of the United Kingdom’s capitol city.
It may feel like you can’t go a week without seeing news of a new celebrity brand launch. Your newsfeed is pummeled with native product demos and testimonials, and you’re so overwhelmed by their presence that you may be growing sick of celebrity-backed brands entirely.
A-listers keep churning out new eCommerce darlings. And although we’re growing more overwhelmed by the growing size and scale of this ecosystem, we keep opening up our wallets. Why can't we stop buying what celebs are selling?
That $50 Rihanna-endorsed tinted moisturizer your tween swears by? A tiny drop of water in a sea of celebrity-founded beauty products that surpassed $1 billion in sales in 2023.
That three-pack of The Rock's tequila that will win over your friends at your next dinner party? Just a sliver of demand for celebrity-backed tequila that outpaces the category three-to-one.
Fame alone may not turn all brands into long-term entrepreneurs (nice knowing you, Jaclyn Hill Cosmetics), but it sure doesn’t hurt. Nearly one-third of US adults say they’ve purchased a brand from a social media influencer (53% if you’re in Gen Z), and 80% say they’d do it again.
With this kind of market traction and credibility, celebrity brands aren’t leaving the stage anytime soon. So, let’s find out what makes them so simultaneously irresistible and nauseating.
Instead of rehydrating another tired list of fame-fueled beauty products, we carefully curated the ultimate guide to celebrity-backed brands across these five categories.
You’ll learn about their origin stories and track their trajectories from multimillion-dollar launches to billion-dollar exits. And yes, we’re diving deep into the drama, too. These are celebrities, after all.
Let’s begin.
APPAREL & FASHION
Good American
No, the Kardashians and Jenners won’t take every spot on our list. But we can’t ignore their seismic influence on commerce and culture. Good American, launched in 2016 by Khloé Kardashian and Emma Grede, followed the family’s time-tested playbook that turned inclusivity and body positivity into a fashion movement. The brand’s debut line of denim from sizes 00 to 24 racked up $1 million in sales on Day One. Boosted by $240 in Series B funding, Good American currently rakes in $200 million in annual sales and is valued at $3.2 billion. Its expanding line, which includes activewear, dresses, and accessories, is now at Macy’s.
Despite a wrongful termination lawsuit from an ex-employee, Good American has largely avoided the drama surrounding other Kardashian-Jenner brands. It’s even won praise from sustainability enthusiasts for using significantly less water to produce its signature product.
SKIMS
Backed by $5 million in seed funding from Imaginary Ventures, Kim Kardashian and Jens Grede set out to redefine shapewear in 2019. Four years and an additional $240 million in funding later, SKIMS is a household name with a $4 billion valuation. The brand’s signature line of skin-toned bodysuits draws widespread acclaim for inclusivity and comfort. A 2021 collaboration with Fendi took SKIMS from influencer hype to fashion house validation, and the upcoming NikeSKIMS mashup is one of the most highly anticipated events of 2025.
SKIMS weathered early accusations of cultural insensitivity over its initial name, Kimono. It also faced recent scrutiny for packaging marked “I am not plastic” that turned out to be … mostly plastic. And of course, a major source of controversy continues to be the brand’s main face: Kim K. Her reputation as a vain and fame-hungry mega-influencer has led to a steady stream of criticism that tends to amplify with every new product launch. SKIMS’ newest category expansion, face shapewear, has even made the brand a meme.
The Row
Mary-Kate and Ashley Olsen retired from acting 15 years ago, yet their brand is a case study in fashion success. Started in 2005 from the Olsen twins’ search for the perfect white T-shirt, The Row hit a $1 billion valuation thanks to investments from the Wertheimer brothers (Chanel) and L’Oréal heiress Françoise Bettencourt Meyers. The brand is a darling of fashion insiders, with its minimalist luxe designs earning multiple Council of Fashion Designers of America awards.
Minimalism doesn’t come without criticism. The Row’s $600 dune flip flops, made without leather, sparked eye rolls even among devotees. But the Olsen twins’ impressive staying power shows that celebrity brands can evolve and mature with credibility.
Yeezy
Yeezy defines the rise-and-ruin celebrity brand archetype. Founded in 2013 by Ye (then Kanye West), Yeezy exploded into relevance with its Adidas collab in 2015. By 2021, Yeezy’s premium streetwear and sneaker brand was earning $1.7 billion annually—accounting for 7% nearly of Adidas’ revenue—and the Yeezy Gap engineered by Balenciaga mashup promised to make puffer jackets a statement.
It all worked. Until it didn’t. After a series of antisemitic remarks by Ye in October 2022, Adidas and Gap cut ties, leaving Adidas with more than $1 billion in unsold shoes and an onslaught of critical backlash. Adidas finally sold the last of the Yeezy line in 2024, but it’s still recovering both financially and culturally.
BEAUTY
Fenty Beauty
When Rihanna launched Fenty Beauty in 2017 under LVMH’s Kendo incubator, it looked like just another celebrity beauty play. But Fenty soon became a trailblazer. The brand’s intro line of 40 foundation shades created “The Fenty Effect,” forcing incumbent beauty brands to infuse inclusivity into their product lines. Two years after launch, Fenty raised $200 million and rolled out Savage X Fenty lingerie, a bold brand that’s doubling down on DEI as others retreat.
Today, Fenty Beauty is valued at $2.8 billion. Even more impressive: the brand represents $1.4 billion of Rihannon’s $1.7 billion net worth. But even unicorns aren’t immune to missteps. A highlighter called “Geisha Chic” was pulled swiftly following backlash in 2019.
Florence by Mills
Millie Bobby Brown regularly defeats the Demogorgon. So how hard can it be to break into beauty? The “Stranger Things” star launched Florence by Mills in 2019 with Beach House Group, taking its name from Brown’s great-grandmother. The brand quickly became a GWRM staple on TikTok, with Gen Z and older Gen Alphas promoting its clean, vegan products. Brown bought a majority stake in the brand in December 2022, which today also includes fragrance, coffee, and apparel while generating between $20 million and $30 million in revenue.
The UK’s Cosmetify index ranks Florence by Mills ahead of Fenty, Glossier, and Estée Lauder based on social media engagement—some pretty impressive company. The brand even survived an early faux pas, with Brown offering a mea culpa after a 2019 Instagram video appeared to show her applying her products without actually using them.
Kylie Cosmetics
With $250,000 of her own money—plus funding from Seed Beauty—Kylie Cosmetics created instant buzz, selling out its $29 lip kit in minutes. Within 18 months after its 2015 launch, sales hit $420 million, thrusting the then-22-year-old Kylie into “youngest self-made billionaire” debates. Product expansions into Kylie Skin (2019) and Kylie Baby (2021) came next. In 2019, Coty bought in, claiming 51% of the business for $600 million, at a $1.2 billion valuation. Four years later, Kylie explored getting back in, but the two sides couldn’t agree on price.
Beyond the buzz, are Kylie Cosmetics’ products any good? Fans say they’re obsessed, raving about their innovation and quality. But detractors gripe about defective lipstick applicators and high price points.
LolaVie
We all knew the girl who invented “The Rachel” would have her own haircare line someday. Jennifer Aniston launched LolaVie in 2021 along with business partners Amy Sachs and Joel Rankin. Its first product: a natural glossing detangler for $25. Restorative shampoos and conditioners came next, followed by strategic partnerships with Ulta Beauty and Credo in 2023, taking the brand to a reported $50 million in revenue. Next up: A peculiar pivot into dog shampoo (cue the AI-generated image of a Yorkie sporting “The Rachel”).
As LolaVie continues to scale through premium DTC and retail channels, its products have received plaudits from InStyle and other users. Reddit reviewers are a bit harsher, discussing differences in smell and even shampoo bottles reportedly contaminated with mold.
PATTERN Beauty
The natural hair movement had a history of ignoring people of color. Until Tracee Ellis Ross got into the game, that is. The “Black-ish” star teamed with Beach House to launch PATTERN Beauty in 2019 with a line of products that celebrated—instead of “fixed”—curly, coily, and tight-textured hair. Six years later, PATTERN is its own empire, with Ross hosting a session during NRF 2025, unpacking the brand’s launch from seven products and one retail partner to 11 retail partners and 50+ SKUs.
Despite bringing on co-CEO Christiane Pendarvis, who had a successful tenure at Savage X Fenty by Rihanna, Ellis remains heavily involved in PATTERN’s operations. Sources report that the brand earned $7.5 million in e-Commerce sales in the first half of 2023. PATTERN draws widespread acclaim, with its retractable comb and 3-in-1 curling iron winning Allure Best of Beauty Awards in 2024, and has largely avoided controversy.
Rare Beauty
Only unicorns in the building. In seven years, Selena Gomez has scaled Rare Beauty into a $2 billion juggernaut, proving that beauty can interact with authenticity and imperfection. Launched on Gomez’s 28th birthday with funding from VMG Partners, Rare Beauty bowed with a 48-shade collection of inclusive, cruelty-free, and vegan blushes. Refinery 29 labeled her products “worth the hype.” Forbes applauded its mission-led positioning; the brand donates 1% of every product to mental health causes. Yet while Rare Beauty gains mostly plaudits, Gomez’s neutral stance on the Israel-Gaza War drew sharp criticism.
Today, Rare Beauty accounts for more than 26% of all blush sales at Sephora and touts an annual revenue of $370 million. All of which makes us wonder: is it time for an exit? Gomez reportedly explored a sale in 2024 but has since pressed pause.
r.e.m. Beauty
Ariana Grande’s beauty line has been a rollercoaster ride. Launched in 2021 with Forma Brands, r.e.m. beauty initially focused on eyeshadow palettes, eyeliners, and eyeliner markers. Future product launches, including lip products and concealers in 60 inclusive shades, were serialized into “chapters.” Acclaim came quickly, with r.e.m. earning Allure’s Best Mascara and Reader’s Choice award for Best New Brand. Today, the brand generates an estimated $30 million to $50 million in annual revenue.
But Grande’s road to retail success has included several detours. When Forma filed for bankruptcy in January 2023, Grande bought up r.e.m.’s physical assets for $15 million, then secured new VC funding by May 2023. R.e.m. has also proved resilient against multiple attacks, including a copyright infringement suit from a hair removal device company and fan criticism that Ariana isn’t spending enough time on her music anymore.
Rhode
Rhode offers future celebrity-backed brands a definitive manual on how founders can enter and exit with grace and precision. Launched in 2022 by Hailey Bieber and One Luxury Group, Rhode focused on three core products: peptide glazing fluid, barrier restore cream, and peptide lip treatment. In one year, it expanded to 10 products and drew up plans for global expansion. Buzzy collabs like Rhode Skin x 818 Tequila photo booth at Coachella kept fans enthralled. When Bieber faced backlash, such as one TikToker’s claim that Rhode’s products weren’t compatible with her darker skin tones, Bieber apologized quickly and asked for the content creator’s help in reformulating her products.
In just three years, Rhode hit $212 million in revenue, sparking its $1 billion acquisition by e.l.f. Beauty, which will apparently set the brand on a monumental path to international growth.
FOOD & BEVERAGE
Aviation American Gin
When Ryan Reynolds talks, wallets apparently open. Nowhere is that more apparent than with Aviation American Gin. In 2018, Reynolds bought a minority stake in the brand, which was co-founded by Christian Krogstad and Ryan Margarian 12 years earlier. Reynolds’ influence sparked a 100% increase in sales in 2019, followed by a $610 million acquisition by global beverage giant Diageo in 2020—all accomplished while Reynolds was also buying an ownership stake in Mint Mobile, joining the board of Match Group, and voicing Guy in The Croods: A New Age.
Reynolds didn’t just invigorate Aviation American. He also pulled off one of the all-time greatest marketing coups, recruiting Monica Ruiz from Peloton’s infamous 2019 “The Gift That Gives Back” ad to star in a clever sendup featuring the gin brand. The ad is still talked about to this day, as is Reynolds’ indelible mark on the company. (Want proof? Check out 2024’s Deadpool & Wolverine special edition.)
