All products and services featured are independently chosen by editors. However, StyleCaster may receive a commission on orders placed through its retail links, and the retailer may receive certain auditable data for accounting purposes.
While most people get cake and a song for their birthday, Hailey Bieber gets a whole rhode Birthday Edit. What exactly is a birthday edit, you might be wondering? Just a new collection of products from the celeb’s brand—all in celebration of her birthday month (Bieber turns 29 years old on November 22, 2025). The lineup stars Scented Peptide Lip Tints, the Oversized Bubble Bag, and Snap-On Lip Cases, but keep reading for more on its special offerings.
Shop the 2025 Rhode Birthday Edit
What’s in rhode’s 2025 Birthday Edit?
The Birthday Edit includes four new Scented Peptide Lip Tints, the new Oversized Bubble Bag, and three new Snap-On Lip Cases. For the Peptide Lip Tints that everyone and their grandma uses, shoppers can get the beloved lippie in fresh, limited-edition scents: Raspberry Jelly, Espresso, Ribbon, and Toast. So if you want your pout to smell of juicy raspberry, rich tiramisu, sweet vanilla ice cream, or a warm crème brûlée, run, don’t walk to checkout.
Besides stocking a Peptide Lip Tint in your bathroom cabinet, you should also keep one on hand at all times. Thankfully, rhode launched the Snap-On Lip Case, a new version of the signature Lip Case. The latest iteration features MagSafe technology and is still just as lightweight, compact, and handy as the OG. The case is compatible with all MagSafe-friendly iPhone models and cases and comes in Black (limited-edition), White (limited-edition), and Gray (core collection).
So, you have your fave nourishing lippie and your lippie-holding phone case. Now what? Drop both into your Oversized Bubble Bag, another limited-edition offering from the celebratory collection. Several beauty brands are distinguishing themselves from the rest by designing makeup bags that are both stylish and functional (like Merit Beauty’s Signature Bag). rhode’s puffy pouch is another example, and is so versatile that you could easily stuff it with toiletries and tuck it into your suitcase, carry it to the office (yes, it’s technically big enough to hold a laptop), or use it as a statement clutch for an event.
Mrs. Bieber truly thought of everything for her 2025 Rhode Birthday Edit—from a lip product in special scents, new phone case designs, and a bubble bag that can double as a toiletry pouch and purse (very Sagitarrius of her).
When can you shop rhode’s 2025 Birthday Edit?
Rhode’s birthday collection is available to purchase starting on November 12, 2025 at 12 p.m. EST, which means now! Don’t wait any longer to celebrate the founder’s birthday month with a sweet rhode treat for yourself, your loved ones for the holidays, or all of the above. There’s no telling when the limited-edition products will disappear from rhode’s site, so we suggest acting fast.
Where can you shop rhode’s 2025 Birthday Edit?
Although rhode recently launched at Sephora, the Birthday Edit is exclusively sold on rhode’s website.
rhode Scented Peptide Lip Tint
The ever-popular Scented Peptide Lip Tint now comes in four limited-edition scents for Bieber’s birthday. Pick between Raspberry Jelly, Espresso, Ribbon, and Toast—or better yet, get all of them.
Shades: 12 (7 core and 5 limited-edition)
Swap your OG rhode Lip Case with the brand’s new Snap-On Lip Case. What’s the difference? The latter features MagSafe technology and comes in Black (limited-edition color), White (limited-edition color), and Gray (core collection).
Colors: 3 (Black, White, Gray)
rhode Oversized Bubble Bag
The Oversized Bubble Bag measures out to 17.79 inches in length and 13.7 inches in height, which means you can fill it with just about anything. Toss your iPad, rhode lippies, earbuds, or whatever essentials you need to slay the day in style like Mrs. Bieber.
Hello and welcome to Modern CEO! I’m Stephanie Mehta, CEO and chief content officer of Mansueto Ventures. Each week this newsletter explores inclusive approaches to leadership drawn from conversations with executives and entrepreneurs, and from the pages of Inc. and Fast Company. If you received this newsletter from a friend, you can sign up to get it yourself every Monday.
When we named Tarang Amin Modern CEO of the Year in December 2024, the E.l.f. Beauty chairman and chief executive had racked up a string of notable successes. Under Amin’s leadership, the publicly traded cosmetics company had posted 23 consecutive quarters of net sales and market share growth. E.l.f. won plaudits for cheeky marketing efforts such as a coffin-shaped makeup kit collaboration with beverage company Liquid Death. Another initiative championed corporate board diversity via its “So Many Dicks” campaign, which cites research showing that men named Richard, Rick, or Dick outnumber women and diverse directors serving on public company boards. Indeed, such bold ads helped land Kory Marchisotto, E.l.f.’s chief marketing officer, on Fast Company’s 2024 list of CMOs of the Year as part of its Brands That Matter program.
In contrast, this year has been a rockier one for Amin. In May, the company, whose E.l.f. skincare and cosmetics products sell at affordable price points, said it would raise prices on all its products by $1 to offset the impact of new tariffs. (The company has said 75% of its products are made in China.) In August, E.l.f. said it would not provide shareholders with a financial outlook for its full fiscal year ending March 31, 2026, citing the “wide range” of potential impacts from those tariffs. That same month, it launched a parody ad featuring comedian Matt Rife that faced social media backlash as commenters highlighted jokes Rife made about domestic violence in a Netflix special.
Many CEOs might retreat from public view or tread carefully in this environment, but not Amin. Ahead of our search for the 2025 Modern CEO of the Year (more on that in a moment), Amin sat with me for a wide-ranging interview on the challenges of 2025, E.l.f.’s blockbuster $1 billion acquisition of Hailey Bieber’s Rhode brand, and why the company is expanding its Change the Board Game effort amid attacks on diversity programs. Here are the highlights in Amin’s own words:
An Inc.com Featured Presentation
Responding to tarrifs
Customer feedback on higher prices: “We announced [the $1-per-item price increases] to our community three months before we took prices up . . . The response from our community actually was quite positive. They love the fact that we’re not trying to pull one over their eyes; that we’re transparent.”
