Kylie Jenner, Selena Gomez, and Hailey Bieber’s brands dominate beauty’s creator economy. Fame is only part of the reason

Celebrity-founded beauty brands are proving that influence can be more than a marketing tool. It can be a competitive advantage.

According to Traackr’s Creator Advantage 2026 report, celebrity-founded companies accounted for half of the top 10 beauty brands ranked by creator marketing performance in 2025. The list includes Kylie Cosmetics, Rare Beauty, Rhode, R.E.M. Beauty and Huda Beauty, highlighting how celebrities are increasingly turning personal audiences into scalable consumer businesses.

The trend reflects a broader shift in consumer marketing. As shoppers discover products through creators and social media rather than traditional advertising, celebrities have become built-in customer-acquisition engines for their own brands.

Celebrity founders have a built-in advantage

The Creator Advantage 2026 study found that five of the top 10 beauty brands by creator marketing performance were celebrity-founded:

Kylie Cosmetics (No. 2), founded by Kylie Jenner

Rare Beauty (No. 3), founded by Selena Gomez

Rhode (No. 4), founded by Hailey Bieber

R.E.M. Beauty (No. 5), founded by Ariana Grande

Huda Beauty (No. 6), founded by Huda Kattan

Unlike traditional startups that must spend heavily to build awareness, celebrity founders often launch with direct access to millions of consumers. That reach can translate into real enterprise value:........

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