A Timeline of Every Celebrity Beauty Brand — Including Wyn by Serena Williams

Wyn Beauty is Serena Williams's new makeup line, which launched in April 2024. It was created with the goal of making cosmetics "you can move in," which is a fitting brand philosophy for an athlete like herself. The brand carries ten products across the eyes, lips, and face. There's a skin tint, concealer, multi-use cheek and lip pigment, mascara, brow pencil, liquid eyeliner, pencil eyeliner, matte lipstick, lip serum, and stain lipstick. You can shop the brand via the website and Ulta Beauty.

Dwayne "The Rock" Johnson pulled a Beyoncé and did a surprise drop of his personal-care collection, Papatui. The brand is a nod to his Samoan heritage and includes all things skin care, from a tattoo balm to bath and body products.

On Feb. 22, Bella Hadid hinted at a new beauty brand: Orebella. While she hasn't yet revealed which products will be sold, a quick search of her trademark indicates that fragrances and body care may be included in the line.

In November 2023, Hilary Duff announced via Instagram that she's launching "a line of natural home fragrance products." The brand is called Below 60° and, according to its social media bio, is inspired by the "pristine air below the 60th parallel." Duff said in her caption, "Home is my happy place. That's why I'm so excited to launch Below 60º, a line of natural home fragrance products that you can feel good about bringing into your space. Becoming a mom meant becoming more conscious and cautious about the products I use -- so we've gone to the ends of the earth to develop unique, 100 percent natural fragrances from responsibly sourced ingredients. I can't wait to share them with you. They're fresh and fantastic and so much fun."

It appears Below 60° will carry a line of essential oils and a diffuser.

In October 2023, actor Lili Reinhart hinted at the creation of a skin-care line on Instagram. "Since I was 12, I've struggled with acne," she captioned a series of sun-lit photos. "My skin has suffered consistent breakouts, hyperpigmentation, redness and scarring. I feel impassioned and motivated to find solutions for not only myself, but others who struggle as well. This is my skin now, makeup free… no filter. I can't wait to share more about what I've been working on."

In the early '00s, Beyoncé had the fragrance game on lock with her famous perfumes "heat" and "pulse." In 2023, the superstar revealed she is coming out with yet another perfume. Though the name has yet to be released, according to her website, it has notes of golden honey, rose absolute, and golden amber. Additionally, she has also teased a hair-care line, though additional details have yet to be revealed.

Vanessa Hudgens launched Know Beauty with fellow cofounder Madison Beer in June 2021. However, in 2023, Hudgens relaunched the brand on her own with one hero product: a clay mask.

It's not clear whether or not they will actually be used, but in March 2023, Kim Kardashian filed a few trademarks for "North West," her daughter's name. One of them was for the creation of goods and services covering categories like skin, hair, and body care.

In June 2023, Sofia Vergara announced the launch of "Toty," a sun-care line that fuses skin care and makeup. The brand launched with three products: a makeup compact, a mineral sunscreen, and a CC cream.

In an interview with Vogue in September, Brad Pitt announced a new skin-care brand, Le Domaine, which combines science and nature.

In September 2022, Travis Barker expanded his brand Barker Wellness to include skin care. The five new products are vegan and make up a complete regimen.

In September 2022, after "years in the making," Ciara launched a skin-care line called OAM Skin ("OAM" stands for "on a mission"). It includes five products, including cleanser, exfoliating pads, face serum, moisturizer, and eye cream.

Cosmoss by Kate Moss is the model's "soulful, sensual, self-aware" beauty brand, which launched in September. The brand's debut launch features six products, ranging from cleanser and face cream to tea.

Michael Strahan joined the growing list of celebrity beauty brand founders in September 2022 with a line called Daily Defense. The clean, sustainable skin-care and grooming brand is exclusive to CVS and contains five products.

In August, fashion designer Stella McCartney announced a new vegan skin-care line, Stella. This news comes years after her initial foray into beauty in 2007 with organic brand Care.

Being Frenshe is Ashley Tisdale's Target-exclusive wellness and beauty line, which launched in July. The product lineup includes a variety of items for body, hair, and skin, like fragrance mists, hair masks, candles, lotions, bath bombs, and more.

