Cover A-listers like Hailey Bieber have turned celebrity brands into serious ventures, showing that equity can be the most lucrative exit strategy. (Photo: Michael Buckner / Penske Media / Getty Images)
A-listers like Hailey Bieber have turned celebrity brands into serious ventures, showing that equity can be the most lucrative exit strategy. (Photo: Michael Buckner / Penske Media / Getty Images)
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With laser-focused brand identities, strong partnerships and cult-like consumer bases, these celebrity brands turned niches into massive payouts
Once upon a time, celebrities merely lent their names to endorse products. Now, they build their own empires. In today’s world of personal branding, a savvy handful of A-listers have turned their celebrity brands into full-fledged businesses, proving that the best exit strategy is equity. They didn’t just slap their faces on the packaging; they architected the plan, curated communities and scaled startups to eye-watering valuations. And then, they cashed out strategically and spectacularly.
Here’s a look at the celebrities who turned passion into profit and IPOs.
1. Hailey Bieber and Rhode Skin
Hailey Bieber is the woman of the moment. The model and businesswoman has been making headlines after selling her highly successful skincare line for US$1 billion, a story widely shared across social media.
Bieber launched Rhode Skin in 2022, focusing on minimalist skincare products that promote a “glazed” complexion. With a limited product line and a direct-to-consumer model, Rhode quickly gained popularity, with sales growing rapidly over the years.
In May 2025, Elf Beauty acquired Rhode for up to US$1 billion, comprising US$600 million in cash, US$200 million in stock and an additional US$200 million in performance-based earnouts over three years.
With these changes, Rhode is poised to expand its market reach, including a launch at Sephora, while continuing to innovate under Bieber’s direction. She is, after all, staying on as chief creative officer and head of innovation.
Don’t miss: Hailey Bieber’s Rhode to be acquired for US$1 billion—here’s what it means
2. George Clooney and Casamigos Tequila
George Clooney co-founded Casamigos Tequila in 2013 with Rande Gerber and Mike Meldman, initially intended for personal use among friends. The brand emphasised smoothness and quality, gaining popularity through word-of-mouth and Clooney's celebrity influence.
By 2017, Diageo acquired Casamigos for US$1 billion, paying US$700 million upfront and up to US$300 million in performance-based incentives. The acquisition marked one of the largest deals in the spirits industry. The sale only did great things for Casamigos, which continues to thrive under Diageo, maintaining its premium positioning in the tequila market.
See more: How celebrities are raising the bar in the spirits industry
3. Jessica Alba and The Honest Company
This was honestly one of the earliest celebrity brands to make a killing. Jessica Alba co-founded The Honest Company in 2011, aiming to provide eco-friendly and non-toxic household and baby products. Alba’s vision was driven by a desire for safer products for families, and the brand quickly gained traction among health-conscious consumers.
The Honest Company went public in May 2021, achieving a valuation of US$1.4 billion. Alba’s stake in the company was valued at approximately US$120 million at the time of the IPO.
In 2024, Alba stepped down as chief creative officer but remains a member of the company’s board of directors. The Honest Company continues to expand its product offerings and retail presence, focusing on transparency and sustainability.
4. Dr Dre and Beats by Dre
In 2006, hip-hop mogul Dr Dre teamed up with music executive Jimmy Iovine to create Beats by Dre, an audio brand that would redefine celebrity brands, celebrity-endorsed tech and consumer sound culture. The motivation: while Apple had its white earbuds, Iovine wanted Beats to feel like speakers for your ears. The duo set out to build stylish, bass-boosted headphones that reflected Dre’s music pedigree and brought studio-level sound to the average listener.
Beats became a full-blown cultural phenomenon. With sleek, oversized designs and aggressive celebrity marketing, Beats became synonymous with cool. From NBA stars to pop idols, everyone wore them. Strategic product placement (see the 2012 Olympics ads) and partnerships with artists like Lady Gaga and LeBron James cemented Beats as the must-have accessory.
