Leading celebrity makeup brands in selected countries by share of voice 2022

As of 2022, the leading celebrity makeup brand in the United States, United Kingdom, and France was Fenty by Rihanna, with a share of voice of almost 26 percent. Rare Beauty by Selena Gomez came in second, with around 20 percent of share of voice.

Celebrity beauty brands and social media

The number of beauty brands belonging to celebrities has been notably increasing in the latest years. Younger generations are the ones who are more interested in purchasing beauty items created or endorsed by celebrities, and they are also generally more aware of their existence. Many celebrity beauty brands are in fact very popular on social media, and some of them are even launched by internet personalities. In 2022, Huda Beauty was the most popular celebrity beauty brand on Gen Z’s favorite social network, TikTok. Meanwhile, the brand’s number of Instagram followers amounted to approximately 51 million. In the same year, the most searched celebrity beauty brand by American consumers was Fenty Beauty.

The leading celebrity beauty brand

Beauty products endorsed or created by celebrities have been on the market for a very long time, but Fenty Beauty by Rihanna was among the first products to innovate the industry, paving the way for all other lines and brands linked to celebrities. Fenty Beauty is not only one of the most talked about and searched celebrity beauty brands, it likewise became a leader in terms of revenue in 2021. In the United States, Fenty Beauty was also the most popular celebrity beauty brand that year, with approximately 14 percent of participants in a survey stating that they heard a lot about this brand.