“Drop the skincare routine, sis!” Celebrities have asked and answered. On June 14, Hailey Bieber launched her skincare brand Rhode, after her middle name, joining a long list of celebrities who have entered the skincare business with brands of their own. “Welcome to the world of Rhode,” the company wrote in an Instagram post. “We are a line of curated skincare essentials made with thoughtful intention. Our formulas nourish your skin barrier to instantly give you dewy, delicious skin while improving its look and feel over time.” Rhode checks many of the boxes for beauty brand buzzwords as it touts being “vegan, cruelty-free, gluten-free, and we’re available fragrance-free”. The company also highlighted its affordability, with all products under US$30. Bieber, Jennifer Lopez, Gabrielle Union and more are profiting from their recognisable faces. Theirs and other celebrities’ skincare brands are ones you may want to consider adding to your routine. Hailey Bieber: Rhode Bieber told website Byrdie her skincare obsession started when she was younger as she would slather lotion on herself. “Who doesn’t want to look glazed and dewy from head to toe?” she said. “I want to look bite-able.” Noticing what products other skincare brands – in particular, celebrity-owned ones – she felt were missing prompted her to create her own line. “I wanted to know how to fill the gaps that people were looking for, and what people thought was missing or hated about celebrity brands,” the model said. “I’m not going to shove things down your throat and say ‘buy this because I’m a celebrity’.” Jennifer Lopez: J Lo Beauty Lopez joined the skincare circle in 2021, launching J Lo Beauty on New Year’s Day. Her brand capitalises on the glow she’s known for having . Olive oil is her secret weapon. “My mum used to say that olive oil was the cure-all for everything. And it’s a secret I’ve used over the years because it really does work,” she told Elle magazine ahead of the launch. “When we went to do this, that was the first thing I said: it has to have olive oil extract as a basis.” Gabrielle Union and Dwyane Wade: Proudly Union and husband Dwyane Wade zeroed in on skin and body care geared towards babies with darker skin. The pair were inspired to create Proudly after their now-three-year-old daughter Kaavia James was born. “From the moment our daughter Kaavia entered this world, we knew we’d teach her to embrace her skin – its beauty, power, wisdom, and magic,” the brand shares on its website. “And that means caring for it with love. Inspired by our littlest love – and millions of other babies of colour – we set out to build Proudly: baby care for melanated skin , created for us and by us.” Kim Kardashian and Kylie Jenner get into the skincare industry Kim Kardashian is following in her younger sister Kylie Jenner’s footsteps with the upcoming launch of Skkn by Kim on June 21. The nine-product collection costs US$575. In a video on Instagram, Kardashian said she was inspired to launch the brand because of her love of sharing her “tips and tricks” with her fans. “I feel like this is my years of experience and facials and dermatologist appointments all in these bottles,” she shared. “I just wanted this to be a solution-based brand that just brings you the necessities to make your skin the best.” Kardashian’s younger sister Jenner debuted Kylie Skin in May 2019 . The brand has since expanded to include products including candles, lip oils and a bath collection. Jessica Alba, Pharrell, Scarlett Johansson and Alicia Keys are also among the celebrities in on the skincare industry. Alba’s Honest brand promises “clean, sustainable, well-designed products that work”. “Since day one it has been my goal to build a diverse, inclusive, and ethical company based on values of transparency, trust, sustainability and a deep sense of purpose in all we do,” the actress says on her website. Keys’ recently launched cruelty-free, “clean formulas” brand Keys Soulcare is meant to promote a connection to your “body, mind and spirit”. “It’s my one wish that every soul experiences these moments of self-love and acceptance so that we can all shine brighter together,” the Empire State of Mind singer writes on her product website. Pharrell’s skincare brand, Humanrace, draws attention to everyone’s common connection. “Humanrace doesn’t differentiate by race or gender. We’re creating for humans; we are all born in the same skin and Humanrace celebrates this,” the producer says. Johansson’s line The Outset is “consciously clean”, cruelty-free and clinically tested. The actress calls her brand the “classic white tee” of skincare – it is a “universal staple”. “The Outset is about making your skincare work for you – not the other way around,” the brand states on its website.