5 Influencer Beauty Brands Primed For Cult Status, From Vivy Yusof To Gigi Hadid


October 11, 2017 | BY Jessica Liew

Remember when celebrity perfumes were introduced and were all the rage? Today’s celebrities and personalities have cast their nets wider, lending star power (and brand association) to the cosmetics industry. Fans love a good connection to their favourite celeb: These superstar launches – and the phenomenal responses that follow – can attest to that. With a recent spur of influencer x makeup launches and debuts, you are one step closer to looking like your favourite it-girl. From America to Dubai and even Malaysia, these are the 5 influencers whose cosmetics ranges are primed to go viral.

Photo: Courtesy of Huda Beauty

Huda Kattan

The name on every beauty junkie’s Instagram timeline, Dubai beauty blogger Huda Kattan is adored for her beauty tips, makeup tutorials and product reviews. With a background in professional makeup and a charming candour, she’s amassed 21 million followers to date, who are incurably devoted to her Huda Beauty cosmetics. Each new launch sells out in no time, so you’re lucky if you can get your hands on her sought-after Desert Dusk Palette and Liquid Mattes, just to name a few.

5 Influencer Beauty Brands Primed For Cult Status, From Vivy Yusof To Gigi Hadid
Photo: Courtesy of Fenty Beauty


A pop sensation in every sense, Rihanna has left her creative mark in everything from music, fashion, fitness, jewellery and now, beauty. Her debut Fenty Beauty line in partnership with Kendo Brands recently launched to a wild success, reiterating her flexible and ubiquitous influence. The complexion-focused line emphasises on inclusive beauty, offering a wide range of hard-to-match colours suffused with the ‘Rihanna glow’.     

See also: The Rihanna x Chopard jewellery collection in time for summer styling

Photo: Courtesy of Estée Lauder

Victoria Beckham

Following a phenomenal limited edition beauty launch with Estée Lauder last fall, Victoria Beckham follows up this year with a makeup line that doubles its offering, adding mascara, matte eyeshadows and perfecting powder to the mix. Fans can get the fashion (and now beauty) mogul’s girlboss colour palette of sultry tones, in themed collections inspired by Miami, London, New York and Los Angeles.

5 Influencer Beauty Brands Primed For Cult Status, From Vivy Yusof To Gigi Hadid
Photo: Courtesy of @gigihadid

Gigi Hadid

When news broke that the model-of-the-moment had stretched her legs into the cosmetic scene via a soon-to-be launched Maybelline collaboration, all hell broke loose. Employing a highly effective marketing strategy of suspense, it was only a matter of time before Gigi gave access to her sought-after beauty and sunny, Cali-girl looks, paving the exciting times ahead of influencer-branded beauty lines.

See also: Gigi Hadid goes retro for Max Mara accessories spring/summer 2017

Photo: Courtesy of The dUCk Group

Vivy Yusof

Not long ago, our very own home girl  Vivy Yusof welcomed a cosmetics range to her dUCk Group label, ticking off a long-standing dream and delighting her 1.2 million fans along the way. The makeup line features a full range of basics, including a lineup of lip products and colours, collectors' eyeshadow palettes and #nofilter triple-duty makeup removers. To cater to Southeast Asians’ diverse skin tones and types, the colours come in a myriad of shades and formulas are strictly free from paraben and animal-testing, too.

Related Stories