We’ve recently noticed a fresh trend sweeping the business landscape: influencers and celebrities are no longer just endorsing brands—they’re investing in them. From beauty and wellness to tech and finance, these public figures are putting their money where their brand alignment is, and it’s paying off. More than just a PR boost, influencer investments bring consumer trust, credibility, and put their social media following to use.
From Influence to Investment
Traditional endorsements are out, long-term investments are in. Influencers and celebrities aren’t just backing brands—they’re betting on them. From Serena William’s investment in Karat, a tech start-up that aims to help African American software engineers get hired to Kim Kardashian launching SKKY Partners, a private equity firm that focuses on investing in consumer businesses. Stars are investing strategically and adding their influence to businesses they trust. But this trend doesn’t stop at celebrities, with influencers such as Sophie Habboo and Maya Jama announcing recent investments in Trip Drinks and Sproud, respectively, on their social media accounts. This shift doesn’t just put money in their pockets—it builds credibility with fans who see them as genuine brand advocates online and offline.
Grace Beverley: Staying True to Wellness Roots
Fitness entrepreneur, Grace Beverley, is particularly impressive in the investment world, backing brands like Huel, Nice Wine, and Wild Deodorant. Known for her commitment to wellness and sustainability, these brands align seamlessly with Grace’s image. Fans trust her picks because she invests in what she uses and believes in, making her investments feel like authentic extensions of her brand. Not only is she very open on social media about her experience investing in other brands, but she even has them tagged in her Instagram bio. Her stake in brands she loves not only boosts their visibility but also reinforces her own credibility in the space.
Jamie Laing: Investing in Social Experiences
Jamie Laing, of Made in Chelsea fame and Candy Kittens fortune, has thrown his support behind Moth, a premium pre-mixed cocktail brand. The investment not only suits his fun, social persona but feels authentic to his lifestyle. Jamie and his wife shared on social media that they served Moth cocktails at their wedding last year, so this partnership feels natural and relatable for fans. For him, it’s not just about profit—it’s about extending his image into products that match his personality.
More Than Money
These investments are about more than profit—they’re a new way for celebrities to shape consumer culture by aligning with brands that reflect their values and lifestyle. Celebrities and influencers who back brands thoughtfully become more than just a face; they become a voice, an advocate, and a trusted partner. Done right, these partnerships go beyond traditional endorsements, deepening brand loyalty and building authentic consumer relationships. Stay tuned to see how this trend develops.