Shareholder communications after pulling full-year guidance: “We just reported our 26th consecutive quarter of net sales and market share gains. What we emphasize with our investors is that we take a very long-term view. If you’re worried about short-term tariff impacts, maybe we’re not the stock for you.”
The Matt Rife controversy
Acknowledging the mistake: “In this onetime post, we clearly missed the mark. We’re all about delighting our community. This did not delight our entire community. And for that we apologize. I personally take that seriously.”
Staying edgy: “We clearly missed the mark on this one. Let’s learn from it, but don’t lose [our] mojo. Don’t become scared. Don’t become safe.”
Buying Rhode
Why Rhode stood out: “I’ve never seen a brand that went from zero to $212 million in net sales in less than three years [by selling] direct to consumer only with just 10 products. It is just incredible in terms of success.”
Hailey Bieber, acqui-hire: “Our approach to M&A is different than a lot of companies’. We never do synergy math or try to figure out where we can save. It’s all about growth for us. And so, one of the prerequisites we have is we want the entire team. Our approach is, ‘OK, how can we help you? How can we help you accelerate what you’re already doing really well?’”
Doubling down on board diversity
Change the Board Game 2.0: “We announced coalition partners that want to join us [in supporting boardroom inclusivity]. We’re going to continue to beat the drum, because these aren’t things that we do as a campaign. These are things we believe in.”
Who is the modern CEO of 2025?
For the second year, Modern CEO is seeking to recognize an executive who embodies the leadership qualities this newsletter has sought to highlight, such as promoting innovation, nurturing talent, and fostering excellence. Please fill out this form to nominate a chief executive—or yourself. We’ll dedicate a column in December to the Modern CEO of the Year.
America’s Royal Baby is here! No, Travis Kelce and Taylor Swift haven’t suddenly unveiled a secret pregnancy — our girl has been busy with the Eras Tour and trying to keep The Tortured Poets Department at number one. America’s other royal family, Justin Bieber and Hailey Bieber, have welcomed a new addition to their family: a baby boy.
On Friday, August 23rd, Justin announced their new arrival via the Instagram post of a lifetime: “WELCOME HOME / JACK BLUES BIEBER 🐻,” he posted alongside an image of their newborn’s foot cozied up in a blanket with Hailey’s beautifully manicured fingers. Like, I’m not crying, you’re crying.
Now I’m just waiting for Hailey’s post. While she was literally giving birth, her Instagram stories were full of promo posts for her brand Rhode Skin. Some people may call that a social media manager, I call it girlbossing.
Her pregnancy announcement post definitely had me in tears. We all remember where we were when we heard the news about Hailey Bieber’s pregnancy. I was browsing sunscreen in a beauty store (which feels appropriate) when my friend rushed up to me, waving her phone in my face. “Hailey is pregnant,” she announced as she showed me the now-infamous video.
The vintage-style video showed Bieber’s bump in a sheer white lace dress. At first, I thought it was footage from a music video. It turns out that their lives are just naturally cinematic. The footage was from their vow renewals which took place in Hawaii, where they celebrated six years of marriage.
Why did Justin Bieber name his son Jack?
You may have noticed that, like father like son, Justin and the baby have the same initials: JB. The name Jack Blues Bieber follows the tradition of Justin’s father’s side of the family, where many of the kids are given J names. Justin’s dad’s name is Jeremy, and his half-siblings are named Jaxon and Jazmyn.
Jack is also Justin’s dad’s middle name. Hailey is no stranger to family names, as her middle name, “Rhode,” is a family name — as well as the name of her eponymous skincare brand. It’s only a matter of time before baby Jack has one of those initial necklaces.
While Jack is a normal, regular person’s name, the baby’s middle name shows that even the Biebers have given in to the celebrity-name industrial complex. It used to be rare for celebrities to give their children unique (read: borderline obnoxious) names like Gwyneth Paltrow’s daughter, Apple (sooooo brat). Heck, when the Kardashian-Wests came up with North and Beyoncé announced her daughter Blue Ivy, it was still big news.
But now, every baby announcement comes with the follow-up question: what weird name will the happy couple bestow upon their offspring? Instead of looking at baby name books, celebrity parents seem to open the dictionary and point to the first name they find. Young parents like Nara Smith are infamous for this. The model and token trad wife have children named (wait for it) Rumble Honey, Slim Easy, and Whimsy Lou.
Next to names like “Stormiiiiii,” Jack Blues is pretty normal. But it’s a sign that celeb names will always be celeb names. While the Biebers have fallen prey to the celebrity-name industrial complex, the fact they waited six years since their internet-breaking wedding in 2018 isn’t the norm.
How Hailey resisted the Hollywood Mom Machine — until now
In Hollywood years, six years is a long time to wait before having your first child. But in the real world — where the cost of living crisis makes me wonder how anyone can afford children — having children at 27 years old, if anything, is quite young.
Seemingly all of their famous peers have children. Most of the nepo baby gang now have children of their own. And the mothers are mothering. Kylie Jenner has two children — Stormi Webster, her 6-year-old daughter, and Aire Webster, her 2-year-old son— with rapper Travis Scott. Sofia Richie just celebrated her own 26th birthday alongside her daughter Eloise’s three-month birthday. Other peers like Keke Palmer, Gigi Hadid, and more have also become moms.
But Bieber wanted to wait. For a while, she just wanted to live in her bliss. She was a 21-year-old married to the biggest pop star in the world. Of course, she wanted time to enjoy it. Then, like the rest of us, she got a job. Except hers was as the founder of Rhode Skin. She spent the past few years proving it was more than just another celebrity brand. With its innovative, editor-approved products and its constantly selling out stock, Rhode is a success in every way.
So now, they have everything.
When asked about when they were planning to become parents, the Biebers have always said they wanted to wait. I’ll never forget when Justin went on Ellen in 2020, and she, as was her style, aggressively asked him what the “hold up” was with having kids.
But with the finesse he’s known for, he sidestepped the question with the most romantic answer: “I am going to have as many as Hailey wishes to push out. I’d love to have myself a little tribe. But, yeah, it’s her body and whatever she wants to do.” Pro-choice king.
