Celebrities leverage their influence with personal charisma and a dedicated fanbase to create successful brands that resonate with their audience. From skincare to beverages, the formula for success is often authenticity, innovation, and a deep understanding of consumer needs.
Consumers today crave genuine connections, and brands that reflect their founders’ true selves tend to resonate more. By weaving narratives into brands, some celebrities create products that feel less like mere commodities and more like extensions of themselves. Similarly, a brand that is inclusive wins in today’s market. Here’s a closer look at the most successful celebrity brands in the market.
rhode skin
Hailey Bieber, known as the “it girl” on social media, is the originator of popular beauty trends such as the clean girl aesthetic, glazed donut nails, and brownie-glazed lips. With Bieber’s popularity, she has found success with her effective skincare products with rhode skin. Bieber is rooted in her own skincare journey and has built trust with consumers as an influencer.
Exclusivity and Demand
The brand’s initial launch only included three products (Peptide Glazing Fluid, Barrier Restore Cream, and Peptide Lip Treatment) which were believed to be easy to fit into an existing skincare routine. This launch with a handful of products helped create a sense of exclusivity and demand. Furthermore, rhode is not a physical store, nor can it be found in popular makeup chains such as Sephora or Ulta. It is exclusively online.
Since rhode’s initial launch, it has now expanded to many shades of Peptide Lip Treatments, a popular “lip case” to store them, and pocket blushes.
Bieber’s approach to rhode goes beyond just branding — it merges a carefully curated product line with an exclusive online-only strategy that keeps fans eagerly anticipating each release. For example, rhode offers limited pre-orders and waiting lists for fans intensely waiting for products.
Additionally, rhode’s limited availability is calculated, making it a brand sought after by beauty enthusiasts who desire quality and a sense of belonging to an “in-the-know” community.
Influence and Social Media’s Role
Bieber’s influence over viral beauty trends translates directly into product demand, as consumers trust her taste and expertise. Bieber’s branding choices for rhode, from minimalist packaging to strategic color options, play directly into her “clean girl” image, aligning her products with the understated luxury that resonates with her audience.
Bieber’s selective approach to product drops, like the expansion into multiple shades of Peptide Lip Treatments, deepens the brand’s relationship with consumers by allowing them to continually engage with new, carefully tailored options that match her evolving aesthetic.
By combining her strong social media presence with a trend-aware approach to skincare, Bieber has created a brand that’s not just about skincare but about tapping into a lifestyle that her followers aspire to. By sharing glimpses of her personal skincare rituals, product sneak peeks, and behind-the-scenes content, Bieber actively involves her followers in rhode’s growth journey, transforming them into brand loyalists.
This approach makes rhode more than a skincare line. This is an extension of Bieber’s lifestyle. Her fans are simply following her along the journey.
Brand Activation
rhode skin has effectively used pop-up events to deepen consumer engagement. The lines wrapping around the block seen on TikTok speak to the brand’s strong appeal and the effectiveness of its engagement strategy.
This year, rhode found further success through a calculated formula of pop-up brand activation. During Coachella season, rhode’s appearance at Coachella was through a rhode photo booth where fans could take a photo and receive their photograph along with a Peptide Lip Treatment. Afterward, this summer, with the launch of the pocket blush, a successful pop-up was organized in Soho, NY with some appearances of Hailey Bieber herself.
However, rhode skin is becoming a worldwide sensation with pop-ups in Toronto and Ibiza as well as a recent UK launch and a pop-up in London.
Rare Beauty
Selena Gomez’s Rare Beauty stands out for its high-quality products and the values it embodies. Emphasizing mental health and self-acceptance, Rare Beauty aligns closely with Gomez’s personal journey and commitment to well-being. The brand goes beyond makeup to promote a community where authenticity and self-care are prioritized, creating an emotional connection that resonates deeply with consumers.
Positive Impact
Rare Beauty actively supports mental health awareness, encouraging customers to share their stories and participate in a collective dialogue around self-acceptance. By spotlighting real-life experiences, Rare Beauty builds a loyal following that values the brand’s products and message. With a well-liked personality like Gomez, Rare Beauty knows how to help a community in need.
