Is Becoming a Brand Owner A Ritual For Celebrities?

In the ever-evolving landscape of fame and fortune, celebrities are no longer content with just being in the spotlight. The new ritual for many A-listers involves venturing into entrepreneurship, where they don’t just endorse brands but create and own them.

Is becoming a brand owner the latest ritual for celebrities, or is it a strategic move to solidify their legacy beyond the red carpet?

Becoming a brand owner isn’t just a whimsical decision for most celebrities; it’s a strategic business move. Many stars have recognized the transient nature of fame and the importance of building a lasting legacy.

By investing in businesses they are passionate about, they create a foothold in industries that align with their interests. For example, you can visit Joe Fortune Australia and find out that fellow Aussie Russell Crowe is also an avid gambler, so it would be no surprise if he would invest in such an industry.

Regarding opportunities surrounding celebrities, celebrity brands are divided into three distinct groups;

Accidental Entrepreneurs

Those grouped here are celebrities who spotted a market void and developed products they longed for but couldn’t find elsewhere. Gwyneth Paltrow’s GOOP is a prime example. It began as a simple newsletter for friends to exchange fantastic recommendations.

However, it unexpectedly gained significant traction. Fortunately, her profound interests and connections met the demands of the well-rewarded wellness community, leading to the emergence of her $250 million retail, media, and experiential empire.

The Brand Ambassador entrepreneurs

Enter the collaboration geniuses who recognize they’ve struck gold with their unique offering, understanding that others also crave it. They’ve packaged it, even in markets already brimming with competitors. Remember Carrie Bradshaw’s iconic (mostly Manolo Blahnik) heels from Sex and the City?

Well, Sarah Jessica Parker transformed that fame into the highly successful, albeit aesthetically familiar, SJP Collection. She’s also ventured into the wine business because, let’s face it, who hasn’t these days? But we’ll dive into that topic later.

The beauty industry is no stranger to collaborations either. ‘The Rachel’ haircut remains the most iconic of all time, so it’s no surprise that Jennifer Aniston has ventured into hair care with LolaVie.

Hailey Bieber’s radiant skin, captivating eyes, and everything practically trends on TikTok every season, leading to the birth of Rhode Skin. Mind you, this is just scratching the surface.

There’s a standout example in Fenty Beauty by Rihanna. She did something groundbreaking by introducing foundation shades that covered all skin tones, a move toward true inclusivity.

The results spoke for themselves, with $100 million in sales within the first 40 days—a clear sign that the market embraced this inclusive approach.

The Opportunist Entrepreneurs

Now, let’s talk about those unexpected but brilliant brand launches. Think of KSI’s Prime drink or Cardi B’s Whipshots. Cardi B’s venture into vodka-spiked canned whipped cream might sound surprising, but it’s a genius move. In just one and half years, her business soared to a whopping $85 million valuation.

And then there’s Ed Sheeran with Tingly Ted’s hot sauce, basically the ketchup of hot sauces. Shireen Hamdy, the Marketing Manager for New Growth Areas at Kraft Heinz International, shared that Tingly Ted’s was born from Ed’s vision to create the ‘ketchup of hot sauces,’ and they eagerly seized the opportunity to make it a reality.

Ed provided the dream, and the team contributed their sauce expertise. It was the ideal recipe for a hot sauce that meets Ed’s vision and expands Tingly Ted’s presence in the competitive hot sauce market, projected to grow at a rate of 6.3% to $5.4 billion in 2027.

Ed’s star power was crucial in giving the sauce an impactful launch. Rest assured, there’s more to come from Ed and Ted in the future, as Heinz promises.

The evident benefits of establishing a celebrity brand include an immediate and inherent audience, providing a potential customer base right from the start. From a marketing standpoint, this simplifies the launch campaign.

Frankie Bridge, renowned for her role in The Saturdays and now a brand founder, sheds light on this. She has shared her looks on social media for years, so she consistently received comments about where to buy the clothes and accessories she’s always displaying.

Understanding her followers, their preferences, and buying interests, she found launching FW Bridge, her clothing line, a natural progression. Having her own business and utilizing social channels for awareness has been a fantastic experience for her.

So, is becoming a brand owner a ritual for celebrities? It’s more than just a trend; it’s a strategic move, a calculated step toward long-term success and relevance. Armed with their fame and influence, celebrities are seizing the opportunity to build empires that outlast the fleeting nature of stardom.

While some may see it as a ritual, it’s a transformative process. The intersection of fame and business is evolving, and celebrities turned brand owners are shaping industries, influencing consumer behavior, and leaving an indelible mark on the entrepreneurial landscape.

Whether motivated by passion, a desire for legacy, or a keen business sense, the celebrity brand owner is a phenomenon that shows no signs of fading from the spotlight.