Yes, yes, people love to knock celebrity brands—and often for good reason. Success in one domain, of course, rarely translates to talent in another, and there’s an undeniable pleasure in watching a celebrity fall on their face, especially in a certifiable money job like leveraging their stardom into a skincare line or fragrance. Recall that, at one point, a bunch of founders wrote an open letter to none other than Brad Pitt, urging him to “please stop” dabbling in beauty following the launch of his skincare line, Le Domain. Did it work? Well, yes and no: the line is now apparently called Beau Domain, and a cream that once cost nearly $400 is now $157. 

But despite countless embarrassing flops—Jennifer Lopez’s J.Lo Beauty, Jared Leto’s Twentynine Palms, Kim Kardashian’s SKKN by Kim, etcetera, etcetera—certain celebrity brands actually resonate with consumers and wind up reshaping the market entirely. Consider Hailey Bieber’s nearly flawless execution of Rhode, Selena Gomez’s seemingly overnight blockbuster Rare Beauty, and, of course, Kylie Jenner’s Kylie Cosmetics, the 2010s ur-brand considered the blueprint for most contemporary celebrity beauty businesses. Indeed, according to YipitData, four of Sephora’s top 10 brands in August were celebrity or influencer-founded—namely, Fenty Beauty, Rare, Summer Fridays, and One/Size­, in no particular order.