1% of all Rare Beauty sales are donated to the Rare Impact Fund, a charity that aims to increase access to mental health services for young people. Due to Gomez’s many struggles and battles with health, she strives to give help to people in a much-needed area. Rather than focusing on perfection or covering flaws, Rare Beauty encourages self-expression and authenticity, helping consumers feel comfortable in their own skin.
Gomez wants people to feel beautiful exactly as they are. The brand’s products are designed to be easy to use, and the names of the products are meant to be kind and compassionate.
Positive messages using #rarereminder remind customers that they are loved in both English and Spanish, and encouraging digital detoxes are found across Rare Beauty’s social media pages.
Inclusivity
Rare Beauty’s mission is to redefine beauty standards and create a safe space for people of all ages, genders, sexualities, races, and abilities. For example, in the makeup industry, many people of color struggle with finding the right shade of foundation, but Rare Beauty prioritizes representation and accessibility, making products that cater to a wide range of skin tones, ages, and needs.
By offering foundation and concealer shades across a broad spectrum, Rare Beauty actively challenges the limited definitions of beauty that have dominated the industry. This commitment to inclusivity sends a powerful message: everyone deserves to feel seen, valued, and beautiful. You are rare.
Rare Beauty is setting a new, compassionate standard for the beauty industry.
High-Quality Products
Quality over quantity holds true with Rare Beauty, where each product is meticulously crafted to deliver excellent performance and user experience. Rare Beauty’s emphasis on quality is clear through its packaging, which is both functional and aesthetically pleasing. Each product can be beautifully displayed and is designed for easy use.
Additionally, Rare Beauty focuses on developing makeup with formulas that are gentle on the skin, reflecting Selena Gomez’s commitment to authenticity and self-care. Rare Beauty prioritizes clean ingredients and is cruelty-free, ensuring that its makeup products enhance natural beauty without compromising skin health.
BÉIS
Founded by actress Shay Mitchell, BÉIS has quickly risen as a standout brand in the travel and lifestyle space, known for its high-quality, stylish, and functional travel gear. Mitchell, who is a frequent traveler herself, used her experiences to design products that address common travel frustrations. This personal approach to product design resonates with consumers, who see BÉIS as a brand created by a fellow traveler who understands their needs.
Practical, Stylish, and Affordable
BÉIS commits to solving real travel pain points and blends practicality with style. It’s a universal struggle for a traveler to organize toiletries, maximize luggage space, and keep items secure. Form and function give BÉIS a wide appeal among travelers who want products that look elegant but are also versatile and durable.
More so, BÉIS luggage has many pockets and organizational features to help keep customers organized. Its durability is incredible, with a hard-sided exterior that protects belongings from getting damaged. A weight indicator is located on the handle to show if it’s over 50 pounds. A TSA-approved lock system keeps items secure.
BÉIS offers functional luxury at an accessible price point. Each piece is designed to look good, withstand travel wear and tear, and make packing and organizing easier. The most popular pieces, the Weekender Bag and On-the-Go Essentials Case, are great examples of such.
A TikTok Sensation
As a well-known and well-liked actor, Shay Mitchell has grown a following on social media, which led Mitchell to thrive as an influencer. She frequently showcases the products on her trips and shares packing tips, travel hacks, and real-world uses for the bags.
This transparent and relatable brand voice, paired with Mitchell’s genuine enthusiasm for the products, builds trust with consumers. BÉIS further engages its community by letting the voices of user-generated content creators shine and encouraging feedback, creating a connection between the brand and its customers.
Since BÉIS’ launch in 2018 and the growth of TikTok since then, user-generated content of BÉIS has been trending. BÉIS has become a travel go-to among Millennial and Gen-Z customers, especially through viral aesthetically pleasing/ASMR packing videos with BÉIS products.
Collaborations and Pop-Ups
BÉIS has a knack for tapping into cultural moments and staying ahead of trends, making its collaborations both timely and highly relevant. Since the highly anticipated Wicked movie release is around the corner, BÉIS launched a special Wicked-themed collection. BÉIS has a skill in responding to pop culture trends, allowing fans, particularly Wicked and theater fans, to connect with the brand in a fresh, meaningful way.
