From fame to fortune: 5 celebrities who transformed their image into successful brands

It seems like every day, a new celebrity launches their own beauty brand—in fact, these brands experienced a sales growth of 58% in 2023. But do they all really need one? The appeal of a well-executed celebrity company relies greatly on the match between the celebrity and their brand as a whole. In a world where many celebrity business endeavors don’t take off as planned, here are five celebrity brands that we think are doing it right.

1.  Emma Chamberlain’s Chamberlain Coffee

YouTube personality and podcast host Emma Chamberlain rose to fame in 2017 as a comedy queen and trendsetter. She turned ordinary items like chapstick, furry jackets and — most of all — iced coffee into a necessity for every teenage girl. What Chamberlain did, we all did. 

To no one’s surprise, Chamberlain Coffee’s 2020 release was an instant hit. We didn’t just want the tote bag and mason jar cup — we needed it.

Chamberlain Coffee’s packaging features bright color combinations and cute, quirky animal drawings. Each coffee flavor has its own corresponding animal — for example, the Fluffy Lamb Vanilla and Fancy Mouse Espresso bean roasts. 

Chamberlain has often expressed her love for animals on her social media profiles. From her adoration of her house cats, Declan and Frankie, to an obsession with New York City pigeons, Chamberlain has made animals a key part of her personal brand. The adorable cartoons on each bag of coffee represent this aspect of Chamberlain, and the pops of color are just another Chamberlain-like addition. 

Chamberlain’s wardrobe and style have consistently included vibrant colors with complementary color matching. The coffee bags resemble this aspect of her style. Chamberlain and her coffee company share the same artistic feel and fun personality, which has allowed her to have such a successful entrepreneurial career.

2.  Hailey Bieber’s Rhode

Hailey Bieber is the epitome of the “clean girl aesthetic.” Her slicked-back buns, glowy makeup looks and famous glazed donut nails give her the ultimate it-girl vibe. What better match is there for an it-girl than a perfected beauty routine?

Bieber doesn’t just nail her personal branding, shehe brings the same seamless look to her skincare line. Packaged with neutral colors and modern fonts, Rhode products have a sophisticated feel that matches its founder’s aesthetic.

The simplicity of the branding is what makes it so successful. When she launched Rhode, Bieber released three products. While Bieber has since released more skin and beauty items, there is still a very limited selection on Rhode’s shelves, emphasizing the brand’s prioritization of quality over quantity.

Rhode’s brand values of simplicity, affordability, authenticity, quality and transparency reflect this simplistic nature and set Rhode apart from other celebrity beauty brands. 

In a world that revolves around constant maximalism both Bieber and her brand have proven that less is more.

3.  Kendall Jenner’s 818

Who doesn’t love a celebrity tequila brand? From George Clooney’s “Casamigos” to Dwane Johnson’s “Teremana,” there are certainly plenty of them, but Kendall Jenner’s 818 manages to stand out in the crowded market of celebrity-founded liquor brands. 

818’s branding follows suit with Jenner’s personal image: youthful, lively and elite. 818 elevates the young party scene experience, which is demonstrated by Jenner’s genius 818 College Tour.

Jenner visited college cities in Georgia, Alabama and Florida this February, drawing thousands of students to the bars where she served 818 tequila. She even made her way to popular Gainesville hot spots, pouring drinks at The Swamp Restaurant and The Social at Midtown and doing the gator chomp at Gator Beverage. 

Fans of Jenner gathered at their college campuses eager to meet their favorite celebrity. This marketing move was an excellent way to reach the brand’s target audience of people in their 20s by using Jenner’s fame and status to personally promote her tequila brand.

4.  Kate Hudson’s Fabletics

The “How to Lose a Guy in 10 Days” and “Almost Famous” icon does athleisure like no other. The Fabletics brand has made its way to being a leading competitor among top athletic wear retailers, such as Lululemon, Athleta and Nike. Part of the success Fabletics has achieved can be attributed to its mission to combine staying fit with maintaining a sustainable lifestyle — demonstrated largely by founder Kate Hudson.

Hudson’s personal social media profiles echo this balanced lifestyle, as she posts content ranging from travel highlights to yoga clips to family photos. We see that her life is exciting and glamorous, but also that she’s still real. That relatability aligns directly with Hudson’s Fabletics. 

The brand emphasizes that Fabletics is for everyone from all sizes, shapes and backgrounds. By representing typically underrepresented groups as models, the company is much more inclusive than competitors, leading to greater accessibility for a diverse range of customers.

5.  Tyler, the Creator’s GOLF le FLEUR

Hip-hop musician and fashion icon Tyler, the Creator has had quite the influence on pop culture and fashion in his career. From making top-charting albums to creating high-performing brands, Tyler has captivated the world with his unique personality, style and flair.

Tyler, stylistic choices revolve around bright colors, funky patterns and mismatched combinations. GOLF le FLEUR, his luxury fashion brand, exhibits these same staples in a high-class, elevated way.

GOLF le FLEUR has an eccentric, limited selection of clothing that includes items like puffy jackets, collared shirts and sleek trousers. 

With high price points and quality fabrics, the brand takes on a sophisticated feel while remaining true to Tyler’s unique personality. The combination of quirkiness and chillness that Tyler exhibits through his music and social media presence is apparent in GOLF le FLEUR.