If it feels like there’s a new celebrity-backed brand every week, that’s because… there is. From Beyoncé’s haircare line to Millie Bobby Brown’s iced lattes, the celebrity CPG machine is in full swing. But here’s the real question: Why do all these products look and feel exactly the same?
How the Celebrity Brand Factory Works:
- Hyped Launch → A social media teaser or an over-the-top event.
- Big Retail Push → Straight to Target, Whole Foods, or Sephora.
- Scarcity Tactics → Limited drops fuel FOMO-driven sellouts.
- Influencer Blitz → Flood TikTok and Instagram with product reviews.
- The Narrative → Claims they “dreamed of this product for years”.
But cracks are starting to show. Alix Earle’s canned margaritas, Chelsea Handler’s vodka lemonade, even Shaq’s BeatBox — all following the same rinse-and-repeat playbook.
A viral TikTok (and a WSJ report) exposed just how many NYC influencers are being manufactured using the same formula. If the creators are factory-made… how different can the products really be?
