Selena Gomez has dethroned Kylie Jenner as the queen of celebrity beauty brands. According to a new report by Fresha, Rare Beauty is officially the hottest star-powered cosmetics company.
The ranking scored brands based on TikTok and Instagram popularity. Rare Beauty scored 94.5 out of 100, while Kylie Cosmetics took second place with 88.42.
With 6.1 million Instagram followers and 6 billion annual TikTok views, Rare Beauty beat out steep competition from Kylie Jenner and Hailey Bieber’s Rhode, which ranked 9th.
Rare Beauty was launched in 2020 but has quickly become a sensation thanks to the star power of founder Selena Gomez. Fans love the brand’s emphasis on embracing one’s uniqueness and imperfections.
Other celebrity makeup brands scored included Haus Labs by Lady Gaga, Fenty Beauty by Rihanna, and Jeffree Star Cosmetics. But Rare Beauty continues to stand out from the crowded field.
Gomez’s hands-on involvement and focus on mental health and inclusivity have struck a chord with Gen Z customers. The new ranking cements Rare Beauty’s status as the celebrity beauty brand to beat.