The celebrities earning BILLIONS off their beauty products revealed – and the Kardashians AREN’T the richest
RIHANNA has overtaken Kim Kardashian on Forbes list of the 100 richest self-made women in America with a net worth of £1.1 billion.
She’s now at No. 20, ahead of Kim at 21. However, the bulk of the 35-year-old singer’s net worth comes from her Fenty Beauty empire rather than her chart-topping hits.
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She’s one of many A-list women, including Jennifer Lopez and Kylie Jenner, to make millions from cosmetics.
Brand and culture expert Nick Ede says: “With the beauty industry booming and sales expected to exceed £578bn by 2028, it’s no wonder celebrities want to be a part of it.”
“Whether it’s an international superstar like Rihanna or a domestic reality star like Sam Faiers, the appetite to shop into the celebrity world of glamor and beauty is increasing every year.
“Some may be owned or partially owned by the big cosmetics companies, but it’s the celebrity’s name that gets them noticed and sells them by the millions.”
Here, Nick reveals the celebs with the biggest global beauty empires and their secrets to success.
rihanna
Fenty Beauty: estimated sales of £582m
Launched in 17 countries in 2017, Rihanna’s Fenty Beauty is the most successful celebrity cosmetics line in the world.
The singer, who shares 50 percent of the brand with luxury goods company LVMH, has focused on developing formulas that are suitable for all skin types “so that women everywhere are included”.
Nick says, “Rihanna hit the nail on the head with her beauty brand. She sold more than £72million worth of products in the first month alone.
“She has painstakingly created a brand that unites people while collaborating with the largest luxury goods company in the world.
“Rihanna is the most successful star in global beauty.”
Selena Gomez
Rare Beauty: Estimated annual sales £50m
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Launched here last year, SELENA GOMEZ’s Rare Beauty collaborated with SpaceNK, one of the largest luxury cosmetics retailers.
Since then, the makeup brand, which is designed for “everyday self-expression,” has raked in millions.
Nick says: “The brand’s inclusive character and down-to-earth attitude have brought it great success.
“Rare Beauty is often trending on social media. Videos of beauty bloggers testing their Soft Pinch Liquid Blush and Weightless Liquid Touch Foundation are getting thousands of views.”
“Selena, who is in the top 10 most followed celebrities on social media with 418 million followers, often tags Rare Beauty in her posts, resulting in her trending and reaching many more consumers.”
Jennifer Lopez
JLo Beauty: Estimated annual sales £74million
HER face is wrinkle-free and her skin silky smooth, but Jennifer Lopez insists she’s never had any invasive procedures.
The 53-year-old singer and actress – who claims the secret to her glow lies in eight hours of sleep a night and a good skincare routine – founded JLo Beauty in 2020.
As well as daily essentials, her skincare brand also includes a “targeted butt balm” for fans who want a butt like Jen’s.
Nick says: “Her goal was to create a luxurious but accessible brand that everyone could afford and use on a daily basis – and she nailed it.”
“J-Lo’s skin is one of the most talked about topics in show business and everyone wonders what her secret is.
“She was one of the first to make the most of licensing deals, and her fragrance is one of the best-selling ever.
“She’s a big name, and that’s ultimately going to translate to big sales.”
Kim Kardashian
Kim’s SKKN: Estimated annual turnover £100m
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After transforming herself from a top reality TV star into a savvy businesswoman, her beauty brand SKKN By Kim is one of Kim Kardashian’s biggest moneymakers.
The range includes cleansers, toners, hyaluronic acid serum, face creams and oil drops.
There are also home accessories including a £130 concrete waste basket.
Nick says: “Despite the products costing up to £200, beauty fans are still flocking to buy them.
“Kim sold 300,000 units of her signature Creme Contour Kits within two hours of their launch in 2017.
“She did a great job and created a brand that is different from her sister Kylie’s.
“SKKN is sold alongside their shapewear line, SKIMS, which means Kim seems to be everywhere we look.
