While comparing the social media performances of the top beauty brands of 2024 and their celebrities, it can be seen that the celebrities have a higher audience than their beauty brands. For example, Selena Gomez has 423 million followers on Instagram and 58,2 million followers on TikTok whereas her beauty brand Rare Beauty has 7,8 million followers on Instagram and 4,1 million followers on TikTok.

Both beauty brands and their celebrity founders have higher followings on Instagram than TikTok. Kylie Jenner has a 150% increase in Instagram followers compared to the followers in TikTok. Kylie Cosmetics has a 151% hike in followers on Instagram compared to TikTok followers. The follower count of Kim Kardashian’s TikTok profile is a 98% decrease from the Instagram follower count. SKKN BY KIM’s follower count on TikTok is a 95% decrease from Instagram followers. Even though the brands have the upper hand in the industry for having a celebrity owner, they do not leverage the celebrity’s followers or image. Jennifer Lopez’s Instagram follower count is a 198% increase of her beauty brand JLo Beauty follower count. Their TikTok followership has a difference of 198%. Hailey Beiber has 53,7 followers on Instagram and 13,9 million followers on TikTok. Her beauty brand rhode has 2,3 million and 1,1 million followers on Instagram and TikTok. But the exception here is Mille Bobby Brown's brand Florence by Mills which has 3,2 million followers on Instagram and 3,8 million on TikTok.

Celebrities with massive followings have beauty brands with higher engagement compared to other celebrities and their beauty brands. Rihanna has around 150 million followers on Instagram and 15,3 million followers on TikTok whereas her beauty brand Fenty Beauty has 13,10 million and 3 million followers on Instagram and TikTok respectively. Meanwhile, Alicia Keys has 27,5 million and 5,7 million followers on Instagram and TikTok, and her beauty brand Keys Soulcare has 210K and 48K followers on Instagram and TikTok.

Millie Bobby Brown and Gwyneth Paltrow don't hold a TikTok account but their beauty brands Florence by Mills and Goop are active on the platform.

Rihanna’s Fenty Beauty

Fenty Beauty is a cosmetic brand founded by Rihanna in 2017. The label features products that perform across all skin types, tones, and hair. It also showcases models for its marketing strategies from different skin tones, diverse backgrounds, and body types. The product offering includes makeup items such as lipstick, eye cosmetics, face powder, and foundation (The Pro Filt’r Soft Matte Longwear Foundation with around 50 shades). Its way of creating a new standard of inclusivity in the beauty industry has gained it the top position.

Selena Gomez’s Rare Beauty

Rare Beauty was launched by the singer Selena Gomez in 2020. As she was struggling with the mental health of her own, the brand follows a philosophy celebrating one’s individuality and boosting self-acceptance. It covers products from skincare and makeup with star products including Lip Soufflé Matte Cream Lipstick, Soft Pinch Liquid Blush, Liquid Touch Weightless Foundation, and Positive Light Liquid Luminizer. The label stands on the list of its natural finish and optimistic communication with a focus on creating awareness of mental health.

Hailey Bieber’s Rhode Skin

Rhode Skin was introduced by Hailey Bieber in 2022. The brand offers skincare products emphasising minimalism, hydrating, affordability, transparency, and a focus on high quality and authenticity to maintain healthy and glowy skin. Along with sustainability, the brand is committed to mindful skincare including launching a limited number of products and carefully-sourced ingredients. Its star products include Rhode Skin Lip Treatment and the lip case, as well as the Peptide Glazing Fluid gel serum.

Kylie Jenner’s Kylie Cosmetics

Kylie Jenner launched Kylie Cosmetics with the Kylie Lip Kits, comprising fluid lipstick and lip liner, in 2015. The brand was later renamed as Kylie Cosmetics in 2016. Now, it has explored categories such as skincare, baby care, and fragrance. The primary audience for the brand is young and fashion-forward people. Its bestseller products are Kylighetrs, lip kits, and lip glosses which are vegan, gluten-free, no-cruelty, sulphate, and paraben-free. The label made this list to follow the current trends to release bold and vibrant make-up based on it.