Betty Buzz
As Ryan Reynolds focuses on gin (and almost everything else), his spouse, Blake Lively, is seizing an opportunity in the non-alcoholic mixer market. In 2021, Lively launched Betty Buzz, a line of low-calorie sparkling mixers with clean ingredients. The brand gained instant traction, selling 5 million bottles in Year One and achieving nationwide distribution in 8,500-plus stores—along with a starring role on Yard House restaurant menus. The company’s early success spurred Lively to launch a companion brand, Betty Booze, featuring gourmet, low-alcohol canned cocktails.
Lively bootstrapped both brands, which sources indicate generate around $10 million in annual revenue. Betty Booze was met with awards and adoration, with Betty Buzz Tonic Water even being called “an absolute rockstar.” Betty Booze’s launch, however, generated plenty of snark about inauthenticity, given Lively’s public stance as a teetotaler.
De Soi
Pop icon Katy Perry meets the sober-curious market. That’s the storyline behind De Soi, a line of Parisian-inspired (De Soi is French for “self control”) non-alcoholic apéritifs founded by Perry and distiller Morgan McLachlan in early 2022. The brand walks the line between beverages and wellness; its apéritifs are infused with adaptogens like reishi and ashwagandha to promote relaxation and stress reduction.
Brand recognition and funding came quickly, with De Soi raising a $4 million seed round by mid-year 2022. Sales appear to be modest, with sources reporting less than $5 million in annual revenue. But a bold move into 28 new US markets brings the promise of future growth. Reviews are mixed. PopSugar says the apéritifs are “packed with flavor and depth,” while one Substacker openly questions the drinks’ ingredients.
818 Tequila
If a tequila brand can achieve “it-girl status,” 818 Tequila is the one. Kendall Jenner’s first solo venture, 818 Tequila, launched with three flavors (blanco, reposado, and anejo) and considerable buzz, selling 136,000 cases in its first seven months. 818 has connected deeply with its Gen Z audience through its commitment to sustainability and its presence everywhere Gen Z hangs out, from music festivals like Coachella to college campuses and even NASCAR races. Today, its valuation is approaching $500 million, with distribution in 34 countries.
You can’t have a Kendall-Kardashian family brand without a little bit of drama. 818 attracted immediate accusations of appropriating Mexican culture, of which Jenner has no direct ties. Yet the product itself generates raves on Reddit and has won nearly 50 tasting awards.
Kin Euphorics
Kin Euphorics is a masterclass in building a grassroots brand, then adding celebrity firepower. Its story began in 2016, with Jen Batchelor hosting bespoke tasting events for two years before piloting a line of Ayurvedic-inspired, mood-boosting non-alcoholic drinks in NYC, LA, and Miami. Batchelor bootstrapped the company, then attracted early-stage VC cash in 2021. Later that year, Supermodel Bella Hadid joined as co-founder, lending cultural gravitas to the brand. Now valued at $46.5 million, Kin Euphorics has raised $13.8 million and built a cult-like audience of 178,000 Instagram followers.
Critics aren’t shy in their reviews of Kin Euphorics’ drinks. Some call them “delicious and genuinely enjoyable,” noting that they “provide a natural boost or calming effect.” Others say the drinks made their Dry January routine more complex than necessary.
MrBeast Burger
The terms “celebrity-backed” and “influencer-backed” have become synonymous. Yet influencers who become breakout stars on one channel often struggle to replicate their fame in others. So was the case with Jimmy Donaldson, aka MrBeast, the man with 413 million YouTube subscribers. Riding the wave of ghost kitchen popularity during the pandemic, Donaldson (along with Virtual Dining Concepts, or VDC) launched MrBeast Burger across 300 locations in a single weekend. Donaldson claimed to have generated $100 million in revenue in the brand’s first two years.
But despite attracting 10,000 people within the first 10 minutes of opening its first brick-and-mortar location in late 2022, MrBeast couldn’t overcome an onslaught of negative reviews. (“Absolute worst burger I’ve ever eaten in my entire life!” said one.) A year later, Donaldson pulled out, VDC filed a countersuit, and MrBeast Burger was no more.
Once Upon a Farm
Once Upon a Farm was a plucky little organic baby food startup, earning under $1 million in revenue in its first two years. Then it gained celebrity street cred in 2017 when Jennifer Garner and John Foraker teamed up with original founders Cassandra Curtis and Ari Raz. So began the brand’s rapid rise to household name, a trajectory that’s attracted more than $100 million in funding, and a potential IPO with an estimated $1 billion valuation—along with a Capital One ad we can’t get out of our heads.
At startup, Once Upon a Farm offered a first-of-its-kind line of cold-pressed, organic-pouched baby foods, then expanded into the kids’ food category. Fans praise the brand’s commitment to providing healthy food for children. Detractors bring up food safety concerns, sparked by a 2024 product recall due to listeria contamination.
Teremana Tequila
Larger-than-life celebrity builds an epic tequila brand. That’s the marquee for Teremana Tequila. Started by Dwayne “The Rock” Johnson, Dany Garcia, Jenna Fagnan, and Ken Austin in 2020, Teremana sold 300,000 cases in Year One, doubled it in 2021, and hit 1 million cases by 2023. On the way, it added new expressions to its initial Blanco offering (Reposado and Añejo), along with merch like candles, BBQ tool kits, and cocktail shakers. A 2022 investment from Mast-Jägermeister and international expansion have led to a $3.5 billion valuation.
Unlike 818 Tequila’s cultural missteps, Teremana is praised for its cultural appropriateness. The brand also earns near-universal kudos for its smoothness, flavor, and price point.
TRIP Drinks
Husband and wife Daniel Khoury and Olivia Ferdi started TRIP in 2019, bringing CBD-infused drinks to wellness-minded UK consumers. Dubbed “zen in a can” by the New York Post, TRIP entered the US market in 2024, armed with $12 million in funding and celebrity investments from actor Paul Wesley and supermodel Ashley Graham, who touted the product’s virtues on TikTok. Earlier this year, the brand secured nationwide US distribution in Target and Sprouts and launched a UK collaboration with Calm.
TRIP claims to have grown its brand by 522% from 2022-23 and is forecasting sales of more than $133 million by 2026. Reviewers applaud TRIP for its refreshing taste, but feedback is mixed on whether the beverages truly deliver the relaxation they promise.
LIFESTYLE & WELLNESS
BÉIS
Former “Pretty Little Liars” star Shay Mitchell has turned stylish luggage into a comprehensive travel lifestyle brand. Mitchell founded BÉIS in 2018 in conjunction with Beach House. Buoyed by the success of its signature product, a carry-on roller, the brand quickly moved into backpacks, crossbody bags, and cosmetic bags. It even launched a resale program, Second BÉIS. The brand secured $12.5 million in Series B funding in 2022, has achieved 200% year-over-year growth, and generates an estimated $200 million in revenue.
A born entrepreneur and marketer, Mitchell kept the brand fresh with strategic collaborations, including a limited drop of colors inspired by 2024’s Broadway-to-film blockbuster “Wicked.” Reviews are largely positive, though a promotional event featuring a life-size claw machine drew some scorn from TikTok influencers.
Goop
What began nearly two decades ago as a modest newsletter from Gwyneth Paltrow has grown into a wellness empire and cultural phenomenon. Goop’s initial clothing item, a $90 T-shirt created by Kain Label, drew raves. Hot on its heels: an expansive and inventive range of skincare and wellness products, ranging from the ultra-luxe (2024’s aura-boosting rainbow moonstone diamond chakra collar) to the ultra-naughty (a $15K gold dildo in the newsletter’s first-ever sex issue).
At its height in 2018, Goop raised more than $140 million in VC funding and a $250 million valuation. It also attracted plenty of drama, including paying a court-ordered $145,000 settlement for baseless marketing claims about its vaginal detox eggs. While a pioneer in the industry and a catalyst for multiple influencer-led brands over the past 15 years, Goop appears to be fading. Flatlining sales are fueling speculation of an exit, with Paltrow saying she may “disappear” post-sale.
The Honest Company
Like Goop, The Honest Company was a trendsetter, ushering in clean living as a lifestyle. Jessica Alba launched the brand in 2012, supported by $6 million in seed funding from Lightspeed Venture Partners. The initial line: 17 non-toxic, eco-friendly baby products, including diapers, wipes, and shampoo. Expansions into beauty and home followed. The Honest Company went public in 2021 after raising another $503 million in VC funding and remains a money-making powerhouse, earning $378 million in 2024 (up 10% year-over-year).
The Honest Company’s legion of supporters embraces the brand’s ethos, noting that its products are “cleaner than 95% of what’s sold in Target or your local grocery store.” Yet trailblazing isn’t easy. Detractors say the brand has made false claims about the effectiveness of its sunscreen and the ingredients in its laundry detergent.
Poosh
Take Goop’s model, add in a parasocial audience of 218 million Instagram followers, and you have the recipe for Poosh, Kourtney Kardashian Barker’s lifestyle and wellness platform. Launched in 2019 and named for her daughter, Penelope, Poosh offers products and advice on mental health, fitness, and clean beauty. The platform’s first collab—Vital Proteins x Poosh—came a month after launch. The brand’s most lucrative product, a line of vegan, gluten-free gummies called Lemme, sold out in a week following its March 2022 debut.
Poosh rakes in more than $5 million in revenue and has attracted at least $27 million in VC funding. Fans say Poosh’s content and products are “life-changing.” But the former mayor of Malibu isn’t a fan. He investigated Kardashian in 2023, alleging she lied to obtain a permit for a Poosh promotional event.
Modern Home & Living
Be an Icon
Paris Hilton’s Netflix cooking show lasted just one season, but her Be an Icon line of home goods lives on. Launched at Walmart in October 2003 via Hilton’s 11:11 Media company and manufacturer Epoca International, the brand generated 500 million social media impressions in its first eight months. Be an Icon’s initial collection of 20 SKUs has grown to more than 100 products, including heart-shaped charcuterie boards and cutlery sets. Added in February 2025: a line of Paris Hilton x Viatpod-branded nutrient-infused functional drinks.
Paris’ devotees embraced the brand immediately, with some “buying it all.” Detractors complain about having to hand-wash the products to protect the bubble-gum-pink finishes.
Beautiful by Drew Barrymore
The world needs a hug, and Drew Barrymore is here to give it. The actress-turned-talk-show-host launched her brand of “accessible premium” home goods on St. Patrick’s Day 2021 with a line of jade green (natch) kitchen appliances available through DTC and at Walmart. More colors and collections followed, from gooseneck kettles to stoneware sets and slow cookers. By January 2024, Beautiful by Drew—Barrymore’s second collab with Gather founder and CEO Shae Hong—was featured in 10,500 stores across 19 markets, earning Drew a spot on the 2024 NRF Big Show’s main stage. Then came the pièce de résistance: the Drew Chair, which sold out in 72 hours and became a TikTok obsession.
Barrymore’s critics scrutinize the quality of her products, but her fans can’t stop raving about the brand’s cookware and furniture.
Martha Stewart
Maintaining cultural relevance in your 80s is a feat, yet Martha Stewart makes it look natural. The queen of the redemption story, Martha became the first self-made U.S. female billionaire in 1999, served jail time following her 2004 conviction, then rebuilt her empire, growing her net worth back to $400 million. The OG of authentic influencers, Martha continues to sell home goods, kitchenware, decor, and even BIC lighters like nobody else, raking in $900 million annually and reaching 100 million consumers a month.
Recent triumphs include launching Martha.com (2021), rolling out an Amazon storefront (2023), and starring in an eponymous Netflix documentary (2024, ranked 89% fresh on Rotten Tomatoes)—in which she relished the “death” of a New York Post columnist who’s still very much alive. Martha then created more docu-drama by slamming the film’s camera angles and music. Just Martha being Martha.
