We hail Taylor Swift for many things: her innate musical ability, her consistent chart-topping albums, her drive. And her personal life is something we’ve all been invested in for years, whether it’s her boyfriend Travis Kelce or even her private jet usage, people are obsessed with Swift.
And while the Eras Tour is all the rage right now, selling out in seconds and causing a outright siege on Ticketmaster, I’m not paying attention to surprise songs…or the teasing of the reputation (Taylor’s Version) re-release…I’m fully focused on Taylor Swift’s makeup.
You see, the woman has performed in rain, in the heat of the summer, dancing and charming, and belting out songs for hours upon hours…and her makeup doesn’t move. There’s not a single photo with Taylor’s mascara running down her face, her blush is still intact, it’s actually an anomaly.
Taylor Swift’s makeup routine may be one of the most sought-after recipes in the world. Why can’t we keep our faces in flawless condition, ready for any event or natural disaster that comes our way? It seems unfair.
Well, for one, we don’t have makeup artists and a team of stylists curating the best routine for our faces and skin tones. But, we can take a note from the artists and see what products they use.
Look, I’m not performing for hours on a stage for tens of thousands, but I am going out and sweating my makeup off night after night. And heaven forbid it rains. So, I need to prepare my makeup just like I’m on tour. It’s the only way.
Okay, I’ve done my research and I’m willing to share. If you want Taylor Swift’s makeup routine, here are the go-to Taylor Swift makeup products you need:
The Secret? It’s All Pat McGrath
Pat McGrath is similar to Patrick Ta: both celebrity makeup artists-turned-beauty-brand-gurus who make incredibly viral makeup. There’s a reason they’re two of the most in-demand names in the beauty industry right now.
Tons of celebrities are often seen wearing Pat McGrath thanks to its second skin-like finish and long-lasting wear. Fans have been asking for years for Taylor Swift’s routine, and while it’s never fully been confirmed…we have an idea thanks to some internet sleuths unearthing a number of hints.
Swift collaborated with legendary makeup artist Pat McGrath for the “Bejeweled” music video from her album, Midnights, where McGrath herself even makes a cameo. Not only that, but fans have figured out she’s a regular McGrath fan thanks to the likes of Deuxmoi.
Taylor Swift’s makeup routineDeuxmoi via Instagram
So, it’s safe to say that Taylor is exclusively using Pat McGrath makeup products. It makes sense, considering they’re luxurious, premium quality, and highly celebrated by makeup artists.
And while Pat McGrath may be on the pricier end of Sephora products, it’s well worth the money. When shopping for makeup, I use Girl Math. Sure, foundation can sometimes cost upwards of $50…but that’s $50 for six months of wear…or $10 per month! So cheap.
Now that we know the brand and some of the products that Taylor’s rumored to enjoy. Here are a few:
We’re all aware that Taylor opts for a bold red lip, it’s kind of her signature. But don’t be afraid to try the other shades in this collection. While LiquiLUST: Legendary Wear Matte is very Taylor, it’s also great to layer with a gloss.
Pricey, but well worth it. The Sublime Perfection Foundation sets in like a second skin while covering any imperfections or discoloration that you may have. It gives a subtle glow that we all love while remaining full coverage. Plus, it stays on the skin forever.
One of Taylor’s lyrics is literally “dry the cat eye sharp enough to kill a man” so you know when it comes to eyeliner Taylor doesn’t play. Pat McGrath Labs’ PERMA PRECISION liner is silky smooth to use and glides effortlessly over any lid…giving you an easy wing in no time.
What I love about the Skin Fetish Highlighter is that they’re easy to keep in your purse for on-the-go fixes. They pack a major punch when it comes to shine, and you can put it anywhere on your face, including your eyelids for a subtle glimmer look.
While I’m personally not a fan of primer in general, I can’t discount Taylor’s makeup regmen. It endures. It stays on her face through anything, so it’s got to be working. Plus, when you pair the same foundation, setting powder, and primer, it’s going to look cohesive.
I’ve spoken volumes about this palette. While it may be on the more expensive side, it’s definitely worth your money. First of all, consider how often you’re buying eyeshadow. Palettes last a long time, and this highly pigmented one is packed with color.
