Today, it seems like celebrity fashion and beauty brands are popping up everywhere—Lady Gaga even acknowledged this phenomenon when launching her recent makeup line, Haus Laboratories. Having graduated beyond merch, these entrepreneurial endeavors have brought a new phase to many a star's career. I mean, look at Rihanna (where is R9, but also can you blame her?) or almost any Kardashian.
But we mustn't forget our roots, as early-aughts stars like J.Lo, Avril Lavigne, and Hilary Duff walked the celebrity brand path so Fenty, Goop, and Kylie Cosmetics could run. The buds of the self-branding Instagram culture has taken out of control were there, and while some of these concepts flopped and others had a successful run, they all hold a special place in the heart of nostalgia. Their faces are still everywhere as the world revisits old photos and reminisces about them whenever a video goes viral (Lindsay Lohan dancing in Mykonos), but these celebrities' brands from the last two decades will remind you of a simpler time (and probably a style experiment or two you'd rather forget, but that's all part of the fun, right?). Here's to the stars who made the 2000s so memorable, even beyond the stage or screen.