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Fortune
Fortune
Entertainment
Fernanda Tronco

Kylie Jenner, Selena Gomez and Hailey Bieber's brands dominate beauty's creator economy. Fame is only part of the reason

Hailey Bieber Kylie Jenner Selena Gomez Beauty Instagram Kylie Cosmetics Rare Beauty REM Beauty Rhode TikTok
(Credit: Photo by Dave Benett/Getty Images for Rhode)

Celebrity-founded beauty brands are proving that influence can be more than a marketing tool. It can be a competitive advantage.

According to Traackr’s Creator Advantage 2026 report, celebrity-founded companies accounted for half of the top 10 beauty brands ranked by creator marketing performance in 2025. The list includes Kylie Cosmetics, Rare Beauty, Rhode, R.E.M. Beauty and Huda Beauty, highlighting how celebrities are increasingly turning personal audiences into scalable consumer businesses.

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