But now it’s finally the right time. In a July interview with W Magazine, she shared some of her pregnancy anxieties — especially as someone who has struggled with ovarian cysts. “You see so many stories — traumatic birth stories, traumatic experiences—and I know that that’s very real,” she said. But in the end, she’s excited about her pregnancy — too excited to hide it from the world. “I probably could have hid it until the end,” she said. She even hid it for six months behind her signature oversized clothing — her jacket at Coachella makes a lot of sense now. “But I didn’t enjoy the stress of not being able to enjoy my pregnancy outwardly. I felt like I was hiding this big secret, and it didn’t feel good. I wanted the freedom to go out and live my life.”
Well, now the Biebers’ lives have changed forever. Many of us “One Less Lonely Girl” hopefuls might have dreamed of the day Justin became a father with us at his side. But if it’s not me, I’m glad it’s Hailey. You better believe I played the superstar and new father’s 2010 smash hit “Baby” on repeat all weekend.
All products and services featured are independently chosen by editors. However, StyleCaster may receive a commission on orders placed through its retail links, and the retailer may receive certain auditable data for accounting purposes.
While at Rhode‘s launch party back in June 2022, I caught up with esthetician Biba De Sousa, who helped Hailey Bieber formula her first products. She told me: “You’re going to love this brand.” Apparently, Bieber and I have similar skin types, which is why I was especially excited to try her first-ever cleanser, Pineapple Refresh, before it launched on January 25.
It seems Bieber and I have sensitive skin that’s a bit acne-prone (hormonal, especially), with some texture issues and dryness. We also like simple skincare that’s uncomplicated and will leave our skin glowy and hydrated. I’ve been a fan of pretty much every Rhode release so far, though the Barrier Restore Cream ($30 at Rhode) continues to be my ride-or-die.
Over the weekend, the skincare founder took to TikTok to explain her newest launch. “It gives you the deepest cleanse,” she says about Pineapple Refresh. “It takes everything off in one go. It’s a really beautiful balmy texture that goes into this really nice lather.” She then goes on to wash her face — even rubbing the cleanser into her eyes. Her makeup is gone and her skin looks refreshed.
“My skin feels so bouncy and refreshed and so hydrated,” she adds.
Image: rhode.
I was surprised to see the cleanser’s promise of removing SPF, makeup, and dirt — even eye makeup. I was skeptical but like other Rhode products so far, it does what it promises. I have especially sensitive eyes and the formula didn’t sting or burn even when I rubbed it right onto my lids. My skin also doesn’t feel stripped after using it. But I do feel clean. Even better, I don’t feel like I need a second cleanse.
Image: Cameron Hammond.
So, what’s in Pineapple Refresh that makes it work so well? There’s polyglutamic acid to hydrate and lock in moisture, green tea to calm and soothe skin, and pineapple enzyme to gently exfoliate. Don’t worry — it’s such a lightweight exfoliation, it won’t disrupt your moisture barrier.
There’s no way this isn’t going to sell out. And it’s out NOW. So hurry and grab it on Rhode’s website.
All products and services featured are independently chosen by editors. However, StyleCaster may receive a commission on orders placed through its retail links, and the retailer may receive certain auditable data for accounting purposes.
Just a few days before Thanksgiving is another major holiday: Hailey Bieber’s birthday! To celebrate, she’s launching a limited-edition Peptide Lip Tint in Jelly Bean, a shimmery, sheer pink. So while we wait and see what Rhode is doing for Black Friday 2023, we can get on the waitlist to grab the new, sure-to-be-viral lip balm, plus a Birthday duo kit.
“Step into nostalgia 🍬 on 11/22 9am pt for my birthday we are launching our first limited edition Peptide Lip Tint. A tint of baby pink, a sparkle and a yummy jellybean scent,” Bieber wrote on Instagram. She also shared photos of the shoot, a series of playful pictures photographed by Willian Arcand. In them, the beauty boss is wearing a light pink bodysuit and then a light pink top with bright pink silky shorts. She’s lying in front of and on top of a large, pink jelly bean-shaped structure.
Bieber is also applying the shimmery pink Peptide Lip Tint in the photos, giving the whole shoot a retro feel.
When Is Rhode’s Black Friday 2023 Sale?
We don’t know what Rhode is doing for Black Friday just yet, but we do know what you can buy before, during, and after the big day. The Jelly Bean Peptide Lip Tint is $16 and officially launches November 22.
Rhode.
The brand is also launching the Birthday Duo with Peptide Glazing Fluid and the new Peptide Lip Tint in Jelly Bean. It’s all packed in a reusable jelly bean pouch and gift box that’s seriously so cute. It retails for $42 (that’s a $3 savings) and launches November 22, as well.
Rhode.
What to Shop for Rhode Black Friday 2023
After you shop Hailey Bieber’s new birthday goodies, pick up some of my favorite core products from the brand, like the Peptide Glazing Fluid and Barrier Restore Cream. For the best bang for your buck, shop The Rhode Kit for $92 (an $11 savings), which includes full sizes of Glazing Milk, Peptide Glazing Fluid, Barrier Restore Cream, and Peptide Lip Treatment in Unscented.
Rhode.
Keep an eye here for more Rhode Black Friday updates.
Founded in 2014 by Purna Khatau and Phoebe Vickers, clothing and lifestyle brand Rhode is having a moment. Fun and vibrant, each piece has a causal yet polished look to it. A celebrity favorite, these brightly printed, vintage-style dresses have been worn by everyone from Beyoncé to Rihanna, Khloe Kardashian, and Mindy Kaling.
However, nothing is more indicative of the brand’s staying power than its collaboration with West Elm. Launched in late May 2023, it features beautiful home accessories for the bedroom, living room, and kitchen.
Various items from the collaboration
West Elm
Day Kornbluth, President of West Elm tells me, “We are excited to share this capsule collaboration with Rhode, which brings their signature print voice to bedding, linens, and entertaining pieces for the home, and celebrates the optimism of both Rhode and West Elm.”
Here’s everything you need to know about the launch.
