In the past, sales of celebrity-branded products and merchandise depended largely on getting licensing deals with manufacturers and winning the right placements at major retailers. Now, celebrities can connect directly with fans through their own Shopify stores.
From Taylor Swift’s merchandise store to the Beckham’s fashion and eyewear brands, we showcase 20 celebrity-owned companies on Shopify.
Shopify was the chosen partner to host singer Taylor Swift’s Era’s Tour merchandise store when it launched in July 2023. Items for sale range from T-shirts to Christmas tree decorations, jewellery to vinyls and more.
As is the Swift effect, Shopify saw “unprecedented sales and site visitors on launch day,” according to Shopify President Harley Finkelstein.
And it’s not just her own Shopify store that’s popular with Swifties, as highlighted in this recent article by Shopify.
“In the months before Swift’s Canadian shows,” says Finkelstein, “our Canadian Shopify merchants in the craft and jewellery space saw a big surge in sales. Jewellery and beading wire were up over 62 per cent, jewellery-making kits up by over 52 per cent, and charms and pendants by 38 per cent.”
Victoria Beckham founded her namesake label in 2008 following a career in the music industry and a lifelong obsession with fashion.
Today, as well as its London atelier, offices and Mayfair store, Victoria Beckham is carried in 250 stores in 53 countries globally. Sister brand Victoria Beckham Beauty was launched in 2019.
Inspired by Beckham’s personal style, the label designs expertly cut tailoring, dresses and denim in unusual prints, unexpected colour palettes and premium materials. Leather goods, eyewear and footwear collections are also available.
Named after its founder, David Beckham Eyewear is a curated collection of “timeless frames made from the very finest materials,” says the company.
The brand reflects the former footballer’s vision, with a focus on contemporary design, traditional craftsmanship, and acute attention to detail.
Drake Related is an immersive ecommerce site that sells Drake merchandise and related products. It was first built on Shopify in 2020 and was revamped in July 2023.
Not long after, when Shopify created its native dropshipping tool Collective, Drake Related was one of the first brands to test it out and use Collective to sell products from other brands on its website.
Then in September 2023, Shopify went on tour with Drake in Canada and North America, beaming a 10-foot by 10-foot QR code at the singer’s concert venues that fans were able to scan to go directly into its Shop app to get freebies.
Pop singer Ariana Grande created her beauty brand REM to, “empower you with the tools you need to bring your most vivid, limitless, and creative dreams to life.”
The company’s target audience is “absolutely everybody and anybody who wants to wear makeup and feel incredible.” And like a lot of brands today, its products are vegan, cruelty-free, paraben-free and in recyclable packaging.
Kim Kardashian’s company SKKN – formally known as KKW Beauty – was valued at US$1 billion when Kardashian sold 20 per cent of the company to Coty in 2020.
The brand’s high-end skincare collection boasts a nine-product ritual that aims to “bridge the gap between the world's most renowned dermatological experts and people at home seeking high-quality skincare.”
Also co-founded by Kim Kardashian is SKIMS, a solutions-orientated brand offering underwear, loungewear, sleepwear and shapewear.
Kardashian and couple Jens and Emma Grede established the company in 2019 to create technically constructed and innovative shapewear that enhances the wearer’s curves – whether a size XXS or 4X.
Billionaire Boys Club is the streetwear label of musician Pharrell Williams and Bathing Ape founder, Nigo. It was founded in 2003.
The clothing brand has since gone on to inspire the inception of sister labels Icecream, Bee Line and Billionaire Girls Club.
Reality TV personality Kylie Jenner started selling Kylie Lip Kits, a liquid lipstick and lip liner set, in 2015. Following huge success, 51 per cent of the company was sold to Coty, Inc. in 2019 for $600 million.
Known today as Kylie Cosmetics, the brand sells a range of beauty products including lipsticks, blushes, bronzers, highlighters, brow essentials and eyeliners.
Jennifer Aniston is well known for her glossy hair, so it’s little wonder that the actress and producer would want to create her own haircare brand, LolaVie.
Aiming to combine the best of science and nature, LolaVie products are made with plant-based, naturally derived ingredients that don’t include parabens, silicones, sulfates, phthalates, or gluten. They’re also cruelty-free.
As well as co-founding SKIMS with Kim Kardashian Emma Grede also co-founded Good American with Kim’s sister Khloe in 2016.
Good American is recognised for its inclusive designs. Its premium denim, swimwear, bodysuits, sweats, and more are all available in sizes 00 to 32 plus.
Global superstar Rihanna founded Fenty Beauty in 2017. The singer was inspired to create the makeup brand after years of experimenting with the best of the best in beauty and still seeing a void in the industry for products that performed across all skin types and tones.
Upon its first release, the brand’s Pro Filt'R foundation became in high demand, with over 50 shades available.
American singer and actress Selena Selena Gomez launched Rare Beauty in 2020.
“Our vision is to create a safe, welcoming space in beauty and beyond that supports mental well-being across age, gender identity, sexual orientation, race, cultural background, physical or mental ability, and perspective,” says the founder.
After growing up sweeping hair in her mother’s salon megastar Beyonce Knowles-Carter developed a passion for hair transformation.
So in 2024, the singer launched haircare brand Cécred, which, thanks to its marriage of advanced sciences coupled with “sacred rituals” prioritises the needs of textured hair that lacks moisture and strength.
Model and businesswoman Hailey Bieber founded Rhode Skin in 2021.
The skincare brand is dedicated to making science-based products developed by award-winning dermatologists and simplifying many complex narratives behind efficacious skincare.
Blake Brown is a haircare brand by actress Blake Lively. It was established in 2024.
As well as aspiring to create clean, affordable and sustainable products with “red carpet performance”, the company wanted to design products that smell “stunning” and look great on a bathroom shelf.
Actress Scarlett Johansson co-founded skincare company The Outset in 2022 having struggled with skin sensitivities.
After swapping harsh products that stripped and irritated her already stressed skin, Johansson’s skin barrier began to heal and she realised the power of a gentle and hydrating approach to skincare.
It’s this philosophy that’s brought to the world by The Outset. Its Hydration Hero: Hyaluroset™ Complex is a botanical alternative to hyaluronic acid that delivers immediate and lasting moisture to nourish, plump and smooth fine lines and wrinkles.
Celebrated tennis player Serena Williams established WYN Beauty in 2024. She describes the range as “makeup you can move in”.
The brand’s products are made with clean, high-performing ingredients that have been tested and perfected on people with deeper skin tones.
Singer Sabrina Carpenter founded her fragrance brand in July 2024 having grown up next to a Pennsylvanian chocolate factory.
Inspired by the scent of fresh chocolate she launched a line of “sophisticated scents with a touch of sweetness” including Sweet Tooth, Caramel Dream, Cherry Baby and most recently Me Espresso, named after her hit song.
The Rock AKA American actor and wrestler Dwayne Johnson created his men's care brand in 2024.
Products offered by Papatui include fragrances, face care, body and hair care, tattoo care and more.
The brand donates body care and shower products to youth groups focused on at-risk or less privileged youth.
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