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The celebrity-owned skincare brands to know, from Kylie Cosmetics to Miranda Kerr’s Kora

Featuring eye masks, mists and cleansers, these ranges are more than just celebrity vanity projects

Eva Waite-Taylor
Thursday 22 July 2021 09:04
<p>It’s time to supercharge your beauty bounty, the A-lister way</p>

It’s time to supercharge your beauty bounty, the A-lister way

The beauty industry is awash with fantastic brands – from those that have made waves on TikTok to cult French skincare lines – providing you with plenty of choices when it comes to your daily routine.

And it seems celebrities have been increasingly infiltrating the industry – a trend that Nineties kids will remember fondly (or otherwise) after the likes of Paris Hilton and Britney Spears kickstarted it by releasing fragrances.

Fast forward to today and there’s been a noticeable shift in celebrity-owned brands – once a bit hit or miss, these lines are now highly coveted, with products being heralded as must-haves and often selling out at lightning speed.

Kylie Jenner’s eponymous Kylie Cosmetics line led the way when it came to the rise of celebrity-owned make-up and skincare brands following the launch of her super-popular lip kits back in 2015.

Rihanna’s make-up and skincare empire has garnered a whopping fan base not least because its products constantly break boundaries, but because it's widened the conversation around inclusivity in the industry. Jessica Alba’s Honest Beauty, meanwhile, has tackled the lack of “clean” beauty options available.

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These are the brands that are more than just celebrity vanity projects. It’s time to supercharge your beauty bounty, the A-lister way.

Launched in 2019, presenter and model Vogue Williams’s tanning range, Bare By Vogue, has been a sell-out success. Boasting hydrating ingredients, it’s said to help nourish the skin and provide a natural-looking tan. There are three different body tans to choose from: a foam (£19,, a lotion (£19, and an instant tan (£14.50,, as well as a new face mist (£14.50, Each formula is available in four different shades: light, medium, dark and ultra dark, so there’s something there for everyone.

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Following the success of Fenty Beauty, when Rihanna launched her skincare brand Fenty Skin, the hype was real. In response to her own experiences of using and buying skincare, she wanted to develop an uncomplicated and pared-back selection. And that’s exactly what she did.

There are just seven products in the range and while none are tailored to specific skin concerns, they are said to offer a reliable base routine. Highlights include the cleanser (£20,, which removes make-up and cleanses the skin; fat water (£25,, a toner-serum hybrid that balances the T-zone, hydrates and smooths skin; and a moisturiser (£32,, which is a light formula with SPF.

The flash nap instant revival eye gel cream (£28, received high praise when we reviewed it, with our writer noting “it fakes a full night’s sleep by de-puffing under-eye bags with continued use and does a great job as an eye primer to help cover up other tell-tale signs of a lack of sleep”.

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Millie Bobbie-Brown’s brand Florence by Mills was founded on the mantra of “made for Gen Z by Gen Z” and has been praised for providing products that will allow teens to dip their toes into the world of skincare. The collection of easy-to-use products includes a face wash (£12,, face mist (£10,, micellar cleansing gel (£10, and spot stickers (£14.50,, all of which are vegan and Peta-certified.

The glow yeah lip oil (£14, was praised for being hydrating and having a silky formula when our writer reviewed it in our round-up of the best lip oils.

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Working with a team of make-up artists and cosmetic chemists, Jessica Alba created Honest Beauty due to the lack of “clean” beauty options, pioneering the trend towards more thoughtful practices in the industry.

The skincare range comprises formulas that have plant-derived, organic ingredients and are vegan, and if you’ve wanted to achieve Alba’s glowy complexion, these products might just be the answer. The brand’s hydrogel cream (£25, featured in our review of the best moisturisers for combination skin, with our writer noting that the hyaluronic acid and squalane work to create a formula that “moisturises and adds a dewy glow”.

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Embodying Alicia Keys’s approach to her lifestyle – notably her rituals around dedicating time for self care to benefit the mind, body and spirit – Keys Soulcare offers a range of affordable skincare products that boast gentle and nourishing formulas. Ingredients are naturally derived and all the products are cruelty-free.

Keys is known for her natural look and according to a recent interview, her favourite product from the 13-strong range is the comforting balm (£10,, which is said to provide relief from dryness and can be applied just about anywhere, from the lips to your elbows. The harmony mask (£28, caught our eye – infused with manuka honey, it's said to draw moisture into the skin while extracting impurities.

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Similarly to other celebrities, Miranda Kerr set up her skincare brand after she failed to find natural beauty products that delivered results. Inspired by the model’s own holistic approach to health and beauty, the products boast a range of natural ingredients including noni juice – a tropical liquid said to aid cell renewal, which she claims to have relied upon throughout her teens for helping to clear up blemishes.

The secret ingredient is included in many of the products in the range, such as the noni glow face oil (£62,, which is said to provide an extra boost of hydration, while the noni bright vitamin C serum (£62, firms and brightens the complexion.

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Kylie Jenner launched three lip kits (£26, in 2015, which sold out almost instantly. Jenner’s cosmetics line can be credited for kickstarting the trend towards celebrity beauty brands, and she has since expanded into skincare.

Kylie Skin is vegan-friendly and cruelty-free, and includes a full range of products that are formulated to address a variety of skin concerns, from dryness to congestion. The bestsellers include a foaming face wash (£26,, a detox face mask (£23, and a lip scrub (£20,

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If you follow Maya Jama on Instagram, you’ll likely know she’s an avid user of face masks and is unafraid of wearing under-eye patches out in public – so much so, she embarked on the challenge of making her own.

When the collection dropped in 2020, there were only two products – the MIJ face mask 001 (from £15.99, and the MIJ hydro eye patch 002 (from £13.99, – both of which sold out in just 24 hours. But a third product, the MIJ eye patch 003 (from £13.99, has recently been released for summer and promises to balance and soothe tired eyes.

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You’d be forgiven for not recognising the name – Hyram Yrabo is TikTok famous for sharing skincare and beauty advice, as well as product recommendations. The brand’s five-strong line-up includes a gel cleanser (£18,, a retinol (£28,, an exfoliating serum (£22,, an oil-control serum (£22, and a daily moisturiser (£24,

Ahead of its UK launch, we got our hands on the entire range and, in our review, the standout product was the centella and green tea daily gel cleanser, which was praised for being “beautifully simple and effective”, in forming the “foundation of a skincare routine that will deliver results”.

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Known best for her TV career in the early Noughties, Trinny Woodall transitioned into the beauty world in 2017 with the launch of Trinny London. A label that aims to help you streamline your make-up and skincare routine, it’s a firm favourite here at IndyBest – so much so we’ve written a whole review dedicated to the best Trinny London products.

The BFF cream skin protector SPF30 (£35, was heralded as being “great if you prefer a more pared-back look” while providing a sheer, radiant base.

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There’s no denying that Victoria Beckham nailed it with her eponymous eco-conscious beauty line when it launched in 2019. Joining forces with Augustinus Bader, a professor in stem-cell technology, VB launched its cell rejuvenating power serum (£105,

Our writer praised the product for making her skin look “plump, rejuvenated and healthier”, and after just a few uses she noticed a “significant reduction in pigmentation from acne scarring, fewer blemishes and a real improvement in skin texture”.

Similarly, the cell rejuvenating priming moisturiser (£140, received high praise in our review. It has an “indulgent, nourishing feel” and a “tangible effect on skin elasticity and hydration”. VB really has delivered.

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Looking for more beauty recommendations? Read our review of Caroline Hirons’s skincare routine

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