“With her 358 million Instagram followers and the Kardashians secured two more seasons of their reality show, Kim – at 42 – is the perfect place for her brand to make millions more.”
Victoria Beckham
Victoria Beckham Beauty: Estimated annual sales £58million
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Victoria Beckham Beauty launched in 2019 and quickly became the most profitable part of Victoria’s corporate brand.
And although her fashion label reported a loss of £5.9million in 2021, the beauty products are helping her earnings soar.
Nick says: “While Victoria has struggled with her clothing line, she certainly knows how to make her own brand successful in other areas.
“The launch of their hugely successful beauty line has helped increase overall sales.
“She may be posh, but her followers all want to believe in her, and since she’s such a big A-lister, obviously that will help maximize sales.”
“I have high expectations of Victoria.”
Gwyneth Paltrow
Goop: Estimated annual turnover £18m
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One of the original wellness websites, GOOP sells everything from beauty products to sex toys.
Despite some products costing up to £2,000, actress Gwyneth Paltrow, 50, is still on the rise with her brand.
Nick says, “From sexual wellness and candles to skincare, makeup and haircare, she’s conquered the market.
“Goop is constantly in the headlines with its slightly bizarre recommendations, like facials after bee stings, but it’s great PR and it gets ads for free.”
“A lot of people have tried to copy it, but never been as successful as her — and that’s probably because of her extravagant wellness ideas.”
KylieJenner
Kylie Cosmetics: Estimated annual sales £130m
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In late 2015, she launched Kylie Cosmetics with a trial run of Kylie Lip Kits, and eight years later, her brand now boasts a full makeup collection and skincare line.
The 25-year-old previously claimed her parents, Kris and Caitlyn Jenner, had financially deprived her when she was 15, meaning she had to start making her own fortune.
Nick says, “Kylie has done what most people didn’t expect: she built an empire based on her lips.
“After facing backlash as a teenager for denying she had lip fillers, she used the resulting bad press to help launch her brand six months later.
“Fast forward to now and her brand is unstoppable. She’s inclusive, trend-led and glamorous, just like her.
“She also promotes her collections by collaborating with sisters Kim, Khloe and Kendall, and even her mother.”
Sam Faiers
Revive Collagen: Estimated annual turnover £5 million
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Former Towie star Sam, 32, burst onto the beauty scene in 2020 and grew her lockdown business into a multi-million pound brand called Revive Collagen.
It’s said to be a breakthrough, non-digestible skincare product designed to fight the signs of aging – and promises to work in just six to eight weeks.
Nick says: “She’s a popular star with 2.5 million Instagram followers, which helps with promotion.
“Their brand has become the #1 collagen digestive and that’s because they have a product that actually works. Regular customers want the elixir of youth.”
Trinny Woodall
Trinny London: Estimated annual turnover £50m
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AFTER years in the fashion and beauty world, Trinny founded the company “from her kitchen table” in 2017 to “give everyone the tools to be their best.”
Now her beauty brand Trinny London is bringing in millions.
Nick says: “When Trinny started her business, her goal was to make women feel good. She did that perfectly.
“This posh poster girl from London has written a bestseller, and that’s because of her hands-on attitude and social media presence.
“Trinny, 59, still knows how to grab her audience’s attention by uploading fun, witty videos to YouTube, like her recent ‘How to Get Glowing Skin in Seconds After Sex’.
“She’s getting the message across, and it’s been driving consumers crazy.”
Rosie Huntingdon-Whiteley
Rose Inc: Estimated annual turnover £8m
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WITH more than 20 years of experience as one of the most influential faces in fashion, Brit Rosie Huntingdon-Whiteley launched her own sustainable brand, Rose Inc., in 2018.
The 36-year-old model’s beauty business draws on her professional experience in the makeup chair.
Nick says: “Her first lingerie collection for Marks & Spencer sold out – then she created a skincare and lifestyle range.
“Her makeup brand plays with her own beauty and lifestyle.
“Rosie’s complexion is flawless, which certainly helps when selling makeup products.”