launched Fenty Skin, Fenty Fragrance and Savage x Fenty between 2017 and now, all under the same umbrella.
Fenty Beauty Gloss Bomb Universal Lip Luminizer
Formulated with softening shea butter, generous color payoff and lovely plumping effects, what more could you possibly want from a gloss? "I absolutely love this lip product from Fenty. It’s a beautiful sheer gloss that isn’t sticky at all — it’s surprisingly quite moisturizing" says Musacchio.
"The plumping effect is nice yet subtle and won’t leave your lips stinging like other lip plumpers. I’m dying to try all the other colors."
Fenty Beauty Eaze Drop’lit All-Over Glow Enhancer
The cure to dull, pale winter skin? For Marrison, incorporating these drops after her foundation for a gentle glow helps her feel great when the weather is anything but. "I mix the shade Taffy Topaz with Maybelline FitMe, and the combination never fails to make me look like I’ve been keeping up on my hydration goals (even when I’m exhausted and dehydrated)," says Marrison.
Fenty Beauty Pro Filt'r Soft Matte Longwear Liquid Foundation
Senior partnerships editor Francesca Cocchi Zabloudil has been loyal to this foundation for years and doesn't plan on switching up anytime soon. When getting ready you can find her applying this with a flat-top kabuki brush for that perfect level of coverage. Better yet, she finds that one layer does the trick for a natural makeup look that lasts all day.
Fenty Hair Moisture Repair The Maintenance Crew Full-Size Bundle
Fenty Hair is the newest member of the Fenty family. And based on the feedback from customers, Rihanna checked every box with this collection. If you want to try most of the line, The Maintenance Crew Full-Size Bundle is a good opportunity to, or you can opt to purchasing each product individually based on your hair needs.
JVN Hair
Known for their infectious positivity on Netflix's "Queer Eye," Jonathan Van Ness launched JVN Hair in 2021. Met with immediate enthusiasm from customers by offering a cruelty-free line of hair care products with a non-gendered approach, Van Ness says the brand is built for every person and all hair types to help spread acceptance and equality.
JVN Complete Hydrating Air Dry Hair Styling Cream
With over 800 five-star reviews on Sephora, JVN's air dry cream is great for those who are constantly on-the-go and don't have the time (or patience!) for a blowout.
This is especially true for senior SEO editor Jess Bender who went on to say, "As somebody who has a pretty lazy hair care routine, I swear I have my best hair days whenever I apply this to my tresses after hopping out of the shower. I don’t need to do much to let it work its magic — just massage a dime-sized amount from scalp to ends and crimp a bit — but it’s the first time I’ve seen my waves clearly defined without using a heated tool to supplement."
Fabletics
After launching a collaboration with Fabletics back in 2015, actress Kate Hudson was immediately hooked and bought into the brand. Since then, the brand has expanding into making apparel for the gym, work, and everything in-between.
Fabletics Feather Tech Racerback Tank
Whether you're hitting a Barry's class for invigorating cardio or just going for a leisure walk in the park, this versatile lightweight tank has you covered. Commerce editor and producer Julie Ricevuto couldn't agree more by saying, "Fabletics is one of my favorite fitness brands right now for their affordability and reliable basics. This racerback tank has been my go-to for any type of workout."
Fabletics The One Jogger
Let's face it, the athleisure trend isn't ending anytime soon. "After associate SEO editor Kamari Stewart realized she had no high-quality sweats/joggers that she could wear outside, she turned to Fabletics and these instantly caught her eye.
"I ended up buying them in two colors and I’m so glad I did. They’re comfortable, the fit is perfect and I love that they come in three different inseam lengths. They’re great for wearing them on their own or I throw them on over leggings when I’m walking to the gym as an outer layer," says Stewart.
Fabletics The Only Pant (Classic Fit)
We can't forget about the men in our lives! Equipt with a lightweight, water-repellent fabric and a plethora of pockets, he can go straight from the office to the gym. While they might look like a regular old pair of slacks, that couldn’t be further from the truth.
One reviewer from Shop TODAY's 2023 Wellness Awards even said he got many compliments on these in the office, which was the highlight of his day. Available in 10 colors ranging from classic grey and black to bright ocean blue, any guy will be able to rock these day in and day out.
Skims + SKKN by Kim
While the Kardashian family might be controversial at times, we can't debate the fact that Kim did something really right with Skims. Named as one of TIME's 100 Most Influential Companies in 2022, it's safe to say Skims isn't going anywhere anytime soon.
