Celebrity Brandmatch: Justin Bieber and Rihanna vs. Kim and Khloe Kardashian

The celebrity-branded beauty brigade is running full-tilt before Valentine's Day.

Sephora is stocking up on Justin Bieber's million-selling One Less Lonely Girl nail polish and a pink-haired Lady Gaga drops her new single and hits newsstands on the cover of Vogue.

Rihanna also released the above video for her Reb'l Fleur perfume; meant to be played backwards, it's best viewed as an interactive video on her website.

Not to be left out, the Kardashians — Kim and Khloe — are also vying for attention, promoting their respective perfumes with racy new videos.

Here's Khloe Kardashian's steamy new ad for unisex fragrance "Unbreakable," costarring her partner, Lamar Odom:

And here is the three-promo naughty/sweet/glam Valentine's Day campaign for "Kim Kardashian," her self-named perfume — fans can vote on their favorite at pickyourkim.com: