Kylie Cosmetics, Rare Beauty Top Leading Celebrity Beauty Brands

Kylie Cosmetics, Rare Beauty Top Leading Celebrity Beauty Brands

Kylie Cosmetics is officially the most popular celebrity beauty brand, according to new market research from StyleCraze. Rare Beauty by Selena Gomez ranked as the second most popular, with Harry Styles’ Pleasing placing third. 

Meanwhile, the Kardashians dominate the ranking for the most Googled celebrity beauty brands, with all entries in the top three spots. 

The research by StyleCraze, examined every celebrity-owned beauty brand based on various factors such as Google search data, online article mentions and Instagram followers. These factors were combined to give each brand a “beauty score” to discover the most popular celebrity-owned beauty brands worldwide. 


Kylie Cosmetics Leads as Beauty Influencer

The study revealed that global reality star Kylie Jenner takes first place with her makeup brand Kylie Cosmetics. Established in 2014, Kylie Cosmetics took the industry by storm with the launch of her famous lip kits, and her venture into the business world has been highly successful ever since. The brand claimed the top spot due to having the highest number of Instagram followers, with 26 million, in addition to the highest number of hashtags on Instagram, with more than 4.9 million hashtags. 

Rare Beauty by Selena Gomez Big for 2022

Rare Beauty ranks as the second most popular celebrity beauty brand, created by singing and acting sensation Selena Gomez. Launched in September 2020, the vegan and cruelty-free makeup brand has taken the industry by storm, with the collection’s liquid blush and eyeliner standing out as clear fan favorites. Rare Beauty has the third-highest monthly searches with an average of 292,000 global searches for the brand and the second-highest number of online article mentions in the last six months. 

Harry Styles Pleasing Is One to Watch

Interestingly, Harry Styles’ new brand Pleasing ranks as the third most popular celebrity beauty brand. Launched in late 2021, Pleasing is a gender-neutral brand that offers products ranging from nail polish to skincare and has an Instagram following of 1.3 million. Harry’s brand rated so highly due to having the highest number of likes per Instagram post, with an average of 112,995 likes, which is more than double the likes of any other brand on the list. 

Florence by Mills is a beauty brand to watch in 2022.

Florence by Mills Is Growing in Popularity

The research discovered that Florence by Mills is the fourth most popular celebrity beauty brand. Created by teen acting sensation Millie Bobby Brown, best known for her role as Eleven in Stranger Things, Millie has rocked the beauty world since launching her brand in 2019. Florence by Mills rakes in 325,000 global monthly searches worldwide, the highest of any celebrity beauty brand, in addition to having the second-highest number of hashtags on Instagram, with 1,049,086 hashtags. 

The Most Popular Celebrity Beauty Brands on Instagram 

Regarding popularity on Instagram, the Kardashians dominate the list, claiming the top three entries in the ranking. The Kardashians are social media royalty, so it comes as no surprise that their brands have huge social media presences, with Kylie Cosmetics placing first in the ranking, Kylie Skin second and Kim Kardashian’s SKKN by Kim in third. Kylie Cosmetics has a huge Instagram following of 26 million – which is more than the rest of the top 10 combined – Kylie Skin has 5.8 million and SKKN by Kim has 5.5 million followers. 

The Most Searched Celebrity Beauty Brands 

Based on average monthly searches worldwide, the most popular celebrity beauty brand is Florence by Mills. Beating both Kylie Cosmetics and Rare Beauty to the top spot, Millie Bobby Brown’s brand receives 325,000 average monthly searches. In second place is Kylie Cosmetics, with 314,000 average monthly searches and Rare Beauty in third, receiving 292,000. 
The research especially highlights the undeniable success of Kylie Cosmetics. From gaining popularity by selling the popular lip-kits to building an empire, Kylie’s brand has definitely stood the test of time, as shown by these findings taken eight years after the brand’s first launch.
For more on the leading Instagram beauty influencers, check out Happi’s ever-evolving lineup here.