Recently, Kim relaunched her skin care and makeup brand SKKN by Kim with new and improved lip liners, moisturizers and more that we expect to be just as successful as her clothing brand.
Skims Fits Everybody Thong
Multiple members of our team are huge fans of the Fits Everybody line whether it be their bras, underwear or loungewear. Described as "truly some of the most comfortable underwear I have ever owned," by commerce coordinator Alexa Arent, it's hard to go back to other brands after wearing these.
Skims Seamless Sculpt Mid Thigh Short
Shapewear has a tricky reputation for being highly uncomfortable, restrictive and generally a pain to get in and out of but SKIMS is actively breaking that stereotype.
"I’ve been attending a lot of weddings recently, so I’m forever searching for shapewear that’s flattering under dresses yet comfortable enough to wear for hours — a tough balance to strike! I’m a fan of these mid-thigh shorts, which provide some smoothing and compression without making me feel like my circulation is being cut off. Bonus: The silicone waistband prevents rolling," says Zabloudil.
SKKN by Kim Lip Liner
This collection of velvety soft lip liners come in an array of true nude tones for all skin types. And each offer precise application to perfect your pout, all in a long-wearing, smudge-resistant formula.
Being Frenshe
While you might remember her as the ever-so-fabulous Sharpay Evans from "High School Musical," Ashley Tisdale is now channeling her love for self-care and all things beauty and wellness by creating her own line sold exclusively at Target. Established in 2020, Being Frenshe is pronounced "French-ee," a clever play on her married name, French.
Being Frenshe Reset Candle Citrus Amber
Commerce editor Vivien Moon is a self-described "scent girl" and is very particular about candles. However, she was extremely impressed by this one and went on to say, "It’s very fresh and gives my home a light and warm feeling while also being energizing. I love the citrus scents that don’t scream lemon or orange making it a good pick for day or evening."
Being Frenshe Lavender Cloud Mist Body Spray Lavender Cloud
After going viral on TikTok last year, production associate Jill Ortiz finally caved and ran to Target to pick up this lavender mist. "I finally found it in stores and understood why it's so popular. Since then, I've tried every scent but this remains my favorite. It smells so good and actually lasts," says Ortiz.
Beautiful by Drew Barrymore
What can't Drew Barrymore do? When she isn't busy hosting her wildly successful talkshow or writing her next bestseller, Barrymore combined her love of design, functionality and high-quality appliances to launch Beautiful in 2021.
Beautiful by Drew Barrymore 5.3 qt Stand Mixer
Featured in Shop TODAY's 2023 Gifts We Love Awards, this mixer was an instant hit with our team. Deputy editorial director Alexandra Deabler says it best, “Stand mixers are usually so expensive — but this is a chic, cheaper and much lighter option. Plus, it comes in a lot of gorgeous colors.”
Beautiful by Drew Barrymore Infrared Air Fry Toaster Oven
At this point, we're all air fryer converts. When Drew first launched her line, Stessman couldn't add this to her cart fast enough. "It is by far the most used appliance in my kitchen, I use it practically every day. It has 11 preset functions, so you can bake, toast, air fry, dehydrate, broil and more.
"I use it instead of my oven most of the time because it heats up quicker and is easier to clean. I have the sage green one and love the way it looks in my kitchen," which says true to Barrymore's mission to create appliances that look beautiful (get it?!) in everyone’s kitchen.
Beautiful by Drew Barrymore Perfect Grind Single Serve Coffee Maker
For all the caffeine addicts out there (us included), this ones for you! Not only is this a 2-in-1 grinder and drip machine, it's extremely compact which is great for those with limited countertop real estate.
Social media video producer Anita Chomenko confirmed the hype by saying, "You can change the settings based on how many ounces of coffee you want, and there’s an over-ice setting which is my favorite. It’s slim and super cute!"
Magnolia
After starting Magnolia back in 2003, Chip and Joanna Gaines have taken the home-improvement industry by storm. Founded by the desire to inspire people to create a home environment that they love and feel comfortable in, Gaines and her husband have transformed the brand into home lines, TV shows and even a brick-and-mortar campus in Waco, Texas.
Magnolia Table by Joanna Gaines
What's a happy home without delicious food? Crowned a New York Times bestseller upon release, Deabler doubled-down and confirmed that this cookbook is fantastic. If you're looking for recommendations, Deabler highly couldn't suggest both the pizza dough and chocolate chip cookies enough.
