Celebrity companies examples: a dated, sourced directory (2027 update)

A directory of celebrity companies examples is only useful if it names the company, the person, the instrument and the date. This one does. Each entry below states what the business is, who is attached to it, and where the checkable record sits.

The pattern across all of them is the same: the announcement is loud and the ending is quiet. The celebrity brands page covers why the second date matters more than the first. This 2027 update adds the latest dated event and the named record for each entry.

What to take away

CasamigosDiageo's annual report and Form 20-F record the $700 million initial payment in 2017 and a $300 million earn-out running to 2027.
Fenty Beauty is a joint venture with LVMH, not a solo venture, and the difference changes who controls it.
The Honest Company put its numbers in an S-1, which makes it the rare celebrity company you can audit line by line.
Most entries here are private, so the register and the trademark record are the only free checks available.
Every one of these has a dated ending or a dated change of control somewhere in its file.

The directory

Casamigos (George Clooney, Rande Gerber, Mike Meldman)

A tequila brand founded in 2013 and sold to Diageo in 2017. The initial deal was announced at $700 million, with a further $300 million tied to performance over ten years. Diageo is a public company, so the figures sit in its annual report and its Form 20-F.

Status for the 2027 update: the ten-year earn-out period ends in 2027, so the final payment depends on Diageo's filed results for that year.

This is the entry to study first, because the instrument is clear: equity, sold outright, to a named buyer, on a date.

Celebrity brand deal structures

Casamigos

Instrument: Equity sale
Partner: Diageo
Launched: 2013
Ending: Sold 2017

Fenty Beauty

Instrument: Joint venture
Partner: LVMH
Launched: 2017
Ending: Active

Savage X Fenty

Instrument: Joint venture
Partner: TechStyle
Launched: 2018
Ending: Active

Fenty Beauty (Rihanna)

A cosmetics line launched in 2017 as a joint venture between Rihanna and LVMH. LVMH is publicly listed, and its registration document lists the brand inside the perfumes and cosmetics segment.

Status for the 2027 update: LVMH does not break out the venture's revenue or the partners' stakes.

Fenty (Rihanna)

A separate clothing label under the same LVMH partnership, launched in 2019. It was paused in 2021, with LVMH citing pandemic conditions. The pause is the useful part of the entry: it is a dated ending, reported by the parent, that a search for the brand name will not surface.

Status for the 2027 update: the 2021 pause is the last dated event. The USPTO and EUIPO trademark records show the owner and the status.

Savage X Fenty (Rihanna)

A lingerie brand launched in 2018, structured as a joint venture with TechStyle Fashion Group. TechStyle handles the supply chain and the membership model. Rihanna's role is a licensing and equity arrangement, not day-to-day operation.

Status for the 2027 update: the venture files nothing with the SEC, and no stake percentages are published. The USPTO record names the owner entity.

The Honest Company (Jessica Alba)

A consumer goods company founded in 2011 and taken public in 2021. Because it listed, its S-1 and subsequent quarterly filings are public, including revenue, losses and the founder's disclosed stake. It is the entry where the arithmetic is available rather than modelled.

Status for the 2027 update: the 10-K and the proxy statement show the founder's holding as of each filing date.

Goop (Gwyneth Paltrow)

A wellness and commerce company founded in 2008 by Gwyneth Paltrow. It raised outside capital across several rounds and expanded into retail and a streaming partnership. It is private, so stake sizes are not published.

Status for the 2027 update: the USPTO record for the GOOP trademark is the check, and it names the owner entity rather than the shareholders.

Skims (Kim Kardashian)

A shapewear and apparel brand founded in 2019 by Kim Kardashian and Jens Grede. It has raised outside capital at rising valuations, all reported by the company. The July 2023 round was reported at $4 billion.

Status for the 2027 update: Skims has no SEC filing, and no stake percentages are published. The $4 billion figure comes from the company's announcement of that round.

Kylie Cosmetics (Kylie Jenner)

A cosmetics brand founded in 2015. Coty bought a 51 percent stake for $600 million, a deal that closed in January 2020 and appears in Coty's 10-K for fiscal 2020. Before that transaction, most published figures about the brand were estimates.

Status for the 2027 update: Coty's later 10-K filings report the brand inside its consumer beauty segment.

Beats Electronics (Dr. Dre, Jimmy Iovine)

A headphone and audio company founded in 2006 and acquired by Apple in 2014. Apple put the price at about $3 billion in May 2014, split between roughly $2.6 billion at closing and about $400 million vesting over time.

The brand continued under Apple, which is a licensing outcome rather than a shutdown, and Apple's fiscal 2014 Form 10-K records the acquisition.

