“When I was young, I never felt beautiful,” says Lady Gaga, in an open letter on the Haus Laboratories’ website. “And as I struggled to find a sense of both inner and outer beauty, I discovered the power of makeup.” With a selection of makeup items that caters to one’s eyes and lips, one can define beauty on their own terms.

Millie Bobby Brown of Stranger Things fame named her premier beauty line after her great grandmother Florence, a woman who she finds has embraced herself wholeheartedly. And this is what Florence by Mills is all about—love and compassion in beauty. Part of its proceeds also go to the Olivia Hope Foundation, which continues to find a cure or childhood cancers.

No list of celebrity beauty brands would be complete without Kylie Cosmetics, whose infamous lip kits disrupted the market. From just three shades of her liquid lip and liner duo, Kylie Jenner now has a full range makeup range in a variety of colours and has even recently expanded into skincare.

Not to be outdone by her sister, Kim Kardashian-West introduced a beauty line of her own. KKW Beauty dipped its feet into the beauty business with a range of contour kits—a makeup method made viral by Kim herself—and soon grew to include foundations, eyeshadows, and even fragrances.

Unlike other brands on this list, Gwyneth Paltrow’s Goop has positioned itself as a modern lifestyle brand that focuses on holistic beauty through a wealth of alternative wellness methods. Here one may find everything from energising cleansers to chewable brain boosters.

Jessica Alba founded Honest Beauty on a simple premise: women shouldn’t have to choose between what works and what’s good for you. Each product is made with safe ingredients that are designed to perform well on one’s skin.

See also: 12 Of The Best Perfumes That Will Never Go Out Of Style