Two decades ago, it was all about the celebrity fragrance. But while signature scents still remain a popular product for Hollywood stars, these days famous faces are wanting to inhabit your entire beauty cabinet – and if sales are any indication, it appears we’re more than happy to buy in to celebrity beauty brands.

In recent years we’ve seen the likes of Rihanna, Kylie Jenner and Victoria Beckham turn themselves from household names into noteworthy makeup and skincare moguls. Other stars have observed such success and followed suit, with everyone from JLo and Selena Gomez to TikTok star Addison Rae launching their own beauty lines.

The market might be flooded with celebrity-backed cosmetics, but we’re set to see even more beauty brands pop up in the near future. Here’s who’s rumoured to be starting their own skincare, makeup or haircare brands in the near future.

Hailey Bieber: Rhode Beauty

The model has been reportedly working on her own beauty brand since way back in 2019. Bieber first attempted to file a trademark against ‘Bieber Beauty’, but was rejected. Instead it seems the star has opted for her middle name ‘Rhode’ instead and even started an Instagram account for it, as GRAZIA previously reported. According to documents filed, the trademark covers “wellness merch, bath and shower products, beauty creams, personal cleaning products, cosmetics, makeup, fragrances, haircare, and skincare”. We can’t wait!

Kanye West: Yeezy Beauty

Kanye West seen leaving Michiko Sushino restaurant with his daughter North West (not pictured) in Queen’s Park on October 10, 2020 in London, England. (Photo by Neil Mockford/GC Images)

We were a little surprised when we found out that Kanye West had filed a trademark against ‘Yeezy Beauty’, but perhaps we shouldn’t have been – the rapper had previously filed a trademark under a different name, ‘Donda Cosmetics’, back in 2017. The trademark is across Yeezy makeup, perfume, face masks, nail polishes, body oils, false eyelashes, haircare, perfume – even toothpaste, shaving creams, and deodorant. West has been quiet in the wake of his divorce to his beauty entrepreneur ex Kim Kardashian, but perhaps he’s just gearing up to provide some healthy competition.

Kim Kardashian: SKKN by Kim

Speaking of the former Mrs West, Kardashian recently filed a trademark that appears to hint at her first foray into skincare. The reality star, who sold a 20 percent stake in her makeup range KKW Beauty to cosmetics giant Coty earlier this year, is now set to launch products across the skin care, personal care, hair care and nail care categories. As WWD reports, Kardashian’s team filed trademarks for the name only a few weeks ago on March 30.

Rihanna: Fenty Hair

After making major waves in the makeup and skincare categories with Fenty Beauty and Fenty Skin respectively, Rihanna is set to take her brand into haircare for the first time, having recently filed trademarks against Fenty Hair. The Fenty Beauty umbrella of brands has become synonymous with innovation, inclusion and championing individuality, so we’re expecting big things from this one.

Kris Jenner: Kris Jenner Beauty

Kris Jenner arrives at the Los Angeles Ballet Gala 2020 at The Broad Stage on February 28, 2020 in Santa Monica, California. (Photo by Kevin Winter/Getty Images)

Kris Jenner is set to give her successful offspring a run for their money in the beauty industry. As GRAZIA reported a few months back, Jenner recently trademarked a number of names for what appears to be an impending beauty brand, including ‘Kris Jenner Skincare’, ‘Kris Jenner Skin’ and ‘Kris Jenner Beauty’. The momager has since revealed in an interview that’s she’s “a bit busy right now” to launch a skincare or makeup line, but it’s always been a dream of hers. Watch this space!