It may feel like you can’t go a week without seeing news of a new celebrity brand launch. Your newsfeed is pummeled with native product demos and testimonials, and you’re so overwhelmed by their presence that you may be growing sick of celebrity-backed brands entirely.
A-listers keep churning out new eCommerce darlings. And although we’re growing more overwhelmed by the growing size and scale of this ecosystem, we keep opening up our wallets. Why can't we stop buying what celebs are selling?
That $50 Rihanna-endorsed tinted moisturizer your tween swears by? A tiny drop of water in a sea of celebrity-founded beauty products that surpassed $1 billion in sales in 2023.
That three-pack of The Rock's tequila that will win over your friends at your next dinner party? Just a sliver of demand for celebrity-backed tequila that outpaces the category three-to-one.
Fame alone may not turn all brands into long-term entrepreneurs (nice knowing you, Jaclyn Hill Cosmetics), but it sure doesn’t hurt. Nearly one-third of US adults say they’ve purchased a brand from a social media influencer (53% if you’re in Gen Z), and 80% say they’d do it again.
With this kind of market traction and credibility, celebrity brands aren’t leaving the stage anytime soon. So, let’s find out what makes them so simultaneously irresistible and nauseating.
Instead of rehydrating another tired list of fame-fueled beauty products, we carefully curated the ultimate guide to celebrity-backed brands across these five categories.
You’ll learn about their origin stories and track their trajectories from multimillion-dollar launches to billion-dollar exits. And yes, we’re diving deep into the drama, too. These are celebrities, after all.
Let’s begin.
APPAREL & FASHION
Good American
No, the Kardashians and Jenners won’t take every spot on our list. But we can’t ignore their seismic influence on commerce and culture. Good American, launched in 2016 by Khloé Kardashian and Emma Grede, followed the family’s time-tested playbook that turned inclusivity and body positivity into a fashion movement. The brand’s debut line of denim from sizes 00 to 24 racked up $1 million in sales on Day One. Boosted by $240 in Series B funding, Good American currently rakes in $200 million in annual sales and is valued at $3.2 billion. Its expanding line, which includes activewear, dresses, and accessories, is now at Macy’s.
Despite a wrongful termination lawsuit from an ex-employee, Good American has largely avoided the drama surrounding other Kardashian-Jenner brands. It’s even won praise from sustainability enthusiasts for using significantly less water to produce its signature product.
SKIMS
Backed by $5 million in seed funding from Imaginary Ventures, Kim Kardashian and Jens Grede set out to redefine shapewear in 2019. Four years and an additional $240 million in funding later, SKIMS is a household name with a $4 billion valuation. The brand’s signature line of skin-toned bodysuits draws widespread acclaim for inclusivity and comfort. A 2021 collaboration with Fendi took SKIMS from influencer hype to fashion house validation, and the upcoming NikeSKIMS mashup is one of the most highly anticipated events of 2025.
SKIMS weathered early accusations of cultural insensitivity over its initial name, Kimono. It also faced recent scrutiny for packaging marked “I am not plastic” that turned out to be … mostly plastic. And of course, a major source of controversy continues to be the brand’s main face: Kim K. Her reputation as a vain and fame-hungry mega-influencer has led to a steady stream of criticism that tends to amplify with every new product launch. SKIMS’ newest category expansion, face shapewear, has even made the brand a meme.
The Row
Mary-Kate and Ashley Olsen retired from acting 15 years ago, yet their brand is a case study in fashion success. Started in 2005 from the Olsen twins’ search for the perfect white T-shirt, The Row hit a $1 billion valuation thanks to investments from the Wertheimer brothers (Chanel) and L’Oréal heiress Françoise Bettencourt Meyers. The brand is a darling of fashion insiders, with its minimalist luxe designs earning multiple Council of Fashion Designers of America awards.
Minimalism doesn’t come without criticism. The Row’s $600 dune flip flops, made without leather, sparked eye rolls even among devotees. But the Olsen twins’ impressive staying power shows that celebrity brands can evolve and mature with credibility.
Yeezy
Yeezy defines the rise-and-ruin celebrity brand archetype. Founded in 2013 by Ye (then Kanye West), Yeezy exploded into relevance with its Adidas collab in 2015. By 2021, Yeezy’s premium streetwear and sneaker brand was earning $1.7 billion annually—accounting for 7% nearly of Adidas’ revenue—and the Yeezy Gap engineered by Balenciaga mashup promised to make puffer jackets a statement.
It all worked. Until it didn’t. After a series of antisemitic remarks by Ye in October 2022, Adidas and Gap cut ties, leaving Adidas with more than $1 billion in unsold shoes and an onslaught of critical backlash. Adidas finally sold the last of the Yeezy line in 2024, but it’s still recovering both financially and culturally.
BEAUTY
Fenty Beauty
When Rihanna launched Fenty Beauty in 2017 under LVMH’s Kendo incubator, it looked like just another celebrity beauty play. But Fenty soon became a trailblazer. The brand’s intro line of 40 foundation shades created “The Fenty Effect,” forcing incumbent beauty brands to infuse inclusivity into their product lines. Two years after launch, Fenty raised $200 million and rolled out Savage X Fenty lingerie, a bold brand that’s doubling down on DEI as others retreat.
Today, Fenty Beauty is valued at $2.8 billion. Even more impressive: the brand represents $1.4 billion of Rihannon’s $1.7 billion net worth. But even unicorns aren’t immune to missteps. A highlighter called “Geisha Chic” was pulled swiftly following backlash in 2019.
Florence by Mills
Millie Bobby Brown regularly defeats the Demogorgon. So how hard can it be to break into beauty? The “Stranger Things” star launched Florence by Mills in 2019 with Beach House Group, taking its name from Brown’s great-grandmother. The brand quickly became a GWRM staple on TikTok, with Gen Z and older Gen Alphas promoting its clean, vegan products. Brown bought a majority stake in the brand in December 2022, which today also includes fragrance, coffee, and apparel while generating between $20 million and $30 million in revenue.
The UK’s Cosmetify index ranks Florence by Mills ahead of Fenty, Glossier, and Estée Lauder based on social media engagement—some pretty impressive company. The brand even survived an early faux pas, with Brown offering a mea culpa after a 2019 Instagram video appeared to show her applying her products without actually using them.
Kylie Cosmetics
With $250,000 of her own money—plus funding from Seed Beauty—Kylie Cosmetics created instant buzz, selling out its $29 lip kit in minutes. Within 18 months after its 2015 launch, sales hit $420 million, thrusting the then-22-year-old Kylie into “youngest self-made billionaire” debates. Product expansions into Kylie Skin (2019) and Kylie Baby (2021) came next. In 2019, Coty bought in, claiming 51% of the business for $600 million, at a $1.2 billion valuation. Four years later, Kylie explored getting back in, but the two sides couldn’t agree on price.
Beyond the buzz, are Kylie Cosmetics’ products any good? Fans say they’re obsessed, raving about their innovation and quality. But detractors gripe about defective lipstick applicators and high price points.
LolaVie
We all knew the girl who invented “The Rachel” would have her own haircare line someday. Jennifer Aniston launched LolaVie in 2021 along with business partners Amy Sachs and Joel Rankin. Its first product: a natural glossing detangler for $25. Restorative shampoos and conditioners came next, followed by strategic partnerships with Ulta Beauty and Credo in 2023, taking the brand to a reported $50 million in revenue. Next up: A peculiar pivot into dog shampoo (cue the AI-generated image of a Yorkie sporting “The Rachel”).
As LolaVie continues to scale through premium DTC and retail channels, its products have received plaudits from InStyle and other users. Reddit reviewers are a bit harsher, discussing differences in smell and even shampoo bottles reportedly contaminated with mold.
PATTERN Beauty
The natural hair movement had a history of ignoring people of color. Until Tracee Ellis Ross got into the game, that is. The “Black-ish” star teamed with Beach House to launch PATTERN Beauty in 2019 with a line of products that celebrated—instead of “fixed”—curly, coily, and tight-textured hair. Six years later, PATTERN is its own empire, with Ross hosting a session during NRF 2025, unpacking the brand’s launch from seven products and one retail partner to 11 retail partners and 50+ SKUs.
Despite bringing on co-CEO Christiane Pendarvis, who had a successful tenure at Savage X Fenty by Rihanna, Ellis remains heavily involved in PATTERN’s operations. Sources report that the brand earned $7.5 million in e-Commerce sales in the first half of 2023. PATTERN draws widespread acclaim, with its retractable comb and 3-in-1 curling iron winning Allure Best of Beauty Awards in 2024, and has largely avoided controversy.
Rare Beauty
Only unicorns in the building. In seven years, Selena Gomez has scaled Rare Beauty into a $2 billion juggernaut, proving that beauty can interact with authenticity and imperfection. Launched on Gomez’s 28th birthday with funding from VMG Partners, Rare Beauty bowed with a 48-shade collection of inclusive, cruelty-free, and vegan blushes. Refinery 29 labeled her products “worth the hype.” Forbes applauded its mission-led positioning; the brand donates 1% of every product to mental health causes. Yet while Rare Beauty gains mostly plaudits, Gomez’s neutral stance on the Israel-Gaza War drew sharp criticism.
Today, Rare Beauty accounts for more than 26% of all blush sales at Sephora and touts an annual revenue of $370 million. All of which makes us wonder: is it time for an exit? Gomez reportedly explored a sale in 2024 but has since pressed pause.
r.e.m. Beauty
Ariana Grande’s beauty line has been a rollercoaster ride. Launched in 2021 with Forma Brands, r.e.m. beauty initially focused on eyeshadow palettes, eyeliners, and eyeliner markers. Future product launches, including lip products and concealers in 60 inclusive shades, were serialized into “chapters.” Acclaim came quickly, with r.e.m. earning Allure’s Best Mascara and Reader’s Choice award for Best New Brand. Today, the brand generates an estimated $30 million to $50 million in annual revenue.
But Grande’s road to retail success has included several detours. When Forma filed for bankruptcy in January 2023, Grande bought up r.e.m.’s physical assets for $15 million, then secured new VC funding by May 2023. R.e.m. has also proved resilient against multiple attacks, including a copyright infringement suit from a hair removal device company and fan criticism that Ariana isn’t spending enough time on her music anymore.
Rhode
Rhode offers future celebrity-backed brands a definitive manual on how founders can enter and exit with grace and precision. Launched in 2022 by Hailey Bieber and One Luxury Group, Rhode focused on three core products: peptide glazing fluid, barrier restore cream, and peptide lip treatment. In one year, it expanded to 10 products and drew up plans for global expansion. Buzzy collabs like Rhode Skin x 818 Tequila photo booth at Coachella kept fans enthralled. When Bieber faced backlash, such as one TikToker’s claim that Rhode’s products weren’t compatible with her darker skin tones, Bieber apologized quickly and asked for the content creator’s help in reformulating her products.
In just three years, Rhode hit $212 million in revenue, sparking its $1 billion acquisition by e.l.f. Beauty, which will apparently set the brand on a monumental path to international growth.
FOOD & BEVERAGE
Aviation American Gin
When Ryan Reynolds talks, wallets apparently open. Nowhere is that more apparent than with Aviation American Gin. In 2018, Reynolds bought a minority stake in the brand, which was co-founded by Christian Krogstad and Ryan Margarian 12 years earlier. Reynolds’ influence sparked a 100% increase in sales in 2019, followed by a $610 million acquisition by global beverage giant Diageo in 2020—all accomplished while Reynolds was also buying an ownership stake in Mint Mobile, joining the board of Match Group, and voicing Guy in The Croods: A New Age.
Reynolds didn’t just invigorate Aviation American. He also pulled off one of the all-time greatest marketing coups, recruiting Monica Ruiz from Peloton’s infamous 2019 “The Gift That Gives Back” ad to star in a clever sendup featuring the gin brand. The ad is still talked about to this day, as is Reynolds’ indelible mark on the company. (Want proof? Check out 2024’s Deadpool & Wolverine special edition.)
