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Celebrity Beauty Brands Dominate Retail as Selena Gomez’s Rare Beauty Leads the Pack.A new wave of celebrity-owned brands is taking over store shelves. Stars like Selena Gomez, Dwayne Johnson, and Brad Pitt are building billion-dollar business empires beyond Hollywood. Their consumer products are now staples in major retailers across the globe.This shift highlights a major trend in celebrity entrepreneurship. According to The Hollywood Reporter, physical retail presence is a key marker of success. In 2024, online shopping accounted for only 16 percent of U.S. retail revenue.

Rare Beauty Achieves Staggering Sales and Engagement

Selena Gomez’s Rare Beauty has become a powerhouse in the cosmetics industry. The brand reached an impressive $400 million in annual sales in 2024. Its success continues to grow with new product launches.In August, the line debuted its first fragrance, Rare Eau de Parfum. A recent collaboration with the seasoning brand Tajín sold out at Sephora within 24 hours. Data from Launchmetrics shows Rare Beauty garnered $481 million in media engagement in the first eight months of 2025. This places it just behind Rihanna’s Fenty Beauty in celebrity brand rankings.

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The entrepreneurial spirit extends far beyond beauty. Dwayne Johnson is chasing retail dominance in three sectors simultaneously. His Teremana tequila, Zoa energy drinks, and Papatui men’s self-care line are widely available.Jennifer Garner’s food brand, Once Upon a Farm, is now in over 22,000 retail locations. A report by Reuters in June indicated the company is exploring an IPO that could value it at $1 billion. Similarly, MrBeast’s Feastables chocolate brand generated $250 million in sales last year.Even established stars are expanding. Brad Pitt’s Miraval rosé boasts annual sales of around $60 million. Lady Gaga’s Haus Labs is now sold exclusively in Sephora stores across seven countries.

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The success of these celebrity ventures proves that star power, when combined with quality products, creates a formidable retail force. These celebrity beauty brands and lifestyle lines are reshaping consumer habits worldwide.

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What is Selena Gomez’s brand called?

Selena Gomez founded Rare Beauty. The cosmetics line is known for its focus on mental health and self-acceptance. It is a major success story in the celebrity beauty brand space.

Which celebrity brand is the most successful?

While Rihanna’s Fenty Beauty often leads, Selena Gomez’s Rare Beauty is a top contender. In 2025, it recorded $481 million in earned media value, according to industry data.

Where can I buy Rare Beauty products?

Rare Beauty products are primarily available at Sephora, both online and in physical stores. The brand’s high-profile collaborations often sell out extremely quickly.

What other celebrities have successful brands?

Many celebrities have thriving businesses. Key examples include Dwayne Johnson with Teremana tequila, Jennifer Garner with Once Upon a Farm, and the McConaugheys with Pantalones Organic Tequila.

Why are celebrity brands so popular?

Celebrity brands leverage existing fan bases and massive social media reach for instant recognition. Shoppers often discover these products on platforms like TikTok before seeing them in stores.