It’s buildable, blendable, and easy for beginners to use. Plus, the rose shades are amazing.
Tinted lip balms are, in many ways, the unsung heroes of the makeup bag. Sure, they provide pretty, buildable sheer-to-intense washes of color without caking, creasing, settling into lines or leaving tumbleweed-level dryness in their wake. But the best ones do so much more than just look good.
The cream of the crop are enhanced with protective sunscreen, antioxidants and hyaluronic acid to work overtime as lip-focused skin-care treatments while they deposit a slick of color. They’re spiked with a smattering of ultra-fine shimmer for a luminous — but still minimalist — finish. Or perhaps they upend old-school understandings of “lip balm” entirely, taking the form of non-sticky “oil” formulas that just might make you forget all about that lip gloss stashed at the bottom of your purse.
Ahead, we’ve chosen 21 high-performing, multi-benefit tinted lip balms we’re loving right now — in shades for every skin tone, with price points for every budget. Scroll through to see (and shop!) them all.
Jones Road The Lip Tint in Valencia Orange, $26, available here
L’Oréal Paris Colour Riche Balm in Caramel Comfort, $11, available here.
Typology Tinted Lip Oil in 2 Powder Pink, $24, available here
What does legendary makeup artist Pat McGrath have in common with George Lucas, the filmmaker behind the “Star Wars” franchise? Both are considered visionary geniuses, both have inspired legions of fans and both have become icons in their own right. And now, their creative visions have joined forces, if you will, in the form of Star Wars x Pat McGrath Labs, an 18-piece color cosmetics collection that draws inspiration from the films.
Specifically focused on the classic trilogy — “Star Wars: A New Hope,” “Star Wars: The Empire Strikes Back” and “Star Wars: Return of the Jedi” — and created in collaboration with Lucasfilm, the collection includes a 10-pan eye shadow palette, three five-pan eye shadow palettes, four multi-use metallic pigments, four mascaras, three liquid lipsticks and three lip glosses.
“I’ve always been a fan of ‘Star Wars,’ from an early age, from the first film. It takes you to another world,” McGrath tells Fashionista. “So when I’m taken to the other world, I see colors.”
Photo: Courtesy of Pat McGrath Labs
Each of the three five-pan shadow palettes are inspired by a specific iconic character of that original trilogy. “One is Divine Droid, which is rich colors [inspired by] R2D2, purples, pinks, blues,” McGrath says. “We have The Golden One, which is based on C3PO — bronzes, golds, warm tones; then we have Sith Seduction, which is the Dark Side and based on Darth Vader — beautiful, deep metallic tones.”
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There’s a heavy emphasis on metallics (“you know how I feel about gold, so C3PO is a big deal for me”), as well as vibrant colors, which appear in the form of shimmery eye shadows as well as in pink, blue-violet and turquoise mascaras. (There’s also a classic black mascara for traditionalists.) Beyond those core characters, McGrath drew from the entire Star Wars universe, “from the metals on the spaceships to the desert and sunsets on Tatooine,” to inspire the color cosmetics.
The Star Wars x Pat McGrath Labs collection is available beginning Dec. 16 exclusively on patmcgrath.com, with expansion into Sephora stores to follow in January. Scroll through for a first look at the products, along with prices.
