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The Award for the Most Popular Celebrity Beauty Brand Goes To — Selena Gomez

Rare Beauty outranks them all
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Popularity contests are quite common in the music and film industries. All throughout their respective, yet often overlapping histories, the celebrity protagonists would find themselves in many a contest they didn't even know they were partaking in. Free press and pressing deadlines, fueled by talent, birthed a gem like "Who Wore It Better?", and this may be the most widespread, public comparison contest still going on — and we are, collectively, so grateful that it is. With many celebrities venturing into the beauty business in recent years, presenting us with textures, finishes, and formulas that are just as good as, and even overtake some long-standing, respectable names, it was only a matter of time before we'd ask: "So, whose brand is the most popular? Is it Rihanna's? Lady Gaga's?" No, actually. Rare Beauty, by Selena Gomez, is No. 1, the most popular of all celebrity beauty brands.*

Beauty and wellness marketplace Fresha looked at the average monthly search volume for each celebrity beauty brand, the Instagram following of each official account, TikTok posts, and the number of views on each TikTok hashtag. An overall beauty index score was then calculated from each variable to find the most popular celebrity beauty brand. Out of 23 that are on the list, we're bringing you the top 10 celebrity beauty brands, and their respective beauty score, as ranked by Fresha.

Image via Doug Peters/PA Images/Getty

*at the time of conducted research

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No. 1: Rare Beauty (Selena Gomez)
First on this list is Rare Beauty, with an overall beauty score of 94.58 out of 100. Launched in September 2020, the brand set out to break down unrealistic beauty standards, which made it a fan favorite on social media. Rare Beauty also has the second-highest monthly search volume, with an average of 621.500 monthly searches globally.

TRY: Rare Beauty Soft Pinch Liquid Blush in Encourage, $23

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No. 2: Kylie Cosmetics (Kylie Jenner)
Kylie Cosmetics is next, with an overall beauty score of 88.42 out of 100. Launching in November 2015, the brand initially sold Kylie Lip Kits consisting of a lipliner and liquid lipstick. After huge success, Jenner rebranded it to Kylie Cosmetics. The brand has now expanded to include skincare and baby product lines.

TRY: Kylie Skin Lip Oil in Pomegranate, $25

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No. 3: Fenty Beauty (Rihanna)
Fenty Beauty comes in third on the list, with a beauty score of 86.3 out of 100. Rihanna launched Fenty Beauty in September 2017, and the brand is now reportedly worth around $2.8 billion. With 50 shades of foundation available, Fenty is known and celebrated for its inclusivity. Fenty Beauty has the highest monthly search volume, and the second-highest Instagram following of 12.6 million. Hugely popular on TikTok, there are over 3 billion yearly views on videos using the hashtag for Fenty Beauty — the second highest of all the beauty brands.

TRY: Fenty Beauty Pro Filt'r Instant Retouch Setting Powder, $36

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No. 4: Florence by Mills (Millie Bobby Brown)
Florence by Mills is ranked fourth with an overall beauty score of 84.64 out of 100. Actress Millie Bobby Brown launched Florence by Mills in September 2019. Labeled as a beauty brand for Gen-Z, the brand features skincare and makeup products that are vegan and cruelty-free and mostly appeal to a young audience. With 292,300 average global monthly searches, it ranks third in the most global searches.

TRY: Florence by Mills True to Hue pH Adjusting Lip and Cheek Balm, $16

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