BÉIS listens to their customers. The main area of concern with customers was the bags getting scuffed up, so, in partnership with Scrub Daddy and Branch Basics, THE BÉIS WASH pop-up offered a free wash and shine for customers.
Designed as an interactive event where customers can experience the brand firsthand, THE BÉIS WASH allows fans to see the functionality of BÉIS products up close and get a feel for their quality. The pop-up, often combined with other unique shopping experiences, also gives customers a chance to provide real-time feedback. This in-person approach helps BÉIS refine its products further, continually innovating based on what customers truly want and need in travel gear.
Chamberlain Coffee
Founded by influencer and Youtuber Emma Chamberlain, Chamberlain Coffee has become a staple for young coffee enthusiasts who are drawn to the brand’s authenticity, quality, and lifestyle appeal. For Chamberlain Coffee customers, coffee is not just a daily habit but an exciting experience.
Known for her humor, down-to-earth personality, and love for coffee, Chamberlain has created a brand that feels like an extension of her online persona, resonating with consumers who feel they “know” her.
Sustainability and Transparency
One key factor in Chamberlain Coffee’s success is its high-quality, sustainably sourced coffee. The brand emphasizes organic beans that are ethically produced and offer sustainably sourced ingredients, recyclable packaging, and commercially compostable coffee pods.
The stance on sustainability aligns with the values of younger consumers who prioritize eco-friendly brands. This stress on quality helps Chamberlain Coffee stand out among other coffee makers, appealing to coffee lovers who value taste and ethical production.
Audience Appeal
Chamberlain Coffee’s product lineup is made to meet the needs of its young, on-the-go audience, offering options like single-serve bags, cold brew blends, and fun coffee accessories that make it easy to enjoy coffee anywhere. It retails at Target, which makes it accessible to a wide audience.
The brand uses bright, playful packaging that appeals to Chamberlain’s core demographic and makes the products perfect on an Instagram profile or TikTok, encouraging customers to share their coffee routines on social media. This visual appeal, combined with Chamberlain’s frequent mentions of the brand in her content, turns customers into brand advocates and helps Chamberlain Coffee stay top of mind.
Chamberlain shares her personal coffee routines, talks about product development, and connects with her audience on social media in a way that feels genuine and unscripted. By making her fans feel included in the brand’s journey, Chamberlain has built a loyal community around her coffee, turning casual customers into repeat buyers who feel personally invested in the brand.
Skims
Launched by Kim Kardashian, Skims has quickly become one of the most influential brands in shapewear, loungewear, and everyday basics. With an emphasis on inclusivity, innovative designs, and high-profile marketing, Skims has disrupted the traditional shapewear industry, setting new standards for comfort, style, and functionality.
Inclusive Sizing and Representation
One of the most significant factors behind Skims’ success is its commitment to inclusivity. Unlike many shapewear brands that cater to a limited size range, Skims offers sizes from XXS to 5X, ensuring that individuals of all body types can find pieces that fit comfortably.
Skims features a variety of skin tones in its products, providing options that suit a wider range of complexions. Celebrities of various ethnicities appear in Kardashian’s campaigns and photoshoots. Kardashian’s influence is amplified by high-profile collaborations, such as Skims’ partnership with the Olympics and other trending celebrities such as Sabrina Carpenter and Nicola Coughlan due to their recent breakout and success. These collaborations expand Skims’ reach, keeping the brand culturally relevant and on-trend.
This dedication to inclusivity has resonated deeply with consumers who feel seen and represented by the brand, creating a loyal customer base that feels valued. Skims are up to date with the most trending celebrities and can replicate their aesthetic well in a campaign.
Function Meets Style
Skims has redefined traditional shapewear by blending practicality with style. Designed with breathable, flexible fabrics, Skims’ products emphasize comfort and versatility, allowing wearers to transition seamlessly from casual wear to formal occasions.
The brand’s focus on both functionality and aesthetics means customers don’t have to compromise on style for comfort, a factor that appeals to those looking for pieces they can wear daily. Skims’ innovative approach to everyday essentials makes its offerings not only comfortable but also fashionable and flattering.