West Elm X Rhode
The founders were incredibly excited to collaborate with such an important name in the home space. They tell me, “The West Elm team had a really strong grasp of our brand aesthetic and our visions for this collection were very aligned. Being able to partner with such an established and respected brand in the home space was such a pleasure for us, and their production capabilities really make it possible to not only reach a much wider audience while retaining great quality but also expand our product offering and introduce so many fun new categories.”
The West Elm collection features a variety of products including pillows, pillowcases, quilts, and tableware. However, this isn’t Rhode’s first foray into the home space. In addition to clothing, Rhode also has a smaller offering of home goods sold through its website.
While Khatau and Vickers describe the brand’s aesthetic as “vibrant and soulful,” it wasn’t too much of a challenge for the talented women to integrate that look into West Elm’s. “In our main line, we’re always inspired by our travels, and we love creating pieces that feel unique, whimsical, and relaxed. That same spirit carried over into our collaboration with West Elm. We brought in block prints from India, batiks from Bali, and added playful details like squiggles and scallops,” explain the founders.
“We had a blast experimenting with vibrant colors and mixing different elements like quilting and wicker, resulting in a collection that’s both cohesive and delightfully unexpected. Whether you’re enjoying a lazy breakfast in bed or hosting a lively get-together with friends, our pieces are designed to be ready for any unexpected moments.”
Still, they tell me that West Elm gave them the freedom to remain true to Rhode’s aesthetic. “We handpicked prints from our archives that seamlessly transitioned into the world of home decor, truly reflecting our unique style. It was incredible to see how well West Elm understands their customers, and their insights helped us curate a product selection that truly connects with their audience.”
The Goods
Anyone who appreciates a coastal grandmother or grand millennial aesthetic or those who pine for the days of the now-defunct French brand Pierre Deux will click “add to cart”—probably multiple times. Every single piece feels very intentionally created.
Mushroom Reversible Quilt and Shams
West Elm
One of the most noteworthy pieces is the Mushroom Reversible Quilt and Shams set. It feels straight out of a New England bed and breakfast or a French country guest house. It’s warm and cozy, yet fun and cheerful.
The Begonia Sheet Set pairs perfectly with the quilt, but can also be combined with a solid white comforter or duvet to give any bed a more traditional vibe.
The tableware assortment is just as chic. The founders tell me, “You can go all out and use everything—the placemats, napkins, plates, and runner, or if you prefer more simplicity just the plates or a placemat inject a bit of color and set a summery mood using just alone. Either way, good lighting and florals are key.”
Wicker Tray
West Elm
An ideal centerpiece for serving bread or muffins, Khatau’s favorite item from the collection is the Wicker Tray. “It’s actually inspired by one of my personal favorite things to do when I’m home in Bombay. Having a cozy breakfast in bed. We wanted to capture that feeling of indulging in lazy mornings, so creating the Wicker Tray was a must.”
Place settings
West Elm
On the other hand, Vickers’ loves the place settings best. She tells me, “They feel so summery and special. Perfect for hosting an outdoor lunch.”
Fortunately, Rhode has the perfect thing to wear for such an event.
Rhode, the ready-to-wear brand known for creating vacation-ready pieces (not to be confused with Hailey Bieber’s skincare line), has quickly become an industry favorite for its bold, bright colors and statement-making prints. It makes sense, then, that co-founder Purna Khatau frequently draws inspiration from her hometown of Mumbai, a city that prides itself on its architecture, Indian craft, and coastal views of the Arabian Sea. Her design ethos centers on faraway travels and finding beauty in everyday minutiae. With that in mind, we asked her how to see the city like a well-dressed local.
TRAVEL
o Rickshaw — There are so many options for getting around Mumbai. For the adventurous, a rickshaw ride is a fun way to see the city.
o Drive — Black and yellow cabs are very easy to hail. Alternatively, you can arrange for a driver to take you around, which makes seeing a lot in one day more achievable.
o Walk — Certain parts of Mumbai are also great to walk through. The Colaba district and Fort area are lovely to stroll; buy a pair of classic kolhapuri sandals from street vendors that sell them in every color under the sun. While there, have lunch at The Nut Cracker and then browse Anokhi, a store that features very classic block-printed clothing and home goods. This is the place to get your gifts for friends and family at home.
STAY
o The Taj Mahal Palace — Built in 1903, The Taj Mahal Palace is a Mumbai landmark, with beautiful views of the Gateway of India. Insider tip: ask to stay in the old wing. The pool is absolutely incredible and one of my favorite places to relax, unplug, and listen to the sounds of the birds and the buzzing city around you.
o The Oberoi — The Oberoi has stunning views of the ocean and Queen’s Necklace, a.k.a. the beautiful lights along the Marine Drive shoreline. This is the perfect stay for someone who is looking for calm and quiet away from the hustle and bustle of the city.
o Abode — Abode is an independent hotel located in the heart of Colaba. It’s beautiful and eclectic, with colonial and Art Deco pieces that have been sourced directly from Mumbai’s flea markets. The details at Abode truly capture the heart and soul of Mumbai’s history.
EAT
o Swati Snacks — Not to be missed, this is Indian street food at its best. Be sure to try the panki, which is a crepe-like dish that is prepared by being pressed between two banana leaves and then grilled on the stove.
o Kala Ghoda Cafe — This is a great place to grab a coffee or quick bite. The gluten-free chocolate waffles and ginger and carrot cake are delicious. Keep your eyes open, as the walls usually feature art by local artists.
o Trishna — This is the best seafood restaurant in town, and never disappoints. The crab is exceptional and a must-order.
SHOP
o Obataimu — One of my dear friend’s shops, Obataimu is a Japanese-inspired retailer that sells consciously curated contemporary pieces in innovative textiles. What’s even more amazing is that they make things in-house, so you can see tailors working on garments as you shop.
o Heeramaneck & Son — My favorite place to shop for jewelry and antique home décor. I always feel so inspired when I visit and leave with the most unique pieces.
o Raw Mango — Raw Mango adds a contemporary twist to traditional Indian textiles. The pieces are so special. Stopping by the shop is crucial if you are looking to purchase a beautiful sari or lehenga.
