We Tried 8 Celebrity Brands—Here Are The Ones That Are Actually Worth Your Money

It’s 2024, which means two things are certain — the November election will split the country down the middle, and celebrities will shove their brands down your throat at every turn. But how do you know which celebs are actually passionate about creating good products and which are just looking for some extra cash? We’re analyzing some of the most talked about celeb brands to tell you what’s actually worth buying.

Evie's product selections are curated by the editorial team. If you buy something through our links, we may earn an affiliate commission, at no cost to you. We only recommend products we genuinely love.

Rhode Skin by Hailey Bieber

Hailey Bieber launched Rhode in 2022 as a small line of curated skincare essentials that she’s expanded on over time. This year, she’s also foraying into makeup with a growing line of Peptide Lip Tints ($18 each) and the long-awaited Pocket Blush ($24). While Rhode’s products aren’t all that revolutionary, they never claimed to be. Bieber says her goal is to create reliable, simple products that can become daily staples, and she’s doing exactly that. 

The gentle Pineapple Refresh Cleanser ($28) and the smooth Glazing Milk Essence ($30) are the perfect first steps in your routine. Beware, though: Rhode is geared toward drier skin, so if you happen to be oily, you’ll find the products too heavy.

Khy by Kylie Jenner

The whole world watched in anticipation as Kylie Jenner followed in the footsteps of her older sisters Kim and Khloe to debut fashion brand Khy. But it turns out the wait was in vain because it’s pretty obvious that Khy is a cash grab. Unlike Kim’s Skims and Khloe’s Good American, it’s not meant to actually solve a problem for the consumer. As with most of Jenner’s business ventures, Khy is only appealing because her name is attached to it.

Not only has Jenner ripped off her sister Kim’s line of form-fitting basics, but she’s also been accused of ripping off small designers with copycat styles like the Mesh Stretch Twist Mini Dress ($78). Backlash against the brand only increases with every drop, and chances are we’ll see Khy fade into obscurity soon, just like Kylie Skin and Kylie Baby did.

Where to shop instead: If the bright, figure-hugging tops and dresses that have become Khy’s signature appeal to you, check out UK-based brand AYM. Not only are their silhouettes flattering, but their business practices are admirable. AYM makes its clothes with a combination of recycled and natural fabric. The Hatton Top ($79) and the Venus Dress ($161) are more beautiful (and ethical!) alternatives to Khy’s styles.

Fenty Beauty by Rihanna

We have Rihanna to thank (or blame, depending on your perspective) for the plethora of celeb brands on the beauty market. While she wasn’t the first, she has undoubtedly been the most successful long-term, with other celebs scrambling to recreate what she’s achieved with Fenty Beauty. The Gloss Bomb Universal Lip Luminizer ($21) is a cult (and team) favorite, and the Pro Filt’r Soft Matte Longwear Liquid Foundation ($40) set the industry standard for shade ranges when it launched. 

Not only are Rihanna’s launches well thought out, but you can also tell that she uses the products herself because she’s focused on performance first, not profit. Our top picks from Fenty Beauty are the versatile Eaze Drop Blurring Skin Tint ($36), the Gloss Bomb Universal Lip Luminizer ($21), and the multi-use Killawatt Freestyle Highlighter ($40).

R.E.M. Beauty by Ariana Grande

R.E.M. Beauty faced scrutiny when it launched after it was revealed that Ariana Grande herself didn’t own the brand, but Forma Beauty did (a company that also owns Morphe). Fans felt that 1) there was a lack of transparency, and 2) that Grande wasn’t involved enough in the brand she was marketing. Grande must’ve caught on to the backlash, however, because she struck a $15M deal with Forma for R.E.M. Beauty’s assets in 2023.

While early reviews expressed disappointment in R.E.M Beauty, more recent reviews have noted an improvement in product quality. However, R.E.M. Beauty is clearly a hit or miss, with product performance being pretty unpredictable. The On Your Collar Matte Lipstick ($19) is especially polarizing, with some raving about the formula while others complain that it breaks easily.

