I’m a beauty editor: These are the celebrity make-up brands full of brilliant products, plus the one I’d always avoid

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As a beauty editor I test hundreds and thousands of products each year – which means that I have quite a discerning taste, having tried everything from budget high street options to high-end luxury brands. Of course when it comes to celebrity beauty lines, responses vary from low expectations and eye-rolls to obsessive collecting. But if you’re suffering from celeb-beauty-blindness and a ‘what do they know anyway’ attitude, I can confirm that many of those products on the market are actually great. 

Read on for a who’s who of the brands are actually worth your money, and what to buy from them.

On my good list…

RARE BEAUTY (Selena Gomez)

Launched in 2020, Rare has everything from colour cosmetics to skincare to fragrance.

I’m convinced that this is the best eyebrow gel to ever exist, and I have found nothing that exceeds its performance. Whether your preferred looks is subtly tamed or properly laminated, this tiny, mighty tube will hold those errant brow hairs locked in place. Simply brush through to coat and then sweep through a second time to set into the desired shape.

This went viral in 2022, and for good reason, it’s potent stuff. Because it’s so pigmented you only need the tiniest dot of product to get a healthy flush, so it lasts for ages. It’s a thin, weightless formula that blends out very well and comes in a wide range of shades to suit all skin tones.

I’m prone to forgetting to moisturise my hands. Which is ironic because I’ve written so many times about how I obsessively moisturise myself from head-to-toe – the hands are one spot I can never be bothered with. Thankfully Selena’s perfect handbag-size is easy to slip in and out of your bag, and thanks the firm, slim packaging and the twist top it never leaks over your stuff. It smells so nice you might end up sniffing your own hands in public though, so be warned.

FENTY BEAUTY (Rihanna)

Rihanna launched Fenty Beauty way back in 2017 with a collection of 40 foundation shades, drawing worldwide acclaim for providing for the large gap in the cosmetic industry for black and brown women, triggering an industry-wide shake-up for shade ranges to be more inclusive.

This is one of those products that I will use to the actual last drop. It’s the only moisturiser I will use when I’m getting my limbs out because of the finish it leaves on your skin. Yes, it’s super hydrating, with a sumptuous texture that smells delicious and melts into the skin wonderfully, but it’s the way it leaves your legs and collarbone gleaming, making skin look healthier and smoother that really does it for me.

If you fear the mid-afternoon oil slick on your T-zone like I do, may I introduce you to this handy little number. It’s a transparent lavender shade that works on all skin tones that effectively blots out any grease or shine, without leaving you looking flat. Rihanna actually whipped it out halfway through her Super Bowl half-time show. And if it’s good enough for Riri…

As mentioned, the shade range is huge, and the high coverage hides everything from redness to pigmentation. The finish is quite a velvety matt that looks almost airbrushed without leaving your face looking chalky and too ‘done’.

Victoria Beckham Beauty (Victoria Beckham)

After collaborating with Estée Lauder, Victoria Beckham officially debuted her beauty line in 2019 at her London Fashion Week Show where her range was used exclusively. Since then she’s collaborated with luxury brand Augustinus Bader on her skincare line too.

It’s silky, smooth, creamy – gliding onto eyes and highly pigmented for an intense colour payoff. It’s supremely blendable too, smudging out for the perfect smoke, but once set doesn’t budge. Plus it comes in both matt and shimmer in a wide range of shades to make every eye colour pop.

Yes it is wildly expensive. I’m sorry, I know it is. But it’s really really good. A lightweight texture that melts into skin, smooths out texture and fine lines, blends like a dream, a radiant finish that’s also somehow natural and not greasy. Plus it lasts for ages and the 19 shades it comes in a wide range. Cost per wear surely makes this worth the price.

RHODE (Hailey Bieber)

Hailey Bieber’s skincare brand finally reached UK shores in 2025 to a long waiting list. All fragrance-free, gentle and barrier repairing, the range also now includes colour cosmetics too.

As creamy a texture as you’d expect from Mrs Bieber, this is quite densely pigmented but blends  out really smoothly. It also gives you a lovely dewy texture for some added radiance, plus the dinky size is not only cute but satisfying.

Despite how chic it looks, this is a real no nonsense product at a decent price. It’s not super expensive, it does what it says and it’s multipurpose. Use as a final step in your night time routine to seal in hydration and wake up to bouncier, happier skin.

And the one that didn’t stand up to testing

KYLIE COSMETICS (Kylie Jenner)

Kylie Jenner sold a 51% stake of the company to beauty giant Coty for $600 million in 2019.

I will concede that the lip pencil is silky and perfectly pleasant. But the matte liquid lipstick is horribly drying, emphasises lines, flakes off and has a strong chemical scent. Swerve.