Celebs who actually use their own products

Nowadays, almost every celeb has a makeup brand, skincare brand, hair products, candles that smell like female genitalia… Oh no, that last one only applies to Gwyneth Paltrow. But I must honestly admit that I am, apart from the candle, way too sensitive to it. Hailey Bieber comes out with a lip balm and skincare? Príííma, I also want her skin.

The problem is that you’re not sure whether Hailey Bieber really owes her beautiful skin to her own brand Rhode, or if some other products have played a part. So here’s a handy list: these celebs swear by and actually use their own products.

1. Rare Beauty by Selena Gomez
If you follow Selena and/or Rare Beauty on TikTok (or are generally in the beauty algorithm), you’ve probably noticed that everyone is raving about Rare Beauty. And I am too: the liquid blush, powder highlighter, and mascara are my ultimate favorites from this brand, so definitely pick those up when you’re in a Sephora (and they’re still in stock, because they are really very popular). Selena herself only uses Rare Beauty now, and even on the set of Only Murders In The Building, the makeup artists use this brand at her request.

2. Fenty Beauty by Rihanna
As far as I’m concerned, the makeup brands of Selena Gomez and Rihanna the only two celebrity beauty brands that don’t fall short of high-end brands; they have really become my favorites. The lip plumpers from Fenty are really very good (even better than those from Too Faced), and the setting powders and highlighters are also really nice. Rihanna herself uses them too, and well, just look at how she looks.

3. SKIMS by Kim Kardashian
The more I learn about celebrities and their brands, the more I think: when a product is good, they use it themselves too. Take SKIMS: it’s not cheap, but that shapewear is really amazing. The swimsuits are great too, and the beautiful basic long dresses are the same. Those are exactly the products that Kim Kardashian herself wears. Then about her skincare brand SKKN: she has never used those products herself, I dare bet.

4. Kylie Cosmetics by Kylie Jenner
Also great makeup, I particularly like the eyeshadow. Kylie is often spotted with her lip combo products and wears her own eyeshadow very often. Side note: in her free time, because Kylie Cosmetics is never used during a shoot. Kylie has more brands: Kylie Skin for example, and Kylie Swim. We’ve never seen her use that first brand and we’ve also never seen her in a bikini or swimsuit from her own swimwear brand. Now that can’t happen anymore, because Kylie Swim has quietly died. And that actually says enough…

5. Rose Inc. by Rosie Huntington-Whiteley
Oops, I didn’t even know she had her own makeup brand, learned something new. The brand seems to be quite good too; on the red carpet, she often wears her own blush (which is often compared to Rare Beauty) and highlighter. I should try it then.

6. Beis travel suitcases by Shay Mitchell
Something different than skincare or makeup, and I can totally imagine that she uses these herself too. Super handy, a brand of travel suitcases when you travel a lot yourself. But it must be said: I think they look really cool. A bit on the pricey side, but that was to be expected. That’s going on the wish list.

7. Paullie by Anna Paul
TikToker and OnlyFans’er Anna Paul recently launched a skincare line and swears by it herself. Because I find her so genuine and nice on TikTok, I also caved and got the products. My verdict: it’s okay, especially for that price, but it doesn’t do wonders for my skin. Maybe I need to use it more often, because Anna’s skin has improved a lot because of it.

And then also a short list of celebs who absolutely do NOT use their own brand:
Millie Bobby Brown never uses her own skincare brand Florence, Kris Jenner apparently has cleaning products, but she doesn’t use those either, and Kendall Jenner doesn’t drink liters of her own tequila, only during a promo or event. Aveena by Jennifer Aniston is a bit of a question mark for many; it is seen as a very good brand, but there is no evidence that she actually uses it herself.