Where to shop instead: As far as cosmetic companies by famous singers go, Selena Gomez’s Rare Beauty does laps around R.E.M. Beauty. Rare’s products are known for their consistency, high pigmentation, and containers that take forever to deplete. The bestselling Soft Pinch Liquid Blush ($23) and Soft Pinch Tinted Lip Oil ($20) are must-haves for your beauty kit this summer. When it comes to getting our money’s worth, Gomez is definitely looking out for us.

BÉIS by Shay Mitchell

If you’ve Googled travel hacks sometime in the last several years, chances are you’ve stumbled upon BÉIS. Shay Mitchell created the brand to innovate bags and luggage for the on-the-go woman, and innovate she has. The Weekender Bag ($108) is TikTok viral for being an ideal carry-on (endless space, a compact design, and even a shoe compartment), and The Work Tote ($108) is the perfect everyday accessory, and our Managing Editor swears by The Diaper Bag ($178) for a stylish all-in-one bag that fits the essentials. 

In a world of purses without enough compartments and luggage that’s hard to squeeze your things in, BÉIS stands out. If you’ve been looking for a company dedicated to making your life easier, BÉIS is here to save the day.

G. Label by Gwyneth Paltrow

Gwyneth Paltrow said she was inspired to start a fashion line after noticing that her favorite designer brands were raising their prices dramatically but failing to improve in quality. Her aim was to provide runway-worthy fashion at direct-to-consumer prices. Despite this, G. Label still isn’t what most people would call affordable – but understandably. 

The bestselling Noah Belted Crewneck Cardigan ($595) is made of 100% virgin Italian wool, while the Après-Midi Dress ($595) and Limoncello Dress ($645) are both 100% cotton. These clothes are made to mitigate environmental impact, fairly compensate skilled artisans, and, most importantly, to last. While Paltrow’s pieces may be expensive, you’ll be wearing them for years to come. If you don’t mind splurging, we’d say G. Label is definitely worth the investment.

JLo Beauty by Jennifer Lopez

After years of being celebrated for her ageless appearance, it seemed like a natural career progression for Jennifer Lopez to launch a skincare brand. Products like That JLo Glow Serum ($79) and That Blockbuster Hydrating Cream ($59) tout their anti-aging benefits. But despite what sounds like the perfect brand platform, JLo Beauty products have reportedly been pulled from Sephora stores across the U.S. Word on the street? It’s because sales have been lackluster.

The disconnect between brand and consumer here comes down to price. JLo Beauty isn’t offering something revolutionary like other brands in its price range, but it also doesn’t make up for its basic formulation with accessible prices. Our cost-benefit analysis? Skip the JLo Beauty.

Where to shop instead: Naturium, founded by beauty influencer Susan Yara, offers a range of anti-aging products that are both more affordable and more effective than JLo’s line. Their Multi-Peptide Advanced Serum and Plant Ceramide Rich Moisture Cream (both $25) are youth-boosting powerhouses.

Lemme by Kourtney Kardashian

When Kourtney Kardashian announced that she was launching supplements, she created a storm of skepticism. It seemed yet another celeb pointlessly jumping on the wellness bandwagon. Besides, Kardashian isn’t an M.D., so how could anyone trust her with their body?

However, Lemme has become surprisingly popular. Its “Lemme Debloat” and “Lemme Purr” (both $30) gummies are raved about on TikTok, and the gummies are now stocked at Sprouts, Erewhon, and Ulta stores across the country. Actual doctors and dieticians are torn, however. Some praise the natural ingredients in the supplements, while some say there isn’t enough scientific data to verify their claims.

Our verdict? Kardashian’s supplements seem to be safe to ingest and have certainly been effective for many. However, it’s important to speak with your doctor first if you’re suffering from the issues that Lemme aims to treat, like indigestion and vaginal discomfort. If your doctor agrees that the problem is only minor and can be relieved with these supplements, feel free to give Lemme a chance.

Closing Thoughts

In a world of PR machines and influencer campaigns, it can be easy to believe that every product with hype behind it will make a good investment. Sadly, that’s just not the case. Researching what a celeb brand is truly about will help you make shopping choices that your wallet will thank you for.

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