Celebrity brands are becoming more and more popular: Rihanna, JLo and Jessica Alba’s brands are on the podium

By: Trademagazin Date: 2022. 11. 03. 11:10

More and more actors and singers decide to – partially or completely – leave the stardom and start their own business. Celebrities are increasingly moving away from representing products towards their own product development. In the past decade, we have witnessed the rise of many star entrepreneurs, the list is almost endless. Rihanna (Fenty Beauty), Blake Lively (Betty Buzz) and her husband Ryan Reynolds (Aviation Gin), Jessica Alba (The Honest Company), Gwyneth Paltrow (Goop), Jennifer Lopez (JLo Beauty), Lady Gaga (Haus Labs), Dr. Dre (Beats) and more.

Rihanna owns Fenty Beauty

YNSIGHT Research’s research workshop dealing with netnography – the analysis of netizens’ conversations and online behavior mechanisms – examined the appearance of some celebrity brands in the online space. In addition to the already mentioned celebrities, several other celebrity brands were added to the list of examined brands: Fabletics (Kate Hudson), GXVE (Gwen Stefani), Kylie Cosmetics (Kylie Jenner), Keys Soulcare (Alicia Keys), and Kim Kardashian’s underwear brand SKIMS could stay out.

While it would be easy to dismiss these businesses as mere cash grabs, there is no denying that each of them has a significant impact on the evolution of their respective industries and brand communication trends. All of this is also proven by the fact that in the examined one-year period (10.06.2021-10.06.2022) the brands mentioned above were mentioned more than 1.5 million times – and this is only the number of mentions appearing in English.