12 Beauty Brands by Artists and Experts You Need to Put On Your Radar
BY JENNY JUNG
Exploring the rise of artist-driven beauty brands as consumers prioritise expertise, authenticity and products crafted by industry insiders.

03 FEB - 2025
Consumers are becoming increasingly savvy and seek authenticity and expertise.
The beauty industry is experiencing a seismic shift. We’re moving away from the days when a celebrity launching a skincare line or makeup collection was considered groundbreaking. Now, the true creatives, the ones who’ve been on the frontlines of beauty for years, are taking the reins. Enter the era of artist-driven beauty brands. It's beauty by makeup artists, skincare by specialists and haircare from those who’ve actually spent hours with clients in the salon chair, not just in the celebrity spotlight.
Why is this happening? Well, for one, artists are deeply connected to their craft and their products aren’t just about slapping their name on a bottle, they’re a reflection of years of experience and success. When a pro makeup artist creates a foundation line, for instance, they understand what works on real skin and how it lasts throughout the day. They test the formulas and see how it holds up under harsh studio lights, sweaty dance floors and those stressful moments before a red carpet event.
Additionally, people who work within the beauty industry are often the first to spot gaps in the market. They create products born from the deep insights they gain through hands-on experience – something that celebrities, with their limited exposure to the technical side of beauty, don’t necessarily have.
That’s not to say that all celebrity brands will be losing their popularity. Take for example Rare Beauty by Selena Gomez or Fenty by Rihanna– they are not going anywhere. So why does it work for them and not others? Let’s start with credibility and actual involvement in the process. Rihanna is deeply involved in the creation of Fenty Beauty, ensuring the products cater to a diverse range of skin tones, something long neglected in the beauty industry. The brand was built around inclusivity with one of the biggest launches of foundation shades the market had ever seen. Her authentic understanding of the challenges that people of different backgrounds face with cosmetics made her brand feel real, grounded and most importantly, trustworthy.
As for Miss Gomez, She may not have had years of experience as a makeup artist, but her personal struggles with self-esteem and her focus on promoting natural beauty created an immediate connection. What’s more, Gomez worked closely with beauty industry veterans to craft a line that not only met her standards but was also deeply thoughtful in its design — with a focus on accessible packaging. That’s why Fenty and Rare Beauty will remain as one of the most longest standing celebrity brands for the foreseeable future.

@taniellejai

Isamaya Ffrench
The Challenge of Celebrity-Driven Brands
The primary challenge with celebrity-driven beauty brands lies in the disconnect between the celebrity's public persona and the technical expertise required to create effective, innovative products. Consumers are becoming increasingly savvy and seek authenticity and expertise. When a brand is solely associated with a celebrity who lacks a proven track record in the beauty industry, it can be difficult for consumers to trust the product's efficacy and value.
Let’s take a look at Blake Lively's foray into the beauty world with her haircare brand, Blake Brown. The line features shampoos, masks and styling products designed for healthy hair. However, despite the brand's emphasis on affordability and quality, some critics felt that the products didn't stand out in a crowded market. For instance, a review from Allure noted that while the products were comparable to established brands like Kérastase, they didn't necessarily offer a unique selling point that would compel consumers to switch from their current favourites. It left people wondering whether Blake Brown was marketing their products or the person behind it.
Another good example is Winnie Harlow's skincare brand, Cay Skin, which focuses on sun protection and skincare for melanin-rich skin. While the brand addresses an important niche, some consumers felt that the products didn't offer anything groundbreaking compared to existing options. Without a deep-rooted expertise in skincare formulation, the brand struggled to establish a strong connection with its audience.
Artist Driven Brands
Artist-driven beauty brands are far from a new concept. For years, some of the most beloved and iconic brands have been created by the artists who truly understand the craft of beauty. For example Pat McGrath Labs, Charlotte Tilbury, Hair by Sam McNight, Real Techniques, Lisa Eldridge, Anastasia Beverly Hills, Laura Mercier, Bobbi Brown, Huda Beauty, Ouai, Makeup by Mario, Patrick Ta and the list goes on.
Beyond these well-known names, there are many artist-driven brands quietly shaping the beauty industry with the same level of expertise and dedication. Some of these brands may not yet have the spotlight they deserve, but they offer products born from hands-on experience and a true understanding of beauty needs.
In the next section, we’ll share some of our favourite artist-driven brands that you may not have realised were founded by beauty professionals, along with a few newer names making their mark.
MOB Beauty
Founded by Victor Casale, a former chief chemist at M.A.C Cosmetics, MOB Beauty offers sustainable, refillable makeup that doesn't compromise on performance. What sets MOB apart is their ability to create truly unique colour stories that really stand out in today's market. Their focus on inclusivity and clean beauty means that their products are not just beautiful, but also cater to a diverse range of skin tones and needs.