BÉIS
Shay Mitchell knew exactly what she was doing when creating BÉIS back in 2018. A frequent flier herself, Mitchell saw an opening in the industry and knew there was a space for her to make waves with affordable travel must-haves. And we couldn't be happier that she did.
BÉIS The Large Work Tote
Perfect for corporate working girls everywhere, we've seen this bag slung over the shoulders of a few editors in our office. Particularly social media editor Kara Quill who couldn't love this bag more if she tried. "This is my absolute favorite work bag I’ve ever had. It has multiple strap options, a spot inside the bag for anything I’ve ever needed on-the-go and an internal zipper pouch to keep important things in while commuting or traveling.
"I also love the overall style of the bag and the four color and texture options it comes in. It feels so chic and timeless," says Quill. Better yet, we found a few on sale at Nordstrom Rack right now so make sure to shop those ASAP!
BÉIS The Carry-On Roller
Equipped with 360-degree rolling wheels, a cushioned handle and secure TSA-friendly locks, this suitcase truly makes traveling a breeze.
Taking home the gold in Shop TODAY's 2023 Travel Awards, Garlin had nothing but praise for this carry-on. “I love how pretty and chic it looks. The padded handle makes it easy to hold on to and the wheels are smooth. I could easily maneuver it on the escalator and between people. It also fit perfectly in the overhead bin on a Delta flight.” Available in nine chic colors, Béis even goes the extra mile and includes a limited lifetime warranty so you’ll never travel without your new favorite carry-on.
Free Rein Coffee
"Yellowstone" fans, this ones for you! Born straight from the heartland of Texas, Cole Hauser's new coffee and lifestyle brand wants customers to wake up on the right side of bed and get after it with unbeatably smooth and flavorful coffee.
Free Rein Homestead Blend
Since I'm a new coffee drinker (I know, I know) this medium roast blend is perfect for me since it's not too bold but still extremely flavorful. Available either ground or whole bean, this 100% Arabica blend coffee is the perfect way to start the day.
Free Rein Brand Trucker Hat
Slowly but surely this trucker hat has become my new go-to for running errands or my many bad hair days. The branding is very understated so it's not too in your face which I appreciate when it comes to clothing and accessories.
r.e.m beauty
It seems Ariana Grande does it all: singer, song-writer and actress. But the artist has added entrepreneur to her resume as of late, too. R.e.m beauty is inspired by creativity and self-expression, which is seen throughout the colorful and galactic color-schemes and packaging in each launch.
And if you're a fan of Grande's, you might even notice some lyrics in a few product names.
r.e.m beauty Sweetener Foundation
What we appreciate most about the Sweetener Foundation is that it boasts an impressive shade range (60 colors to be exact!) to suit every skin tone and undertone. We also adore that it delivers tons of hydration on top of coverage.
r.e.m beauty Interstellar Highlighter Topper
The packaging and product itself might reflect a galaxy, but according to reviews, this highlighter is also out of this world. Apply to your shoulder, inner corners and high points of the face for a multi-dimensional shine, says the brand.
Kylie Cosmetics + Khy
Kylie Jenner is an entrepreneur just like her sisters, and has released multiple categories under the Kylie Cosmetics name, from makeup and skin care, all the way to baby care. But the start of it all was the viral "Kylie Lip Kit" that was released in 2015. It stood on its own until Jenner changed it in 2016 to what we now know is Kylie Cosmetics.
Outside of cosmetics, Jenner has also launched a clothing brand, Khy, filled with upscale basics and statement pieces at a great price point.
Kylie Cosmetics Powder Blush Stick
Editor Amanda Fama owns this blush in two colors (Meet There and Make Him Blush), and says she can't go without either. Both shades are creamy and pigmented, so that tells you enough of what you can expect from the rest. Plus, she adds that you only need a little bit of the product to see its impact.
"All you have to do is apply a swipe on each cheek and blend it in with your fingers," she notes. "The result is a gorgeous, natural-looking shade that stays on for hours. I’d highly recommend!"
Kylie Cosmetics Matte Lip Kit
We can't mention Kylie Cosmetics without the iconic Lip Kit. It comes in various finishes, but the one we recognize and love is their matte formula. Inside the kit comes a full-size liquid lipstick and lip liner for your perfect lip combo.
Khy Sueded Stretch Twist Maxi Dress
While this dress is at a higher price point, most of Jenner's line runs between $28 to $198 and comes in various drops. For instance, the most recent drop, Drop 8, is their vacation line, filled with swim suits and cover ups. Drop 7, however, is filled with poplin pieces you'll want to run into a bed of flowers while wearing.
