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Just The Numbers: The Celebrity Brands Taking the Top Spot

Published August 9, 2022
Published August 9, 2022
r.e.m. Beauty

The global women's fashion, beauty, and wellness platform StyleCraze recently examined celebrity-owned beauty brands, collating data from search engines, online articles, and Instagram to find "the internet's favorite celebrity beauty brands." Factors such as mentions, follower count, and sales were combined by the platform to reveal each brand's "beauty score," which ultimately helps to choose the top celebrity brands worldwide.

Through the study, it was revealed that the Kardashians and Jenners are dominating the celebrity beauty scene, with Kylie Cosmetics being the most famous celebrity beauty brand worldwide. Selena Gomez also took high ranking, with her brand Rare Beauty being the second most popular brand behind Kylie Cosmetics. Harry Styles’ brand Pleasing ranked third most popular overall. At just 18 years old, Millie Bobby Brown has secured herself in the top five, with her beauty brand Florence By Mills ranking fourth on the list. Here's what else the study found:

Most Popular Brand By Beauty Score

  • Kylie Cosmetics (Kylie Jenner), 42.47
  • Rare Beauty (Selena Gomez), 23.94
  • Pleasing (Harry Styles), 19.50
  • Florence By Mills (Millie Bobby Brown), 18.15
  • Goop (Gwenyth Paltrow), 10.26
  • Kylie Skin (Kylie Jenner), 7.82
  • Fenty Skin (Rihanna), 7.48
  • r.e.m Beauty (Ariana Grande), 6.99
  • Rhode Skin (Hailey Bieber), 6.41
  • Skkn by Kim (Kim Kardashian), 4.51

Most Followed Celebrity Brands on Instagram 

  • Kylie Cosmetics (Kylie Jenner), 26,000,000
  • Kylie Skin (Kylie Jenner), 5,800,000
  • Skkn by Kim (Kim Kardashian), 5,500,000
  • Rare Beauty (Selena Gomez), 3,200,000
  • Florence By Mills (Millie Bobby Brown), 2,900,000
  • Goop (Gwenyth Paltrow), 1,700,000
  • Pleasing (Harry Styles), 1,300,000
  • r.e.m. Beauty (Ariana Grande), 1,300,000
  • Fenty Skin (Rihanna), 1,000,000
  • Rhode Skin (Hailey Bieber), 478,805

Most Popular by Search Number Volume 

  • Florence By Mills (Millie Bobby Brown), 325,000
  • Kylie Cosmetics (Kylie Jenner), 314,000
  • Rare Beauty (Selena Gomez), 292,000
  • Kylie Skin (Kylie Jenner), 80,000
  • Fenty Skin (Rihanna), 64,000
  • Pleasing (Harry Styles), 56,000
  • R.e.m.. Beauty (Ariana Grande), 17,000
  • Goop (Gwenyth Paltrow), 241,000 
  • S by Kim (Kim Kardashian), 3,500
  • Rhode Skin (Hailey Bieber), 1,400

Most Popular by Average Likes

  • Pleasing (Harry Styles), 112,995
  • Florence By Mills (Millie Bobby Brown), 49,887
  • Rare Beauty (Selena Gomez), 38,977
  • R.e.m.. Beauty (Ariana Grande), 37,803
  • Kylie Cosmetics (Kylie Jenner), 31,756
  • Rhode Skin (Hailey Bieber), 30,351
  • Kylie Skin (Kylie Jenner), 8,822
  • Skkn by Kim (Kim Kardashian), 6,964
  • Fenty Skin (Rihanna), 3,173
  • Goop (Gwenyth Paltrow), 971

Most Popular by Instagram Hashtags

  • Kylie Cosmetics (Kylie Jenner), 4,985,266
  • Florence By Mills (Millie Bobby Brown), 1,049,086
  • Rare Beauty (Selena Gomez), 638,463
  • Kylie Skin (Kylie Jenner), 422,373
  • R.e.m. Beauty (Ariana Grande), 374,369
  • Goop (Gwenyth Paltrow), 327,569
  • Pleasing (Harry Styles), 270,524
  • Fenty Skin (Rihanna),134,444
  • Skkn by Kim (Kim Kardashian), 128,008
  • Rhode Skin (Hailey Bieber), 3,100

Most Frequently Mentioned in Articles

  • Kylie Cosmetics (Kylie Jenner), 7,863
  • Rare Beauty (Selena Gomez), 7,004
  • Pleasing (Harry Styles), 5,293
  • Fenty Skin (Rihanna), 3,594
  • Rhode Skin (Hailey Bieber), 3,187
  • Kylie Skin (Kylie Jenner), 1,176
  • Goop (Gwenyth Paltrow), 1,142
  • Sknn by Kim (Kim Kardashian), 1,109
  • R.e.m. Beauty (Ariana Grande), 1,077
  • Florence By Mills (Millie Bobby Brown), 403

It is clear there is a diverse level of popularity depending on the subject. The data is interesting to examine as it is clear that mentions and follows don't always mean the most popular, as shown in Florence By Mills. It could be suggested that Millie Bobby Brown's brand thrives through its target audience and word of mouth, with the brand having the least amount of article mentions but the most popular search volume across Instagram and a high rank for average likes. This is also exemplified by Goop, with Paltrow's brand sitting mid-rank when it comes to the following count yet ranking extremely low with average likes, suggesting followers are not engaged with the brand's content.

Overall, StyleCraze's study is an eye-opener, showcasing that popularity across social media may not always mean the most successful, and lack of mentions from publications may not always mean the least amount of recognition. Essentially, brands should keep a close eye on all of their media outlets, communicate with followers, and seek feedback to become the best they can be.


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