From billion-dollar beauty lines to spirits empires, today’s biggest stars are building brands that now outshine their entertainment careers. From billion-dollar beauty lines to expansive spirits empires, today’s top celebrities are creating brands that have become even more successful and influential than their careers in entertainment, redefining their legacies in the process.
Fame pays well, but ownership pays better. A new wave of celebrities has figured out that star power is most valuable when it fuels a brand they actually own. These stars redefined industries and built wealth that dwarfs any paycheck.
Rihanna and the Fenty Beauty revolution
When Rihanna launched Fenty Beauty in 2017, she instantly changed the beauty industry. She debuted her foundation in 40 shades at a time when no major brand had done anything remotely similar.
Fenty Beauty generated around $450 million in net sales in 2024 alone. It is currently valued between $1 billion and $2 billion. Rihanna also launched Fenty Skin in 2020 and Fenty Hair in 2024.
Selena Gomez and the Rare Beauty takeover
Selena Gomez launched Rare Beauty in 2020 while already commanding over 414 million Instagram followers. The brand grew fast and was driven by her deeply personal mission around mental health awareness.
Rare Beauty hit $400 million in annual sales in 2024 and is now valued at $2.7 billion. In the first eight months of 2025 alone, it earned $481 million in global media engagement.
Kim Kardashian and the Skims empire
Kim Kardashian co-founded Skims in 2019 with a focus on inclusive shapewear offered in sizes from XXS to 5XL. She entered a fashion space that had largely ignored real body diversity for decades.
Skims raised $225 million in a November 2025 funding round led by Goldman Sachs Alternatives. That round valued the brand at $5 billion. Skims is expected to exceed $1 billion in net sales by the end of 2025.
Kylie Jenner and the Lip Kit legacy
Kylie Jenner launched Kylie Cosmetics in 2015 at just 17 years old with her iconic Lip Kit product. It sold out within minutes and proved her social media reach could translate into massive real-world sales.
In 2020, Jenner sold a 51% stake in Kylie Cosmetics to beauty giant Coty Inc. for $600 million. That deal valued the brand at approximately $1.2 billion at the time of the acquisition.
Hailey Bieber and Rhode’s billion-dollar exit
Hailey Bieber launched Rhode skincare in 2022, starting with just three products and a clean, minimalist identity. The brand exploded and quickly became one of the fastest-growing skincare companies in America.
In May 2025, e.l.f. Beauty acquired Rhode in a deal valued at $1 billion. Rhode had reported $212 million in net sales for the year ending March 2025. Bieber stayed on as chief creative officer.
Ryan Reynolds and Aviation Gin’s massive sale
Ryan Reynolds took a minority ownership stake in Aviation American Gin in 2018. He used sharp humor and wildly viral campaigns to make the brand a household name across the United States.
In August 2020, Diageo purchased Aviation Gin for up to $610 million. The deal included an initial $335 million payment with up to $275 million more tied to future performance over ten years.
Dwayne Johnson and Teremana Tequila
Dwayne Johnson launched Teremana Tequila in 2020 and marketed it as a premium yet everyday spirit for real people. His massive global social media following became the brand’s most powerful distribution and marketing channel.
Teremana sold 300,000 cases in its very first year. By 2023, it reached 1 million nine-liter cases sold within a single year. That achievement made it the fastest new premium spirits brand to hit that benchmark.
Beyoncé and her expanding brand portfolio
Beyoncé launched SirDavis Whisky in 2024 in partnership with Moet Hennessy and debuted Cécé hair care in the same year. Cecred landed in 1,400 Ulta Beauty stores across America by April 2025.
Her Ivy Park apparel deal with Adidas ended in 2023, but she kept building. Beyoncé has continued growing her portfolio through direct ownership rather than endorsements. She remains one of the most commercially powerful celebrity founders today.
Cameron Diaz and Avaline Wine
Cameron Diaz co-founded Avaline wine in 2020 alongside brand strategist Katherine Power, targeting health-conscious consumers. The organic and lower-alcohol wine quickly found a loyal following in a crowded and competitive market.
By 2025, Avaline ranked among the top 100 wine brands in the United States by annual sales volume. Diaz confirmed the brand grew more than 40 percent in 2025 and projects over 325,000 cases sold.
Jay-Z and his billion-dollar spirits exit
Jay-Z purchased the champagne brand Armand de Brignac in 2014 and later sold a 50% stake to the luxury conglomerate LVMH in 2021. That deal alone reportedly earned him around $300 million in one of entertainment’s smartest exits.
In 2023, he sold his majority stake in D’Usse cognac to Bacardi for a reported $750 million. Together, these two deals generated well over a billion dollars. Jay-Z proved that patient brand building delivers extraordinary results.
Featured Image: Photo by Michael Vlasaty on Wikimedia.
