Top 10 Fenty Beauty Competitors and Alternatives

The following table ranks the top 10 celebrity led competitors based on their overall strength against Fenty Beauty, considering celebrity influence, market impact, distribution, and consumer sentiment.

Rank	Brand	Celebrity Founder	Influence (1-10)	Distribution (1-10)	Sentiment (1-10)	Overall Score
1	Rare Beauty	Selena Gomez	10	10	10	10.0
2	Rhode	Hailey Bieber	9	8	9	8.7
3	Kylie Cosmetics	Kylie Jenner	9	9	7	8.3
4	Haus Labs	Lady Gaga	8	9	8	8.3
5	Victoria Beckham Beauty	Victoria Beckham	8	7	9	8.0
6	Rem Beauty	Ariana Grande	8	8	7	7.7
7	About-Face	Halsey	7	7	9	7.6
8	Pat McGrath Labs	Pat McGrath	7	8	8	7.6
9	Florence by Mills	Millie Bobby Brown	7	7	8	7.3
10	Goop	Gwyneth Paltrow	7	6	6	6.4

1. Rare Beauty by Selena Gomez

Selena Gomez’s advocacy for mental health and authenticity is central to Rare Beauty’s identity, with this mission driven approach resonating deeply with Gen Z and Millennial consumers and creating a powerful emotional connection that rivals Fenty’s empowerment message. As a top performing brand at Sephora, Rare Beauty has significant market impact, and its distribution at Sephora and Kohl’s mirrors Fenty’s, putting the two in direct competition for the same consumer base. Consumer sentiment is exceptionally high, driven by the brand’s quality, ease of use, and genuine commitment to its social mission, and it is widely regarded as a direct and formidable competitor to Fenty.

2. Rhode by Hailey Bieber

Hailey Bieber’s personal brand, defined by a minimalist, “clean girl” aesthetic, is the driving force behind Rhode, turning its “glazed donut skin” philosophy into a viral phenomenon. Initially launched as a direct to consumer brand, Rhode’s expansion into Sephora in late 2025 marked a major strategic shift that positioned it directly in Fenty’s space, while its reported $1 billion acquisition by e.l.f. Beauty further highlighted its massive market potential. The brand enjoys immense hype and highly positive consumer sentiment, especially among those seeking a skincare focused, minimalist makeup look, making it a compelling alternative to Fenty’s more comprehensive, color driven offerings.

3. Kylie Cosmetics by Kylie Jenner

Kylie Jenner is a pioneer of the modern celebrity beauty brand, with her massive social media following and trend setting status driving Kylie Cosmetics success since launch. The brand now has a significant retail footprint in Ulta, Nordstrom, and Boots, making it one of the most accessible celebrity beauty lines globally and keeping it a major player in both revenue and market share. While still a powerhouse, consumer sentiment has fluctuated over time, and it is increasingly viewed as a more traditional, glamour focused brand compared to the more mission driven identities of Fenty and Rare Beauty.

4. Haus Labs by Lady Gaga

Lady Gaga’s reputation for artistry, innovation, and self expression is woven throughout Haus Labs, with the brand’s emphasis on “clean artistry” and science backed formulas mirroring her own creative evolution. After pivoting from Amazon to an exclusive partnership with Sephora, Haus Labs has firmly established itself in the prestige beauty space, competing directly with Fenty for both shelf presence and consumer attention. The brand is widely praised for its high performance, innovative products and inclusive shade ranges, appealing to consumers who care about both artistic expression and clean ingredients.

5. Victoria Beckham Beauty

Victoria Beckham’s personal brand, synonymous with luxury, sophistication, and high fashion, is the foundation of her beauty line, which is carefully aimed at a more mature, luxury focused consumer. Though more niche, the brand has shown impressive growth and is reportedly on track to reach $100 million in net sales, with distribution through high end channels such as its own website, Selfridges, and Bergdorf Goodman, positioning it as a distinctly elevated alternative. Consumer sentiment is very positive within its target demographic, who value the brand’s chic packaging, clean formulas, and high performance products that align with Beckham’s polished aesthetic.

6. Rem Beauty by Ariana Grande

Ariana Grande’s distinct aesthetic and massive Gen Z following are central to Rem Beauty’s appeal, with its space age theme and product names tied closely to her musical and personal identity. The brand has secured distribution in Ulta and Sephora in Europe, reflecting a strong retail strategy aimed at the younger end of the market. Consumer sentiment is positive among Ariana Grande’s fanbase and younger shoppers, although the line competes in an increasingly crowded field of celebrity beauty brands targeting a similar demographic.

7. About-Face by Halsey

Halsey’s identity as a creative, multi dimensional artist is reflected in About-Face’s mission to promote self expression and creativity through makeup, with the brand known for its bold colors and unique formulas. Available both at Ulta and via direct to consumer channels, About-Face has carved out a niche as a more artistic and affordable celebrity brand. Consumer sentiment is highly positive, with the line praised for its high performance products at an accessible price point, appealing to consumers who want to experiment with color and texture.

8. Pat McGrath Labs by Pat McGrath

As a world renowned makeup artist, Pat McGrath’s celebrity status is grounded in her professional expertise and bold artistry, making her namesake brand the epitome of high fashion, editorial makeup. The brand holds a strong presence in Sephora, Ulta, and luxury department stores, firmly positioning it as a prestige, artist driven competitor in the beauty landscape. Widely regarded as a luxury, aspirational label, it is not a direct rival for Fenty’s core mass prestige audience, but its influence and artistry consistently set industry trends and shape how other brands approach color, texture, and performance.

9. Florence by Mills by Millie Bobby Brown

Millie Bobby Brown’s brand is aimed squarely at her own generation, with a focus on clean, easy to use skincare and makeup designed for a younger Gen Z audience. Distributed through Ulta and its own website, it has successfully captured the teen and early 20s market by meeting their specific skincare and beauty needs. The brand is popular and widely seen as authentic and age appropriate for its target demographic, reinforcing Brown’s relatable, girl next door image.

10. Goop by Gwyneth Paltrow

Gwyneth Paltrow’s Goop has been a trailblazer in the wellness to beauty space, with her personal brand central to its identity, which focuses on clean living and luxury wellness. Goop is sold through its own website as well as select prestige retailers like Sephora, targeting an older, more affluent consumer than Fenty. Consumer sentiment is mixed, with a loyal following alongside criticism for its high price points and wellness claims, positioning it firmly at the luxury wellness end of the celebrity brand spectrum.

Future Outlook

The celebrity beauty landscape is no longer a novelty but a highly competitive and influential sector of the market. While Fenty Beauty remains the benchmark, brands like Rare Beauty and Rhode have demonstrated that a strong, authentic celebrity founder, combined with a clear brand mission and strategic retail partnerships, can create a formidable competitive force. Rare Beauty’s focus on mental health and Rhode’s minimalist aesthetic offer distinct alternatives to Fenty’s inclusive glamour, capturing different facets of the modern consumer’s identity. The continued success of these brands underscores a market that values authenticity, mission, and a seamless integration of a celebrity’s personal brand into their product offerings.

Top 10 Fenty Beauty Competitors and Alternatives