Betty Buzz
As Ryan Reynolds focuses on gin (and almost everything else), his spouse, Blake Lively, is seizing an opportunity in the non-alcoholic mixer market. In 2021, Lively launched Betty Buzz, a line of low-calorie sparkling mixers with clean ingredients. The brand gained instant traction, selling 5 million bottles in Year One and achieving nationwide distribution in 8,500-plus stores—along with a starring role on Yard House restaurant menus. The company’s early success spurred Lively to launch a companion brand, Betty Booze, featuring gourmet, low-alcohol canned cocktails.
Lively bootstrapped both brands, which sources indicate generate around $10 million in annual revenue. Betty Booze was met with awards and adoration, with Betty Buzz Tonic Water even being called “an absolute rockstar.” Betty Booze’s launch, however, generated plenty of snark about inauthenticity, given Lively’s public stance as a teetotaler.
De Soi
Pop icon Katy Perry meets the sober-curious market. That’s the storyline behind De Soi, a line of Parisian-inspired (De Soi is French for “self control”) non-alcoholic apéritifs founded by Perry and distiller Morgan McLachlan in early 2022. The brand walks the line between beverages and wellness; its apéritifs are infused with adaptogens like reishi and ashwagandha to promote relaxation and stress reduction.
Brand recognition and funding came quickly, with De Soi raising a $4 million seed round by mid-year 2022. Sales appear to be modest, with sources reporting less than $5 million in annual revenue. But a bold move into 28 new US markets brings the promise of future growth. Reviews are mixed. PopSugar says the apéritifs are “packed with flavor and depth,” while one Substacker openly questions the drinks’ ingredients.
818 Tequila
If a tequila brand can achieve “it-girl status,” 818 Tequila is the one. Kendall Jenner’s first solo venture, 818 Tequila, launched with three flavors (blanco, reposado, and anejo) and considerable buzz, selling 136,000 cases in its first seven months. 818 has connected deeply with its Gen Z audience through its commitment to sustainability and its presence everywhere Gen Z hangs out, from music festivals like Coachella to college campuses and even NASCAR races. Today, its valuation is approaching $500 million, with distribution in 34 countries.
You can’t have a Kendall-Kardashian family brand without a little bit of drama. 818 attracted immediate accusations of appropriating Mexican culture, of which Jenner has no direct ties. Yet the product itself generates raves on Reddit and has won nearly 50 tasting awards.
Kin Euphorics
Kin Euphorics is a masterclass in building a grassroots brand, then adding celebrity firepower. Its story began in 2016, with Jen Batchelor hosting bespoke tasting events for two years before piloting a line of Ayurvedic-inspired, mood-boosting non-alcoholic drinks in NYC, LA, and Miami. Batchelor bootstrapped the company, then attracted early-stage VC cash in 2021. Later that year, Supermodel Bella Hadid joined as co-founder, lending cultural gravitas to the brand. Now valued at $46.5 million, Kin Euphorics has raised $13.8 million and built a cult-like audience of 178,000 Instagram followers.
Critics aren’t shy in their reviews of Kin Euphorics’ drinks. Some call them “delicious and genuinely enjoyable,” noting that they “provide a natural boost or calming effect.” Others say the drinks made their Dry January routine more complex than necessary.
MrBeast Burger
The terms “celebrity-backed” and “influencer-backed” have become synonymous. Yet influencers who become breakout stars on one channel often struggle to replicate their fame in others. So was the case with Jimmy Donaldson, aka MrBeast, the man with 413 million YouTube subscribers. Riding the wave of ghost kitchen popularity during the pandemic, Donaldson (along with Virtual Dining Concepts, or VDC) launched MrBeast Burger across 300 locations in a single weekend. Donaldson claimed to have generated $100 million in revenue in the brand’s first two years.
But despite attracting 10,000 people within the first 10 minutes of opening its first brick-and-mortar location in late 2022, MrBeast couldn’t overcome an onslaught of negative reviews. (“Absolute worst burger I’ve ever eaten in my entire life!” said one.) A year later, Donaldson pulled out, VDC filed a countersuit, and MrBeast Burger was no more.
Once Upon a Farm
Once Upon a Farm was a plucky little organic baby food startup, earning under $1 million in revenue in its first two years. Then it gained celebrity street cred in 2017 when Jennifer Garner and John Foraker teamed up with original founders Cassandra Curtis and Ari Raz. So began the brand’s rapid rise to household name, a trajectory that’s attracted more than $100 million in funding, and a potential IPO with an estimated $1 billion valuation—along with a Capital One ad we can’t get out of our heads.
At startup, Once Upon a Farm offered a first-of-its-kind line of cold-pressed, organic-pouched baby foods, then expanded into the kids’ food category. Fans praise the brand’s commitment to providing healthy food for children. Detractors bring up food safety concerns, sparked by a 2024 product recall due to listeria contamination.
Teremana Tequila
Larger-than-life celebrity builds an epic tequila brand. That’s the marquee for Teremana Tequila. Started by Dwayne “The Rock” Johnson, Dany Garcia, Jenna Fagnan, and Ken Austin in 2020, Teremana sold 300,000 cases in Year One, doubled it in 2021, and hit 1 million cases by 2023. On the way, it added new expressions to its initial Blanco offering (Reposado and Añejo), along with merch like candles, BBQ tool kits, and cocktail shakers. A 2022 investment from Mast-Jägermeister and international expansion have led to a $3.5 billion valuation.
Unlike 818 Tequila’s cultural missteps, Teremana is praised for its cultural appropriateness. The brand also earns near-universal kudos for its smoothness, flavor, and price point.
TRIP Drinks
Husband and wife Daniel Khoury and Olivia Ferdi started TRIP in 2019, bringing CBD-infused drinks to wellness-minded UK consumers. Dubbed “zen in a can” by the New York Post, TRIP entered the US market in 2024, armed with $12 million in funding and celebrity investments from actor Paul Wesley and supermodel Ashley Graham, who touted the product’s virtues on TikTok. Earlier this year, the brand secured nationwide US distribution in Target and Sprouts and launched a UK collaboration with Calm.
TRIP claims to have grown its brand by 522% from 2022-23 and is forecasting sales of more than $133 million by 2026. Reviewers applaud TRIP for its refreshing taste, but feedback is mixed on whether the beverages truly deliver the relaxation they promise.
LIFESTYLE & WELLNESS
BÉIS
Former “Pretty Little Liars” star Shay Mitchell has turned stylish luggage into a comprehensive travel lifestyle brand. Mitchell founded BÉIS in 2018 in conjunction with Beach House. Buoyed by the success of its signature product, a carry-on roller, the brand quickly moved into backpacks, crossbody bags, and cosmetic bags. It even launched a resale program, Second BÉIS. The brand secured $12.5 million in Series B funding in 2022, has achieved 200% year-over-year growth, and generates an estimated $200 million in revenue.
A born entrepreneur and marketer, Mitchell kept the brand fresh with strategic collaborations, including a limited drop of colors inspired by 2024’s Broadway-to-film blockbuster “Wicked.” Reviews are largely positive, though a promotional event featuring a life-size claw machine drew some scorn from TikTok influencers.
Goop
What began nearly two decades ago as a modest newsletter from Gwyneth Paltrow has grown into a wellness empire and cultural phenomenon. Goop’s initial clothing item, a $90 T-shirt created by Kain Label, drew raves. Hot on its heels: an expansive and inventive range of skincare and wellness products, ranging from the ultra-luxe (2024’s aura-boosting rainbow moonstone diamond chakra collar) to the ultra-naughty (a $15K gold dildo in the newsletter’s first-ever sex issue).
At its height in 2018, Goop raised more than $140 million in VC funding and a $250 million valuation. It also attracted plenty of drama, including paying a court-ordered $145,000 settlement for baseless marketing claims about its vaginal detox eggs. While a pioneer in the industry and a catalyst for multiple influencer-led brands over the past 15 years, Goop appears to be fading. Flatlining sales are fueling speculation of an exit, with Paltrow saying she may “disappear” post-sale.
The Honest Company
Like Goop, The Honest Company was a trendsetter, ushering in clean living as a lifestyle. Jessica Alba launched the brand in 2012, supported by $6 million in seed funding from Lightspeed Venture Partners. The initial line: 17 non-toxic, eco-friendly baby products, including diapers, wipes, and shampoo. Expansions into beauty and home followed. The Honest Company went public in 2021 after raising another $503 million in VC funding and remains a money-making powerhouse, earning $378 million in 2024 (up 10% year-over-year).
The Honest Company’s legion of supporters embraces the brand’s ethos, noting that its products are “cleaner than 95% of what’s sold in Target or your local grocery store.” Yet trailblazing isn’t easy. Detractors say the brand has made false claims about the effectiveness of its sunscreen and the ingredients in its laundry detergent.
Poosh
Take Goop’s model, add in a parasocial audience of 218 million Instagram followers, and you have the recipe for Poosh, Kourtney Kardashian Barker’s lifestyle and wellness platform. Launched in 2019 and named for her daughter, Penelope, Poosh offers products and advice on mental health, fitness, and clean beauty. The platform’s first collab—Vital Proteins x Poosh—came a month after launch. The brand’s most lucrative product, a line of vegan, gluten-free gummies called Lemme, sold out in a week following its March 2022 debut.
Poosh rakes in more than $5 million in revenue and has attracted at least $27 million in VC funding. Fans say Poosh’s content and products are “life-changing.” But the former mayor of Malibu isn’t a fan. He investigated Kardashian in 2023, alleging she lied to obtain a permit for a Poosh promotional event.
Modern Home & Living
Be an Icon
Paris Hilton’s Netflix cooking show lasted just one season, but her Be an Icon line of home goods lives on. Launched at Walmart in October 2003 via Hilton’s 11:11 Media company and manufacturer Epoca International, the brand generated 500 million social media impressions in its first eight months. Be an Icon’s initial collection of 20 SKUs has grown to more than 100 products, including heart-shaped charcuterie boards and cutlery sets. Added in February 2025: a line of Paris Hilton x Viatpod-branded nutrient-infused functional drinks.
Paris’ devotees embraced the brand immediately, with some “buying it all.” Detractors complain about having to hand-wash the products to protect the bubble-gum-pink finishes.
Beautiful by Drew Barrymore
The world needs a hug, and Drew Barrymore is here to give it. The actress-turned-talk-show-host launched her brand of “accessible premium” home goods on St. Patrick’s Day 2021 with a line of jade green (natch) kitchen appliances available through DTC and at Walmart. More colors and collections followed, from gooseneck kettles to stoneware sets and slow cookers. By January 2024, Beautiful by Drew—Barrymore’s second collab with Gather founder and CEO Shae Hong—was featured in 10,500 stores across 19 markets, earning Drew a spot on the 2024 NRF Big Show’s main stage. Then came the pièce de résistance: the Drew Chair, which sold out in 72 hours and became a TikTok obsession.
Barrymore’s critics scrutinize the quality of her products, but her fans can’t stop raving about the brand’s cookware and furniture.
Martha Stewart
Maintaining cultural relevance in your 80s is a feat, yet Martha Stewart makes it look natural. The queen of the redemption story, Martha became the first self-made U.S. female billionaire in 1999, served jail time following her 2004 conviction, then rebuilt her empire, growing her net worth back to $400 million. The OG of authentic influencers, Martha continues to sell home goods, kitchenware, decor, and even BIC lighters like nobody else, raking in $900 million annually and reaching 100 million consumers a month.
Recent triumphs include launching Martha.com (2021), rolling out an Amazon storefront (2023), and starring in an eponymous Netflix documentary (2024, ranked 89% fresh on Rotten Tomatoes)—in which she relished the “death” of a New York Post columnist who’s still very much alive. Martha then created more docu-drama by slamming the film’s camera angles and music. Just Martha being Martha.