Celebrity Influence
Kim Kardashian’s massive social media following has played an essential role in the success of Skims. Her frequent promotions and transparent endorsements give the brand an authentic touch, appealing to fans who trust her personal involvement in the products.
Social media is at the core of Skims’ marketing strategy, with a strong presence on Instagram, TikTok, and other platforms. Kardashian’s open dialogue with followers, product previews, and behind-the-scenes insights help build a sense of community around Skims. The brand also encourages customer feedback, continuously improving products based on consumer input. By using an interactive space on social media, Skims strengthens its connection with consumers and uplifts a loyal fan base invested in the brand’s journey.
818 Tequila
818 Tequila has quickly become a celebrated brand in the spirits market established by Kendall Jenner. It stands out due to its commitment to authentic, high-quality tequila. Produced in Jalisco, Mexico, 818 uses traditional processes, from sourcing the best agave plants to utilizing small-batch production methods. The brand offers Blanco, Reposado, and Añejo varieties, providing a range that appeals to both casual drinkers and tequila connoisseurs.
Commitment to Sustainability and Giving Back
One of 818 Tequila’s defining features is its priority of sustainability. The brand has implemented initiatives to reduce waste and energy consumption in production, such as repurposing agave byproducts for sustainable building materials and supporting community recycling programs in Jalisco.
818’s distillery uses solar and biomass power to reduce its carbon footprint. 818’s glass bottles are 100% recyclable, and the labels and packaging are certified by the Forest Stewardship Council. 818 partners with S.A.C.R.E.D. (Saving Agave for Culture, Recreation, Education, and Development) to repurpose agave waste into building materials like bricks. These bricks are used in community projects across Mexico, such as libraries and community centers.
818 Tequila has made efforts to give back to the communities in Jalisco where its tequila is produced. Through community projects, including funding local infrastructure and supporting education programs, 818 has established itself as a socially responsible brand. By engaging directly with these communities, 818 builds loyalty and trust, showing that it’s invested in the well-being of the people behind the product. This social responsibility aligns with consumer values, particularly for those who look for brands that are committed to more than just profit.
By using sustainable and mindful practices, 818 aligns itself with a younger, eco-conscious audience that prioritizes environmental responsibility and giving back to a community. This emphasis on sustainability and social awareness helps distinguish 818 from competitors and contributes to its positive brand image.
Cultural Relevance
Kendall Jenner’s influence plays a significant role in 818 Tequila’s success. With her global following, Jenner has a unique ability to promote the brand to millions, making 818 instantly recognizable and accessible. Jenner’s frequent social media posts featuring the tequila in her daily life give the brand an authentic feel, and her involvement in events, from launch parties to tasting events, has helped solidify 818’s presence in pop culture.
818 has also leveraged partnerships and collaborations to expand its reach and appeal. From exclusive partnerships with top bars and restaurants to limited-edition merchandise, these collaborations keep 818 Tequila fresh and culturally relevant. Collaborations with other brands in the lifestyle and beverage space help 818 expand its presence while reinforcing its premium image, making it a sought-after brand for consumers who value exclusivity and style.
Final Thoughts
Successful celebrity brands like rhode skin, Rare Beauty, BÉIS, Chamberlain Coffee, Skims, and 818 Tequila all share commonalities that set them apart in their respective industries. These brands go beyond simply attaching a celebrity name to a product; they’re rooted in authenticity, community, and a clear sense of purpose.
Each brand – whether makeup, travel, coffee, or spirits – emphasizes quality, inclusivity, and social responsibility, allowing consumers to feel like they’re part of something meaningful. Whether it’s Rare Beauty’s mission to promote mental health, Skims’ commitment to body inclusivity, or 818 Tequila’s sustainable production practices, these brands stand out because they provide products that reflect genuine values and lifestyles that consumers can relate to.
Through thoughtful design, social engagement, and a willingness to listen and adapt to their audience, these brands continue to thrive as more than just products. They’re known as cultural icons that inspire dedication and embody the interests and ideals of today’s consumers.