In 2014, Apple acquired Beats for a jaw-dropping US$3 billion, making it Apple’s largest acquisition to date. Dr Dre famously (and prematurely) celebrated the deal on social media, calling himself “the first billionaire in hip-hop”. While the final valuation post-deductions was reportedly slightly under the US$1 billion net worth mark for Dre, the acquisition was still historic, both in its scale and in what it said about the convergence of music, tech and personal branding.
Beats has since been integrated into Apple’s hardware ecosystem, influencing the design and sound profile of Apple’s AirPods and other audio products. While the Beats brand still exists under Apple, it’s shifted toward a sleeker, more minimalist design ethos.
5. Kylie Jenner and Kylie Cosmetics
The youngest of the Kardashian-Jenners turned her makeup and fashion tips into celebrity brands, starting with Kylie Cosmetics. Kylie Jenner launched her beauty makeup line in 2015 with the release of the Kylie Lip Kit, leveraging her massive social media following to drive sales. The brand quickly expanded its product catalogue and became a significant player in the beauty industry.
In 2019, Coty Inc acquired a 51 per cent stake in Kylie Cosmetics for US$600 million, valuing the company at approximately US$1.2 billion. Jenner retained a 49 per cent stake and continued to be involved in product development and marketing.
Kylie Cosmetics has expanded its global presence, with products available in various international markets and continued product innovation.
6. Ryan Reynolds and Aviation American Gin
Aviation American Gin was founded in 2006 in Portland, Oregon, by distillers Christian Krogstad and Ryan Magarian. In 2018, actor Ryan Reynolds officially acquired a significant ownership stake in the brand, becoming its creative director. Reynolds aimed to bring a fresh perspective to the gin industry, focusing on quality and unique branding.
Reynolds then utilised his celebrity status and marketing acumen to elevate Aviation Gin’s profile. He produced a series of humorous and viral advertisements that resonated with a broad audience, effectively distinguishing the brand in a competitive market. Under his influence, Aviation Gin’s sales increased significantly, with a reported 100 per cent growth in 2019.
One year later, in August 2020, Diageo acquired Aviation American Gin as part of a deal valued up to US$610 million. The agreement included an initial payment of US$335 million, with an additional US$275 million contingent on the brand's performance over the next decade. Reynolds retained an ongoing ownership interest and continues to be involved in the brand’s marketing efforts. Despite the shift in ownership, Reynolds remains the public face of the brand, contributing to its ongoing popularity and market presence.
7. Ryan Reynolds and Mint Mobile
Ryan Reynolds sure knows how to flip celebrity brands into millions. In 2019, the Deadpool actor acquired an ownership stake in Mint Mobile, a budget-friendly wireless carrier. Similar to what he did with Aviation Gin, Reynolds infused the brand with his signature wit, creating viral advertisements. His authentic and engaging marketing approach helped Mint Mobile stand out in a crowded telecom market.
In March 2023, T-Mobile announced its acquisition of Mint Mobile’s parent company, Ka’ena Corporation, in a deal valued at up to US$1.35 billion. Reynolds, holding an estimated 25 per cent stake, reportedly earned around US$300 million from the sale. With his marketing agency Maximum Effort, he continues to play a creative role in the company’s marketing efforts post-acquisition.
8. Kim Kardashian and KKW Beauty
Kim Kardashian launched KKW Beauty in 2017, capitalising on her personal brand and social media influence. The brand offered a range of cosmetics, including contour kits that mirrored Kardashian’s signature look.
In 2020, Coty Inc acquired a 20 per cent stake in KKW Beauty for US$200 million, valuing the company at US$1 billion. However, Kardashian rebranded her beauty brand to skincare with SKKN by Kim by 2022. In March 2025, Kardashian’s SKIMS company acquired 100 per cent of SKKN, edging Coty out.
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