Kim Kardashian’s SKKN

SKKN BY KIM is a minimal skincare brand, founded by Kim Kardashian in 2022. Initially, the brand was launched as KKW Beauty in 2017 which was later rebranded to SKKN BY KIM. It showcased a nine-step skincare regimen priced at $600 for the whole product range. Later at the beginning of 2024, she relaunched the makeup category under SKKN. The star products are the Eye Cream, and The Exfoliator, along with matte lipsticks and lip liner. The brand is known for its high-end products focusing on anti-aging and rejuvenation.

Alicia Keys’ Keys Soulcare

Alicia Keys released the skin-care line, Keys Soulcare in 2020. The brand is a part of e.l.f. Cosmetics Inc. The brand focuses on improving skin health by offering key products such as Golden Cleanser, Be Luminous Exfoliator, and Skin Transformation Cream as well as self-care tools like the Obsidian facial roller and Sage + Oat Milk Candle. It is known for its holistic approach to wellness and beauty care as well as self-care rituals.

Tracee Ellis Ross’ Pattern Beauty

Tracee Ellis Ross introduced Pattern Beauty in 2019, offering 31 high-quality hair care products that support different textures such as curly, coil, and straight, especially for black women and others. The brand’s launch is driven by Ross’ journey in caring and embracing her natural curly hair. Its best-performing products include the leave-in conditioner and scalp serum.

Jennifer Lopez’s JLo Beauty

JLo Beauty was dropped by Jennifer Lopez in 2020 with product ranges in both skincare and make-up. The beauty line was launched in 2021. It focuses on providing “That JLo Glow” (the signature look envisioned by Lopez), hydration and anti-aging aspects, olive complexion, and a celebrity-following routine. The key products include a multitasking serum and mask, Wonder Cream, and Fierce Eye Cream.

Lady Gaga’s Haus Labs

Lady Gaga launched Haus Laboratories in 2019 with a debut collection comprising glosses, lip liners, and shimmery liquid face and eyeshadows only available on Amazon. She, later, rebranded the label as Haus Labs with 90 new items distributed across seven categories, exclusively made available at Sephora. The makeup products are infused with skincare formulas to work on both sides. The star products include Hy-Power Hy-Power Eye and Cheek & Lip Pigment Paint. It works on revamping sustainable packaging with clean and highly efficient makeup.

Jessica Alba’s Honest Beauty

Jessica Alba became one of the first celebrities to launch their own beauty line when she introduced The Honest Company in 2011. The company is dedicated to providing eco-friendly and non-toxic skin care, baby care, beauty, and cleaning products. Honest Beauty is a part of the company that uses clean and safe formulas with cruelty-free and PETA-certified ingredients. It has a diverse product range with minimal and efficient skincare. The brand also works to empower its customers with transparency and authenticity around its products.

Gwyneth Paltrow’s Goop

Goop is a wellness beauty brand launched by Gwyneth Paltrow in 2008, offering skincare and beauty products that combine holistic health and luxury. It approaches its audience with self-care through natural ingredients. The brand promotes sustainable practices for ingredient sourcing and product manufacturing with non-toxic and clean formulas. The best-performing products are the GoopGlow Microderm Instant Glow Exfoliator as well as the bath soak, toner, and dry brush.

Bella Hadid's ‘Ôrabella

Orabella was launched by Bella Hadid in 2024. This marks the supermodel’s debut in the beauty industry. The brand has created a double-layer formula with alcohol-free properties that combines the aspects of skincare with fragrance. The initial launches include three perfumes; Window2Soul, Blooming Fire, and Salted Muse. Its products are being widely distributed by Ulta Beauty in the US.

Millie Bobby Brown’s Florence by Mills

Millie Bobby Brown founded Florence by Mills in 2019. The brand was launched with the inspiration of the actress in her makeup routine as well as her desire to have clean and effective beauty products. With that, the label focuses on encouraging natural beauty and individuality. The name “Florence” is influenced by Brown's great-grandmother. It offers vegan and cruelty-free skincare and makeup products that promote self-care. Along with this, the brand mission includes charitable support, such as showing support to the Olivia Hope Foundation, which works on curing pediatric cancer.

Cover Image: Kylie Jenner for Kylie Cosmetics, Rihanna for Fenty Beauty and Selena Gomez for Rare Beauty, courtesy Aspire Lifestyle, Fenty Beauty and The Business of Fashion respectively.