Celebrity brand fans buy because of who is behind the product. They follow a creator, athlete, musician or influencer, and a branded drink, skincare line or supplement becomes a way to join that community. Brands in this directory include PRIME Hydration, Feastables, Rhode Skin, SirDavis, Lemme and Betty Booze. Their ads show how founder fame, personality and audience trust get turned into launches, drops and repeat sales, and how the best of them still lean on product quality once the first wave of attention fades.
The founder is the reason to buy. Fans want a connection to a person they already follow.
They discover and decide inside social feeds. Creator content, launches and drops move faster than traditional ads.
Many are 18-34, such as the Logan Paul and KSI fans behind PRIME Hydration or MrBeast fans buying Feastables.
Fame gets the first purchase. Taste, simplicity or results, as with Rhode Skin's glowy minimal routine, decide whether they buy again.
Alphalete is an activewear brand selling gym apparel and accessories including leggings, shorts, and tops designed for training and everyday wear. Founded by fitness influencers, the brand sells primarily direct-to-consumer online and has built a following in the fitness apparel category. Alphalete advertises across Meta placements.
Betty Booze is a line of premium low-alcohol (4.5% ABV) sparkling ready-to-drink cocktails launched in July 2023 by Blake Lively as an extension of her non-alcoholic mixer brand Betty Buzz. The debut range includes three 12oz can flavors: Sparkling Tequila with Lime Shiso, Sparkling Tequila with Oak Smoked Lemonade, and Sparkling Bourbon with Apple Ginger Sour Cherry, retailing at $14.99 for a 4-pack. Betty Booze launched in key US markets with rapid national expansion through Total Wine and other major off-premise retailers. The brand sits in the premium spirits-based RTD segment, competing against category leaders like High Noon and Cutwater. In 2025, the brand expanded with its first vodka RTD range. The brand's dual presence — premium craft flavors paired with Blake Lively's lifestyle platform — positions it above mass RTD but below ultra-premium canned cocktail brands. Also searched as Betty.
Dulceida is a Barcelona-based fashion and lifestyle brand launched by influencer Aida Domènech, who built one of Spain's largest fashion audiences under the Dulceida persona since 2009. The brand sells womenswear, accessories, and perfume directly to a community cultivated over a decade of content. Also searched as Dulceida.
Feastables was launched in January 2022 by Jimmy Donaldson, known as MrBeast, the world's most-subscribed individual YouTube creator. The launch mirrored Willy Wonka mechanics: a golden-ticket sweepstake embedded in the initial DTC purchase sent winners to a real-world challenge experience. The brand sold 1 million chocolate bars within 72 hours and cleared $10 million in launch-week sales — figures driven almost entirely by MrBeast's YouTube audience of 200+ million subscribers. Feastables subsequently expanded into Walmart, 7-Eleven, and other mass market retailers, extending the brand beyond its creator-native audience. The chocolate bars are positioned as better-ingredient alternatives to conventional confectionery, with messaging around real cocoa and clean labels.
Florence by Mills is a Gen Z-focused beauty brand founded by actress Millie Bobby Brown in August 2019. Known for affordable skincare and clean color cosmetics, the brand combines fun, expressive visuals with an anti-perfectionism ethos. It expanded to retail giants including Ulta and Target and surpassed $200M in brand value, with Millie acquiring majority ownership in 2024. Also searched as Florence.
GXVE Beauty is Gwen Stefani's vegan, cruelty-free clean cosmetics brand launched in 2022 at Sephora. The brand name plays on Stefani's signature style — 'gxve' as in give — and targets millennial beauty consumers who grew up with her bold aesthetic. GXVE combines clean formulas, vibrant color payoff, and Stefani's decades of beauty icon status to occupy the premium-yet-clean segment of color cosmetics. Also searched as GXVE.
Item Beauty is a clean, cruelty-free cosmetics brand co-founded by TikTok star Addison Rae and her mother Sheri Nicole in August 2020, launching directly into Sephora. Positioned around 'clean-ish' beauty — fun, low-key, and fuss-free — it was one of the first creator-native brands to validate the TikTok-to-Sephora pipeline. The brand runs strong influencer seeding supplemented by Meta performance ads. Also searched as Item.
