Celebrities ARE venturing beyond the billboard and the big screen—and into big business. Hailey Bieber, a model married to Justin, recently sold Rhode, her make-up brand, in a deal valued at as much as $1bn. Skims, a shapewear label founded by Kim Kardashian, a reality-TV star, makes $1bn in annual sales and is expected to list on the stockmarket soon. Rihanna is now a billionaire not directly because of her music, but thanks to Fenty Beauty, her make-up label. Ryan Reynolds, a Hollywood actor, is active in everything from telecoms to online privacy. Surprisingly, many of these superstar businesses have become a source of innovative new consumer products.
