The early 2000s had flip phones, low-rise jeans, and celebrity perfume lines. Fast forward two decades and flip phones are back (now with touchscreens, thanks to Samsung) and celebs like Bella Hadid and Dua Lipa are bringing back low-rise jeans. Celebrity perfume lines, however, have been replaced by something bigger: celebrity beauty brands.

In the aughts, you’d pick up a print magazine and find a sample of Paris Hilton’s Fairy Dust, Britney Spears’s Fantasy, or Hilary Duff’s With Love. Today, you’re more likely to scroll through your Instagram and TikTok feeds and see your favorite celebrity (slash influencer) promoting their namesake brand, whether it’s makeup, skin care, or both. Fashion’s cyclical nature is well-explored, but what about beauty? To understand this new trend in beauty entrepreneurship, Teen Vogue reached out to beauty historian and consultant Rachel…

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