From LeBron James to Harry Styles: The cosmetic brands created by celebrities

Selena Gomez, Rihanna, Sofia Vergara, and Jennifer Lopez are just a few examples of the large number of celebrities who have their own makeup or cosmetics brands, earning millions worldwide. But men aren't far behind either. First, they conquered the perfume industry (Antonio Banderas, Rafa Nadal, Cristiano Ronaldo, and Alejandro Sanz are just a few with their own fragrances) and little by little, they are also doing so in the beauty world, proving that skincare is gender-neutral . As with many other things, David Beckham was a pioneer and in 2018 he partnered with the L'Oréal group to launch House 99, a men's grooming line that is currently discontinued. After the British designer, numerous famous men have opted for cosmetics.

Brad Pitt teamed up with the Perrin family, renowned winegrowers from Provence, to launch Le Domaine in 2022. The actor's beauty brand, which holds several patents, is formulated with natural ingredients and, in particular, with active ingredients extracted from grapes , known for their antioxidant properties. In 2023, the brand arrived in Spain thanks to 5th Essence Square, its exclusive distributor. Its products—a cleansing emulsion, an anti-aging serum, two creams (one with a more fluid texture and the other thicker), and a hand and nail cream—are available on various websites and in perfumeries. The serum is the most expensive product, priced at around €120 , and the hand cream is the cheapest, at €19.

Harry Styles is one of the celebrities who broke barriers and started showing off manicures in public. His passion for painted nails led him to launch a line of nail polish in 2021, which years later has become a lifestyle brand. Pleasing offers sweatshirts, socks, hats, perfumes, candles, face masks, lip balms, creams, serums , lipsticks, and blushes, among other cosmetics. With colorful packaging, the brand presents itself as unisex and is sold online (available only in the United States) as well as in pop-ups that have opened both there and in the United Kingdom.

Pharrell Williams , the singer who eventually became the creative director of Louis Vuitton's menswear line, also has his own beauty brand. The musician, a fashion and style icon, teamed up with dermatologist Elena Jones to launch Humanrace in 2020, a genderless face and body care line with vegan and fragrance-free formulas and refillable bottles. Sold in the United States, the brand offers simple routines with the essential steps: cleanser, exfoliator, face cream, body wash bar, and body lotion. The products are presented in carefully designed packaging to look great in the bathroom. As a new feature, they offer the option to subscribe to receive the routines periodically.

The most famous NBA player of the moment, LeBron James, has also recently invested in cosmetics. In 2024, the athlete launched a line of men's grooming essentials under the same name as the barbershop talk show "The Shop," for which he once won an Emmy. The products are sold at Walmart and include shampoo, conditioner, facial cleanser, shaving cream, aftershave lotion, beard cream, and more. Unlike the brands of Brad Pitt or Pharrell Williams, which have higher prices, the athlete's brand is sold at a very competitive price of $10 each.

Singer and actor Jared Leto is another celebrity who has embraced cosmetics, launching Twentynine Palm . This desert-inspired brand offers facial products such as cleanser, serum, cream, eye cream, and body products such as hand cream, gel, shampoo, and conditioner. The products are formulated with Californian desert plants such as prickly pear and evening primrose, and scientifically backed ingredients such as retinol, hyaluronic acid, and ceramides. All formulas are vegan and free of fragrances, synthetic dyes, and parabens. As for the packaging, materials such as glass and aluminum were chosen to minimize impact. Prices range between €50 and €90 per product.

Dwayne Johnson, "The Rock," launched Papatui , a men's grooming brand in 2024. It offers facial, body, and hair products. The line also includes a full range of tattoo care products. Sold only in the United States, the products are affordable, priced at around $10-$13. The actor himself is the face of the brand and regularly shares his routines, encouraging his followers to take care of themselves.