We're more than halfway through the weirdest year ever, and one thing is for sure: Celebrity beauty brands are not slowing down anytime soon—in fact, it kind of feels like there are more than ever hitting shelves. From the highly-anticipated Rare Beauty by Selena Gomez to Rihanna’s expansion into skincare to the fact that Jennifer Lopez has something coming soon, 2020 has been—and continues to be—a big year for celebrity beauty. Read on to discover the recent launches we are most excited about, plus some ideas of what’s to come.
Easily one of the most anticipated launches of the year, Selena Gomez introduced Rare Beauty to the world with a full slate of makeup and a major philanthropic commitment to mental health. To be specific, she is pledging to put $100 million dollars towards increasing access to mental health resources, starting with 1 percent of annual sales from the jump. As for the makeup itself—the foundation comes in 48 shades, the whipped lip creams are super pigmented, and the liquid blush is a must-try. Oh, and did I mention it's all under $30?
Not content to dominate (and greatly influence) the makeup industry, Rihanna launched a tight edit of three skincare products at the end of July. With inclusivity at its core, Fenty Skin is intended to be genderless and beneficial to all skin types. It was also designed with sustainability top of mind—the moisturizer is refillable. The three-piece collection contains a cleanser (a cream-to-foam formula), a serum-toner hybrid, and the daily moisturizer with SPF.
Gabrielle Union first launched hair products in 2017—at the same time she was going through IVF and, subsequently, suffering from hair loss. She teamed up with friend and celebrity hairstylist Larry Sims to address these issues, and the result is the newly relaunched Flawless by Gabrielle Union collection. The products, which include everything from treatments to styling products for textured hair, are enriched with new ingredients that were chosen for their well-researched hydrating properties. Even better: Everything is just $10 and available on Amazon prime.
If you’re old enough to remember just how cool Baby Phat clothing was in its heyday (the brand originally launched in 1999), then this new beauty launch is the best kind of throwback. Created by Kimora Lee Simmons and her daughters, Ming Lee and Aoki Lee Simmons, the brand launched with the Shimmer Dreams Set, which contains a high shine lip gloss, nourishing hand lotion, and iridescent high-shimmer body spray. You can pick your scent, too—there’s Ethereal (pear and amber), Opulence (rich floral, bergamot, and caramel), and Divine (a citrus blend with jasmine and vanilla). It's all very fun and nostalgic.
The former reality TV star is known for her dewy California-girl glow, so we weren’t surprised to see her add a beauty line to her list of post-TV projects. The just-launched Lauren Conrad Beauty debuted with five products to emulate Conrad’s look: a liquid eyeliner (a simple winged liner is LC's signature eye look), a lipgloss that comes in three shades, a lip + cheek tint, a liquid highlighter, and a lipstick that comes in four shades. It's all cruelty-free and fully recyclable, too. Conrad has also announced that skincare is on its way.
Spending so much time on the courts, tennis champion Venus Williams knows the importance of sun protection. But she also understands the challenges of finding a clean formula that doesn't look chalky on darker skin. So, in partnership with Credo Beauty and The Sunscreen Company, Williams created two mineral sunscreens—a broad-spectrum lotion with SPF 30 and serum with SPF 35—that dry invisibly on all skin tones. “As an athlete and professional tennis player spending most of my life outdoors, I was compelled to create a suncare collection I could use daily," Williams said in a statement.
Everything about J.Lo Beauty—aside from the fact that it is, in fact, coming “soon”—is majorly under wraps. Back in 2018, the glowy 51-year-old said she was working on skincare products at a press event, explaining that, “I will be coming out with a skincare line. I've been working on it for a long time because I don't want to put [just] anything out.” A trademark shows everything from moisturizers and cleansers to body creams. However, more recently, an Instagram posted on August 23rd seemed to show J.Lo in a full beat with the simple caption “Sunset glow...#JLoBeauty coming soon.” So, who knows, maybe it will include makeup, too? For now, we’ll be eagerly awaiting more news.
In addition to her musical talent, Alicia Keys is known for her natural beauty. The singer has long been sporting her bare skin and natural hair for red carpet and media appearances, and now she is partnering with E.L.F. to launch a beauty brand based on her personal journey. Keys Soulcare will be a "groundbreaking new lifestyle beauty brand that aims to share the soul of self care and skincare through content, conversation, and community," reads a statement. With a focus on honoring rituals, a signature sage and oat milk candle and two yet-to-be-revealed skincare products will be introduced later this year, around the holidays. The full collection is expected to launch in early 2021, and will clean, cruelty-free, dermatologist-developed skin, body, and home products.
Literally the entire Kardashian/Jenner Krew
It seems that Kourtney, Khloe, Kendall, and Kanye (yes, really) want a piece of the beauty pie—after all, it helped make Kylie a billionaire and Kim's makeup line seems to be faring well, too. Though details are few and far between, you can get some hints by following the crazy large trail of trademarks. Kourtney has a trademark for beauty products under the name Kourtney—which we would guess might be a clean product line, given what we know of the star's favorites from her lifestyle site, Poosh. Kendall's dabbled in the beauty space as a model (anyone remember The Estee Edit?) and holds a trademark for both "Kendall" and "Kendall Jenner." Finally, Khloe holds trademarks for both "KOKO Kollection” and “KOKO Kollection by Khloé Kardashian”
Now, more on Kanye. The rapper recently secured the trademark on Yeezy for “cosmetics, facial make-up, concealers, blushers, facial powders, foundation make-up, eye make-up, eye pencils, eyebrow pencils, mascara," and "eye creams, facial cleansers, toners, facial exfoliants and scrubs, facial creams, facial moisturizers [sic], and facial lotions.” While it's a bit surprising, hey, stranger things have happened—you know, like his campaign for president of the United States.
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Additional reporting by Holly Dawsey.