EXPERIENCE
o Chemould Prescott Road — Chemould is the first modern and contemporary art gallery to open in Mumbai. I love spending the afternoon immersing myself in the new exhibits here, and then grabbing a drink at Ekaa down the street.
o Chor Bazaar — Chor Bazaar is my favorite flea market to find one-of-a-kind pieces. The name actually translates to “Thieves Market,” since it’s rumored that pieces from Queen Victoria herself can be found here.
o Chhatrapati Shivaji Terminus — Chhatrapati is the largest railway station in Mumbai. Stopping by to see the architecture is well worth it, as it’s one of the few places in the city where you can find an example of Victorian Gothic Revival style, blended with traditional Indian architecture.
Deputy Editor
Claire Stern is the Deputy Editor of ELLE.com. Previously, she served as Editor at Bergdorf Goodman. Her interests include fashion, food, travel, music, Peloton, and The Hills—not necessarily in that order. She used to have a Harriet the Spy notebook and isn’t ashamed to admit it.
Each month, Fashionista editors try a *lot* of beauty products. And while not every formula we test is a winner, we’re constantly unearthing new favorites. Here, we’ve rounded up our latest hair, skin, fragrance, wellness and makeup discoveries — whether fresh-to-market drops or merely recent additions to our personal routines.
It’s almost a new year, which will no doubt bring with it a whole crop of new beauty favorites with which team Fashionista will become obsessed. But before we get ahead of ourselves, we’re taking a moment to look back at some of the standout hair, makeup, skin, fragrance and wellness finds we discovered in 2022. Join us, won’t you?
Scroll through for a selection of our top product discoveries of the year, as well as our month-by-month roundups.
Crown Affair The Leave-in Conditioner, $48, available here: “Leave-in conditioners can be tricky for my fine hair and often weigh it down, but this ultra-lightweight one is a game-changer. It drenches my strands with hydration, making them smoother and less snarl-prone, but doesn’t compromise volume. And a little goes a long way — a nickel-sized dollop is all I need for my below-the-shoulder length hair.” —Stephanie Saltzman, Beauty Director
Topicals Faded Under Eye Masks, $22, available here: “I love these undereye treatment masks for those long days where I’m staring at my computer screen for hours on end. My skin is on the dry side, so after work, I like to treat myself to these bad boys. I know that the whole ‘tired’ look is a trend, but it’s not for me, so I like how this product reduces the puffiness and the darkness, too.” —India Roby, Staff Writer
Rhode Peptide Lip Treatment, $16, available here: “Despite the apparent naming snafu, Hailey Bieber’s new skin-care line has some excellent products. I’ve been obsessed with the lip treatment, which leaves my lips perfectly soft, plump and glossy without any annoying stickiness. It’s great under (or over) a lip color or on its own, and while the flavored versions are nice, I personally prefer it unscented.” —Dhani Mau, Editor-in-chief
Phlur Apricot Privée Body Wash, $30, available here: “The addition of tonka and sandalwood to this fruity body wash makes it less ‘Clean ‘N’ Clear microplastics aughts commercial’ and more sumptuous and lush, especially with the silky and moisturizing, serum-y texture.” —Liza Sokol, Sr. Audience Development Manager
Ami Colé Lip Treatment Oil, $20, available here: “I’d been wanting to try this product pretty much since the brand launched, and the wait was well worth it. The oil-to-gloss formula feels super substantial, and the really beautiful taupe color complements the natural color of my lips. It’s my everyday lip product now.” —Ana Colón, Deputy Editor
Flawless by Gabrielle Union Repairing Deep Conditioning Masque, $10, available here: “The first time I used this mask from Gabrielle Union‘s hair-care brand, I was happily shocked with how defined my curls looked. And it’s no wonder: Ingredients like castor seed oil, shea butter, avocado oil, rice complex and biotin make for a powerful formula — and for the price point, that’s especially impressive.” —Andrea Bossi, Staff Writer
Dieux Auracle Reviving Eye Gel, $44, available here: “The makers of social media’s favorite reusable eye masks have finally introduced an eye cream, after an intensive product development process. The result — a bouncy, fast-absorbing, serum-like gel that plumps, brightens and softens fine lines around the eyes — is a total keeper. It also layers beautifully beneath other skin-care products, like the heavy-duty moisturizers that become all the more crucial in cold weather.” —SS
Violette FR Bisou Blush in Inès, $35, available here: “I was first struck by how pretty this marbleized cream blush stick is in its tube — and it’s just as stunning on skin. The texture is soft and blendable, with intense pigment, so a tiny swipe is all you need. It also has a non-chalky matte finish, so it just looks like it could be skin’s natural flush.” —SS
Elf Cosmetics Putty Blush in Turks & Caicos, $7, available here: “My latest Target impulse buy was this inexpensive cream blush, and I’m now obsessed: It gives the perfect natural-looking — but noticeable — sunkissed glow.” —DM
Photo: Courtesy of Iris & Romeo
Iris & Romeo Weekend Skin SPF 50 + Vitamin C + Glow, $47, available here: “This hybrid mineral sunscreen/tinted moisturizer/vitamin C serum is literally my perfect summer skin-care product: It provides SPF 50 and antioxidant protection in one simple step, while also creating a glow-y, more evenly-toned finish — meaning I can go pretty much makeup-free. My skin has been garnering more compliments than ever since I started using it daily. One caveat is that it comes in a single shade, which the brand claims is transparent and universal, but I have difficulty imagining it doesn’t look at least a little chalky on darker skin tones.” —SS
BeautyStat Universal Moisture Essence, $40, available here: “If my skin is feeling dryer than usual, I’ll layer this squalane-based oil over or mix it in with my moisturizer at night. It adds that perfect boost of lasting moisture without the heaviness or greasiness of a typical face oil.” —DM
Loewe Paula’s Ibiza Eau de Toilette, $133, available here: “From the moment I smelled this perfume, I knew it would be my summer staple. While Loewe describes it as a ‘floral, aquatic and ambery scent,’ what drew me was its resemblance to that perfectly refreshing spicy margarita we all crave on a hot summer day – and who wouldn’t want to feel like a spicy margarita?” —Brooke Frischer, Contributing Writer
Sunnies Face Lip Treat in Poppy, $16, available here: “This sheer tinted balm is ultra-moisturizing, thanks to shea butter and medowfoam seed oil, and deposits the perfect wash of poppy red pigment, which can be layered for more intensity. It’s been a late summer go-to for me.” —SS
Youthforia BYO Color Changing Blush Oil, $36, available here: “*Lizzo voice* All the rumors are true, this blush oil is amazing. I love how it interacts with my skin’s pH for a natural flush, and the finish is so dewy and glow-y, but the color doesn’t transfer.” —LS
Kosas Revealer Skin-Improving Foundation SPF 25, $42, available here: “The first foundation from everyone’s favorite no-makeup makeup brand is creamy, blends beautifully and feels like nothing while effectively blurring away any unevenness on my skin. As a bonus, it’s packed with skin-care ingredients and UV and blue-light protection.” —DM
January
In January, we found new candles and perfumes that became instant favorites.
