From skincare to alcohol, it feels like every celebrity has a brand and your feed is probably full of them. But why do some explode while others quietly crash and burn? Today, Sammi breaks down what really separates the hits from the hype.

Is it all about star power—or does authenticity actually matter? Sammi dives into the blueprint behind successful celebrity brands like Hailey Bieber’s Rhode and Kim Kardashian’s Skims, and why others, like Blake Lively’s new beauty line and Katy Perry’s non-alcoholic beverage line, might be missing the mark. This isn’t just about celebs—it’s about how trust, timing, and problem-solving products win in a saturated market.

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Here’s what Sammi covers today:

00:00 The Celebrity Brand Boom

00:38 Fame vs. Business Savvy

01:13 The Risks of Building on a Personal Brand

01:45 What Happened to Ivy Park?

04:44 Skims: A Case Study in Smart Branding

06:20 Rhode and the Rise of Skinfluencers

07:30 Beauty Industry Hits and Misses

10:07 What Actually Makes a Brand “Authentic”?

12:04 Takeaways and Predictions

12:25 How to Show Social Currency Some Love

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