MOB Beauty by Victor Casale.
Viseart
Viseart is an OG brand in the beauty industry, known for its high-quality, professional-grade eyeshadow palettes. Founded by Anne Sophia, a French makeup artist and photographer, Viseart has built a reputation for its highly-pigmented, blendable eyeshadows that professionals swear by. Its commitment to performance and versatility has made Viseart a staple in both professional kits and personal beauty routines worldwide.
Tanielle Jai
Tanielle Jai is an Australian makeup artist who created her line with one specific goal: to fill the gap she saw in the market for bronzers that offered a better range of undertones. Jai noticed that many products lacked the nuanced, mid-range shades that cater to those with unique undertones. Her now-famous cream bronzers offer a skin-like finish and seamless blendability, making them ideal for a wide range of people who face the same issue. She’s also teased the upcoming release of lip pencils, promising more exciting products to come as she expands her line.

Tanielle Jai, Brontour, $59 AUD.
RMS Beauty
Founded by Rose-Marie Swift, RMS Beauty is a clean beauty brand that emerged out of Swift’s desire to create skin-loving makeup. A former makeup artist for Victoria's Secret shows, Swift wanted to combine the best of natural ingredients with high-performance beauty products. RMS Beauty’s organic formulas provide a radiant, dewy finish while prioritising the health of the skin – a combination that has won over both beauty experts and everyday users alike.
Ere Perez
Makeup artist Ere Perez created her line with a focus on natural, botanical-based beauty products that nourish the skin. Her goal was to merge makeup and wellness, resulting in products that not only enhance beauty but also support healthy skin. Ere Perez’s range is known for being versatile, eco-friendly and gentle, making it ideal for those who prefer clean, skin-loving formulations.
Oribe
Founded by iconic hairstylist Oribe Canales, Oribe is a luxury haircare brand that blends high-performance products with chic, sophisticated packaging. Oribe’s deep knowledge of hair and styling, along with his signature touch, ensured that the brand would cater to both hair professionals and everyday users looking for that salon-quality finish. Known for their signature scents and indulgent formulations, Oribe products are a favorite among top stylists and celebrities.
Allies of Skin
Founded by skincare expert Nicolas Travis, Allies of Skin is designed to simplify the skincare routine without sacrificing efficacy. Travis, who draws from his extensive knowledge of skincare science, created the brand with the busy modern consumer in mind. Their products are packed with high-performance ingredients aimed at addressing multiple skin concerns at once, making it an ideal choice for those seeking a streamlined yet effective regimen. Literally, my favourite moisturiser in the whole world is by this brand. If you suffer from a weak skin barrier, definitely check out the Molecular Barrier Recovery Cream.
Arkive
Arkive, created by celebrity hairstylist Adam Reed, offers a holistic approach to haircare. Reed, known for his work in top salons, wanted to create products that nurture not just hair health but overall well-being. The brand combines his professional expertise with a modern, minimalist approach to haircare, emphasising quality ingredients and sleek, luxurious packaging with an affordable price tag.
Danessa Myricks
Danessa Myricks is known for her innovative approach to makeup, particularly her iconic Colorfix line, which can be used on the eyes, lips, cheeks and lashes. Myricks, who has worked with top celebrities and on editorial shoots, built her brand on the belief that makeup is an art form. Her versatile products allow users to experiment and express themselves with long-lasting, vibrant colours that are perfect for everything from everyday looks to runway-ready creativity.
Isamaya
Founded by Isamaya Ffrench, a renowned makeup artist, Isamaya Beauty pushes the boundaries of makeup with a futuristic, high-fashion approach. Known for her bold and avant-garde looks, Ffrench created her brand to give consumers the tools to experiment with makeup in innovative ways. The products offer striking textures and unconventional finishes, encouraging users to play with colour and form just as an artist would on a canvas.
Isamaya is coming soon to Sephora stores around the world and fingers crossed that Australia and New Zealand is included!
Hindash
Mohammed Hindash, a makeup artist known for his stunning artistry and creative vision, offers a unique take on eyeshadow with his Gradient Pressed Pigments. His approach to makeup is deeply influenced by his background as a painter, which shows in the way he blends colours and textures. Hindash’s pigments are designed to be used as a painter’s canvas, allowing for seamless blending and endless possibilities for creative expression. His innovative and artistic perspective has earned him a loyal following of beauty enthusiasts and professionals alike.
Ellis Faas
Ellis Faas, the makeup artist behind this eponymous brand, has become known for her minimalist aesthetic and skin-inspired colour palettes. I’ll never forget my first Ellis Faas product – a concealer I bought in Mecca back in 2013 which left a lasting impression due to its beautifully smooth finish and unique packaging. Ellis Faas’ products are designed to enhance natural features, offering a subtle yet effective approach to beauty that has made it a staple among makeup lovers.
Violette_FR
Violette Serrat, a French makeup artist, founded Violette_FR to bring a Parisian touch to beauty. The brand is French chic with a minimalist approach that highlights features instead of covering them. Violette’s professional work with Dior and Chanel informs her line, which has a refined aesthetic and includes products that are perfect for those seeking simple yet chic looks.
When it comes to beauty, the professionals who work on the frontlines bring a level of insight and authenticity that simply cannot be matched. Whether these brands are already established or still emerging, they deserve the spotlight for pushing boundaries and filling the gaps in the market. It's time to give credit where it's due and celebrate the artists who are reshaping the beauty landscape with creativity and skill.
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