Star Wars x Path McGrath Labs Lust: Gloss in Bronze Venus, $29, available here
Star Wars x Path McGrath Labs Lust: Gloss in Carnal Desire, $29, available here
Star Wars x Path McGrath Labs Lust: Gloss in Pale Fire Nectar, $29, available here
Star Wars x Path McGrath Labs Liquilust: Legendary Wear Metallic Lipstick in Crimson Sunset, $32, available here
Star Wars x Path McGrath Labs Liquilust: Legendary Wear Metallic Lipstick in Nude Awakening, $32, available here
Star Wars x Path McGrath Labs Liquilust: Legendary Wear Metallic Lipstick in Rose Divinity, $32, available here
Star Wars x Path McGrath Labs Eye Shadow Palette in Divine Droid, $36, available here
Star Wars x Path McGrath Labs Eye Shadow Palette in Sith Seduction, $36, available here
Star Wars x Path McGrath Labs Eye Shadow Palette in The Golden One, $36, available here
Star Wars x Path McGrath Labs Dark Star Mascara in Aquamarine Dream, $32, available here
Star Wars x Path McGrath Labs Dark Star Mascara in Ultraviolet Blue, $32, available here
Star Wars x Path McGrath Labs Dark Star Mascara in Pink Mistyque, $32, available here
Star Wars x Path McGrath Labs Dark Star Mascara in Xtreme Black, $32, available here
Star Wars x Path McGrath Labs Chromaluxe Artistry Pigment in Rouge Rebellion, $32, available here
Star Wars x Path McGrath Labs Chromaluxe Artistry Pigment in Extragalactic Gold, $32, available here
Star Wars x Path McGrath Labs Chromaluxe Artistry Pigment in Falcon Noir $32, available here
Star Wars x Path McGrath Labs Chromaluxe Artistry Pigment in Smugglers Spice, $32, available here
Star Wars x Path McGrath Labs Mothershipp VI: Midnight Sun Palette, $128, available here
With reporting by Ana Colón.
Please note: Occasionally, we use affiliate links on our site. This in no way affects our editorial decision-making.
You know that the celebrity beauty brand boom is over when even the celebrities themselves admit that they’re not into it. “I’ve never really been interested in beauty products,” Jared Leto recently told Vogue about his new 12-piece skin- and body-care line, Twentynine Palms.
The celebrities are tired. Consumers are over it, big time. The market is oversaturated, and everyone knows it. Celebrity beauty brands are officially on their way out — but that doesn’t mean the beauty business is slowing down.
The global cosmetics market is expected to grow from $382.88 billion in 2021 to $643.03 billion by 2030. With everyone rooting against celebrity beauty brands, though, who will beauty consumers look to for innovation? The answer is the same source that celebrities themselves have always relied upon: the hairstylists, makeup artists and estheticians that they employ to get them ready for red carpets and keep them informed about what’s trending.
Authenticity is the new currency, and unfortunately for the celebrities, the people just aren’t buying it from them anymore. According to NPD data, celebrity beauty brands only account for 7% of sales in the U.S .beauty market.
“It’s just glorified merch at this point,” says Dulma Altan, TikTok creator, consultant and founder of the business podcast Due Diligence. “It’s not enough anymore for the products to be good. If they’re not doing anything interesting, it’s still a bit of a cash grab, and a lot of people can feel that. That’s going to be a liability.”
Even the celebrity beauty brands that supposedly do it right (Altan cites Hailey Bieber‘s Rhode Beauty as a recent example) still have trouble escaping the cloud of doubt that’s cast over the entire genre. The truth is that there are more disappointing celebrity beauty brands than promising ones, and inevitably a few bad lip glosses will ruin the whole bunch.
Photo: Courtesy of Rhode
As the celebrity beauty brand empire wanes, consumers will seek out brands that they can trust to deliver on their claims. Celebrity beauty brands have had their 15 minutes of fame and will soon be replaced by professionally-developed formulas backed by sound science and decades of real-world experience.
Makeup brands like Jones Road (from veteran makeup artist Bobbi Brown) and Danessa Myricks (from the makeup artist of the same name) are making artistry more accessible, while hair-care brands like Frédéric Fekkai, Andrew Fitzsimons and Act+Acre are bringing healthy hair education to the masses. When compared celebrity-helmed brands, these companies are positioning themselves as better suited to meet the demands of the new consumer.
Professional brands have been around long before celebrity business managers sought to diversify their clients’ streams of income. The rise of celebrity beauty brands mimics the rise of celebrity perfumes in the ’90s and early 2000s, when Glow by JLo and Curious by Britney Spears reigned supreme — but that same era ushered in brands from makeup artists like Brown, François Nars of Nars and Kevyn Aucoin, to name a handful. Back then, the world was obsessed with supermodels and the artists who transformed them for magazine covers and runways; it wasn’t long before the products used backstage went mainstream.