It may feel like you can’t go a week without seeing news of a new celebrity brand launch. Your newsfeed is pummeled with native product demos and testimonials, and you’re so overwhelmed by their presence that you may be growing sick of celebrity-backed brands entirely.
A-listers keep churning out new eCommerce darlings. And although we’re growing more overwhelmed by the growing size and scale of this ecosystem, we keep opening up our wallets. Why can't we stop buying what celebs are selling?
That $50 Rihanna-endorsed tinted moisturizer your tween swears by? A tiny drop of water in a sea of celebrity-founded beauty products that surpassed $1 billion in sales in 2023.
That three-pack of The Rock's tequila that will win over your friends at your next dinner party? Just a sliver of demand for celebrity-backed tequila that outpaces the category three-to-one.
Fame alone may not turn all brands into long-term entrepreneurs (nice knowing you, Jaclyn Hill Cosmetics), but it sure doesn’t hurt. Nearly one-third of US adults say they’ve purchased a brand from a social media influencer (53% if you’re in Gen Z), and 80% say they’d do it again.
With this kind of market traction and credibility, celebrity brands aren’t leaving the stage anytime soon. So, let’s find out what makes them so simultaneously irresistible and nauseating.
Instead of rehydrating another tired list of fame-fueled beauty products, we carefully curated the ultimate guide to celebrity-backed brands across these five categories.
You’ll learn about their origin stories and track their trajectories from multimillion-dollar launches to billion-dollar exits. And yes, we’re diving deep into the drama, too. These are celebrities, after all.
Let’s begin.
APPAREL & FASHION
Good American
No, the Kardashians and Jenners won’t take every spot on our list. But we can’t ignore their seismic influence on commerce and culture. Good American, launched in 2016 by Khloé Kardashian and Emma Grede, followed the family’s time-tested playbook that turned inclusivity and body positivity into a fashion movement. The brand’s debut line of denim from sizes 00 to 24 racked up $1 million in sales on Day One. Boosted by $240 in Series B funding, Good American currently rakes in $200 million in annual sales and is valued at $3.2 billion. Its expanding line, which includes activewear, dresses, and accessories, is now at Macy’s.
Despite a wrongful termination lawsuit from an ex-employee, Good American has largely avoided the drama surrounding other Kardashian-Jenner brands. It’s even won praise from sustainability enthusiasts for using significantly less water to produce its signature product.
SKIMS
Backed by $5 million in seed funding from Imaginary Ventures, Kim Kardashian and Jens Grede set out to redefine shapewear in 2019. Four years and an additional $240 million in funding later, SKIMS is a household name with a $4 billion valuation. The brand’s signature line of skin-toned bodysuits draws widespread acclaim for inclusivity and comfort. A 2021 collaboration with Fendi took SKIMS from influencer hype to fashion house validation, and the upcoming NikeSKIMS mashup is one of the most highly anticipated events of 2025.
SKIMS weathered early accusations of cultural insensitivity over its initial name, Kimono. It also faced recent scrutiny for packaging marked “I am not plastic” that turned out to be … mostly plastic. And of course, a major source of controversy continues to be the brand’s main face: Kim K. Her reputation as a vain and fame-hungry mega-influencer has led to a steady stream of criticism that tends to amplify with every new product launch. SKIMS’ newest category expansion, face shapewear, has even made the brand a meme.
The Row
Mary-Kate and Ashley Olsen retired from acting 15 years ago, yet their brand is a case study in fashion success. Started in 2005 from the Olsen twins’ search for the perfect white T-shirt, The Row hit a $1 billion valuation thanks to investments from the Wertheimer brothers (Chanel) and L’Oréal heiress Françoise Bettencourt Meyers. The brand is a darling of fashion insiders, with its minimalist luxe designs earning multiple Council of Fashion Designers of America awards.
Minimalism doesn’t come without criticism. The Row’s $600 dune flip flops, made without leather, sparked eye rolls even among devotees. But the Olsen twins’ impressive staying power shows that celebrity brands can evolve and mature with credibility.
Yeezy
Yeezy defines the rise-and-ruin celebrity brand archetype. Founded in 2013 by Ye (then Kanye West), Yeezy exploded into relevance with its Adidas collab in 2015. By 2021, Yeezy’s premium streetwear and sneaker brand was earning $1.7 billion annually—accounting for 7% nearly of Adidas’ revenue—and the Yeezy Gap engineered by Balenciaga mashup promised to make puffer jackets a statement.
It all worked. Until it didn’t. After a series of antisemitic remarks by Ye in October 2022, Adidas and Gap cut ties, leaving Adidas with more than $1 billion in unsold shoes and an onslaught of critical backlash. Adidas finally sold the last of the Yeezy line in 2024, but it’s still recovering both financially and culturally.
BEAUTY
Fenty Beauty
When Rihanna launched Fenty Beauty in 2017 under LVMH’s Kendo incubator, it looked like just another celebrity beauty play. But Fenty soon became a trailblazer. The brand’s intro line of 40 foundation shades created “The Fenty Effect,” forcing incumbent beauty brands to infuse inclusivity into their product lines. Two years after launch, Fenty raised $200 million and rolled out Savage X Fenty lingerie, a bold brand that’s doubling down on DEI as others retreat.
Today, Fenty Beauty is valued at $2.8 billion. Even more impressive: the brand represents $1.4 billion of Rihannon’s $1.7 billion net worth. But even unicorns aren’t immune to missteps. A highlighter called “Geisha Chic” was pulled swiftly following backlash in 2019.
Florence by Mills
Millie Bobby Brown regularly defeats the Demogorgon. So how hard can it be to break into beauty? The “Stranger Things” star launched Florence by Mills in 2019 with Beach House Group, taking its name from Brown’s great-grandmother. The brand quickly became a GWRM staple on TikTok, with Gen Z and older Gen Alphas promoting its clean, vegan products. Brown bought a majority stake in the brand in December 2022, which today also includes fragrance, coffee, and apparel while generating between $20 million and $30 million in revenue.
The UK’s Cosmetify index ranks Florence by Mills ahead of Fenty, Glossier, and Estée Lauder based on social media engagement—some pretty impressive company. The brand even survived an early faux pas, with Brown offering a mea culpa after a 2019 Instagram video appeared to show her applying her products without actually using them.
Kylie Cosmetics
With $250,000 of her own money—plus funding from Seed Beauty—Kylie Cosmetics created instant buzz, selling out its $29 lip kit in minutes. Within 18 months after its 2015 launch, sales hit $420 million, thrusting the then-22-year-old Kylie into “youngest self-made billionaire” debates. Product expansions into Kylie Skin (2019) and Kylie Baby (2021) came next. In 2019, Coty bought in, claiming 51% of the business for $600 million, at a $1.2 billion valuation. Four years later, Kylie explored getting back in, but the two sides couldn’t agree on price.
Beyond the buzz, are Kylie Cosmetics’ products any good? Fans say they’re obsessed, raving about their innovation and quality. But detractors gripe about defective lipstick applicators and high price points.
LolaVie
We all knew the girl who invented “The Rachel” would have her own haircare line someday. Jennifer Aniston launched LolaVie in 2021 along with business partners Amy Sachs and Joel Rankin. Its first product: a natural glossing detangler for $25. Restorative shampoos and conditioners came next, followed by strategic partnerships with Ulta Beauty and Credo in 2023, taking the brand to a reported $50 million in revenue. Next up: A peculiar pivot into dog shampoo (cue the AI-generated image of a Yorkie sporting “The Rachel”).
As LolaVie continues to scale through premium DTC and retail channels, its products have received plaudits from InStyle and other users. Reddit reviewers are a bit harsher, discussing differences in smell and even shampoo bottles reportedly contaminated with mold.
PATTERN Beauty
The natural hair movement had a history of ignoring people of color. Until Tracee Ellis Ross got into the game, that is. The “Black-ish” star teamed with Beach House to launch PATTERN Beauty in 2019 with a line of products that celebrated—instead of “fixed”—curly, coily, and tight-textured hair. Six years later, PATTERN is its own empire, with Ross hosting a session during NRF 2025, unpacking the brand’s launch from seven products and one retail partner to 11 retail partners and 50+ SKUs.
Despite bringing on co-CEO Christiane Pendarvis, who had a successful tenure at Savage X Fenty by Rihanna, Ellis remains heavily involved in PATTERN’s operations. Sources report that the brand earned $7.5 million in e-Commerce sales in the first half of 2023. PATTERN draws widespread acclaim, with its retractable comb and 3-in-1 curling iron winning Allure Best of Beauty Awards in 2024, and has largely avoided controversy.
Rare Beauty
Only unicorns in the building. In seven years, Selena Gomez has scaled Rare Beauty into a $2 billion juggernaut, proving that beauty can interact with authenticity and imperfection. Launched on Gomez’s 28th birthday with funding from VMG Partners, Rare Beauty bowed with a 48-shade collection of inclusive, cruelty-free, and vegan blushes. Refinery 29 labeled her products “worth the hype.” Forbes applauded its mission-led positioning; the brand donates 1% of every product to mental health causes. Yet while Rare Beauty gains mostly plaudits, Gomez’s neutral stance on the Israel-Gaza War drew sharp criticism.
Today, Rare Beauty accounts for more than 26% of all blush sales at Sephora and touts an annual revenue of $370 million. All of which makes us wonder: is it time for an exit? Gomez reportedly explored a sale in 2024 but has since pressed pause.
r.e.m. Beauty
Ariana Grande’s beauty line has been a rollercoaster ride. Launched in 2021 with Forma Brands, r.e.m. beauty initially focused on eyeshadow palettes, eyeliners, and eyeliner markers. Future product launches, including lip products and concealers in 60 inclusive shades, were serialized into “chapters.” Acclaim came quickly, with r.e.m. earning Allure’s Best Mascara and Reader’s Choice award for Best New Brand. Today, the brand generates an estimated $30 million to $50 million in annual revenue.
But Grande’s road to retail success has included several detours. When Forma filed for bankruptcy in January 2023, Grande bought up r.e.m.’s physical assets for $15 million, then secured new VC funding by May 2023. R.e.m. has also proved resilient against multiple attacks, including a copyright infringement suit from a hair removal device company and fan criticism that Ariana isn’t spending enough time on her music anymore.
Rhode
Rhode offers future celebrity-backed brands a definitive manual on how founders can enter and exit with grace and precision. Launched in 2022 by Hailey Bieber and One Luxury Group, Rhode focused on three core products: peptide glazing fluid, barrier restore cream, and peptide lip treatment. In one year, it expanded to 10 products and drew up plans for global expansion. Buzzy collabs like Rhode Skin x 818 Tequila photo booth at Coachella kept fans enthralled. When Bieber faced backlash, such as one TikToker’s claim that Rhode’s products weren’t compatible with her darker skin tones, Bieber apologized quickly and asked for the content creator’s help in reformulating her products.
In just three years, Rhode hit $212 million in revenue, sparking its $1 billion acquisition by e.l.f. Beauty, which will apparently set the brand on a monumental path to international growth.
FOOD & BEVERAGE
Aviation American Gin
When Ryan Reynolds talks, wallets apparently open. Nowhere is that more apparent than with Aviation American Gin. In 2018, Reynolds bought a minority stake in the brand, which was co-founded by Christian Krogstad and Ryan Margarian 12 years earlier. Reynolds’ influence sparked a 100% increase in sales in 2019, followed by a $610 million acquisition by global beverage giant Diageo in 2020—all accomplished while Reynolds was also buying an ownership stake in Mint Mobile, joining the board of Match Group, and voicing Guy in The Croods: A New Age.
Reynolds didn’t just invigorate Aviation American. He also pulled off one of the all-time greatest marketing coups, recruiting Monica Ruiz from Peloton’s infamous 2019 “The Gift That Gives Back” ad to star in a clever sendup featuring the gin brand. The ad is still talked about to this day, as is Reynolds’ indelible mark on the company. (Want proof? Check out 2024’s Deadpool & Wolverine special edition.)
