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Top five most searched for British celebrity beauty brands revealed

Sophie Smith
04 April 2024

New data has revealed the most in-demand British celebrity-owned beauty brands, with Millie Bobby Brown’s Florence by Mills topping the list.

Florence by Mills was named as the most sought-after British celebrity-owned beauty brand, with average monthly Google searches for terms relating to the Stranger Things star’s brand reaching 168,490, according to marketing firm Upbeat Agency.

A beauty brand for Gen Z by Gen Z, Brown launched Florence by Mills in 2019 with a collection of makeup and skincare products.

Today, the beauty brand's coffee skincare range is the most popular with fans, with global monthly searches of 8,100.


Second in the rankings is Trinny London by Trinny Woodall, with monthly searches for the beauty brand averaging 99,000.

Trinny rose to fame as one-half of the presenting duo Trinny and Susannah (Constantine) on the Noughties makeover show, What Not To Wear, and founded her beauty empire Trinny London in 2017.

Woodall's most in-demand product, with 2,100 monthly global searches, is the Miracle Blur, which is a lip and line filler.

Victoria Beckham Beauty by popstar-turned-entrepreneur Victoria Beckham took third place, with 61,000 searches per month.

Beckham made a name for herself in the fashion industry with the launch of her high-end label in 2008. Shortly after, she ventured into the beauty space, creating two capsule collections with Estée Lauder before launching Victoria Beckham Beauty in 2019, which stocks makeup, skincare and fragrance.

The most searched-for product from her range is a Satin Kajal Liner, with 250 searches a month worldwide.

Taking fourth place is Pleasing by Harry Styles, with 23,040 monthly searches on average across the globe.

Styles launched Pleasing in 2021 with a unisex range of nail polishes and skincare products. It has since released various collections, including Shroom Bloom, Hot Holiday, The Pollinators, and a collaboration with fashion designer Marco Ribeiro.

The Grammy award-winning artist’s most popular product from his beauty range is his fragrances, with 2,100 searches per month.

Rose Inc

Rounding out the top five is Rose Inc by Rosie Huntington-Whiteley, with 23,040 global searches each month.

Established in 2018, Rose Inc is known for its clean ingredients, sustainable solutions and high-performance, non-comedogenic formulations across makeup and skincare.

The British model’s most sought-after product is her tinted serum, with 4,200 searches a month, the data revealed.

Jordan Bucknell, CEO of Upbeat Agency, said: "While many celebrities have started a company of their own, not many have been as successful or popular as these five celebs.

"That is because they have a passion for what they are creating, and they are credible advocates for their businesses. The brands have surpassed the initial celebrity hype stage because they produce quality products that have stood the test of time and silenced critics."

Using Google search volume data sourced from Ahrefs, Upbeat Agency analysed monthly search volume for search terms relating to British celebrity beauty brands.

These included terms such as ‘Florence by Mills beauty brand’, ‘Harry Styles nail polish’, and ‘Idris Elba S’ABLE Labs’. The brands were then ranked to find which were the most sought-after.

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