Selena Gomez’s Rare Beauty has been named the most popular celebrity beauty brand of 2025, beating the likes of Kylie Cosmetics, Fenty Beauty and Rhode.
The Only Murders in the Building actor’s cosmetics line – now estimated to be worth US$2.7bn – ranked highest in beauty and wellness platform Fresha’s new report, which analysed the 2025 search data and social following of the world’s most popular A-lister-founded beauty brands.
Rare Beauty took the top spot with a 9.48 out of ten ranking, thanks to garnering more than 11.6 million annual Google searches between October 2024 to September 2025, as well as securing an 8.4 million Instagram following and 4.9 million on TikTok.
Rare Beauty, founded in 2020, is a vegan and cruelty-free make-up brand that aims to break down unrealistic standards of perfection.
The company successfully broke into the fragrance category this year with a customisable eau de parfum and also launched a new charitable initiative to support youth mental health.
“Gomez has an incredible fandom and a social following… that, without a doubt, aids her brand’s popularity,” Annabelle Taurua, Expert at Fresha, told Cosmetics Business.
“Rare Beauty has maintained its competitive edge in 2025 by continuing to create a sense of community around fans of the brand, which resonates with its key audience of Gen Z and millennials.
“Gomez hosted her third annual Rare Impact Fund benefit, which raised more than $600,000 for youth mental health services, all of which has generated positive press and supports the brand’s mission statement of ‘the beauty of imperfections’.
“The brand also collaborated with [Pretty Little Liars actor] Shay Mitchell’s brand, Béis, another successful celebrity brand that brings fans of both founders together.”
Kylie Jenner is the founder of Kylie Cosmetics
What made Kylie Jenner’s Kylie Cosmetics so popular this year?
Reality television star and entrepreneur Kylie Jenner’s Kylie Cosmetics came in second place with an 8.99 out of ten ranking.
Although Jenner only garnered more than three million annual Google searches, found the report, her social media following is second-to-none at 28.2 million – which is split between 24.6 million on Instagram and 3.6 million on TikTok.
“Similarly to Selena's Rare Beauty, Jenner's social media presence is central to
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