In July 2022, Idris and Sabrina Elba announced the launch of S'Able Labs, their new skin-care brand. The married duo created their line to target common beauty concerns in melanated skin, like hyperpigmentation and inflammation.

In 2021, Hailey Bieber filed trademark rights to "Rhode," her middle name. She continued to hint at potential skin-product categories on Instagram for the next year until Rhode launched in June 2022 with three products: Barrier Restore Cream ($29), Peptide Glazing Fluid ($29), and Peptide Lip Treatment ($16). Each one continues to sell out within hours.

Courteney Cox launched her sustainable fine-fragrance-infused home-care line, Homecourt, in April. The line features candles, hand creams, and cleaning products (very on brand for her "Friends" character, Monica).

In March, musician and former No Doubt frontrunner Gwen Stefani launched her makeup brand GXVE (pronounced "give"). The collection features eight debut products: three lipsticks (all in her signature red hue), eyeshadow quads, liquid eyeliner, two brow products, and a primer. The price point ranges from $21 to $48, and it's available exclusively to shop on GxveBeauty.com and at Sephora.

In an interview, Stefani told POPSUGAR she's "pretty confident" you'll dig the line: "If you like makeup, you're going to like it."

On March 1, the model-turned-entrepreneur Winnie Harlow dropped a beauty brand called Cay Skin with one intention in mind: sun protection. The inaugural collection is available on the brand's website (but you can scoop it up at Sephora come March 22) and includes four skin and suncare products in total: the Isle Glow Face Lotion SPF 45, Universal Mineral Face Lotion SPF 55, Isle Lip Balm SPF 30, and Isle Body Oil SPF 30 ($32).

La La Anthony launched her hair-care brand, Inala, in February. The line's star product is a hair-growth serum, which she formulated to help combat the hair loss she was experiencing from wearing tight protective styles. "If this little bottle can bring you some happiness and peace by just making your hair grow . . . then I feel like I've done something good," Anthony previously told POPSUGAR.

Seemingly out of the blue in January, Martin subtly hinted about a forthcoming namesake brand called Mari by Marsai by posting about it on Instagram. By February, she launched a range of press-on nails that feature both on-trend nail-art designs and single color (but immensely flattering) options. Each one costs $20 to $22, with fitting names like CEO, Sai, Sips Tea, Quiet on Set, Rich as Cream, and Ms. Minimalist — and you can shop the entire line ahead.

Legend recently announced plans to launch an affordable skin-care line catering to consumers with melanated and dark skin tones. The line is in the development phase, and a name has not yet been shared publicly, although we do know the venture is part of his new partnership with A-Frame Brands. (The holding company also has Naomi Osaka's Kinlò and Gabrielle Union and Dwyane Wade's forthcoming Proudly in its portfolio.)

In June 2021, news broke that Scarlett Johansson is planning to launch a skin-care brand in early 2022. Now, after five years in the making, the actor's line called The Outset has officially arrived.

"I have had acne-prone skin — struggled with that through my 20s — and I've tried every acne peel, mask, and skin resurfacing polish," Johansson previously told POPSUGAR. "Whenever my skin is breaking out, I have always returned to this three-step process of cleansing, and priming, and moisturizing." That's what inspired the three hero launches: a gentle cleanser, a firming collagen serum, and a daily moisturizer. The Outset also carries a night cream, an eye cream, and a lip treatment.

On Dec. 15 2021, Peyton List disclosed that she's been working on her own beauty brand for two years. Pley Beauty is set to launch in January and will include a lineup of color cosmetics products. "It was crazy because, even when the whole world was shut down and it felt like I had no idea what would happen with filming and everything else, I was still meeting and developing this beauty brand," List previously told POPSUGAR. Her brand is for "people that love beauty and love expressing themselves, but also care about their impact [on the world] and the environment."

In one of the more unexpected beauty launches of late, Tyler the Creator announced that three shades of nail polish and a fragrance would be included in the expansion of his Golf le Fleur brand. The rapper tweeted that the scent specifically came from "an idea i had set on top of a mountain in california." The polishes retail for $20 each.

