• GXVE Beauty by Gwen Stefani tops the list as the most affordable celebrity make-up brand with an average cost of $38.00 for a complete (eye, face, and lip) set.
• Drew Barrymore’s Flower Beauty ranks second at $38.33, Millie Bobby Brown’s Florence by Mills places third at $48.76.
• Victoria Beckham Beauty has the most expensive celebrity make-up brand, with a complete set costing an average of $130.54. 

A new study by eDesk, an ecommerce customer support software company, has identified the most affordable celebrity make-up brands in America.

The research analyzed pricing data across 15 celebrity-owned beauty brands to determine which offers the best value for consumers purchasing a complete set: one eye, face, and lip product. Brands that did not offer at least one product in each of these three categories were excluded from the final ranking (Rhode Skin by Hailey Bieber, Cay Skin by Winnie Harlow, and Honest Beauty by Jessica Alba). 

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Celebrity make-up brands ranked by affordability 

Rank	Brand	Celebrity	Total products	Average product cost	Complete set cost
1	GXVE Beauty	Gwen Stefani	7	$12.57	$38.00
2	Flower Beauty	Drew Barrymore	42	$13.19	$38.33
3	Florence by Mills	Millie Bobby Brown	11	$15.64	$48.76
4	about-face	Halsey	19	$18.74	$53.97
5	R.E.M. Beauty	Ariana Grande	30	$20.20	$62.99
6	Rare Beauty	Selena Gomez	35	$22.43	$64.04
7	Kylie Cosmetics	Kylie Jenner	93	$22.55	$70.72
8	Fenty Beauty	Rihanna	59	$28.51	$81.01
9	Haus Labs	Lady Gaga	16	$30.75	$86.22
10	Goop Beauty	Gwyneth Paltrow	6	$40.87	$109.40
11	Victoria Beckham Beauty	Victoria Beckham	17	$41.82	$130.54

According to the findings, GXVE Beauty ttakes the top spot as the most affordable celebrity make-up brand, with an average set cost of $38.00. Gwen Stefani‘s brand offers a total of seven make-up products, with an average product price of $12.57. 

For Drew Barrymore‘s Flower Beauty, the complete set costs $38.33, while the average cost per product is $13.19. The brand is the second most affordable for a complete make-up look despite offering a much larger collection of 42 products. 

In Florence by Mills, the total cost to purchase one of each product was calculated at $48.76, placing Millie Bobby Brown‘s brand third in the rankings. The brand features 11 make-up products with an average price of $15.64. 

about-face by Halsey lands in fourth place with a total cost per consumer of $53.97 to purchase one of each product. The brand offers 19 make-up products with an average cost of $18.74. 

The total cost to buy a complete set from R.E.M. Beauty by Ariana Grande is $62.99, placing it fifth. The pop star’s brand offers 30 make-up products with an average cost of $20.20.

Rare Beauty by Selena Gomez is the sixth-most affordable celebrity make-up brand, with a total cost of $64.04 to purchase one of each product. The brand, which has become a billion-dollar business and is widely praised for its inclusive shade range and mental health mission, offers 35 make-up products with an average cost of $22.43.

Kylie Cosmetics by Kylie Jenner ranks seventh with a total cost of $70.72 to purchase one of each product. The brand offers the most products among all celebrity brands at 93 total items with an average cost of $22.55. 

Rihanna‘s Fenty Beauty places eighth with a total cost of $81.01 to buy one of each product. The brand features 59 make-up products with an average cost of $28.51.

Rihanna‘s Fenty Beauty places eighth, with a total cost of $81.01 to buy one of each product. Ever since launching with a 40-shade foundation range, Fenty Beauty has earned praise and a loyal following for truly delivering on inclusivity. It now offers 59 make-up products, with an average price of $28.51.

Haus Labs comes in ninth, with a complete set costing an average of $86.22. Lady Gaga’s cosmetics brand has 16 products, priced at an average of $30.75. 

Goop Beauty by Gwyneth Paltrow rounds out the top 10, with a complete look costing $109.40. The brand offers six make-up products with an average price of $40.87, placing it among the more premium celebrity beauty lines. 

Victoria Beckham Beauty completes the ranking as the most expensive celebrity make-up brand with an average product cost of $41.82 and a total of $130.54 to purchase one of each item. The brand’s four face products average $56.00 each. 

The study shows a significant price gap between the most affordable and most expensive brands – buying one of each product from Victoria Beckham Beauty ($130.54) costs nearly 3.5 times more than a full set from GXVE Beauty ($38.00).

Across all brands, lip products tend to be the most affordable category, with an average cost of $19.91 compared to $22.43 for eye products and $28.83 for face products. 

Ray Nolan, CEO of eDesk, commented on the findings, “These results show a wide range of price points across celebrity make-up brands, giving consumers plenty of options no matter their budget. Price doesn’t always reflect quality in the beauty industry, and many people are now actively seeking affordable products that still perform well. 

“Some celebrity brands do charge a premium, but that doesn’t mean you can’t find high-quality products at lower price points. Gwen Stefani’s GXVE Beauty, for example, offers a complete set for an average of $38, less than half the price of some of the more expensive names on the list. 

“What’s interesting is how far these brands have come. In the past, celebrities mostly lent their names to beauty campaigns. When they started launching their own lines, many consumers were skeptical and with a perception that the products lacked substance and were just cashing in on fame. But that’s changed. 

“Today’s celebrity brands are investing in quality, working with industry experts, and earning real trust from consumers. Fenty Beauty and Rare Beauty are prime examples of that shift – at this point, they are respected players in the industry and competing with well-established brands.”