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These days it seems like every celebrity has their own brand: models developing their own tequila, musicians making their debut in the hot sauce industry, actresses with fashion lines – the list goes on. However, there is something to be said about those who take the knowledge learned from substantial experience within their craft to create a version of what they deem the perfect product. Enter: makeup artists who have built their very own makeup brands.
Someone with years of experience using countless foundations, various contour methods, and eye shadow palettes is an expert I’d want to buy makeup from. But, you might be asking: which makeup artist-founded beauty brands are worth the hype? After testing a handful of products created by the very best in the biz, I’ve listed my quality picks below.
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Getting her start in the industry as a freelance makeup artist, Bobbi Brown took a leap into the business side of things with her namesake brand, Bobbi Brown Cosmetics, in 1991. Brown is responsible for the “no makeup makeup” look that was coined in the early 90s and has become wildly popular in recent years with stars like Hailey Bieber, Zendaya, and Zoe Kravitz showcasing dewy looks on their Instagram accounts and beyond. Since then, the artist-turned-entrepreneur has embarked on her newest endeavor – a clean and minimalistic makeup brand called Jones Road.
Jones Road has created “clean, strategic, high-grade formulations that work on every skin type and tone, and that are as simple to use as they are to master,” promises Bobbi. While the product offerings are somewhat slim, this is intentional. In an effort to create better beauty products as opposed to just more beauty products, Jones Road believes in being simple, yet effective. While new to the brand myself, I was an instant fan after trying out the Miracle Balm ($38), Shimmer Face Oil ($34), Cool Gloss ($22), and The Mascara ($26). The Miracle Balm and Face Oil gave me a radiant, dewy glow while The Mascara gave me a clumpless eye lift. Finishing off my face with the Cool Gloss that delivered shine and color without being too sticky for hours (this gloss is no joke!!) – it’s safe to say Jones Road is my new personal go-to.
From his onset in the beauty industry as a fragrance consultant at Sephora, Mario Dedivanovic now boasts over 20 years as a makeup artist and has been the visionary behind Kim Kardashian’s signature sculpted glam since 2008. Since then, Dedivanovic has erupted as a mastermind in the makeup world through his educational platform, The Masterclass, his dedication to using makeup to highlight natural beauty, and his pioneer efforts behind viral trends and techniques. Mario’s expertise in the industry led him to launch Makeup by Mario in 2020, a brand with products designed to recreate Mario’s signature techniques with a fluid application.
My introductory products from the brand were the Softpop Blush Stick ($30) and Moistureglow Plumping Lip Serum ($24). The pigmentation of the blush stick is so robust that I only need to blot the stick on the apples of my cheeks for a beautiful flushed appearance. The textured short-bristled brush on the opposite end of the stick blended the product to perfection. As for the lip serum – I have never ever used a juicer, glossier lip product in my life. I opted for the Plum Glow shade; its deep color and luminous shimmer made my lips look plump and luscious. Needless to say, I’ll be going back to purchase it in every shade.
Anastasia Soare is the inventor of eyebrows as we know them today. Yes, you read that right - she invented eyebrows. Anatasia’s breakthrough Golden Ratio eyebrow shaping method is what catapulted her into the business of creating her own makeup products in 1997, and she capitalized on its momentum to further launch Anastasia Beverly Hills. Her brow method has been seen on notable figures including Kylie Jenner, Michelle Obama, Victoria Beckham, and more, and her brand empowers consumers to achieve professional results at their fingertips.
I tend to favor a natural makeup look, and Anastasia Beverly Hills had everything I needed to achieve the brows, lips, and face I wanted. I’ve been switching on and off from the Brow Freeze ($23) and Clear Brow Gel ($22) depending on whether I’m feeling a laminated look, or just want a bit of a polishing effect on my unruly eyebrows – despite not having any color included, these products are powerful! To finish my face with a glow, I went in with the Stick Blush ($32) and Cream Bronzer ($35) that blended in just like butter.
Patrick Ta discovered makeup when he was 21 years old and harnessed the power of Instagram to take his artistry to the next level. At the onset of his career in the beauty space, Ta was surrounded by early influencers, YouTubers, and public figures who also utilized the social platform to build a name for themselves. His recognition on the app led to client bookings from big names including Gigi Hadid, Shay Mitchell, Blake Lively, Emily Ratajkowski, and more. Patrick founded his brand, Patrick Ta, in 2019 with the mission to create makeup that made women feel confident and beautiful in their own skin; a sentiment that he felt the female figures in his life gave him through their support.
Patrick’s products speak for themselves with the awards and accolades they have received. The Major Glow Body Oil ($58) shows that beauty products don’t need to be limited to the face alone – it's meant to be sprayed all over for a warm, luxe glow. Ta turned heads when he suggested pairing cream and powder products together, but don’t knock it till you try it. The Double-Take Creme & Powder Blush Duo ($36) is meant to be layered for maximum pigmentation with a dewy finish.
As of late, it seems like Charlotte Tilbury could say “jump,” and TikTok beauty gurus would promptly respond, “how high?” As the chairman, president, chief creative officer, and founder of her brand, Charlotte believes that if you “give everyone the right makeup, they can conquer the world.” It’s quite evident to those within the beauty community that Tilbury has created the “right makeup” as her products have a hard time staying on the shelves. Constantly in demand, Charlotte Tilbury has a loyal fan base and is frequently converting makeup connoisseurs who swore they’d never switch brands to devout CT followers.
I have used Charlotte’s Beautiful Skin Foundation ($49) for a little over a year, and don’t foresee myself straying away from the product anytime soon. Offered in 30 different shades, this foundation is hydrating and offers a medium amount of coverage, which I like since it’s not cakey, but not completely sheer. Following foundation, I’ve been having fun testing out the Hollywood Contour Wand ($42) and Glowgasm Beauty Light Wand ($42) which both feature Charlotte Tilbury’s infamous cushion applicator. Finally, it wouldn’t be a Charlotte Tilbury face without some Pillowtalk lips - a shade I didn’t know would look so good on my complexion, and one I’ll never be without again.
With over 25 years of experience in the makeup industry, Pat McGrath has been described as a “tour de force” in the beauty world on a global scale. Responsible for high-brow assignments including countless cover looks for Italian Vogue, along with conceptualizing and creating beauty looks for ready-to-wear couture shows each season for luxury brands like Miu Miu, Loewe, Prada, and more, Pat McGrath took her expertise to create a quality makeup brand crafted to her high standards. Since 2015, Pat McGrath Labs has been formulating “obsession-worthy” cosmetics, setting sellout records, and further growing their cult-like consumer base.
Among Pat McGrath Lab’s best-selling products are those within the Skin Fetish category. The Skin Fetish Sublime Perfection Primer ($45) absorbs oil and smooths fine lines and the appearance of pores with the help of the hydrating hyaluronic acid formula. The primer creates the perfect canvas for the application of the Sublime Perfection Foundation ($68) and Sublime Perfection Concealer ($34). Both of these products are available in 36 different shades ranging from light to deep and promise light-as-air, yet long-lasting, coverage.
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I’ll be the first to admit, the amount of celebrity-owned brands has become a bit overwhelming, to the point that I avoid purchasing any products that fall into that criteria. However, an artist who uses their ample amount of experience in a field to develop a product line that they have searched for to no avail; now that is something I’ll spend my money on. From bold and beat to dewy and natural, makeup artists have seen it all and now have gone on to make it all.