Status for the 2027 update: Beats remains an Apple product line, and Beats Music folded into Apple Music in 2015.

Tidal (Jay-Z)

A streaming service acquired by Jay-Z in 2015 and sold to Square, now Block, in 2021. Block is publicly listed, so the transaction is filed, and the announced price was $297 million.

Status for the 2027 update: Block's 10-K filings are the record to check.

Ciroc (Sean Combs)

A vodka brand distributed by Diageo under a long-running partnership. The arrangement was a revenue split rather than an equity stake, which is why it belongs in a different column from Casamigos. The partnership ended in 2023, and the ending was reported rather than filed.

Status for the 2027 update: the 2023 ending is still the last dated event. With no equity involved, no filing sets out a price or a stake.

Teremana (Dwayne Johnson)

A tequila brand launched in 2020 with Mast-Jägermeister as partner. The structure is a joint venture, and the company has reported volume growth without publishing stake sizes. The celebrity brands timeline tracks these launch dates.

Status for the 2027 update: no stake percentage has been published by either partner, and the company files nothing with the SEC. The USPTO record for the mark is the check.

Prime Hydration (Logan Paul, KSI)

A drinks brand launched in 2022 as a joint venture between the two creators. The operating partner is Congo Brands, and the brand is private and distribution-led.

Status for the 2027 update: the USPTO record for the mark is the free check, and there is no SEC filing.

Feastables (MrBeast)

A snack brand launched in 2022, owned through the creator's holding company rather than licensed out. That structure means the brand and the person sit under the same entity, which is visible on the register.

Status for the 2027 update: the USPTO record for the FEASTABLES mark names the owner entity, and no stake percentages are published.

Not every entry is a company. Some are licenses: a name attached to a product line for a fee, with no equity at all. Those arrangements leave the least public trace, which is why they are the hardest to date. The celebrity companies failures record collects the ones that ended.

How to check any entry yourself

The method is the same for all fifteen, and it takes about fifteen minutes per name.

How to check a brand entry

Find the entity in the trademark database
Look the entity up in the company register
Check the date the entity was last active
Rank the sourcefiled document beats statement

Find the entity.Search the trademark database for the brand. The registered owner is a company, with a jurisdiction and a status.
Look the entity up.The company register shows formation date, status and, in some countries, officers and filed accounts. The registering a business guide explains what those entries represent.
Check the date.When was the entity last active, and when was the mark last maintained?
Rank the source.A filed document beats a first-party statement, which beats original reporting, which beats a copy.

If a brand is sold through an endorsement rather than owned, the material connection has to be disclosed under the endorsement guidance. That disclosure is often the only public evidence that a license exists.

What the dates show across the set

Three patterns hold across all fifteen entries.

Deal instruments across the directory

Equity sale

Example: Casamigos
Filed price?: Yes
Public buyer?: Yes

Revenue split

Example: Ciroc
Filed price?: No
Public buyer?: No

Joint venture

Example: Fenty Beauty
Filed price?: No
Public buyer?: Yes

License

Example: Aviator Nation
Filed price?: No
Public buyer?: No

The instrument varies more than the coverage suggests. Casamigos and Beats were equity, sold to public buyers. Ciroc was a revenue split. Fenty Beauty is a joint venture.

The ending is quieter than the beginning. Fenty clothing paused. The Ciroc partnership ended. Both were reported once and then dropped from search results. The celebrity companies portfolio page lines these dates up.

Private entries cannot be verified from outside. For Goop, Skims, Prime and Teremana, the register and the trademark record are the ceiling. None of the four files with the SEC.

The portfolio case studies method applies the same rubric to each name.

Common questions

Why does the directory mix sold companies with private ones?

Because the title promises examples, and the honest set includes both. A sold company gives you a filed price. A private one gives you a register entry and nothing more. Showing them side by side is what makes the difference visible.

What changed in the 2027 update?

Each entry now carries a status line with its last dated event, and it names the record to open.

Is a headline valuation the same as a sale price?

No. A valuation is a model agreed by the parties at a moment. A sale price is what a buyer paid, and it appears in a filing only when the buyer is public. Treat every private valuation as an estimate until a document confirms it.

What single check catches the most stale entries here?

The company register status. Dissolved, struck off and delinquent entities keep appearing in current-tense articles, and the check is free. The celebrity companies index sorts the same names by sector, which tells you which instrument to expect before you look.

Where should a reader go for advice on their own stake?

To a licensed adviser and the relevant filing, not to this page. Nothing here is investment, tax or securities advice, and the SEC, FINRA and a qualified professional are the right sources for a personal decision.