International Womens Day: Female led brands owned and loved by celebrities from Fenty to Yitty

From fashion to beauty, over the last few years the amount of brands owned and loved by celebrities has skyrocketed, and many of them are owned by women.

Celebrities are often seen as major inspo when it comes to fashion and beauty, so it’s no surprise so many of them have gone on to create their own brands.

For this year’s International Women’s Day, we’re celebrating all things female-founded when it comes to fashion and beauty.

From the major shade range at Rihanna’s Fenty Beauty to the colourful shapewear in Lizzo's Yitty, each of these celebrity brands has made positive steps in the fashion and beauty industries with their products.

Rare Beauty by Selena Gomez

Selena Gomez launched Rare Beauty in 2020, and made sure she was involved in the conception and development in every stage of creating the beauty products sold. The brand’s whole ethos is about making yourself feel good, being yourself, and appreciating your uniqueness, rather than trying to be perfect.

Rare Beauty offers products for the face, lips, eyes, and eyebrows, and her foundation and concealers are available in an impressive 32 different shades, making them suitable for almost every skin tone.

Fenty Beauty by Rihanna

In 2017, Fenty Beauty was named one of Time Magazine’s 25 Best Inventions of 2017 due to the brand’s inclusive vision. Fenty has always ensured it’s suitable for as many people as possible, with more than 50 different shades available in its concealers and foundations.

The brand is also known for its highly pigmented colours and the high quality of its products, not to mention iconic moments like Rihanna pausing her 2023 Superbowl half time show to touch up her makeup with her own brand’s products.

Inamorata Woman by Emily Ratajkowski

Model Emily Ratajkowski is known for her enviable bikini lifestyle, and launched her swimwear brand Inamorata in 2017. Packed full of swimwear and accessories inspired by Sports Illustrated covers from the 70s and 80s, you can find high waisted bikinis, swim trunks, and cheeky cut out styles throughout her range.

No trip to the beach is complete without a whole look, so Inamorata also sells tops, skirts, dresses, and trousers in matching styles, so you can have a complete head to toe beachy vibe, whether you’re in the water or not.

Kylie Cosmetics by Kylie Jenner

The youngest Kardashian-Jenner sibling saw the opportunity to create her own makeup brand after her impressive makeup skills gained her plenty of attention way back in 2015. After people couldn’t stop asking how she lined her lips to make them look bigger she launched her own range of lip kits to allow people to copy her look for themselves.

She’s done plenty of collaborations with her sisters on shades and products, and although it would be easy to attribute the success of Kylie Cosmetics to her 380 million Instagram followers, it’s actually the quality of the brand's products that has made sure new launches sell out in minutes.

Honest Beauty by Jessica Alba

One of the early pioneers of ‘clean’ natural beauty products, Honest Beauty was founded by actress Jessica Alba in 2011. With strong commitments to the environment and full transparency about ingredients, Honesty Beauty has definitely made a name for itself in the natural beauty industry.

Although it started with makeup and skincare, the brand has since expanded into almost all areas of lifestyle, with clothing, baby products and even cleaning supplies available on the website – although beauty products like the Hydrogel Cream and Invisible Blurring Loose Powder remain some of the company’s best sellers.

Yitty by Lizzo

Lizzo’s commitment to body positivity is one of the reasons everyone loves her. The singer and rapper is known for her confidence and commitment to self-love, and it’s no surprise that her shapewear brand, Yitty, is designed to help women feel confident and sexy.

Available in sizes XS to 6XL, Yitty’s shapewear was created for everyone, for every day, for a good feeling, with comfort and support being a major selling point. Unlike most other shapewear brands though, Yitty isn’t about neutral colours – all of the brand’s shapewear and underwear is in bright, bold colours and patterns, and can be worn as either underwear or shown off as part of your outfit.

About Face by Halsey

Halsey’s About Face is all about creating bold and daring looks using its colourful, expressive makeup. With highly pigmented palettes and gel eyeliners amongst some of the brand's signature items, About Face is all about inspiring creativity and individuality.

Some of the brand’s best sellers include the Matte Fluid Eye Paints, which come in highlighter-style packaging, and the creamy Shimmer Sticks highlighter, which contains glitter and olive oil to make them extra kind to dry skin.

Florence by Mills by Millie Bobby Brown

As her acting career hit new heights following the success of Stranger Things, Millie Bobby Brown branched out and founded Florence by Mills, a beauty and skincare brand that’s mainly aimed at Gen-Z. Some of the brand’s stand out products include the Under Eye Gel Pads and the Hydrating Serum, both of which got plenty of positive reviews on social media.

There’s also plenty of scrubs, glow masks, and makeup available from the brand, each sold in Florence by Mills' signature pastel packaging. As well as helping keep your skin glowing and fresh, the brand donates to the Olivia Hope Foundation, an organisation that helps research cures for childhood cancer.

Cay Skin by Winnie Harlow

Model Winnie Harlow reached supermodel status in recent years, and is a spokesperson for self-confidence, particularly those struggling with the same skin condition as she has, vitiligo. After suffering severe sunburn in 2018 on a photoshoot, she launched her very own sunscreen brand in 2022.

Cay Skin offers vegan, cruelty-free, and reef-friendly sunscreen that’s free from silicone and made from island-based ingredients, such as seaweed and persimmon butter, to help protect the planet as well as your skin. You can choose from a whole range of sun protection, including SPF 30 lip balm, Glow Face Lotion with SPF 45, and Body Oil with SPF 30.

Squish Beauty by Charli Howard

Body activist Charli Howard founded Squish Beauty in 2019. With its range of makeup and skincare, Squish Beauty is all about embracing beauty in all forms, and its d campaigns show models of all sizes and ethnicities, as well as showing pimples, scars, cellulite and wrinkles in all their glory to show everyone deserves to feel sexy and confident.

The makeup line offers multi-use products such as the Jelly Lip Gloss, which can be used not only on the lips, but also on eyelids and cheeks, whilst theSquish Smoosh moisturiser is designed to be super hydrating on the skin without clogging pores. You’ve more than likely seen the kitschy, fun Cheeky Cherry Eye & Cheek Masks too – perfect for adding hydration and collagen to the skin.

Addison Rae Fragrance by Addison Rae

Influencer and dancer, not to mention bestie of Kourtney Kardashian, Addison Rae founded her very own fragrance brand Addospm Rae Fragrance in 2021. Rather than creating classic scents, the perfumes are all mood-enhancing and designed to boost wellbeing.

There are three different mood fragrances in the ‘AF Collection’; Hyped AF, Chill AF, and Happy AF, with scents to help create the mood you’re looking for. The bottles are also designed to change colour when touched thanks to their heat sensitivity, just like a 00s mood ring.

SKIMS by Kim Kardashian

SKIMS may have started as an exclusively shapewear brand, but it wasn’t long before it expanded to feature everything from T-shirts and dresses to cosy loungewear. Founded by reality star and business woman Kim Kardashian, it’s no surprise that everything is designed to reflect Kim’s minimalist style.

The shapewear stretches up to twice the actual clothing size without losing its shape or fit, and every item is available in sizes XXS to XXXXXL in a range of nine different skin tones to cater for every body.


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