Back in the 2000s, we saw many of our favorite celebrities launch their own signature perfumes. Fast forward to today, makeup seems to be the name of the game.

Thanks to the incredible success of brands like Kylie Jenner’s Kylie Cosmetics, many have followed suit to launch their own beauty ventures to expand their empires.

Here are some celebs who have recently made their way into the world of cosmetics.

Lauren Conrad

Tinseltown/Shutterstock | Conrad’s empire includes an entire lifestyle line and an online marketplace called, The Little Market

The latest one to join the fold is reality television star turned fashion designer Lauren Conrad, who launched her eponymous makeup brand in August 2020.

Not a stranger to operating lifestyle companies, the 34-year-old revealed that Lauren Conrad Beauty has been in the works for years. What sets it apart from other brands is that it offers products that are ethically-sourced, vegan, and cruelty-free.

Victoria Beckham

Another fashionista looking to leave her mark in the makeup industry is former Spice Girl Victoria Beckham. Like her famous fashion line, her cosmetic products, launched through Victoria Beckham Beauty, are on the pricier side.

Some of her offerings include skin prepping products like a primer-moisturizer hybrid to your regular makeup fare like eyeshadow palettes and eyeliners.

Millie Bobby Brown

Cubankite/Shutterstock | Brown’s brand targets consumers in the Gen Z age group

Capitalizing on her young fanbase’s fascination with skincare and makeup, ‘Stranger Things’ actress Millie Bobby Brown launched Florence by Mills, a brand that sells both.

The 16-year-old star named her brand after her great-grandmother and called it the ‘love of her life’. According to Brown, the project has been in the works for two years before she announced it on Instagram in 2019.

Lady Gaga

Lady Gaga has long been known for both her fashion and makeup looks. So, her launch of Haus Laboratories seems to be a long time coming.

As expected, the pop star’s makeup line had products as bold as her public persona. Fans can now get their hands on colorful eyeliners and glitter-infused eyeshadows.

Drew Barrymore

Drew Barrymore was definitely ahead of the game when she founded Flower Beauty in 2013. Originally a Walmart exclusive brand, the cruelty-free makeup line has since made moves to get itself into more shelves.

The actress reportedly partnered with the beauty store chain Ulta to sell its wide range of products, which includes makeup application tools, eyeshadow palettes, and even a fragrance line.

Rihanna

Ron Adar and Sorbis/Shutterstock | Fenty is also Rihanna’s last name

Although not the first celeb-backed makeup brand, Fenty Beauty by Rihanna is among the most successful ones. It entered the game with a bang as it offered something other brands did not: a foundation range that had 40 shades.

Launched in 2017, Fenty was even hailed by Time Magazine as the ‘invention of the year’.