Betty Buzz
As Ryan Reynolds focuses on gin (and almost everything else), his spouse, Blake Lively, is seizing an opportunity in the non-alcoholic mixer market. In 2021, Lively launched Betty Buzz, a line of low-calorie sparkling mixers with clean ingredients. The brand gained instant traction, selling 5 million bottles in Year One and achieving nationwide distribution in 8,500-plus stores—along with a starring role on Yard House restaurant menus. The company’s early success spurred Lively to launch a companion brand, Betty Booze, featuring gourmet, low-alcohol canned cocktails.
Lively bootstrapped both brands, which sources indicate generate around $10 million in annual revenue. Betty Booze was met with awards and adoration, with Betty Buzz Tonic Water even being called “an absolute rockstar.” Betty Booze’s launch, however, generated plenty of snark about inauthenticity, given Lively’s public stance as a teetotaler.
De Soi
Pop icon Katy Perry meets the sober-curious market. That’s the storyline behind De Soi, a line of Parisian-inspired (De Soi is French for “self control”) non-alcoholic apéritifs founded by Perry and distiller Morgan McLachlan in early 2022. The brand walks the line between beverages and wellness; its apéritifs are infused with adaptogens like reishi and ashwagandha to promote relaxation and stress reduction.
Brand recognition and funding came quickly, with De Soi raising a $4 million seed round by mid-year 2022. Sales appear to be modest, with sources reporting less than $5 million in annual revenue. But a bold move into 28 new US markets brings the promise of future growth. Reviews are mixed. PopSugar says the apéritifs are “packed with flavor and depth,” while one Substacker openly questions the drinks’ ingredients.
818 Tequila
If a tequila brand can achieve “it-girl status,” 818 Tequila is the one. Kendall Jenner’s first solo venture, 818 Tequila, launched with three flavors (blanco, reposado, and anejo) and considerable buzz, selling 136,000 cases in its first seven months. 818 has connected deeply with its Gen Z audience through its commitment to sustainability and its presence everywhere Gen Z hangs out, from music festivals like Coachella to college campuses and even NASCAR races. Today, its valuation is approaching $500 million, with distribution in 34 countries.
You can’t have a Kendall-Kardashian family brand without a little bit of drama. 818 attracted immediate accusations of appropriating Mexican culture, of which Jenner has no direct ties. Yet the product itself generates raves on Reddit and has won nearly 50 tasting awards.
Kin Euphorics
Kin Euphorics is a masterclass in building a grassroots brand, then adding celebrity firepower. Its story began in 2016, with Jen Batchelor hosting bespoke tasting events for two years before piloting a line of Ayurvedic-inspired, mood-boosting non-alcoholic drinks in NYC, LA, and Miami. Batchelor bootstrapped the company, then attracted early-stage VC cash in 2021. Later that year, Supermodel Bella Hadid joined as co-founder, lending cultural gravitas to the brand. Now valued at $46.5 million, Kin Euphorics has raised $13.8 million and built a cult-like audience of 178,000 Instagram followers.
Critics aren’t shy in their reviews of Kin Euphorics’ drinks. Some call them “delicious and genuinely enjoyable,” noting that they “provide a natural boost or calming effect.” Others say the drinks made their Dry January routine more complex than necessary.
MrBeast Burger
The terms “celebrity-backed” and “influencer-backed” have become synonymous. Yet influencers who become breakout stars on one channel often struggle to replicate their fame in others. So was the case with Jimmy Donaldson, aka MrBeast, the man with 413 million YouTube subscribers. Riding the wave of ghost kitchen popularity during the pandemic, Donaldson (along with Virtual Dining Concepts, or VDC) launched MrBeast Burger across 300 locations in a single weekend. Donaldson claimed to have generated $100 million in revenue in the brand’s first two years.
But despite attracting 10,000 people within the first 10 minutes of opening its first brick-and-mortar location in late 2022, MrBeast couldn’t overcome an onslaught of negative reviews. (“Absolute worst burger I’ve ever eaten in my entire life!” said one.) A year later, Donaldson pulled out, VDC filed a countersuit, and MrBeast Burger was no more.
Once Upon a Farm
Once Upon a Farm was a plucky little organic baby food startup, earning under $1 million in revenue in its first two years. Then it gained celebrity street cred in 2017 when Jennifer Garner and John Foraker teamed up with original founders Cassandra Curtis and Ari Raz. So began the brand’s rapid rise to household name, a trajectory that’s attracted more than $100 million in funding, and a potential IPO with an estimated $1 billion valuation—along with a Capital One ad we can’t get out of our heads.
At startup, Once Upon a Farm offered a first-of-its-kind line of cold-pressed, organic-pouched baby foods, then expanded into the kids’ food category. Fans praise the brand’s commitment to providing healthy food for children. Detractors bring up food safety concerns, sparked by a 2024 product recall due to listeria contamination.
Teremana Tequila
Larger-than-life celebrity builds an epic tequila brand. That’s the marquee for Teremana Tequila. Started by Dwayne “The Rock” Johnson, Dany Garcia, Jenna Fagnan, and Ken Austin in 2020, Teremana sold 300,000 cases in Year One, doubled it in 2021, and hit 1 million cases by 2023. On the way, it added new expressions to its initial Blanco offering (Reposado and Añejo), along with merch like candles, BBQ tool kits, and cocktail shakers. A 2022 investment from Mast-Jägermeister and international expansion have led to a $3.5 billion valuation.
Unlike 818 Tequila’s cultural missteps, Teremana is praised for its cultural appropriateness. The brand also earns near-universal kudos for its smoothness, flavor, and price point.
TRIP Drinks
Husband and wife Daniel Khoury and Olivia Ferdi started TRIP in 2019, bringing CBD-infused drinks to wellness-minded UK consumers. Dubbed “zen in a can” by the New York Post, TRIP entered the US market in 2024, armed with $12 million in funding and celebrity investments from actor Paul Wesley and supermodel Ashley Graham, who touted the product’s virtues on TikTok. Earlier this year, the brand secured nationwide US distribution in Target and Sprouts and launched a UK collaboration with Calm.
TRIP claims to have grown its brand by 522% from 2022-23 and is forecasting sales of more than $133 million by 2026. Reviewers applaud TRIP for its refreshing taste, but feedback is mixed on whether the beverages truly deliver the relaxation they promise.
LIFESTYLE & WELLNESS
BÉIS
Former “Pretty Little Liars” star Shay Mitchell has turned stylish luggage into a comprehensive travel lifestyle brand. Mitchell founded BÉIS in 2018 in conjunction with Beach House. Buoyed by the success of its signature product, a carry-on roller, the brand quickly moved into backpacks, crossbody bags, and cosmetic bags. It even launched a resale program, Second BÉIS. The brand secured $12.5 million in Series B funding in 2022, has achieved 200% year-over-year growth, and generates an estimated $200 million in revenue.
A born entrepreneur and marketer, Mitchell kept the brand fresh with strategic collaborations, including a limited drop of colors inspired by 2024’s Broadway-to-film blockbuster “Wicked.” Reviews are largely positive, though a promotional event featuring a life-size claw machine drew some scorn from TikTok influencers.
Goop
What began nearly two decades ago as a modest newsletter from Gwyneth Paltrow has grown into a wellness empire and cultural phenomenon. Goop’s initial clothing item, a $90 T-shirt created by Kain Label, drew raves. Hot on its heels: an expansive and inventive range of skincare and wellness products, ranging from the ultra-luxe (2024’s aura-boosting rainbow moonstone diamond chakra collar) to the ultra-naughty (a $15K gold dildo in the newsletter’s first-ever sex issue).
At its height in 2018, Goop raised more than $140 million in VC funding and a $250 million valuation. It also attracted plenty of drama, including paying a court-ordered $145,000 settlement for baseless marketing claims about its vaginal detox eggs. While a pioneer in the industry and a catalyst for multiple influencer-led brands over the past 15 years, Goop appears to be fading. Flatlining sales are fueling speculation of an exit, with Paltrow saying she may “disappear” post-sale.
The Honest Company
Like Goop, The Honest Company was a trendsetter, ushering in clean living as a lifestyle. Jessica Alba launched the brand in 2012, supported by $6 million in seed funding from Lightspeed Venture Partners. The initial line: 17 non-toxic, eco-friendly baby products, including diapers, wipes, and shampoo. Expansions into beauty and home followed. The Honest Company went public in 2021 after raising another $503 million in VC funding and remains a money-making powerhouse, earning $378 million in 2024 (up 10% year-over-year).
The Honest Company’s legion of supporters embraces the brand’s ethos, noting that its products are “cleaner than 95% of what’s sold in Target or your local grocery store.” Yet trailblazing isn’t easy. Detractors say the brand has made false claims about the effectiveness of its sunscreen and the ingredients in its laundry detergent.
Poosh
Take Goop’s model, add in a parasocial audience of 218 million Instagram followers, and you have the recipe for Poosh, Kourtney Kardashian Barker’s lifestyle and wellness platform. Launched in 2019 and named for her daughter, Penelope, Poosh offers products and advice on mental health, fitness, and clean beauty. The platform’s first collab—Vital Proteins x Poosh—came a month after launch. The brand’s most lucrative product, a line of vegan, gluten-free gummies called Lemme, sold out in a week following its March 2022 debut.
Poosh rakes in more than $5 million in revenue and has attracted at least $27 million in VC funding. Fans say Poosh’s content and products are “life-changing.” But the former mayor of Malibu isn’t a fan. He investigated Kardashian in 2023, alleging she lied to obtain a permit for a Poosh promotional event.
Modern Home & Living
Be an Icon
Paris Hilton’s Netflix cooking show lasted just one season, but her Be an Icon line of home goods lives on. Launched at Walmart in October 2003 via Hilton’s 11:11 Media company and manufacturer Epoca International, the brand generated 500 million social media impressions in its first eight months. Be an Icon’s initial collection of 20 SKUs has grown to more than 100 products, including heart-shaped charcuterie boards and cutlery sets. Added in February 2025: a line of Paris Hilton x Viatpod-branded nutrient-infused functional drinks.
Paris’ devotees embraced the brand immediately, with some “buying it all.” Detractors complain about having to hand-wash the products to protect the bubble-gum-pink finishes.
Beautiful by Drew Barrymore
The world needs a hug, and Drew Barrymore is here to give it. The actress-turned-talk-show-host launched her brand of “accessible premium” home goods on St. Patrick’s Day 2021 with a line of jade green (natch) kitchen appliances available through DTC and at Walmart. More colors and collections followed, from gooseneck kettles to stoneware sets and slow cookers. By January 2024, Beautiful by Drew—Barrymore’s second collab with Gather founder and CEO Shae Hong—was featured in 10,500 stores across 19 markets, earning Drew a spot on the 2024 NRF Big Show’s main stage. Then came the pièce de résistance: the Drew Chair, which sold out in 72 hours and became a TikTok obsession.
Barrymore’s critics scrutinize the quality of her products, but her fans can’t stop raving about the brand’s cookware and furniture.
Martha Stewart
Maintaining cultural relevance in your 80s is a feat, yet Martha Stewart makes it look natural. The queen of the redemption story, Martha became the first self-made U.S. female billionaire in 1999, served jail time following her 2004 conviction, then rebuilt her empire, growing her net worth back to $400 million. The OG of authentic influencers, Martha continues to sell home goods, kitchenware, decor, and even BIC lighters like nobody else, raking in $900 million annually and reaching 100 million consumers a month.
Recent triumphs include launching Martha.com (2021), rolling out an Amazon storefront (2023), and starring in an eponymous Netflix documentary (2024, ranked 89% fresh on Rotten Tomatoes)—in which she relished the “death” of a New York Post columnist who’s still very much alive. Martha then created more docu-drama by slamming the film’s camera angles and music. Just Martha being Martha.
