Sarah Tanno

Beauty and pop culture are more intertwined than ever, with celebrities such as Rihanna, Jessica Alba and Kylie Jenner solidifying themselves as major players in the space. Brands are increasingly turning to celebrities for campaigns and collaborations in an effort to reach new audiences — and drive sales — and celebrities, keen on expanding their own personal brands, are game.

Here, WWD highlights five female celebrities who are free agents in the beauty space. Whether they’re making waves in film or producing hit songs, the following group are the ones to watch.

Lana Condor

Social stats: 2.9 million on Instagram, 149,000 on Twitter

Lana Condor is the star of the summer’s much-talked about teen romance film “To All the Boys I’ve Loved Before,” Netflix’s adaptation of author Jenny Han’s 2014 novel. Condor previously played Jubilee in “X-Men: Apocalypse,” but it was her role as Lara Jean Covey in the Netflix film that has led to buzz from entertainment publications, as well as beauty coverage of her looks.

Normani Kordei

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Social stats: 3.6 million on Instagram, 11 million on YouTube through Fifth Harmony, 2.39 million on Twitter

Kordei is one-fourth of the all-female pop group Fifth Harmony, which also includes members Lauren Jauregui, Dinah Jane and Ally Brooke. Kordei is working on a debut solo album and paired with fellow singer Khalid on a single, “Love Lies,” that peaked at number 11 on Billboard’s Hot 100.

Awkwafina

https://www.instagram.com/p/BnET3Adjdp0/?hl=en&taken-by=awkwafina

Social stats: 320,000 on Instagram, 75,000 on YouTube, 80,000 on Twitter

Nora Lum, aka Awkwafina, is the breakout film star of the summer. The rapper and comedian is a former MTV host who gained a following via her web series, “Tawk.” She played Constance in the all-female “Ocean’s Eight” film, as well as Peik Lin Goh in “Crazy Rich Asians,” which has reportedly brought in $76.8 million domestically since its release two weeks ago.

Kim Petras

https://www.instagram.com/p/BmdxWFahbcb/?hl=en&taken-by=kimpetras

Social stats: 106,000 on Instagram, 101,000 on YouTube, 29,000 on Twitter

Kim Petras is a German pop star whose song “Heart to Break” went viral on Spotify, racking up millions of streams earlier this year. Petras underwent gender confirmation surgery at the age of 16 and, as one of the few transgender pop stars in music, continues to bring visibility to the transgender and LGBT communities in this space.

Cardi B

Social stats: 31.5 million on Instagram, 5.9 million on YouTube, 3.73 million on Twitter

Cardi B has broken many a record since her hit single, “Bodak Yellow,” reached viral status last summer. The new mom, who is married to Offset from Migos, continues to rock the charts with new music releases, as well as fashion collaborations with Steve Madden and Fashion Nova.