Although each drop is not like the other, it doesn't dismiss on quality. "I own multiple pieces from Khy, and not a single one has left be disappointed," says San Miguel. "My favorite is the Sueded Twist Dress because it hugs ever curve and feels incredible on. You'll be impressed by how soft the fabric is — trust me."
Goop
Goop, founded by actress Gwyneth Paltrow, serves as a resource for everything lifestyle and wellness. On the site, you'll find explainers, fashion items and other products you can shop from a variety of brands. But the company itself sells products of their own, too — made by Goop — that are worth talking about.
Goop beauty Cloudberry Exfoliating Jelly Cleanser
One of Paltrow's top picks, according to the site, their exfoliating cleanser has a unique jelly texture that claims to glide across the face, helping to gently remove impurities. But, this formula also contains fruit enzymes, so as you scrub, it exfoliates the skin to improve texture.
Goop beauty Nutrient Shinebath Hair Mask
Another favorite of the actress, Goop's hair mask is a true treat for your strands. The brand claims with consistent use, you should notice stronger, shinier and more repaired hair, especially if you have damaged, dry, dull or chemically treated hair.
The Honest Company
The Honest Company is a consumer goods company founded by actress Jessica Alba. Their ethics are all about clean and cruelty-free products that should put your conscious at ease. They have products in makeup, baby care, skin care, cleaning and much more under this same ethos.
The Honest Company Refresh Conditioning Detangler
"This is the only detangler I’ll use (on myself and my daughter!)," boasts editor Rebecca Brown. "It makes hair so soft, and just a few spritzes and I can run a comb quickly through my daughter’s hair. The scent is moderate and there are no icky ingredients."
The Honest Company 2-in-1 Cleansing Shampoo + Body Wash
"Any 2-1 product, in my opinion, is essential for a toddler," notes senior photo editor Becca Delman. "I have maybe three minutes to get him [my son] shampoo’d and washed. Love how this product smells, and [it] is so gentle on his skin." The product also claims to be hypoallergenic and tear-free, which Delman can attest to. "No tears when it gets in his eyes," she adds.
The Honest Company Plant-Based Baby Wipes
Delman also loves these baby wipes because they "are so gentle for children." Although she is a fan of The Honest Company's shampoo scent, she appreciates that these wipes are scent-free so that they're safe and soothing for your little one.
Pattern Beauty
Tracee Ellis Ross first launched Pattern Beauty in 2019 after noticing a lack of products for Black hair, which includes curly, coily and tight-textured hair types. Since then, the brand has become one of the biggest names in hair care.
Pattern Beauty Leave-In Conditioner
Meant for curly and coily hair types, this leave-in conditioner moisturizes, refreshes and detangles curls to bring them back to a healthy state.
Pattern Beauty The 3-in-1 Interchangeable Curling Iron
Pattern Beauty's curling iron recently earned a spot in our Beauty Awards because of all that it offers. For instance, it comes wit various curling barrels you can interchange, built-in safety cards, a cooling tip and much more to truly customize your curling experience. Plus, the included storage bag and color scheme makes this set feel and look like a luxury.
Good American
Khloe Kardashian is another Kardashian sister taking over the fashion industry. Khloe is the co-founder of Good American (launched in 2016), a clothing brand dedicated to bring inclusive sizing to all body types. Since they first hit the market, the brand says they’ve been carrying 00-32 Plus in nearly every style and category they offer.
Good American Always Fits Perfect Fit Bikini Top
"This swimsuit was my first purchase from Good American. Admittedly, it was an impulse buy that I snagged when the brand had a sale at the start of the summer, but it exceeded my expectations," says production coordinator Audrey Ekman.
"The straps are thin, which I like aesthetically, but it doesn’t lack in support — they’re adjustable, and the rib knit material on the cups is nice and thick," she adds. "The bright poppy color is so fun and a compliment magnet. I bought the matching bottoms, too!"
Good American Always Fits Good Classic Slim Straight Jeans
Good American calls these bestselling jeans their "most innovative jean ever." Here's why: Unlike other products that label themselves as 'one size fits all,' the brand says these jeans are "one size fits four." The size is divided by four sections, with the first serving sizes 0 to 4, and the last 28 to 32 plus. It's designed in this way so that the jeans adapt to your body, offering a perfect fit no matter how it changes.
How we chose our favorite brands
The Shop TODAY editors and writers search the internet to find the best products out there. We use our own personal experiences with products and brands to make shopping a breeze for our readers.