We should have seen this one coming: after countless epic nail art moments on the red carpet — not to mention couple manicures with Megan Fox — Machine Gun Kelly launched a gender-neutral nail polish brand called UN/DN LAQR in December. It's inspired by his own love for nail art and hit the market with ten nail polish shades and a top coat, as well as curated sets.

In November 2021, Styles announced the launch of his own beauty brand, Pleasing, which features four nail-polish shades housed in beautiful, circular-shaped bottles and marble-effect dome caps. He has been painting his nails for years, and thanks to his nail tech Jenny Longworth, he's been experimenting with all kinds of nail art throughout the years — which is what makes his venture into the beauty world with Pleasing all the more fitting. The initial launch also includes the Pearlescent Illuminating Serum, a hydrating primer that gives skin a brightness and glow, and the Pleasing Pen, a dual-ended hydrating eye serum and matte lip oil.

In Billie Eilish's first venture into the beauty industry, the singer teamed up with fragrance parent company Parlux to release a first perfume called Eilish, a blend of vanilla, tonka bean, and musks. It hit the market in November 2021.

In an interview with POPSUGAR, she said, "It sounds like a lot, but I want you to be sexually attracted to yourself when you wear this perfume. That's really how I feel. I want people to feel obsessed with themselves and infatuated with themselves and feel like they're unstoppable, and also comfortable and beautiful. I want people to feel in love with themselves."

Comedian and longtime TV host Ellen DeGeneres partnered with friend and beauty-industry veteran Victoria Jackson to launch Kind Science, a skin-care brand dedicated to all ages (the youngest being "kindergarten," DeGeneres joked during a press event for the launch).

As her first solo venture as an entrepreneur, in October 2021, Harvey launched a skin-care line dedicated to people with skin like hers: sensitive and prone to rosacea. The initial release of SKN by LH includes five products — a cleanser, a toner, a serum, an eye cream, and a moisturizer — and those five products encompass Harvey's everyday routine, nothing more, nothing less (for now).

While the Friends alum had previously co-owned hair brand Living Proof from 2005 until the company was sold to Unilever in 2016, this year, Jennifer Aniston ventured out on her own with a new hair-care company called LolaVie. It launched with a single product: the Glossing Detangler, which our editors can attest is worth the hype.

While Ariana Grande has quite a few fragrances under her belt, she's never ventured into the cosmetics category — until now. On Sept. 9, 2021, the singer announced the launch of R.E.M. Beauty, a makeup brand that had been two years in the making. She told Allure that while the products are still in formative stages, they will draw inspiration from '50s, '60s, and '70s glamour.

"I've always pictured myself in a different time period," she said. "I've always wanted to wear that makeup, wear that hair, wear those outfits, be those performers."

Hairstylist, groomer, and beloved Queer Eye star Jonathan Van Ness took everything he knows and poured it into his own hair brand called JVN. The lineup launched on Aug. 31, 2021, and includes a total of 10 products, from shampoos to conditioners to leave-in cream stylers.

In May 2021, reality TV star and Uncommon James founder Kristin Cavallari extended her empire with the launch of her new skin-care line, Uncommon Beauty. The brand features five core products: powder cleanser, serum, lip balm, eye cream, and face cream.

Naomi Osaka announced on April 27, 2021, that she was launching a skin-care brand called Kinlò to "protect and rejuvenate melanated skin tones." The products launched in the fall and include sunscreen, fact mists, and eye cream.

On June 25, 2021, Becky G launched a makeup brand inspired by her Mexican heritage called Treslúce Beauty. Each item in the bright and colorful collection is priced under $35.

On June 22, 2021, Madison Beer's skin-care brand with Vanessa Hudgens, Know Beauty, launched with a 17-piece collection. The brand uses your DNA to create a skin-care regimen for you.

In the spring of 2021, Dolly Parton launched a new fragrance called Dolly by Dolly Parton. It's an amber floral scent.

Former Victoria's Secret angel and model Rosie Huntington-Whiteley is launching Clean Beauty Collaborative in the summer of 2021.

In January of 2021, Halsey surprised fans completely out of the blue with the launch of their new makeup brand About-Face, which carries a full line of color cosmetics products.