Lemme is a gummy vitamin and supplement brand founded by Kourtney Kardashian Barker and launched in September 2022. The brand debuted DTC with three SKUs — Matcha, Chill, and Focus — built on five years of research with scientists, MDs, and botanists. Lemme's products are formulated with clinically-studied ingredients, packaged in 100% post-consumer-recycled materials, and priced to sit between mass and prestige wellness. Distribution expanded rapidly from lemmelive.com to Target, and by early 2026 the brand reached over 2,000 Walmart stores. Kris Jenner serves as a visible brand partner, extending the Kardashian-Jenner media flywheel to new product launches including creatine gummies. The brand has since expanded into weight management, hair growth, and functional wellness SKUs, establishing Lemme as one of the most commercially scaled celebrity supplement launches of the 2020s.
NVGTN is an activewear brand selling gym leggings, shorts, and tops designed for training and athletic wear. The brand sells primarily direct-to-consumer online, positioning itself within the competitive fitness apparel category, and advertises across Meta placements.
PRIME Hydration was co-founded by YouTubers Logan Paul and KSI and announced on January 4, 2022, with product available from June 2022. The brand achieved $250 million in retail sales in its first year and $1.2 billion in 2023 — a scale that took Gatorade decades. The launch strategy was a masterclass in creator-economy brand building: the founders' combined 60+ million YouTube subscribers provided an instant, passionate consumer base before traditional retail distribution was even established. Sports sponsorships followed — UFC, Arsenal, Barcelona, Bayern Munich — extending the brand's credibility beyond internet culture. Peak momentum has since cooled, with projected 2025 revenue around $300 million, illustrating both the power and volatility of hype-dependent brand strategies. Also searched as PRIME.
Painted is a Los Angeles-based vegan, cruelty-free cosmetics brand launched in August 2023 by beauty YouTuber and makeup artist James Charles. The brand's hero product — Create Paints, a multi-use cream-to-matte formula available in 10 vivid shades at $15 each — was developed over four years with an emphasis on professional-quality performance at an accessible price point. The launch generated significant media attention when it was revealed that Beyoncé's makeup artist used the black shade 'Ink' on the singer's Renaissance tour. Painted sells exclusively DTC through painted.co and targets makeup artists, enthusiasts, and Charles's existing YouTube and Instagram community.
Pantalones Organic Tequila is a 100% certified organic blue Weber agave tequila brand co-founded by Matthew and Camila McConaughey and launched in October 2023. The brand followed the end of Matthew's partnership with Wild Turkey bourbon, marking a shift to a brand he and his wife own fully. The name — Spanish for 'pants' — anchors a humor-first brand identity built on the couple's willingness to poke fun at themselves (the launch campaign was titled 'Buckle Up' and featured the McConaugheys on a bicycle, pants-optional). The tequila is produced at a certified organic, family-owned distillery in Amatitán, Jalisco, using 4th-generation-farmed agave from Magnocampo. Three expressions launched at accessible luxury price points: Blanco ($45), Reposado ($50), and Añejo ($55). The brand is a member of 1% for the Planet, donating a portion of each bottle to environmental nonprofits. Also searched as Pantalones.
Pleasing is a London-based gender-neutral beauty and lifestyle brand launched by Harry Styles in November 2021. The brand debuted with a collection of nail polishes and skincare products that sold out within hours of launch, driven by Styles's status as a global fashion icon and the cross-genre cultural relevance he commands. Pleasing has expanded into fragrance and wellness products, always maintaining a deliberate gender-neutral positioning and a high-fashion aesthetic informed by Styles's Gucci partnerships and sartorial identity. The brand targets beauty consumers who identify with fluid, non-binary beauty expression and seek products from founders with genuine fashion credibility.
Point of View Beauty (POV Beauty) is a skin-prep brand launched in March 2025 by TikTok creator Mikayla Nogueira and industry veteran Ani Hadijinian, backed by Imaginary Ventures. Nogueira — known for her authentic makeup tutorials and 50M+ combined social following — co-founded the brand to bridge clinical skincare and makeup application with five skin-prep products. The brand generated $1 million in sales in its first seven minutes, driven entirely by Nogueira's engaged TikTok community. POV Beauty is currently DTC-only with a planned Ulta Beauty retail rollout, targeting makeup-application-focused consumers who invest in skin prep as the foundation of their beauty routine. Also searched as Point of View.