February
February brought us luxurious body creams, fancy scented candles, soothing bath soaks and hair-rehabilitating treatments.
March
Our March favorites included delightful spring candles, reparative hair treatments and at least one skin-care product all the TikTok cool kids convinced us to try.
April
During the month of April, we unearthed products that revolutionized our at-home blowout routines, enhanced our overnight skin-care regimens and livened up our Zoom makeup looks.
May
Our May faves? Cream and oil (yes, oil!) blushes, potent brightening serums and sunscreens.
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June
June gifted us an under-$10 mascara that seems far more expensive, innovative sunscreens and a nostalgic fragrance that’s a compliment magnet.
July
In July, team Fashionista fell in love with a non-irritating retinol, hair products that help us make the most out of our styles and a whole bunch of anxiety-soothing CBD remedies.
August
Amid August’s heat wave, we became obsessed with gentle skin-care formulas that actually do what they promise on their labels, hair products that revive our lived-in styles and tinted lip balms with multi-sensory appeal.
September
September was full of perfect-for-fall candles, pretty makeup we wore to weddings and hair care that has become a crucial part of our regular routines.
October
October’s finds included a face oil we’ll be slathering on obsessively through winter, eye-brightening makeup and a multi-tasking moisturizing balm that does basically everything.
November
In November, we discovered an overachieving nude lipstick, actually-good at-home hair color, winter skin saviors and a high-tech wellness gadget.
December
December delivered perfectly festive lip and nail colors, an innovative alternative to traditional perfume and a slew of winter-skin-calming treatments.
Please note: Occasionally, we use affiliate links on our site. This in no way affects our editorial decision-making.
The landscape of beauty is ever-changing, as new products launch and industry icons receive packaging touchups or formula tweaks. In 2022, we saw innovations in texture, formulation and ingredient blends — and experts seem to agree: It was a blockbuster year in beauty.
Beauty editors spend their days testing all of the latest hair, makeup, skin-care and fragrance drops, usually before they even hit the market. And while they may try hundreds (if not thousands!) of new products each year, there are only a select few that make the cut as newfound favorites.
We asked 13 beauty editors — experts in all things dabbing, blending, smoothing and judging — to share their picks for the very best product launches of 2022. Ahead, see the 33 they chose.
“You couldn’t head out for your morning cup of coffee without running into a celebrity skin-care line this year, but the one that surprised me in the best way was Hailey Bieber’sRhode Beauty. The Barrier Restore Cream, in particular, stood out for a few reasons: Not only did she consult veteran cosmetic chemists and trusted dermatologists to fine-tune the formula, she also kept the ingredients simple yet effective. My sensitive skin is a big baby… but it drank up every last drop of this stuff — no irritation or breakouts in sight.” —Kelsey Castañon, content director, Popsugar Beauty
“Coming from someone who spent half of every middle school P.E. class trying to unstick my hair from my lips, I thought my lip gloss days were in the rearview. Then, I tried this launch from Tarte’s Maracuja line, which is technically more of a ‘bloss’ — a hybrid between a balm and a gloss — than the sticky alternative you might have worn in the early aughts. Still, it gives my lips that Juicy Tube-level shine without the sticky feel. It doesn’t hurt that I also love every single color (I have all nine of them stashed in a different purse, travel bag and makeup drawer) and that the hydrating formula is perfect year-round.” —Castañon
“The name speaks for itself: This Merit serum does exactly what it says. It gives you great skin. For the clean beauty brand’s first foray into skin care, it tried its hand at something so simple, but so efficacious. The niacinamide and hyaluronic acid simultaneously brighten and hydrate. On days when I’m rushing or just want to have a nice morning glow for the gym, I apply this and feel like a new woman.” —Asia Millia Ware, fashion and beauty writer, The Cut
Dior La Mousse Off/On Foaming Face Cleanser, $47, available here
Photo: Courtesy of brand
“This cleanser hasn’t made its way off my shelf since it launched in the spring. I knew I loved it when I was traveling and forgot my skin-care bag, and when I went to Sephora, it was the first thing I reached for. Dior got everything right, from the creamy foaming texture to the way it leaves skin hydrated and deeply cleansed. It’s the one cleanser that I recommend to every person I know. There are so many cleansers on the market, but for me, this one changed the game forever, which says a lot. And it’s luxury beauty at an affordable price. Definitely a top-tier launch.” —Ware
Cay Skin Deepwater Nourishing Lip Mask, $22, available here
Photo: Courtesy of brand
“I know the girls love Laneige (myself included), but Winnie Harlow absolutely did something with her brand’s lip mask. Whether I’m going to bed, the gym or just re-hydrating my lips midday, it effortlessly glides across my lips for the ultimate nourishment. I honestly haven’t touched another lip mask since I discovered this, and I have everyone from my boyfriend to my best friends obsessed with it.” —Ware
Jori Daily Leave-On Acne Treatment Mask, $52, available here
Photo: Courtesy of brand
“As someone who grew up with cystic acne, I’m pretty skeptical about most over-the-counter treatments, but I was pleasantly surprised by this one. It’s labeled as a leave-on mask, but I use it as a spot treatment whenever I see or feel a breakout coming on. It has 2.5% micronized benzoyl peroxide that allows it to get deep into the pores, as opposed to just sitting on the surface of your skin (which reduces the usual irritation I’d get from using anything with benzoyl peroxide in it). I apply the tiniest amount to an incoming spot one to two times a day, and it stops it right in its tracks.” —Jenny Jin, beauty director, PureWow
Supergoop Every. Single. Face. Watery Lotion SPF 50, $34, available here
Photo: Courtesy of brand
