How Stars Became 2025’s Savviest CEOs: The Celebrity Brands Winning The Marketing Game

How Stars Became 2025’s Savviest CEOs: The Celebrity Brands Winning The Marketing Game || Beyond the hype: The marketing DNA of celebrity brands

Key Points:
Business expert explains how celebrity-owned brands have become successful through the power of good marketing. Expert analyzes five standout brands, including Fenty Beauty, Kylie Cosmetics, and SKIMS, highlighting how each builds consumer trust. Expert shows how any brand can achieve similar success through clarity of purpose, emotional storytelling, and consistent marketing execution.
Celebrity-owned brands have transformed from vanity projects into powerful, successful business endeavors. In 2025, this phenomenon shows no signs of slowing. “With social media driving unprecedented levels of consumer loyalty and influencer credibility at an all-time high, the smartest celebrity entrepreneurs have turned relatability and storytelling into a business strategy,” says Richard Edwards, the founder and CEO of Vibra Media, a UK-based digital PR agency specializing in premium link-building and brand amplification. Below, Edwards looks at five celebrity-owned brands that have mastered the art of marketing through authenticity, social media savvy, and laser-focused brand identity.

1. Fenty Beauty By Rihanna: Inclusivity As A Power Move

By centering inclusivity as its core value, Rihanna’s Fenty Beauty filled a glaring market gap with its 40+ shade range, appealing to customers who had long felt overlooked. The brand’s marketing campaigns celebrated diversity across gender, race, and culture, creating an emotional connection rooted in representation. “Rihanna identified an underserved audience and turned inclusivity into a non-negotiable principle of her brand,” says Edwards. “What made it so successful was that it was something Rihanna really cared about, rather than being just a cynical business move. Fenty built loyalty by making consumers feel seen, which is the most powerful kind of marketing you can achieve.”

2. Rhode By Hailey Bieber: The Reign Of Minimalist Branding

Hailey Bieber’s Rhode has become a social media sensation since its 2022 debut, capturing the ‘clean girl’ aesthetic with pared-back packaging, neutral tones, and a no-fuss skincare routine. Its sleek visual identity, combined with Bieber’s consistent Instagram presence, has helped the brand go viral without feeling forced. The strategy? Simplicity that feels aspirational yet attainable. “Rhode’s marketing thrives on consistency,” Edwards explains. “Every touchpoint, from packaging to product photography, reflects the same calming, minimal design. This visual discipline reinforces the brand’s promise of simplicity and builds subconscious trust with consumers.”

Also Read: 5 Household Brands That Nearly Went Bankrupt Before Becoming Icons

3. Kylie Cosmetics By Kylie Jenner: The Influencer Blueprint

Before “influencer brands” became the norm, Kylie Jenner proved it could be done. By leveraging her social following and turning her personal narrative into a product story (“I was insecure about my lips, so I created Lip Kits”), Jenner bridged the gap between influencer culture and traditional retail. Her viral lip kits sold out in minutes and sparked a social media storm that cemented her as one of the earliest success stories in the influencer-to-brand pipeline. “Kylie had that first-mover advantage,” says Edwards. “She monetized her online presence before influencer marketing became formulaic. By blurring the line between personal authenticity and commercial storytelling, she created an entirely new business model that others have been chasing ever since.”

4. Teremana Tequila By Dwayne ‘The Rock’ Johnson: Authentic Storytelling And Community Spirit

When Dwayne Johnson introduced Teremana Tequila in 2020, he made sure his brand was about storytelling rooted in authenticity. Marketed as “the tequila of the people,” the brand emphasizes traditional craftsmanship, sustainability, and community, with Johnson frequently sharing behind-the-scenes footage of agave harvesting and family-style gatherings. The brand’s mantra, “spirit of the earth,” perfectly aligns with this vision. “What makes Teremana stand out is its human approach,” notes Edwards. “The Rock’s branding is all about gratitude, connection, and transparency. Consumers don’t feel sold to; they feel invited to be part of a shared experience. That emotional resonance drives repeat loyalty more effectively than traditional advertising.”

5. SKIMS By Kim Kardashian: Consistency Is Confidence

Kim Kardashian’s SKIMS has become a $4 billion powerhouse by mastering the art of consistent brand identity. From neutral tones and body-positive campaigns to inclusive sizing and celebrity-heavy collaborations, every aspect of SKIMS reflects a carefully defined aesthetic and message: confidence, comfort, and inclusivity. Kardashian’s meticulous control over visuals, language, and partnerships has built a brand that feels instantly recognizable and always on message. “Every campaign feels unmistakably ‘SKIMS,’ no matter the product or demographic,” says Edwards. “That kind of coherence doesn’t happen by accident; it’s the result of strategic clarity and consistent execution over time.”
Richard Edwards, the founder and CEO of Vibra Media, commented: “What can startups and traditional businesses learn from these celebrity juggernauts? It’s all about focus. While celebrities have the advantage of built-in reach when they start a business, real success stems from brand clarity and authenticity. Any business, whether celebrity-backed or not, can adopt the same principles. Start by defining a clear mission that will inform all your other choices going forward. Then, build your brand’s storytelling around real human experiences, and create visual and emotional consistency across every channel. The magic is in connection with your audience. Brands that make people feel part of something bigger will always win.”