“Their formulas were genius,” says Christine Cherbonnier, celebrity makeup artist and former assistant to legendary makeup artists Rose-Marie Swift and Pat McGrath (who each went on to found their own makeup lines, RMS in 2009 and Pat McGrath Labs in 2015). “Paula Dorf was the first one to take technical products that makeup artists used that you could previously only find in a theater store or a makeup store to the mass market. They basically gave up their tricks and traded products to sell to us.”
In addition to her work as a makeup artist, Cherbonnier is also the Design Executive Officer of Mothership Materials, a green commodities manufacturer that helps develop formulas for the next generation of beauty and wellness brands. She joined the company after having a negative experience with cosmetics manufacturers while trying to develop a line of natural products, which ended up costing her $45,000. In the end, she walked away from the entire process without releasing a single SKU. Now, she works with beauty professionals to bring their creative visions to life.
All of Mothership Materials’ brands and formulas are founded by industry professionals with deep industry expertise, which Cherbonnier says gives them an edge over celebrity-founded beauty brands: “They have such a clear perspective. Not one of them wants to make the same thing, and I think that’s what’s so fascinating in an industry where we’re constantly seeing the same thing with a different brand over and over again.”
Photo: Courtesy of Jones Road
Makeup artist Bobbi Brown and hairstylist Frédéric Fekkai both play a unique role in this resurgence of professional beauty brands. Both creatives launched their namesake companies in the ’90s to much success, and have since gone through their own brand evolutions. Bobbi Brown left Bobbi Brown Cosmetics in 2016 and founded Jones Road Beauty in 2020, while Frédéric Fekkai bought back his brand from Proctor & Gamble in 2018 after selling it to the conglomerate in 2008 and relaunched Fekkai in 2019, aiming to merge sustainability with salon-grade products. Both have weathered decades of change in the industry as artists and entrepreneurs, which makes them exceptionally well-poised for this professional beauty brand renaissance.
“Before becoming an entrepreneur and launching either of my beauty brands, I was a makeup artist, so I had deep product knowledge,” Brown tells Fashionista. “I knew what worked and what didn’t, and I knew what products I wish I had in my kit but that didn’t exist yet, so I made them. When I launched Jones Road, I had decades of beauty and business experience under my belt, so I knew exactly what products to make and how to launch a successful business.”
Fekkai feels similarly that the experience of being a working beauty professional is paramount to his success.
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“The hands-on, in-depth knowledge gained from practicing your craft day-in-and-day-out gives you invaluable insights into the needs of all different types of hair,” he says. “When you touch thousands of heads of hair, you then know how the products need to perform to deliver the styles or benefits the guest is looking for. A celebrity is an expert on their specific hair type, a good professional stylist is an expert on all hair types.”
Photo: Courtesy of Andrew Fitzsimons
Celebrity hairstylist Andrew Fitzsimons is a new founder, coming into the space as both an influencer and celebrity stylist for Kim and Kourtney Kardashian, Joan Smalls, Ashley Graham, Madonna and Bella Hadid. He launched his eponymous line earlier this year and believes that professionals are unparalleled when it comes to providing education, which he argues is what this generation of consumers really wants.
“They see the work we do every day via social media, so there’s a trust there that you can use these products to achieve similar results, [without] photoshop or filters,” says Fitzsimons. “Access to great information is a game-changer, and being able to relay that education to consumers is where experts can really shine.”
While celebrity brands are often just a flash in the pan, professional brands can have staying power without remaining stagnant, as evidenced by Brown and Fekkai’s abilities to evolve their own brands over time. Like celebrity perfumes of the ’90s and early 2000s, it’s likely that only a handful of celebrity beauty brands will stick around longer than a few years. Consumers may buy it once for the novelty, but they’ll return to professional brands for innovation and results.
“While celebrity-founded brands often garner buzz around launch, few have been able to scale and mature successfully, and provide consumers with the quality they’re looking for,” says Helen Reavey, certified trichologist, celebrity hairstylist and founder of hair-care brand Act + Acre. “Consumers often find themselves going back to those credible brands whose focus has always been on the efficacy of their products.”