“I’m always on the search for a sunscreen that outperforms the last, and this one from Supergoop is a standout this year. The brand calls it a ‘watery lotion,’ and I can confirm that it has a thin, watery consistency that spreads easily and absorbs without much effort. I’ve worn it during sweaty summer days in LA and in crisp fall weather while visiting family in Korea recently, and it never feels too heavy on my skin. On that note, the lightweight texture is comparable to some K-beauty formulas I’ve loved throughout the years like Innisfree and Make P:rem.” —Jin
“Char was first described to me as ‘a comforting scent that’s basically a crisp, cozy fall day in a bottle,’ which is pretty accurate. Featuring tonka bean and ginger top notes, it gives a whiff of warmth and spice that lingers long after you spray it. Depending on my mood, I’ve been alternating between this and ‘Windows Down,’ a lighter, brighter citrus fragrance from the brand. Either way, I’ve gotten compliments from friends and family members whenever I wear these scents — including my mom, who stopped me mid-hug the other day and insisted I spray some perfume on her, too.” —Jin
Naturium Dew-Glow Moisturizer SPF 50, $22, available here
Photo: Courtesy of brand
“The struggle to find brown girl-friendly sunscreens is still real, even in the year 2022. So I was extremely delighted to discover that not only does this SPF not leave behind a chalky white residue on my skin, but it’s extremely moisturizing. I love wearing this daily because I feel protected, whether it’s sunny outside or extremely cloudy, and it makes for an incredible base when I do wear makeup.” —Dana Oliver, founder and editor, Beauty for Breakfast
Milk Makeup Future Fluid Cream Concealer, $29, available here
Photo: Courtesy of brand
“I live for a multi-purpose beauty product, and Future Fluid wears many hats, from concealer and highlighter to foundation. I don’t have to overdo it with blending, as it melts right into my skin. And I still look like myself, which is a huge plus!” —Oliver
Danessa Myricks Yummy Skin Serum Foundation, $34, available here
Photo: Courtesy of brand
“When Danessa Myricks’ Yummy Skin Serum Foundation launched in March, I knew I needed to get my hands on it immediately. Once I tried it, I fell in love with the formula. Honestly, it’s the only foundation I’ve used consistently this year. It feels hydrating (thanks to ingredients like hyaluronic acid and jojoba oil) and gives my skin a beautiful glow.” —Olivia Hancock, beauty editor, Byrdie
Photo: Courtesy of brand
“Futurewise’s Slugging System has been a game-changer for my dry skin, especially the Slug Balm. I love slathering this jelly-like formula on my skin before bed. The moisture-locking occlusive helps prevent water loss, ensuring my skin remains plump and hydrated. And unlike other occlusives, this one doesn’t feel sticky or heavy on my skin.” —Hancock
Ami Colé On Point Precision Brow Pencil, $20, available here
Photo: Courtesy of brand
“I’m an Ami Colé devotee, so I always get excited when the brand launches something new. The On Point Precision Brow Pencil debuted in September and has quickly become my favorite brow product. The ultra-fine tip makes it easy to create precise, hair-like strokes. Plus, I love that all the shades are named after braiding hair colors.” — Hancock
“Sunscreen doesn’t need to be fun (after all, preventing cancer is fun enough on its own, IMO), but this fluffy sunscreen makes applying it on yourself or a friend a total delight. It comes straight out of the can just like whipped cream and smells like a hazy piña colada-doused afternoon in Miami. P.S. Any record collector will find this product charming, too, because it reminds me of the Herb Alpert ’65 cover.” —Margaux Anbouba, beauty editor, Elle
Photo: Courtesy of brand
“I never thought about how every liquid liner had a cone-shaped brush until I tried this brilliant redesign from Euphoria’s lead makeup artist Donni Davy. The brush is flat and paddle-shaped, so it makes tight lining your eyes or building even, inky cat eyes a breeze.” —Anbouba
Danessa Myricks Blurring Balm Powder, $36, available here
Photo: Courtesy of brand
“You only need a dab of this genius blurring balm-meets-foundation to cover skin in an ultra-flattering filter. Buff it into skin and everything looks miraculously smoother and luminous all day long.” —Anbouba
“As someone with curly hair who’s been searching for years, I can attest to the fact that finding a good gel isn’t easy — thankfully, the beauty customization experts at Prose created this one. This styling gel (which is tailored to my unique hair needs) has been one of my favorites this year for sleek buns and ponytails, half-up looks and more — without the flakes.” —Tiffany Dodson, associate beauty commerce editor, Harper’s Bazaar
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Youth To The People Retinal + Niacinamide Youth Serum, $68, available here
Photo: Courtesy of brand
“The primary ingredients (niacinamide, hylaronic acid, retinal, squalene) were ones I already used individually, so this serum allowed me to simplify my skin-care routine by combining them all. It’s a bit steep in price, but you only need a pea-sized amount to see a dramatic difference, so you get your money’s worth.” — Treasure Brooks, co-founder, The Meteor
“This product was great at evening out stubborn discoloration on my back and chest. Retinols and chemical exfoliants can be tricky on melanated skin, so it’s great when a brand like Topicals is formulated with us in mind. It has a nice consistency, no pungent smell and I think the packaging is so cute.” — Brooks
Initio Parfums Prives Paragon Extrait de Parfum, $370, available here
Photo: Courtesy of brand
“This under-the-radar fragrance brand won’t be so for much longer: Its latest launch — a unisex blend of palo santo and white sage — is hands-down my favorite fragrance launch of the year. It’s intoxicating and will literally stop people in their tracks. (True story: A complete stranger practically fell over herself at a Brooklyn hotel to tell me how much she liked this scent on me). The brand claims that the note blend has powerful emotional properties and was used for centuries by Inca shamans. I know nothing of this, but I can tell that you’ll use this sparingly to make it last as long as possible. It’s that good.” —Brian Underwood, beauty director, Women’s Health
Kate Somerville EradiKate Clarifying Acne Gel Cleanser, $44, available here