It may feel like you can’t go a week without seeing news of a new celebrity brand launch. Your newsfeed is pummeled with native product demos and testimonials, and you’re so overwhelmed by their presence that you may be growing sick of celebrity-backed brands entirely.
A-listers keep churning out new eCommerce darlings. And although we’re growing more overwhelmed by the growing size and scale of this ecosystem, we keep opening up our wallets. Why can't we stop buying what celebs are selling?
That $50 Rihanna-endorsed tinted moisturizer your tween swears by? A tiny drop of water in a sea of celebrity-founded beauty products that surpassed $1 billion in sales in 2023.
That three-pack of The Rock's tequila that will win over your friends at your next dinner party? Just a sliver of demand for celebrity-backed tequila that outpaces the category three-to-one.
Fame alone may not turn all brands into long-term entrepreneurs (nice knowing you, Jaclyn Hill Cosmetics), but it sure doesn’t hurt. Nearly one-third of US adults say they’ve purchased a brand from a social media influencer (53% if you’re in Gen Z), and 80% say they’d do it again.
With this kind of market traction and credibility, celebrity brands aren’t leaving the stage anytime soon. So, let’s find out what makes them so simultaneously irresistible and nauseating.
Instead of rehydrating another tired list of fame-fueled beauty products, we carefully curated the ultimate guide to celebrity-backed brands across these five categories.
You’ll learn about their origin stories and track their trajectories from multimillion-dollar launches to billion-dollar exits. And yes, we’re diving deep into the drama, too. These are celebrities, after all.
Let’s begin.
APPAREL & FASHION
Good American
No, the Kardashians and Jenners won’t take every spot on our list. But we can’t ignore their seismic influence on commerce and culture. Good American, launched in 2016 by Khloé Kardashian and Emma Grede, followed the family’s time-tested playbook that turned inclusivity and body positivity into a fashion movement. The brand’s debut line of denim from sizes 00 to 24 racked up $1 million in sales on Day One. Boosted by $240 in Series B funding, Good American currently rakes in $200 million in annual sales and is valued at $3.2 billion. Its expanding line, which includes activewear, dresses, and accessories, is now at Macy’s.
Despite a wrongful termination lawsuit from an ex-employee, Good American has largely avoided the drama surrounding other Kardashian-Jenner brands. It’s even won praise from sustainability enthusiasts for using significantly less water to produce its signature product.
SKIMS
Backed by $5 million in seed funding from Imaginary Ventures, Kim Kardashian and Jens Grede set out to redefine shapewear in 2019. Four years and an additional $240 million in funding later, SKIMS is a household name with a $4 billion valuation. The brand’s signature line of skin-toned bodysuits draws widespread acclaim for inclusivity and comfort. A 2021 collaboration with Fendi took SKIMS from influencer hype to fashion house validation, and the upcoming NikeSKIMS mashup is one of the most highly anticipated events of 2025.
SKIMS weathered early accusations of cultural insensitivity over its initial name, Kimono. It also faced recent scrutiny for packaging marked “I am not plastic” that turned out to be … mostly plastic. And of course, a major source of controversy continues to be the brand’s main face: Kim K. Her reputation as a vain and fame-hungry mega-influencer has led to a steady stream of criticism that tends to amplify with every new product launch. SKIMS’ newest category expansion, face shapewear, has even made the brand a meme.
The Row
Mary-Kate and Ashley Olsen retired from acting 15 years ago, yet their brand is a case study in fashion success. Started in 2005 from the Olsen twins’ search for the perfect white T-shirt, The Row hit a $1 billion valuation thanks to investments from the Wertheimer brothers (Chanel) and L’Oréal heiress Françoise Bettencourt Meyers. The brand is a darling of fashion insiders, with its minimalist luxe designs earning multiple Council of Fashion Designers of America awards.
Minimalism doesn’t come without criticism. The Row’s $600 dune flip flops, made without leather, sparked eye rolls even among devotees. But the Olsen twins’ impressive staying power shows that celebrity brands can evolve and mature with credibility.
Yeezy
Yeezy defines the rise-and-ruin celebrity brand archetype. Founded in 2013 by Ye (then Kanye West), Yeezy exploded into relevance with its Adidas collab in 2015. By 2021, Yeezy’s premium streetwear and sneaker brand was earning $1.7 billion annually—accounting for 7% nearly of Adidas’ revenue—and the Yeezy Gap engineered by Balenciaga mashup promised to make puffer jackets a statement.
It all worked. Until it didn’t. After a series of antisemitic remarks by Ye in October 2022, Adidas and Gap cut ties, leaving Adidas with more than $1 billion in unsold shoes and an onslaught of critical backlash. Adidas finally sold the last of the Yeezy line in 2024, but it’s still recovering both financially and culturally.
BEAUTY
Fenty Beauty
When Rihanna launched Fenty Beauty in 2017 under LVMH’s Kendo incubator, it looked like just another celebrity beauty play. But Fenty soon became a trailblazer. The brand’s intro line of 40 foundation shades created “The Fenty Effect,” forcing incumbent beauty brands to infuse inclusivity into their product lines. Two years after launch, Fenty raised $200 million and rolled out Savage X Fenty lingerie, a bold brand that’s doubling down on DEI as others retreat.
Today, Fenty Beauty is valued at $2.8 billion. Even more impressive: the brand represents $1.4 billion of Rihannon’s $1.7 billion net worth. But even unicorns aren’t immune to missteps. A highlighter called “Geisha Chic” was pulled swiftly following backlash in 2019.
Florence by Mills
Millie Bobby Brown regularly defeats the Demogorgon. So how hard can it be to break into beauty? The “Stranger Things” star launched Florence by Mills in 2019 with Beach House Group, taking its name from Brown’s great-grandmother. The brand quickly became a GWRM staple on TikTok, with Gen Z and older Gen Alphas promoting its clean, vegan products. Brown bought a majority stake in the brand in December 2022, which today also includes fragrance, coffee, and apparel while generating between $20 million and $30 million in revenue.
The UK’s Cosmetify index ranks Florence by Mills ahead of Fenty, Glossier, and Estée Lauder based on social media engagement—some pretty impressive company. The brand even survived an early faux pas, with Brown offering a mea culpa after a 2019 Instagram video appeared to show her applying her products without actually using them.
Kylie Cosmetics
With $250,000 of her own money—plus funding from Seed Beauty—Kylie Cosmetics created instant buzz, selling out its $29 lip kit in minutes. Within 18 months after its 2015 launch, sales hit $420 million, thrusting the then-22-year-old Kylie into “youngest self-made billionaire” debates. Product expansions into Kylie Skin (2019) and Kylie Baby (2021) came next. In 2019, Coty bought in, claiming 51% of the business for $600 million, at a $1.2 billion valuation. Four years later, Kylie explored getting back in, but the two sides couldn’t agree on price.
Beyond the buzz, are Kylie Cosmetics’ products any good? Fans say they’re obsessed, raving about their innovation and quality. But detractors gripe about defective lipstick applicators and high price points.
LolaVie
We all knew the girl who invented “The Rachel” would have her own haircare line someday. Jennifer Aniston launched LolaVie in 2021 along with business partners Amy Sachs and Joel Rankin. Its first product: a natural glossing detangler for $25. Restorative shampoos and conditioners came next, followed by strategic partnerships with Ulta Beauty and Credo in 2023, taking the brand to a reported $50 million in revenue. Next up: A peculiar pivot into dog shampoo (cue the AI-generated image of a Yorkie sporting “The Rachel”).
As LolaVie continues to scale through premium DTC and retail channels, its products have received plaudits from InStyle and other users. Reddit reviewers are a bit harsher, discussing differences in smell and even shampoo bottles reportedly contaminated with mold.
PATTERN Beauty
The natural hair movement had a history of ignoring people of color. Until Tracee Ellis Ross got into the game, that is. The “Black-ish” star teamed with Beach House to launch PATTERN Beauty in 2019 with a line of products that celebrated—instead of “fixed”—curly, coily, and tight-textured hair. Six years later, PATTERN is its own empire, with Ross hosting a session during NRF 2025, unpacking the brand’s launch from seven products and one retail partner to 11 retail partners and 50+ SKUs.
Despite bringing on co-CEO Christiane Pendarvis, who had a successful tenure at Savage X Fenty by Rihanna, Ellis remains heavily involved in PATTERN’s operations. Sources report that the brand earned $7.5 million in e-Commerce sales in the first half of 2023. PATTERN draws widespread acclaim, with its retractable comb and 3-in-1 curling iron winning Allure Best of Beauty Awards in 2024, and has largely avoided controversy.
Rare Beauty
Only unicorns in the building. In seven years, Selena Gomez has scaled Rare Beauty into a $2 billion juggernaut, proving that beauty can interact with authenticity and imperfection. Launched on Gomez’s 28th birthday with funding from VMG Partners, Rare Beauty bowed with a 48-shade collection of inclusive, cruelty-free, and vegan blushes. Refinery 29 labeled her products “worth the hype.” Forbes applauded its mission-led positioning; the brand donates 1% of every product to mental health causes. Yet while Rare Beauty gains mostly plaudits, Gomez’s neutral stance on the Israel-Gaza War drew sharp criticism.
Today, Rare Beauty accounts for more than 26% of all blush sales at Sephora and touts an annual revenue of $370 million. All of which makes us wonder: is it time for an exit? Gomez reportedly explored a sale in 2024 but has since pressed pause.
r.e.m. Beauty
Ariana Grande’s beauty line has been a rollercoaster ride. Launched in 2021 with Forma Brands, r.e.m. beauty initially focused on eyeshadow palettes, eyeliners, and eyeliner markers. Future product launches, including lip products and concealers in 60 inclusive shades, were serialized into “chapters.” Acclaim came quickly, with r.e.m. earning Allure’s Best Mascara and Reader’s Choice award for Best New Brand. Today, the brand generates an estimated $30 million to $50 million in annual revenue.
But Grande’s road to retail success has included several detours. When Forma filed for bankruptcy in January 2023, Grande bought up r.e.m.’s physical assets for $15 million, then secured new VC funding by May 2023. R.e.m. has also proved resilient against multiple attacks, including a copyright infringement suit from a hair removal device company and fan criticism that Ariana isn’t spending enough time on her music anymore.
Rhode
Rhode offers future celebrity-backed brands a definitive manual on how founders can enter and exit with grace and precision. Launched in 2022 by Hailey Bieber and One Luxury Group, Rhode focused on three core products: peptide glazing fluid, barrier restore cream, and peptide lip treatment. In one year, it expanded to 10 products and drew up plans for global expansion. Buzzy collabs like Rhode Skin x 818 Tequila photo booth at Coachella kept fans enthralled. When Bieber faced backlash, such as one TikToker’s claim that Rhode’s products weren’t compatible with her darker skin tones, Bieber apologized quickly and asked for the content creator’s help in reformulating her products.
In just three years, Rhode hit $212 million in revenue, sparking its $1 billion acquisition by e.l.f. Beauty, which will apparently set the brand on a monumental path to international growth.
FOOD & BEVERAGE
Aviation American Gin
When Ryan Reynolds talks, wallets apparently open. Nowhere is that more apparent than with Aviation American Gin. In 2018, Reynolds bought a minority stake in the brand, which was co-founded by Christian Krogstad and Ryan Margarian 12 years earlier. Reynolds’ influence sparked a 100% increase in sales in 2019, followed by a $610 million acquisition by global beverage giant Diageo in 2020—all accomplished while Reynolds was also buying an ownership stake in Mint Mobile, joining the board of Match Group, and voicing Guy in The Croods: A New Age.
Reynolds didn’t just invigorate Aviation American. He also pulled off one of the all-time greatest marketing coups, recruiting Monica Ruiz from Peloton’s infamous 2019 “The Gift That Gives Back” ad to star in a clever sendup featuring the gin brand. The ad is still talked about to this day, as is Reynolds’ indelible mark on the company. (Want proof? Check out 2024’s Deadpool & Wolverine special edition.)
