By Emily Feimster Forget the slinky supermodels who once dominated makeup commercials and hair ads. It's Hollywood's leading ladies who are taking over the lucrative endorsement deals- as if they're not making enough money!The last several years have seen a tremendous boost in big companies recruiting celebrities to "develop" their own lines of fragrances - a fancy way of saying, "We send the celebrity a box of various perfume scents and they tell us which one they like best."

You didn't really think J LO was in the lab mixing jasmine and lavender, did you? Speaking of J LO, her Glow perfume partnered with Coty Inc. was the ninth best-selling women's fragrance in department stores last year, according to market research firm NPD Beauty. It was followed by Lopez's Still, resulting in a total of $200 million in sales for the two brands.

Randi Shinder, founder of D'lish Fragrance Inc., teamed up with Jessica Simpson to create an edible fragrance and body care line called Dessert which has been flying off the shelf. Sounds tasty but rewind to the episode of "Newlyweds" where Jessica had to keep licking the product during a photo shoot. Anyone notice that she spent half the time in the bathroom throwing up? Yeah, blame it on that crazy 24 hour stomach flu -- but we recommend you keep the licking to a minimum.

Pop princess Britney Spears jumped on the money-making bandwagon and recently signed an exclusive agreement with Elizabeth Arden Inc. to develop and market a line of fragrances and cosmetics. The fragrance, set to arrive in stores in late September (along with scented whipped body cream, shower gel and solid "shimmer stick"), is being dubbed Curious Britney Spears, no relation to Curious George. Seriously, no one could have come up with a better name? A blend of white flowers and vanilla-infused musk, the fragrance will come packaged in two of Britney's favorite colors - pink and azure blue - and the bottle will be blue with little heart-shaped charms.

Spears is reportedly involved at every level of the line's development. Wink, wink.

Other celebrities endorsing perfumes include singer Beyonce Knowles who will be the spokeswoman for Tommy Hilfiger's new scent True Star, which purportedly contains contrasting florals and ?toasted grains.

The scent, which was "inspired by the singer" will be available in a collection that will include eau de parfum, body lotion, shower gel and fragrance satin shimmer, in October. Beyonce will star in TV and print advertising for the scent, and is said to be writing a song about the fragrance that will be used with the TV advertising. Execs at Hilfiger are hoping True Star performs up to its name, and lands in the top five in the U.S. To do that, according to some analysts, the fragrance would have to generate at least $60 million retail in the U.S. - and twice that much globally. That's a lot of toasted grains

And then there's Scarlett Johansson who will appear in the ad campaign for Calvin Klein's Eternity Moment, and Nicole Kidman who received $3.5 million to appear in a four-minute commercial for Chanel No. 5. Avon Inc. has nabbed actress Salma Hayek for ads for its cosmetics and new upscale fragrance under three separate names -- Today, Tomorrow and Always. They forgot Never.

Many stars have also realized the potential in pushing skincare and cosmetics. On any given day you can see ads/commercials with Halle Berry or Julianne Moore for Revlon, Sarah Michelle Gellar for Maybelline, Venus and Serena Williams with Avon, and Catherine Zeta-Jones for Elizabeth Arden - when she's not selling cell phones that is. Neutrogena has its share of celebrity endorsers Mandy Moore, Jennifer Love Hewitt, Gabrielle Union, and Mischa Barton. Heck, even Queen Latifah, a former self proclaimed tom boy, is appearing in ads for Cover Girl. So has country singer Faith Hill. Estee Lauder Inc. has chosen actress Ashley Judd to be its spokeswoman for American Beauty, the first of three skincare and cosmetics brands it's developing for Kohl's Corp.

Not only are these famous women living the life of luxury but on top of that, they smell good, their skin is smooth, and their makeup flawless - but to make matters worse, they get paid for it! Darn them!