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All the celebrity beauty brands that launched this year (so far)

By Camille Santiago Published Jun 25, 2021 6:40 pm

A few years back, people would sign up to be on a waitlist for beauty products—like those Kylie Cosmetics lip kits, which sold out in minutes, by the way. Now, every star you could think of has their own beauty line, with product launches every now and then.

While the market might be filled with celebrity-owned cosmetics, you have to admit, you're curious, too! There's just something exciting about getting hold of your favorite stars' latest products.

To help you decide which brands to check out, we’ve rounded up the latest celebrity beauty companies that launched in 2021 so far.

Treslúce Beauty by Becky G

Launch date: June 25, 2021

Singer Becky G is honoring her Mexican heritage through her newest makeup brand, Treslúce Beauty.

"I'm an artist at heart in every single form, not just through music, but also through beauty," the Mexican-American artist said in a video to promote her brand. "I was an opening act on a lot of tours, and I would do my own glam. As a creative person, it's one of my favorite forms of self expression," she continued.

Treslúce Beauty, a cruelty-free, vegan-friendly, and conscious-formulated brand, was made "to create a space in the beauty world that elevates our voices and our stories."

Her initial collection, which launches today, includes an eyeshadow palette, multi-use color liners in striking bold colors, makeup brushes, falsies, a lash case, and a lash applicator, ranging from $8-$30 (P387-P1,454).

"Sometimes beauty trends can make you feel like you're not 'cool enough' or 'pretty enough' to pull off a look … we really need to empower each other more in the beauty space," Beck G told PEOPLE.

She continued, "That's why I created the 'I Am Palette,' so people always feel welcome and empowered when they're interacting with our projects."

KNOW Beauty by Vanessa Hudgens and Madison Beer

Launch date: June 22, 2021

It's easy to get influenced to try a new product, but as they say, "Just because something works for someone else doesn't mean that it will work for you." Thus, singer-actress Vanessa Hudgens and singer Madison Beer, together with Chief Medical Officer Dr. Karen Kagha, created KNOW to "help you better understand your skin's needs."

"It's time to stop comparing ourselves to others and seeking out product recommendations based on what works for someone else," the brand captioned on Instagram.

By taking the 1-minute Skin Diagnostic Test on their website, KNOW will be able to identify your lifestyle factors and skin genetics, and provide you with a personalized skincare routine.

"Our goal is to help you get to know your skin, so you can feel more confident in it," they wrote.

KNOW products range from cleansers to moisturizers, night creams and serums, masks, and eye and lip care products, starting at $20 (P969).

Olivia Palermo Beauty by Olivia Palermo

Launch date: May 6, 2021

OG style influencer Olivia Palermo of MTV's The City has launched a beauty line that took her two years to create. Meet Olivia Palermo Beauty.

"I wanted to create a beauty line that follows my own ethos on fashion—something that fits my mood, but also provides a timeless look that everyone can rely on in a pinch," Palermo said in a statement to WWD.

Olivia Palermo Beauty is a collection that "mirrors my beauty routine, focused on elevating the essentials." Her products are housed in elegant Art Deco-inspired packaging of gold and forest green.

"My approach is trying to find innovative solutions that work not just for me, but for the many, diverse women (and men) that make up our global community. We all have different skin types at all ages. Let’s create heirloom products for everyone," she continued.

Her first collection consists of a mattifying skin mist, a glow-boosting serum, three matte lipsticks and two eyeshadow palettes—products that will "empower you from day to night."

Anomaly by Priyanka Chopra Jonas

Launch date: February 1, 2021

With so many eco-conscious and environment-friendly beauty products popping out here and there, Priyanka Chopra Jonas noticed that that's not the case for hair care. "That was like a trifecta that I felt was a gap in the market," she said in a video.

"I just realized the carbon footprint that the beauty business leaves behind on the Earth. We use so much plastic really the responsibility of our generation to make sure that we leave in a better position that we found it," she added. 

Thus, she created Anomaly, a cruelty-free, vegan, and sustainable hair care line. "Anomaly means special. Each one of us is an amalgamation of different things that makes us completely unique," Chopra Jones said. The bottles of her products are made from 100% plastic trash diverted from landfills and ocean-bound plastic, and the cans are made from infinitely recyclable aluminum.

So far, there are eight products—Clarifying Shampoo, Hydrating Shampoo, Gentle Shampoo, Dry Shampoo, Deep Conditioning Treatment Mask, Smoothing Conditioner, Shine Conditioner, and Volume Conditioner—and they sell for $5.99 (P290) each at Target.

About-Face by Halsey

Launch date: January 25, 2021

Like Becky G, Halsey has been doing her own makeup for public appearances and shoots. She believes that makeup should make you feel cool, and not make you look "perfect." So, to celebrate unique and diverse beauty all over the world, she built her own makeup company called About-Face.

"We are built on the truth that no one is just one thing—humans are weird, complex, and entirely beautiful because of it. Everyone has their own messy, mad, and personal method to becoming our greater selves," says their About page.

It continued: "We make products that are hard working over hype, designed to celebrate every version of us. The ones we end up being, and all of the experimental versions along the way. We hand over the reins, giving everyone the power to represent themselves and celebrate one another -- because who knows what will happen when you lean into every dimension of you?"

About-Face products are vegan, cruelty-free, and formulated without gluten, phthalates, parabens, or synthetic fragrances. They offer makeup for the face, lips, and eyes, ranging from $14 to $31.

JLo Beauty by Jennifer Lopez

Launch date: January 1, 2021

In case you're wondering how Jennifer Lopez manages to maintain her youthful glow and ageless beauty, then you must know it starts with taking care of her skin. "The first thing people see when they see you is your face. So you want to take care of yourself, take care of your skin," JLo said in an Instagram video.

Her new baby, JLo Beauty, was born to inspire others in believing that "beauty has no expiration date," that you can be youthful and timeless no matter what age you are.

"I think it is a game changer to be able to feel like you're glowing without having to put out a ton of makeup. that's when you're the most powerful, that's when you're the most limitless. That's when nobody can stop you. And that truly is the spirit of JLo Beauty," the artist said.

"The goal was to create luxurious but accessible skincare you can afford to use daily and products that follow you through life." JLo Beauty features a range of skincare products from gel cream cleansers to multi-tasking serums, to hydrating creams and dietary supplements.

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