Most googled beauty brands worldwide 2023, based on search volume

Between February 2022 and January 2023, the celebrity beauty brand Rare Beauty by Selena Gomez was googled the most, with over 7.7 million searches worldwide. This brand was followed by Rihanna's Fenty Beauty.

Celebrity beauty brands

Celebrity endorsement of a certain beauty product has always been a very common marketing strategy. However, in recent years, the beauty industry has witnessed the revival of celebrity beauty brands and celebrity fragrances. In the early 2000s, celebrity fragrances were all the rage, with singers like Britney Spears launching several perfumes that are still very popular nowadays. However, after a few years, the celebrity fragrance frenzy seemed to have reached an end, at least until Rihanna launched Fenty Beauty in 2017. After that, a long series of celebrity beauty brands and fragrances were brought to life, with some reaching extreme levels of popularity among beauty consumers. In fact, as of 2023, celebrity beauty brands recorded sales of over billon U.S. dollars in the United States alone.

Rare Beauty

Selena Gomez’s brand Rare Beauty has quickly become a consumer favorite. Launched only in 2020, some of its products are among the most viral beauty items on social media. In 2023, Rare Beauty was one of the most followed celebrity beauty brands on Instagram, with over four million followers, as well as the leading beauty brand on the platform based on user engagement. The brand has gained popularity especially among younger generations: as a matter of fact, in 2023, it ranked second as the leading cosmetics brand among Gen Z shoppers in the United States.