The Queer Eye Star Behind "The Biggest Celebrity Brand Failure of All Time!" Jonathan Van Ness

Nov 26, 2025

In this engaging discussion, Jonathan Van Ness, Emmy-winning host of Queer Eye and founder of JVN Hair, shares his rollercoaster journey through the rise and fall of his beauty brand. He candidly reveals the shock of his company's bankruptcy and the health crisis that ensued. Jonathan reflects on his lessons learned about finance, resilience, and personal growth, emphasizing the importance of joy and self-acceptance. He also discusses reclaiming control of his business and the upcoming projects that keep him creatively fulfilled.

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ANECDOTE

Choosing Ownership Over An Endorsement

Jonathan Van Ness pitched JVN Hair to Amorepacific (Amorous) after developing the idea in 2019 and wanting glass and aluminum packaging.
He chose to build his own brand rather than accept a seven-figure ambassador deal because he wanted long-term ownership and creative input.

INSIGHT

Naming Without Equity Creates Risk

Jonathan didn't have equity because he didn't invest money; Amorepacific financed the launch and planned equity talks later.
Naming the brand after himself without ownership later created vulnerability when the parent company failed.

ANECDOTE

Red Flags Before Bankruptcy

The brand launched August 2021 and grew fast, but Amorepacific's pay delays and shared finance team hid operational fragility.
Jonathan first noticed red flags like unpaid vendors and unusable photos due to unpaid teams before bankruptcy hit.

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What happens when your celebrity brand collapses overnight?

Jonathan Van Ness reveals the brutal truth behind fame, failure, and a $2B fallout.Jonathan Van Ness is the Emmy-winning host of Queer Eye, bestselling author of Over the Top and Love That Story, stand-up comedian, and founder of JVN Hair, one of the fastest-growing celebrity beauty brands—until it wasn’t.

He explains:

- Why JVN Hair became the fastest-growing brand… and then went bankrupt

- How losing millions overnight changed his entire approach to money

- What it feels like to carry the weight of a team and brand in crisis

- The shocking health scare that left him at his lowest point- Why he fired his business team and finally took control

- How the Windsong Global deal gave him equity and a second chance

- The reality of building a celebrity brand without a safety net- His reflections on Queer Eye and fame

- The role of therapy, resilience, and self-acceptance in rebuilding

- Why his mission is still joy, curiosity, and making people feel beautifulChapters:00:00 Intro01:00 The Elephant in the Room03:00 JVN’s Spending Habits06:00 Turning Down a Seven Figure Deal08:00 Building JVN Hair From Scratch10:00 Early Red Flags at the Parent Company12:00 Finding Out About the Bankruptcy14:00 The Health Crisis That Broke Him16:00 How It Almost All Fell Apart18:00 Talking to Other Founders in the Same Situation20:00 What Really Happened With Equity22:00 The Moment He Realized the Brand Might Die24:00 Transitioning to Windsong Global26:00 How the Bankruptcy Impacted Sales28:00 Rebuilding His Personal Money Mindset30:00 Firing His Business Team32:00 The New Deal Structure and Getting Equity34:00 Saving the Team and the Products36:00 The Hard Reality of the Transition Year38:00 Filming Queer Eye During a Crisis40:00 Public Backlash and Political Pressure42:00 Picking Himself Back Up44:00 Entering Ulta and Facing Controversy46:00 Growing Up Queer in a Conservative Town48:00 The Transformations That Changed Him50:00 Winning the Emmy and What’s Next52:00 Mission, Purpose and the Future of JVN HairHot Smart Rich: Join 250,000+ angels and subscribe to the Hot Smart Rich newsletter: https://hotsmartrich.com/subscribe Become an HSR Angel in the ⁠Global HSR WhatsApp channel: https://shorturl.at/xzLPm Buy the Hot Smart Rich Money Mindset here: https://shorturl.at/pJWLc Buy Hot Smart Rich merch: https://hotsmartrich.shop/YouTube: https://shorturl.at/IXXFZInstagram: https://www.instagram.com/hotsmartrich/ TikTok: https://www.tiktok.com/@hotsmartrichMaggie Sellers Reum:Instagram: https://www.instagram.com/maggiesellers/Tiktok: https://www.tiktok.com/@maggiesellers_LinkedIn: https://www.linkedin.com/in/sellersmaggie/Locker: https://www.wantlocker.com/users/maggiesellersShopMy: https://shopmy.us/maggiesellersAmazon Storefront: https://www.amazon.com/shop/maggiesellers Jonathan Van Ness:Instagram: https://www.instagram.com/jvn/TikTok: https://www.tiktok.com/@jvn_official?lang=enPodcast: https://podcasts.apple.com/us/podcast/getting-better-with-jonathan-van-ness/id1068563276Website: hhttps://jonathanvanness.com/ Sponsors:Recharge - get 90 days free - https://getrecharge.com/lp3/hot-smart-rich/Hot Smart Rich is your place to hear unfiltered conversations with the people shaping the future of culture, creators, startups and community. Hosted by Maggie Sellers Reum, investor and media powerhouse, and guests breaking the mold, you’ll get the real deal as it relates to navigating the startup fast lane, leveling up your life or becoming your hottest, smartest, richest self. New episodes weekly on Wednesdays.