R.E.M. Beauty is a Los Angeles-based color cosmetics brand launched by Ariana Grande in November 2021. Named after her single 'R.E.M.,' the brand features a space-age aesthetic with extraterrestrial packaging and intergalactic color palettes. Multiple products sold out on launch day, driven by Grande's massive global fanbase and the visual distinctiveness of the brand's UFO-inspired campaign imagery. R.E.M. Beauty expanded into Ulta Beauty retail and has broadened its range to include fragrance-adjacent products. The brand targets Grande's core demographic — beauty consumers 18–30 who value bold color and distinctive aesthetics — with a mix of fan-driven organic demand and performance marketing. Also searched as R.E.M..
Rhode Skin was launched on June 15, 2022 by Hailey Bieber with Lauren and Michael D. Ratner. The brand launched with three products: Peptide Glazing Fluid, Barrier Restore Cream, and Peptide Lip Treatment — the last priced at $16 and destined to become one of the most viral beauty products in social media history. The 'glazed donut skin' aesthetic Bieber popularised on TikTok — dewy, luminous, barely-there — became a global beauty trend that functioned as a continuous organic brand campaign. Rhode sold 1 million Peptide Lip Treatments by August 2023. Revenue reached $212 million in the 12 months to March 2025, with Rhode becoming the number one skincare brand by Earned Media Value in 2024. e.l.f. Beauty acquired the brand in May 2025 for up to $1 billion ($800M upfront plus $200M earnout). Also searched as Rhode.
SirDavis is a premium American whisky created by Beyoncé Knowles-Carter in partnership with Moët Hennessy (LVMH), launched in August 2024. The brand is named in honor of Davis Hogue, Beyoncé's paternal great-grandfather and a Prohibition-era moonshiner who hid bottles in cedar tree knots for friends and community. The mash bill — 51% rye, 49% malted barley — is rare in American whisky, and production was overseen by Dr. Bill Lumsden, the award-winning master distiller behind Glenmorangie and Ardbeg. The whisky is aged in American oak and finished in Pedro Ximénez sherry casks, producing a flavor profile that bridges American rye robustness with the elegance of Japanese and Scotch whisky traditions. Retailing at $89, SirDavis launched with global availability across the US, select airports (LAX, JFK, SFO), and London, Paris, and Tokyo boutiques, instantly establishing luxury-tier positioning.
These brands start with the founder's audience. Launch creative often features the founder directly, uses their voice and personality, and treats the product as the next piece of content. Scarcity and drops, limited flavors and collaborations create urgency that fits how fans already behave. The founder is not enough on its own. The strongest brands pair fame with a clear product role. Rhode Skin sells simple, glowy routines, Lemme sells tasty gummy supplements, Betty Booze sells a lower-alcohol canned cocktail, and Feastables sells chocolate and snacks with a creator tie. Each gives a fan a reason beyond the name. Formats include founder videos, behind-the-scenes content, user-generated unboxings and reviews from fans. Offers lean on bundles and launches rather than steep discounts, which protects the premium feel. When researching, separate what comes from fame and what comes from the product. Note how brands move from launch buzz to everyday reasons to repurchase.
Look at how the founder appears. Some ads feature them in every frame, others only in the launch and then shift to the product or to customers. That shift often marks the move from hype to a lasting brand. Study the community cues. Fan language, shared jokes, drop calendars and creator collaborations all signal belonging. See how PRIME Hydration and Feastables build a sense of event around a product. Compare category roles. A beauty founder like Rhode Skin uses a different approach from a spirits or drinks founder such as SirDavis. Product category changes the proof, the format and the offer. Finally, watch longevity. Ads that keep running after launch hype fades are likely carrying a real reason to buy. Save those and compare them with launch-week creative to learn what holds.
Brands here include PRIME Hydration, Feastables, Rhode Skin, SirDavis, Lemme and Betty Booze. They span drinks, snacks, skincare, spirits and supplements tied to well-known creators and public figures. Open their ads to compare how much each leans on the founder versus the product, and how that mix changes over time.
They use founder-led content, drops, limited flavors, collaborations and fan reviews. The best pair fame with a clear product role so buyers have a reason to return after launch. Look at launch creative against later ads, since the shift from hype to everyday reasons to buy shows what keeps a brand going.
Often the strongest ads shift over time toward the product, customers and everyday use. Review long-running ads in the grid to see when brands lean on the founder and when they step back. Check which ads keep running well after launch, as those usually carry a reason to buy that does not depend on the founder.
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