Photo: Courtesy of brand
“Acne products have undergone a major makeover this year, and in the words of Lizzo, ‘It’s about damn time.’ This is stuff people who have breakouts will actually want to use, and I consider Kate Somerville’s EradiKate line as part of this shift. This lovely gel cleanser with 2% salicylic acid — a trusted acne-fighting ingredient — foams beautifully, has a pleasant slightly herbal aroma, and looks snazzy on your bathroom counter. It’s a win-win for your skin.” —Underwood
Fresh Tea Elixir Skin Resilience Activating Serum, $55 (from $110), available here
Photo: Courtesy of brand
“It’s said that ‘good things come to those who wait,’ and we’ve been waiting a long time for this serum — Fresh scientists have been at it for 15 years, in fact. The results are a revelation: This blend of a proprietary tea compound, niacinamide, hyaluronic acid and ceramide III boosts skin’s resilience against pro-aging stressors. And, like most Fresh products, it’s a joy to use — lightweight, soothing, just…wonderful.” —Underwood
“I can’t help but scream out its name everywhere I go. Dieux Skin’s Instant Angel is formulated with fatty acids, ceramides and glycerin to deeply moisturize skin. It comes at an amazing price point and is created by a brand that genuinely cares about its consumers. That, and it makes my skin look and feel happier and healthier each time I apply the buttery formula.” —Hallie Gould, senior editorial director, Byrdie
Chanel Éclat Lunaire Oversize Illuminating Face Powder, $88, available here
Photo: Courtesy of brand
“I love the size of this product; it’s absolutely massive. The finish is satin-y without sparkle and lights up my skin in all the best ways. Use it on your eyes, cheekbones and wherever else you’d like to sprinkle a subtle, golden rose highlight on.” —Gould
Iconic London Super Smoother Blurring Skin Tint, $32, available here
Photo: Courtesy of brand
“The perfect skin tint does exist, thanks to Iconic London. The formula is lightweight, but offers enough coverage for my full-beat babes and still looks great after a long day of work and events.” —Nerisha Penrose, beauty commerce editor, Elle
Eadem Dew Dream Hydrating Cleansing Balm, $30, available here
Photo: Courtesy of brand
“Whether I’m drunk, tired or lazy, I always remember to remove every ounce of my makeup. Eadem‘s cleansing balm melts off even the most stubborn matte formulas with ease — without leaving my skin feeling stripped bare.” —Penrose
Danessa Myricks Beauty Lightwork Vol. IV Transcendence Palette, $125, available here
Photo: Courtesy of brand
“I haven’t been this excited about an eye shadow palette in a long time. I typically reserve pops of color for the inner corners of my eyes or the waterline, but the shades in this palette deserve primetime lid space. One swatch deposits the most insane amount of pigment and blends without any hiccups. And don’t stop at the eyes: Dust on your favorite shade along your cheekbones for extra oomph.” —Penrose
“For the first time, I started experiencing a flaky scalp this year and decided to try this new serum to see if it could help with the dryness. I was pleasantly surprised when this formula gave instant results. Just two to three drops, and my scalp felt and looked more hydrated after one use. ‘Instant,’ ‘after one use’ — I felt like a walking infomercial using this product. It’s been my go-to when I’ve washed gel out of my hair or after heavy heat application.” —Thatiana Diaz, editor-in-chief, Remezcla
Body by TPH Good Daze Vegan Hydrating Body Wash Gel, $9, available here
Photo: Courtesy of brand
“I’ve been longtime loyal to my Dove body wash, but this gel did have me choosing sides this year as I reached over for it most of — if not all of — the time. This gel has softened my skin and gives me a sensorial experience that blends well with the steam of my warm showers. My bathroom instantly turns into a spa, without the expensive tab. It’s perfect for the morning, with orange and ginger essential oils that make getting up much more pleasant for a not-so-morning person.” —Diaz
Makeup by Mario SoftSculpt Transforming Skin Enhancer, $30, available here
Photo: Courtesy of brand
“I added this product to my makeup routine as a bronzer, and I can confirm that it lives up to the ‘transforming’ of it all. I dust this onto my cheekbones and around the corners of my face, giving off a foolproof warm glow that’s lightweight. Two bonus takeaways: If you tan on vacation and your foundation shade is now a little off, this powder helps level out the tone, so you don’t have to buy a new one; and it could also serve as a soft eyeshadow. Truly transformational.” —Diaz
“It’s not easy to create a high-performance ‘clean’ mascara — but somehow, Ami Colé did it. With a formula that has 87% naturally-derived ingredients, including shea butter and jojoba oil, not only am I left with voluminous, long, fluttery lashes, but the formula also never flakes or dries out my lashes. This mascara has made me quit some of my high-end faves.” —Kayla Greaves, executive beauty editor, InStyle
Rose Ingleton MD SuperFruit Gentle Brightening Cleanser, $38, available here
Photo: Courtesy of brand
“I feel like I’ve been going on and on and on and on about this cleanser all year — and with an almost perfect five-star rating on Sephora.com and a few awards under its belt, it looks like I’m not the only one who’s obsessed. It’s made with Dr. Ingleton’s signature Jamaican SuperFruit Blend, sugarcane extract, hyaluronic acid and pro-vitamin B5. Expect your skin to feel nourished and supple — never dry! — after cleansing. Plus, it’s made with coconut surfactants, so it will still give you that satisfying lather, but without stripping your pores. No other cleanser can compete — sorry!” —Greaves
Relevant Skincare One and Done Everyday Cream, $38, available here
Photo: Courtesy of brand
“I have been traveling like a madwoman as of late, and my God, this one-and-done cream really saves my ass (and space in my luggage) every time. The impressive formula offers a blend of moisturizing plum oil, niacinamide, kigelia extract, buriti oil and more — plus SPF 40. After I wash my face, I simply slather this on and go about my business.” —Greaves
Please note: Occasionally, we use affiliate links on our site. This in no way affects our editorial decision-making. Some responses have been edited for length and clarity.
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.