RANKED: The 20 Hottest Celebrity Beauty Brands in 2022

There are hundreds of celebrity owned brands selling every kind of beauty product imagineable. But who is truly succeeding?

Our team here at Ecommerce Intelligence collected and analyzed data from across web on a quest to find out which celebs have figured out online retail and can keep customers coming back for more.

Just because a brand looks to be crushing it on socials it doesn't always mean they're getting more website customers, as you'll see in our ranking table below.

We scored each brand in six key areas to uncover how much customer demand they're generating and who is successfully turning follows and shares into online shoppers.

With a maximum possible score of 100 points, who will be crowned 2022's hottest celebrity beauty brand?

Image: Meaningful Beauty

How We Scored Each Brand

Our team ranked the top 20 brands in each of the six areas, then assigned a weight to each datapoint based on how important they are for overall sales revenue in our Ecommerce experience.

You can find the full methodology and ranking system we used to determine the winners explained at the bottom of this page.

Now let's take a look at the final results...

Rankings: The 20 Hottest Celebrity Beauty Brands

Based on the custom scoring system we created to assess brands in six key areas, these are the final results.


RANKING	BRAND/PRODUCT	CELEBRITY	WEBSITE TRAFFIC	BRAND INSTAGRAM	BRAND IG HASHTAGS	BRAND TIKTOK	BRAND YOUTUBE	MONTHLY SEARCHES	WEIGHTED SCORE
		Rihanna	4.6M	11.7M	5.5M	1.3M	785,000	186,000	96
		Kylie Jenner	2.5M	25.9M	4.9M	925,000	852,000	105,000	91
		Selena Gomez	3.2M	3.3M	693,000	885,000	290,000	123,000	88
		Gwyneth Paltrow	5.1M	1.7M	271,000	107,000	157,000	121,000	84
		Arianna Grande	848,000	1.3M	134,000	668,000	148,000	55,000	71
		Millie Bobby Brown	550,000	3.0M	1.05M	1.7M	343,000	21,000	70
		Jessica Alba	2.4M	608,000	63,000	15,000	39,000	24,000	58
		Kim Kardashian	338,000	5.5M	900,000	174,000	3000	39,000	57
		Victoria Beckahm	774,000	634,000	18,000	214,000	130,000	19,000	55
		Lady Gaga	766,000	883,000	164,000	99,000	44,000	5,000	51
		Halsey	1M	312,000	54,000	41,000	2000	25000	50
		Drew Barrymore	402,000	603,000	255,000	34,000	6,000	20,000	42
		JLo	371,000	815,000	129,000	37,000	0	24,000	41
		Cindy Crawford	490,000	75,000	6000	0	1000	68,000	34
		Miranda Kerr	456,000	443,000	41,000	3000	31,000	9000	34
		Rosie Huntington-Whiteley	436,000	389,000	15,000	5000	219,000	7000	33
		Hayley Williams	299,000	270,000	113,000	633,000	31,000	14,000	31
		Tracee Ellis Ross	334,000	338,000	17,000	11,000	7000	12,000	24
		Jennifer Anniston	221,000	376,000	4000	64,000	0	18,000	20
		Alicia Keys	262,000	174,000	10,000	31,000	3,000	5000	13

Taking A Closer Look At The 3 Top Performers: Fenty Beauty, Kylie Cosmetics & Rare Beauty

Winner: Fenty Beauty by Rihanna

Rihanna's Fenty Beauty was the clear overall winner. The brand achieved outstanding scores in all areas. Rihanna is completely dominating the celebrity beauty market.

When compared with all of the brands we analyzed, Fenty ranked in either position #1 or #2 for every single metric. This is impressive considering the strength of the competition.

Fenty has amassed huge followings across all social channels, but crucially they're doing an excellent job of converting these prospects into branded Google searches and visitors to their online store.

FentyBeauty.com's website currently serves 4.6 Million monthly visitors.

Rihanna launched Fenty Beauty in the fall of 2017. Her personal net worth is estimated to be $1.4 Billion

Image: Fenty Beauty

Image: Kylie Cosmetics

Second Place: Kylie Cosmetics

Kylie Cosmetics dominates the world of Instagram with almost 26 Million followers. This is more than twice the follower count of Rihanna's Fenty Beaty.

As we'd expect Kylie's brand also has a strong presence on all other social channels - particularly TikTok and YouTube.

Despite the overall larger following, the brand's estimated website traffic and branded Google searches are both lower than Fenty's. The online store currently sees 2.5 Million monthly visitors.

Kylie Cosmetics did however perform strongly in every area of our study. Just not strongly enough to take Rihanna's crown.

Kylie Jenner launched KylieCosmetics.com in November, 2015. Her personal net worth is estimated to be $600 Million.

Third Place: Rare Beauty

As a beauty brand that's less than two years old, Selina Gomez's Rare Beauty has grown at a rapid rate and achieved third place in our rankings.

Rare Beauty scored very highly in the two most important categories of our study - website traffic and monthly branded Google searches. Currently the online store sees 3.2 Million monthly visitors.

The brand also has a very strong Instagram presence with over 3.3 Million followers.

As a new entrant, if she's able to sustain this rate of growth Selina Gomez could very well challenge Rihanna for the #1 spot in our rankings a year or two from now.

Selina Gomez launched RareBeauty.com in September, 2020. Her personal net worth is estimated to be $95 Million.

Image: Rare Beauty

Ranking & Scoring System Explained

To develop the scoring system and rank each brand we used data from the following sources: Monthly website traffic (SimilarWeb), Branded monthly Google searches (Ahrefs), Instagram brand profile followers (Instagram), Instagram branded hashtags (Instagram), TikTok brand profile followes (TikTok), YouTube brand profile subscribers (YouTube).

We ranked each brand for every metric, awarding a maximum of 20 points for the best performer, down to 1 point for the worst performer. Next we applied a weighting system to favor the metrics which are most important for sales and customer acquisition in our experience as an Ecommerce agency. Website traffic achieved the highest weighting, followed by branded searches and brand Instagram profile followers. The remaining metrics - Instagram branded hashtags, brand TikTok followers, and brand YouTube susbscribers - were given the lowest weighting.

The final ranking and Weighted Score metric was calulated by combining each brand's scores in all six categories, then applying the weighting system to give the final result. The maximum possible Weighted Score was 100 which would be achieved by having the highest score in all six categories.