Celebrity Beauty Brands Are So Not My Thing, But This One Really Surprised Me

If I see one more celebrity launch a beauty brand, I just might lose it. The beauty market is notoriously saturated, and another brand launched by a celebrity that has no beauty know-how is simply not what an already-confused consumer needs. But while the market is severely saturated, it is equally lucrative, making it an absolute cash cow for celebrities who want to diversify their entrepreneurial offerings and make some quick, easy money in the form of a skincaremakeup or haircare line.

For the most part, celebrity beauty brands prove to be a bit of a flop. Of course, when they are first announced, they generate a huge buzz, but when the consumer gets to grips with the (typically) white-labelled goods and realises it’s not the magic product they thought it would be, sales start to drop. There are, however, a few exceptions to this rule, and they mainly sit within the makeup space. Fenty Beauty, for instance, is one of the best-selling makeup brands in the world and is applauded for its quality, while Victoria Beckham Beauty remains a favourite amongst beauty editors.

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(Image credit: @SELENAGOMEZ)

One celebrity makeup brand that has been a hot topic of conversation recently is Selena Gomez’s Rare Beauty. It launched in the U.S. back in 2020, and since then, it has quickly climbed the ranks to be regarded as not just one of the best celebrity beauty brands out there but one of the best makeup brands full stop.

It champions a low-maintenance, fresh-faced approach to makeup (something that is very much up my street) with a streamlined offering of makeup basics. The shade ranges are also welcomingly impressive and diverse, with a selection that puts the majority of heritage brands to shame.

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(Image credit: @SHANNONLAWLOR)

Shannon with a full face of Rare Beauty.

So when I caught news that Rare Beauty was launching in the UK, it's needless to say I was the first one in line waiting to try it. And now that I have had a couple of weeks to really give it a go and get to grips with the products, I feel confident enough to say that, as a brand, Rare Beauty is truly wonderful.

In fact, if I were going to recommend a makeup brand to anyone right now, it would be Rare Beauty. The products are wearable, easy to use and look surprisingly natural on the skin. Having said that, it's worth noting that some products are better than others. If you're intrigued to know whether Rare Beauty is worth the hype, keep scrolling to find out which products I really rate.

1. Rare Beauty Always an Optimist Illuminating Primer

2. Rare Beauty Liquid Touch Weightless Foundation

3. Rare Beauty Liquid Touch Brightening Concealer

4. Rare Beauty Stay Vulnerable Melting Blush

5. Rare Beauty Soft Pinch Liquid Blush

6. Rare Beauty Perfect Strokes Universal Volumizing Mascara

7. Rare Beauty Lip Soufflé Matte Lip Cream

8. Rare Beauty Perfect Strokes Matte Liquid Liner

9. Rare Beauty Always an Optimist Soft Radiance Setting Powder

Next up, these are without a doubt the dewiest, glowiest foundations out there.

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Freelance Beauty Editor

Shannon Lawlor is a renowned beauty journalist and has contributed to Who What Wear’s beauty content since 2020. As a leading beauty editor, expert and brand consultant, she has over eight years of experience working for some of the industry’s most esteemed titles, including Who What Wear (of course), Glamour UK, Stylist, Refinery29 and Fabulous. Having also worked behind the scenes with some of the industry’s biggest brands and retailers, Shannon has a unique insight into what people really want from their beauty routines. Understanding that beauty lovers seek honest, open and responsible advice, she has it made her mission to demystify the intimidating world of beauty, taking a no-frills approach to the most relatable topics. While Shannon is the first to admit she doesn’t hold the answer to every beauty question out there, she is dedicated to sharing her expert insights in a bid to help. As a self-proclaimed lazy girl, Shannon has an affinity for easy-to-use, foolproof beauty products and has made it her mission to scope out the best of the best. When she’s not working, Shannon is likely soaking in the bath or giving no-holds-barred beauty reviews on Instagram from her bathroom floor.