Whether you’re into them or totally over them, itching to know who’ll launch one next, or couldn’t care less, there’s no denying that celebrity beauty brands have forever changed the beauty industry. From determining trends or causing a fair bit of controversy, there’s no escaping them, and with no sign of celebs jumping off the beauty bandwagon anytime soon, we thought it was about time we uncover which ones people just can’t get enough of.

Thanks to beauty and wellness marketplace Fresha, the most popular celebrity beauty brands of 2023 have been revealed. Taking into account average monthly search volumes, Instagram followers, TikTok posts and the number of views on each TikTok hashtag, Fresha determined an overall beauty index score out of 100 to find out – once and for all – which celebrity beauty brands really are worth the hype. Read on to find out…

Coming up tops is Selena Gomez’s Rare Beauty with an overall beauty score of 94.58. Launched in September 2020, the brand set out to break down unrealistic beauty standards, making it an instant fan favourite on social media. It has 6.2 million followers on Instagram, the fourth highest on the list, and an average of  6 billion views annually on TikTok with the hashtag #rarebeauty. The most out of any other brand. It also has the second-highest monthly search volume, with an average of 621,500 monthly searches globally. Two words? Melting blush. IYKYN.

2: Kylie Cosmetics – Kylie Jenner

Kylie Cosmetics is next on the list, with an overall beauty score of 88.42. Launching in November 2015, it initially sold Lip Kits consisting of a lipliner and liquid lipstick. After a huge success, Kylie Jenner rebranded it to Kylie Cosmetics, and the brand now includes makeup, skincare and even baby products. Kylie Cosmetics has 25.6 million Instagram followers – the highest number of followers on this list – and it’s also incredibly popular on TikTok, with 2 billion posts using the hashtag #kyliecosmetics. Kylie Cosmetics is the fourth most-searched celebrity beauty brand, with an average of 246,000 monthly searches.

3: Fenty Beauty – Rihanna

In third place is Fenty Beauty with a beauty score of 86.3. Rihanna launched Fenty Beauty in September 2017, and it’s now reportedly worth around $2.8 billion. Offering 50 shades of foundation, it’s become known and celebrated for its inclusivity. So it’s hardly surprising that it has the highest monthly search volume, averaging 656,000 global searches per month, and the second-highest Instagram following of 12.6 million. Hugely popular on TikTok, there are over 3 billion yearly views on videos using the hashtag for Fenty Beauty – the second highest of all the beauty brands. Hey, if it’s good enough for RiRi…

4: Florence by Mills – Millie Bobby Brown

Millie Bobby Brown launched Florence by Mills in September 2019 and it’s now the fourth most popular celebrity beauty brand. Targeted to Gen-Z’ers, she’s created both skincare and makeup products that are totally vegan and cruelty-free. The brand’s popularity is evident on TikTok, with over 1 billion views on videos posted in the #florencebymills hashtag. There are also 217,891 TikTok posts using the hashtag, the second highest out of any other brand. Not to mention it ranks third in the most global searches with a cool 292,300 average per month.

5: r.e.m. beauty – Ariana Grande

When Ariana Grande launched r.e.m. beauty in November 2021, her vision was to create a brand that encouraged creativity and self-expression. With vegan-friendly products packaged in recyclable materials, it’s been catapulted into fifth position and has over 1 billion views on posts using the hashtag #rembeauty on TikTok; the the fifth highest amount of any other brand. On Instagram, r.e.m beauty has 1.8 million followers, making it the eighth highest. It’s also the sixth most searched-for celebrity beauty brand, with an average of 184,000 monthly global searches.

6: Jeffree Star Cosmetics – Jeffree Star

Makeup artist and internet personality Jeffree Star launched his eponymous makeup brand nearly nine years ago, and it now reportedly makes over  $100 million in annual revenue. Jeffree Star Cosmetics bags sixth position with an overall beauty score of 73.53. It has the fifth-highest Instagram following, with over 6.1 million followers, and it’s also insanely popular on TikTok where it garners over 413 million views yearly on videos posted using the hashtag #jeffreestarcosmetics. This is the brand to follow if you want bold, bright, daring makeup that isn’t afraid of breaking beauty boundaries.

7: Supergoop – Maria Sharapova

Didn’t know sunscreen brand Supergoop is co-owned by former tennis champion Maria Sharapova? You learn something new every day. Making SPF easy and an actual joy to use (honest), Supergoop’s popularity continues to soar, especially on social media. It’s the fifth most searched-for celebrity beauty brand, with an average of 198,000 monthly global searches, and it’s had over 264 million views on TikTok with the hashtag #supergoop. Trust us when we say once you use the Unseen Sunscreen, you’ll never go back.

8: Haus Labs – Lady Gaga

Lady Gaga originally launched Haus Laboratories on Amazon in 2018, and in 2022 renamed it to Haus Labs. Her vegan and cruelty-free brand aims to be inclusive and inspirational and infuses top-notch skincare ingredients into makeup. On TikTok, Haus Labs has over 339 million views on videos posted with the hashtag #hauslabs, and searches for Haus Labs total an average of 69,700 monthly. It also has just over one million followers on Instagram, putting it in eighth place.

9: Rhode – Hailey Bieber

Despite only launching last summer, Hailey Bieber’s Rhode is one of the most popular beauty brands in the world. The viral skincare line includes products designed to be simple yet effective, with fans going wild for her peptide-packed lip treatments and calming Glazing Milks. Rhode has 427 million views on TikToks posted with the brand’s hashtag, the sixth highest amount out of any brand, with a total of 10,595 TikToks posted in a year. It also has over 820,000 Instagram followers and a monthly search volume of 113,000 searches on average, globally. Watch out brands above, because we predict big things for Rhode as the brand continues to grow.

10: Goop – Gwyneth Paltrow

Goop was first launched by Gwyneth Paltrow in September 2008, starting as a weekly newsletter covering lifestyle and beauty. Since then it’s transformed into a beauty brand selling everything from makeup and skincare to supplements and wellness tools. Yes, including yoni eggs. Don’t ask. Goop is the seventh most searched-for celebrity beauty brand with an average global monthly search volume of 145,000. The brand’s Instagram following is currently 1.8 million, and on TikTok, the hashtag #goop has 5,812 posts and 108 million yearly views – the 11th highest of any brand.