Reavey carved out a niche within the broad hair-care category with Act + Acre, focusing on scalp heath as the most important factor for promoting healthy hair growth. Now, we’re seeing other hair-care brands take the same approach and come out with scalp-targeted products. Danessa Myricks brought a similar innovation to the makeup category with her Yummy Skin Blurring Balm Powder, an innovative balm-to-powder formula that we’ll no doubt see other brands incorporate into their complexion products in due time. As consumers look for innovation in a sea of sameness, they’ll turn to artists for direction and to set trends, rather than simply cash in on them.
Celebrity beauty brands also provide a glimpse into the ethics of employment, if you look closely: Being a celebrity is a business, and the celebrities themselves may be the face of that business, but they have an entire team to help shape and refine that face, including beauty professionals like hairstylists and makeup artists. When these celebrities launch their own beauty brands, they’re not just selling their own image — they’re selling the polished façade that these artists and experts helped create. Not only are celebrities taking credit for work that isn’t wholly theirs, they’re also directly profiting off of it.
“I do see the injustice of that,” says Altan. “To me, that’s just a microcosm of the broader issue with capitalism and ownership, which is that people who have advantages accrue greater advantages through the form of equity and ownership because they already had that leg up, and then it just snowballs from there.”
The relationship between a celebrity and their glam squad can be symbiotic, but it’s up to the celebrity to give credit where credit’s due.
“If the celebrity is leaning on their makeup artist or hairstylist for expert advice, I believe it can be a mutually beneficial situation,” says Reavey. “I do believe it’s important for the celebrity to give credit to those who have helped shape the brand along the way and have lent their knowledge and support.”
Photo: Courtesy of Haus Labs
While the ethics of celebrity beauty brands are murky at best, some celebrities are doing it better than others. Lady Gaga launched Haus Labs in collaboration with her longtime makeup artist Sarah Tanno in a first-of-its-kind partnership. The move lends an added dose of credibility and artistic vision to Haus Labs, which helps it stand out amongst a growing number of celebrity brands. Partnering with an industry expert is one way that celebrities are bolstering themselves ahead of the backlash that many celebrity brands are getting these days. Hailey Bieber, for her part, tapped cosmetic chemist Ron Robinson, founder and chief executive officer of BeautyStat, to be Rhode’s chemist-in-residence and help with product development ahead of its launch earlier this year.
Beauty professionals launching their own brands is one way to balance the scales of justice. As the landscape becomes more saturated (and arguably more scammy), brands with built-in credibility will come out on top, whether that’s through a partnership or the artists striking out on their own.
As the line between beauty professional and influencer gets more blurry, Altan advises professionals to prepare to leverage their network if they want to beat celebrities at their own game, just as celebrities tried to do with them: “It’s going to be the professionals with both the credibility and their own following that are impenetrable.”
Please note: Occasionally, we use affiliate links on our site. This in no way affects our editorial decision-making.
Sephora is having a major sale — dubbed the Gifts for All event — just as the holiday shopping season is really getting going. Starting Friday, the beauty retailer is offering 20% off of one entire purchase (and 30% off of the Sephora Collection brand) both in stores and online with the code GETGIFTING. Unlike some of Sephora’s other sales, the discount applies to all Sephora Beauty Insider members, regardless of tier — and it’s free to join for those who aren’t already members. The sale runs through Dec. 11, and shoppers will also receive free shipping with no minimum and no code required.
This sale is an exciting one, especially for those looking to stock up on tried-and-true beauty favorites for themselves or friends and family. As Fashionista’s beauty director with more than 10 years of product testing under my belt, I couldn’t help but jump on the opportunity to share some of my favorites. These are my go-to hair, makeup, skin-care, fragrance and wellness picks — the ones I’d recommend to my mom, sister and friends — and they’re all on sale right now. You can thank me later.
Scroll through the roundup below to see every product worth adding to your cart right now, and head to Sephora.com to shop the sale yourself.
Augustinus Bader The Cream, $140 (from $175), available here.
Ceremonia Guava Hydrating Leave-In Conditioner, $19.20 (from $24), available here.
