More than what you see on screen, many celebrities quietly pivot into industries far removed from acting, music or sports, forging ventures that sometimes eclipse their original fame. Shrewd investment, personal alignment and clever storytelling frequently drive these new ventures into the spotlight. When you think of entertainment figures today, you might imagine red carpets or stadiums; however, behind the scenes, the real legacy often comes from business decisions that transform influence into enduring wealth.
From Spotlight to Boardrooms: Building Beauty and Lifestyle Brands
Stars with huge followings often channel that trust into consumer products: Selena Gomez, for instance, launched Rare Beauty in 2020. Its focus on authenticity and mental wellness propelled it to an estimated valuation of around $2 billion by 2024, contributing heavily to her personal net worth, now over $1.3 billion. Meanwhile, Beyoncé introduced her hair care line, Cécred, in 2024, complementing it with a $500,000 annual grant program supporting cosmetology students, merging business with tangible social impact.
Gwyneth Paltrow’s Goop remains emblematic of a lifestyle brand that leverages personal storytelling and controversy, still valued at roughly $250 million years after launch. When you look at these cases, it becomes clear that credibility, trust and community connection are often just as valuable as the product itself. For anyone thinking about building a brand, the lesson is that audiences often invest in the person behind the product as much as the offering itself.
Strategic Ventures on and off the Field: Footballers as Entrepreneurs
Footballers are increasingly pursuing ventures as ambitious as their playing careers. Just look at this infographic, where Lionel Messi’s portfolio is included, spanning hotels, retail and media. He launched MiM Hotels in Ibiza and Mallorca, created Más+, a sports and energy drink reaching U.S. stores and founded 525 Rosario, a production company in Miami and Los Angeles. In 2025, he joined Luis Suárez to launch Deportivo LSM in Uruguay, dedicated to youth talent and community projects.
Other stars are following similar paths: Kylian Mbappé bought 80% of Caen in 2024, shaping it as a rebuild despite relegation; Luka Modrić turned to real estate, co-owns Croatia’s Zeppelin Craft Brewery and became a minority owner of Swansea City; N’Golo Kanté acquired Belgian side Royal Excelsior Virton in 2023, focusing on stability and its academy. Equally, Robert Lewandowski invests through Protos Venture, Mesut Özil grew his M10 brand into fashion and cafés, while Gerard Piqué’s Kosmos Holding (behind the Kings League and FC Andorra) stands as one of the boldest examples.
Savvy Branding: Tequila, Gin, Skincare and More
Celebrities excel at turning personal branding into profitable products, and you can see how identity translates into marketing power. Dwayne “The Rock” Johnson established Teremana Tequila in 2020, which has become one of the industry’s fastest-growing liquor brands. He expanded into fitness gear and energy drinks, while also owning part of the United Football League, born from the merger of the XFL and USFL.
Ryan Reynolds has built a marketing powerhouse through his company Maximum Effort, while profiting handsomely from Aviation Gin and Mint Mobile, sold for about $610 million and $1.35 billion respectively. Reynolds shows how humor, relatability and modern storytelling can elevate a product into cultural relevance. If you reflect on these ventures, it’s clear that the best examples don’t simply rely on celebrity status, thriving because the branding feels like an extension of the person.
Contemporary Lifestyle Projects: Wine, Condiments, Beauty and Fashion
Unexpected paths have emerged in recent years, revealing that creativity isn’t limited to one arena. Meghan, Duchess of Sussex, extended her As Ever brand into Napa Valley wine in 2023, with further bottles already planned. Her lifestyle line, which also includes shortbread mixes and spreads, consistently sells out within hours, showing that exclusivity drives demand. Celebrity condiment brands follow a similar trajectory: Ed Sheeran’s hot sauces and Ubah Hassan’s dips are part of a wider trend where comfort food meets personal branding.
Shakira recently launched her beauty line, Isima, focusing on hair care tailored for Latina hair and inclusivity across diverse hair types, further solidifying her influence beyond music. Hailey Bieber’s Rhode skincare brand achieved $212 million in sales by early 2025 and a $1 billion acquisition deal by e.l.f. Cosmetics is set to close, with Bieber remaining chief creative officer. If you’re a consumer, you’ll notice how these products rarely feel detached and are marketed as an authentic reflection of celebrity lifestyle.
Building Empires with Purpose, Creativity and Longevity
A striking number of celebrity ventures emphasize genuine passion and social mission, which is something you may find refreshing in today’s marketplace. Drew Barrymore built Flower Beauty into a $300 million brand by 2023, guided by a vision for affordable quality. Jessica Alba’s Honest Company, launched in 2012, has grown steadily, now providing baby, beauty and household goods with a strong emphasis on sustainability and transparency.
Meanwhile, Eva Longoria’s tequila brand Casa Del Sol anchors itself in cultural authenticity, partnering with a Mexican distillery and supporting worker healthcare programs. These examples highlight that businesses anchored in values often sustain consumer trust longer than short-term cash-grabs. When you see stars aligning their projects with personal identity, it’s easier to understand why the ventures succeed: they become genuine extensions of a broader life story.
Key Takeaways
You’re witnessing a new era where celebrity status becomes the seed for business empires. Personal interests drive ventures, whether in beauty, sports, tech, food or wellness, each built with intention, brand savvy and significant capital. These celebrities rely on authenticity, social impact and their existing audience to launch profitable, enduring businesses. Their stories offer compelling lessons: understand your values, commit to quality and create something that resonates beyond fame. If you apply that mindset, even on a smaller scale, you too can leverage what makes you unique into something that carries value well beyond your current role.