Jennifer Lopez made all of our dreams come true when she announced she would be launching a skin-care brand on Jan. 1, 2021 called JLo Beauty.

Model and actress Carmen Electra created her own brand called GOGO Skincare in 2020.

Alicia Keys entered the beauty and wellness space with the launch of Keys Soulcare in 2020.

In 2020, Pharrell Williams surprised us with the announcement of his skin-care brand Humanrace, which has since already sold out.

In an effort to make self-care affordable for everyone, Kristen Bell launched Happy Dance with Lord Jones, a CBD body-care and skin-care brand, 2020.

After much anticipation, Selena Gomez launched her makeup line Rare Beauty at Sephora in 2020.

Lauren Conrad brought us her namesake brand Lauren Conrad Beauty, which features a variety of lip, eye, and cheek products, in 2020.

Addison Rae created her own makeup brand called Item Beauty in partnership with Ipsy in 2020.

At the start of 2020, Taraji P. Henson launched TPH by Taraji, a vegan, clean hair brand sold at Target.

Michelle Pfeiffer launched a clean fragrance brand called Henry Rose in 2019. You can buy her products online and at Goop.

In 2019, Kylie Jenner expanded her beauty presence from just makeup to skin care with the launch of Kylie Skin.

Spice Girl-turned-designer Victoria Beckham made her debut in the beauty industry in 2019 with her namesake brand Victoria Beckham Beauty.

Millie Bobby Brown launched her Gen Z-focused beauty company Florence By Mills in 2019. You can shop her products online and at Ulta.

In 2019, Lady Gaga graced us with Haus Laboratories, an electric and colorful color cosmetics brand that is still going strong today.

After launching overseas in 2014, Madonna brought her skin-care brand MDNA to the U.S. in 2019.

Famous soccer player David Beckham launched his men's grooming company, House 99, in 2018.

In 2017, Rihanna brought Fenty Beauty to life and set a new precedent for brands in terms of shade range and inclusivity.

Eva Mendes launched an affordable makeup line called Circa Beauty in 2015 that was sold at drugstores, but it has since been discontinued.

In 2015, Jessica Alba extended her brand The Honest Co. to include beauty. Honest Beauty is still very popular today in the clean, affordable makeup, and skin-care space and is sold at Target, Ulta, Amazon, and drugstores.

In 2015, Kylie Jenner entered the beauty market and changed the industry forever with the launch of Kylie Cosmetics.

In 2015 Victoria's Secret angel and model Lindsay Ellingson developed Wander Beauty, a cosmetics brand with a focus on easy makeup solutions for people on the go. It's still going strong today and can be found at many major beauty retailers.

Christie Brinkley launched her skin-care company called Authentic Beauty in 2014, and then expanded it to makeup in 2017. The company's website has since been taken down, but you can find her products at Walmart, Amazon, and Kohl's.

Tyra Banks founded her namesake beauty company in 2014 called Tyra Beauty. The direct-to-consumer brand was around for three years but was discontinued around 2017.

Drew Barrymore founded Flower Beauty, a drugstore makeup brand, in 2013. Since its launch, she has expanded the brand into hair tools.

Salma Hayek once had her own makeup and skin-care brand called Nuance sold exclusively at CVS in 2011, but it has been discontinued.

In 2010, the skin-care brand Sejaa was launched by supermodel Gisele Bündchen, but it has since been discontinued.

Former Victoria's Secret angel and model Miranda Kerr launched Kora Cosmetics in 2009. The clean beauty brand is carried at Sephora.

Gwyneth Paltrow launched her wellness brand Goop in 2008. Today, it's still going strong and has expanded into an entire lifestyle brand, featuring everything from skin-care products to bath soaks.

Actress and model Josie Maran launched her brand Josie Maran Cosmetics back in 2007. It's carried at major retailers like Sephora to this day.

In 2005, supermodel Cindy Crawford launched her skin-care company Meaningful Beauty.

In 2004, we saw the launch of Jessica Simpson Dessert Beauty, a line of edible makeup products that have since been discontinued.

In 1994, supermodel Iman launched Iman Cosmetics, a color-cosmetics brand.