Betty Buzz
As Ryan Reynolds focuses on gin (and almost everything else), his spouse, Blake Lively, is seizing an opportunity in the non-alcoholic mixer market. In 2021, Lively launched Betty Buzz, a line of low-calorie sparkling mixers with clean ingredients. The brand gained instant traction, selling 5 million bottles in Year One and achieving nationwide distribution in 8,500-plus stores—along with a starring role on Yard House restaurant menus. The company’s early success spurred Lively to launch a companion brand, Betty Booze, featuring gourmet, low-alcohol canned cocktails.
Lively bootstrapped both brands, which sources indicate generate around $10 million in annual revenue. Betty Booze was met with awards and adoration, with Betty Buzz Tonic Water even being called “an absolute rockstar.” Betty Booze’s launch, however, generated plenty of snark about inauthenticity, given Lively’s public stance as a teetotaler.
De Soi
Pop icon Katy Perry meets the sober-curious market. That’s the storyline behind De Soi, a line of Parisian-inspired (De Soi is French for “self control”) non-alcoholic apéritifs founded by Perry and distiller Morgan McLachlan in early 2022. The brand walks the line between beverages and wellness; its apéritifs are infused with adaptogens like reishi and ashwagandha to promote relaxation and stress reduction.
Brand recognition and funding came quickly, with De Soi raising a $4 million seed round by mid-year 2022. Sales appear to be modest, with sources reporting less than $5 million in annual revenue. But a bold move into 28 new US markets brings the promise of future growth. Reviews are mixed. PopSugar says the apéritifs are “packed with flavor and depth,” while one Substacker openly questions the drinks’ ingredients.
818 Tequila
If a tequila brand can achieve “it-girl status,” 818 Tequila is the one. Kendall Jenner’s first solo venture, 818 Tequila, launched with three flavors (blanco, reposado, and anejo) and considerable buzz, selling 136,000 cases in its first seven months. 818 has connected deeply with its Gen Z audience through its commitment to sustainability and its presence everywhere Gen Z hangs out, from music festivals like Coachella to college campuses and even NASCAR races. Today, its valuation is approaching $500 million, with distribution in 34 countries.
You can’t have a Kendall-Kardashian family brand without a little bit of drama. 818 attracted immediate accusations of appropriating Mexican culture, of which Jenner has no direct ties. Yet the product itself generates raves on Reddit and has won nearly 50 tasting awards.
Kin Euphorics
Kin Euphorics is a masterclass in building a grassroots brand, then adding celebrity firepower. Its story began in 2016, with Jen Batchelor hosting bespoke tasting events for two years before piloting a line of Ayurvedic-inspired, mood-boosting non-alcoholic drinks in NYC, LA, and Miami. Batchelor bootstrapped the company, then attracted early-stage VC cash in 2021. Later that year, Supermodel Bella Hadid joined as co-founder, lending cultural gravitas to the brand. Now valued at $46.5 million, Kin Euphorics has raised $13.8 million and built a cult-like audience of 178,000 Instagram followers.
Critics aren’t shy in their reviews of Kin Euphorics’ drinks. Some call them “delicious and genuinely enjoyable,” noting that they “provide a natural boost or calming effect.” Others say the drinks made their Dry January routine more complex than necessary.
MrBeast Burger
The terms “celebrity-backed” and “influencer-backed” have become synonymous. Yet influencers who become breakout stars on one channel often struggle to replicate their fame in others. So was the case with Jimmy Donaldson, aka MrBeast, the man with 413 million YouTube subscribers. Riding the wave of ghost kitchen popularity during the pandemic, Donaldson (along with Virtual Dining Concepts, or VDC) launched MrBeast Burger across 300 locations in a single weekend. Donaldson claimed to have generated $100 million in revenue in the brand’s first two years.
But despite attracting 10,000 people within the first 10 minutes of opening its first brick-and-mortar location in late 2022, MrBeast couldn’t overcome an onslaught of negative reviews. (“Absolute worst burger I’ve ever eaten in my entire life!” said one.) A year later, Donaldson pulled out, VDC filed a countersuit, and MrBeast Burger was no more.
Once Upon a Farm
Once Upon a Farm was a plucky little organic baby food startup, earning under $1 million in revenue in its first two years. Then it gained celebrity street cred in 2017 when Jennifer Garner and John Foraker teamed up with original founders Cassandra Curtis and Ari Raz. So began the brand’s rapid rise to household name, a trajectory that’s attracted more than $100 million in funding, and a potential IPO with an estimated $1 billion valuation—along with a Capital One ad we can’t get out of our heads.
At startup, Once Upon a Farm offered a first-of-its-kind line of cold-pressed, organic-pouched baby foods, then expanded into the kids’ food category. Fans praise the brand’s commitment to providing healthy food for children. Detractors bring up food safety concerns, sparked by a 2024 product recall due to listeria contamination.
Teremana Tequila
Larger-than-life celebrity builds an epic tequila brand. That’s the marquee for Teremana Tequila. Started by Dwayne “The Rock” Johnson, Dany Garcia, Jenna Fagnan, and Ken Austin in 2020, Teremana sold 300,000 cases in Year One, doubled it in 2021, and hit 1 million cases by 2023. On the way, it added new expressions to its initial Blanco offering (Reposado and Añejo), along with merch like candles, BBQ tool kits, and cocktail shakers. A 2022 investment from Mast-Jägermeister and international expansion have led to a $3.5 billion valuation.
Unlike 818 Tequila’s cultural missteps, Teremana is praised for its cultural appropriateness. The brand also earns near-universal kudos for its smoothness, flavor, and price point.
TRIP Drinks
Husband and wife Daniel Khoury and Olivia Ferdi started TRIP in 2019, bringing CBD-infused drinks to wellness-minded UK consumers. Dubbed “zen in a can” by the New York Post, TRIP entered the US market in 2024, armed with $12 million in funding and celebrity investments from actor Paul Wesley and supermodel Ashley Graham, who touted the product’s virtues on TikTok. Earlier this year, the brand secured nationwide US distribution in Target and Sprouts and launched a UK collaboration with Calm.
TRIP claims to have grown its brand by 522% from 2022-23 and is forecasting sales of more than $133 million by 2026. Reviewers applaud TRIP for its refreshing taste, but feedback is mixed on whether the beverages truly deliver the relaxation they promise.
LIFESTYLE & WELLNESS
BÉIS
Former “Pretty Little Liars” star Shay Mitchell has turned stylish luggage into a comprehensive travel lifestyle brand. Mitchell founded BÉIS in 2018 in conjunction with Beach House. Buoyed by the success of its signature product, a carry-on roller, the brand quickly moved into backpacks, crossbody bags, and cosmetic bags. It even launched a resale program, Second BÉIS. The brand secured $12.5 million in Series B funding in 2022, has achieved 200% year-over-year growth, and generates an estimated $200 million in revenue.
A born entrepreneur and marketer, Mitchell kept the brand fresh with strategic collaborations, including a limited drop of colors inspired by 2024’s Broadway-to-film blockbuster “Wicked.” Reviews are largely positive, though a promotional event featuring a life-size claw machine drew some scorn from TikTok influencers.
Goop
What began nearly two decades ago as a modest newsletter from Gwyneth Paltrow has grown into a wellness empire and cultural phenomenon. Goop’s initial clothing item, a $90 T-shirt created by Kain Label, drew raves. Hot on its heels: an expansive and inventive range of skincare and wellness products, ranging from the ultra-luxe (2024’s aura-boosting rainbow moonstone diamond chakra collar) to the ultra-naughty (a $15K gold dildo in the newsletter’s first-ever sex issue).
At its height in 2018, Goop raised more than $140 million in VC funding and a $250 million valuation. It also attracted plenty of drama, including paying a court-ordered $145,000 settlement for baseless marketing claims about its vaginal detox eggs. While a pioneer in the industry and a catalyst for multiple influencer-led brands over the past 15 years, Goop appears to be fading. Flatlining sales are fueling speculation of an exit, with Paltrow saying she may “disappear” post-sale.
The Honest Company
Like Goop, The Honest Company was a trendsetter, ushering in clean living as a lifestyle. Jessica Alba launched the brand in 2012, supported by $6 million in seed funding from Lightspeed Venture Partners. The initial line: 17 non-toxic, eco-friendly baby products, including diapers, wipes, and shampoo. Expansions into beauty and home followed. The Honest Company went public in 2021 after raising another $503 million in VC funding and remains a money-making powerhouse, earning $378 million in 2024 (up 10% year-over-year).
The Honest Company’s legion of supporters embraces the brand’s ethos, noting that its products are “cleaner than 95% of what’s sold in Target or your local grocery store.” Yet trailblazing isn’t easy. Detractors say the brand has made false claims about the effectiveness of its sunscreen and the ingredients in its laundry detergent.
Poosh
Take Goop’s model, add in a parasocial audience of 218 million Instagram followers, and you have the recipe for Poosh, Kourtney Kardashian Barker’s lifestyle and wellness platform. Launched in 2019 and named for her daughter, Penelope, Poosh offers products and advice on mental health, fitness, and clean beauty. The platform’s first collab—Vital Proteins x Poosh—came a month after launch. The brand’s most lucrative product, a line of vegan, gluten-free gummies called Lemme, sold out in a week following its March 2022 debut.
Poosh rakes in more than $5 million in revenue and has attracted at least $27 million in VC funding. Fans say Poosh’s content and products are “life-changing.” But the former mayor of Malibu isn’t a fan. He investigated Kardashian in 2023, alleging she lied to obtain a permit for a Poosh promotional event.
Modern Home & Living
Be an Icon
Paris Hilton’s Netflix cooking show lasted just one season, but her Be an Icon line of home goods lives on. Launched at Walmart in October 2003 via Hilton’s 11:11 Media company and manufacturer Epoca International, the brand generated 500 million social media impressions in its first eight months. Be an Icon’s initial collection of 20 SKUs has grown to more than 100 products, including heart-shaped charcuterie boards and cutlery sets. Added in February 2025: a line of Paris Hilton x Viatpod-branded nutrient-infused functional drinks.
Paris’ devotees embraced the brand immediately, with some “buying it all.” Detractors complain about having to hand-wash the products to protect the bubble-gum-pink finishes.
Beautiful by Drew Barrymore
The world needs a hug, and Drew Barrymore is here to give it. The actress-turned-talk-show-host launched her brand of “accessible premium” home goods on St. Patrick’s Day 2021 with a line of jade green (natch) kitchen appliances available through DTC and at Walmart. More colors and collections followed, from gooseneck kettles to stoneware sets and slow cookers. By January 2024, Beautiful by Drew—Barrymore’s second collab with Gather founder and CEO Shae Hong—was featured in 10,500 stores across 19 markets, earning Drew a spot on the 2024 NRF Big Show’s main stage. Then came the pièce de résistance: the Drew Chair, which sold out in 72 hours and became a TikTok obsession.
Barrymore’s critics scrutinize the quality of her products, but her fans can’t stop raving about the brand’s cookware and furniture.
Martha Stewart
Maintaining cultural relevance in your 80s is a feat, yet Martha Stewart makes it look natural. The queen of the redemption story, Martha became the first self-made U.S. female billionaire in 1999, served jail time following her 2004 conviction, then rebuilt her empire, growing her net worth back to $400 million. The OG of authentic influencers, Martha continues to sell home goods, kitchenware, decor, and even BIC lighters like nobody else, raking in $900 million annually and reaching 100 million consumers a month.
Recent triumphs include launching Martha.com (2021), rolling out an Amazon storefront (2023), and starring in an eponymous Netflix documentary (2024, ranked 89% fresh on Rotten Tomatoes)—in which she relished the “death” of a New York Post columnist who’s still very much alive. Martha then created more docu-drama by slamming the film’s camera angles and music. Just Martha being Martha.
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