Dwayne Johnson’s empire grows: tequila, skincare, and energy drinks take over shelves in 2025

Hollywood stars are no longer satisfied with just the big screen. In 2025, they’re becoming dominant forces in the consumer market, turning their personal brands into seriously successful businesses. From tequila to mascara, these celebrity-led companies are generating hundreds of millions in sales and reshaping what it means to be a Hollywood entrepreneur.

Dwayne Johnson: An Empire of Energy, Spirit, and Skincare

Dwayne Johnson continues to build a business empire that seems as muscular as the man himself. His Teremana tequila has cracked a major milestone, selling over 1 million 9-liter cases in a single year—no small feat in a saturated market. The brand, already thriving in the U.S., is now expanding across international territories.

But Johnson doesn’t stop at liquor. His Zoa energy drinks and Papatui men’s personal care line are now stocked in Walmart and Target, bringing his name directly to mainstream shoppers. From gym goers to grooming enthusiasts, he’s found a way to speak to multiple markets with products that reflect his own lifestyle.

Rare Beauty: Selena Gomez’s Quiet Revolution

Selena Gomez’s Rare Beauty isn’t just a celebrity vanity project—it’s a phenomenon. In 2024, the brand reached $400 million in annual sales, and the momentum hasn’t slowed. In 2025, she added a perfume (Rare Eau de Parfum) and even a clever Tajín seasoning collab that sold out in 24 hours at Sephora. To read Gwen Stefani headlines magical 2025 Disney Christmas Parade

There’s real substance behind the glitter. Rare Beauty generated $481 million in earned media value during just the first eight months of 2025—putting it behind only Rihanna’s Fenty Beauty. Gomez’s approach is nuanced, mixing accessible pricing with thoughtful messaging around self-acceptance. I find myself genuinely impressed by how delicately and sincerely the brand has grown, and how Gomez has stayed true to her image without chasing trends.

From Hair to Home: Jennifer Aniston and Drew Barrymore

Jennifer Aniston’s hair care line LolaVie turned four this year. With six new products launched and a move into the Australian market, 2025 has been a year of expansion. The brand also made its national TV debut with a commercial—a traditional move that felt oddly refreshing in an age of fast scrolls and algorithm-fed content.

On the home front, Drew Barrymore’s Beautiful line has evolved far beyond kitchenware. Now offering pet products, bedding, and home décor, Barrymore has carved out a space at Walmart that feels both fun and functional. Her aesthetic feels approachable rather than aspirational, which seems to be resonating with a wide audience.

Beyoncé’s Strategic Pivot: SirDavis and Cécred

After stepping away from her Adidas collab Ivy Park in 2023, Beyoncé re-emerged in 2025 with two major launches. SirDavis whiskey and Cécred hair care show a clearer alignment with her identity and artistic control. Partnering with Moët Hennessy for the whiskey project brings a luxury edge, while offering Cécred in 1,400 Ulta stores makes the hair line widely accessible.

Knowing how carefully Beyoncé manages her image, these brands feel deliberate, curated, and deeply tied to her ethos. There’s ambition here, but also precision. To read Toho expands into Europe with bold anime distribution moves

Wines and Wellness: Cameron Diaz and Jennifer Garner

Cameron Diaz co-founded Avaline wine in 2020, and by 2025, it’s officially one of the top 100 wine labels in the U.S. With more than 325,000 cases sold, and a growth rate of over 40% this year, it’s one of the most successful examples of a celeb-backed wine not being just a novelty.

Jennifer Garner, meanwhile, has been slowly building a food empire of her own. Once Upon a Farm focuses on healthy, organic food for kids, and it’s available in over 22,000 stores nationwide. The company is reportedly exploring an IPO with a potential valuation of $1 billion. Garner’s approach is deeply personal—she’s often featured in behind-the-scenes farm videos—and that authenticity might be the secret behind the brand’s staying power.

Blake Lively and Lady Gaga: Turning Followers into Customers

Blake Lively’s day job might not be acting these days, and it shows—in a good way. Her beauty line Blake Brown and her drinks brands Betty Buzz and Betty Booze benefit from her massive Instagram presence (over 42 million followers). Blake Brown recently announced a 98% repeat purchase rate, which is nearly unheard of in beauty.

On the musical end of the spectrum, Lady Gaga didn’t just relaunch her beauty brand Haus Labs—she took it global. Sold exclusively at Sephora, the brand’s new vibe feels vibrant and edgier than before. A TikTok featuring her mascara generated over 1.3 million likes, proving Gaga understands the new rules of influence.

Tequilas, Chocolates, and Couture: A Mixed Scene of Star Power

• Matthew and Camila McConaughey’s Pantalones Organic Tequila became the top-selling organic tequila in the U.S. and recently expanded to several international markets.
• YouTube star turned mogul MrBeast (Jimmy Donaldson) pulled in $250 million in 2024 from Feastables chocolate, and he’s now partnering with Lunchly, a packaged meal available at major U.S. retailers.
• Brad Pitt, despite ongoing legal drama with Angelina Jolie, saw his Miraval rosé reach $60 million in sales. He’s also behind Beau Domaine skincare and the God’s True Cashmere fashion line.
• Snoop Dogg, ever the multi-hyphenate, is involved in nearly every product category—from 19 Crimes wine to Gin & Juice canned cocktails (with Dr. Dre) and a Walmart fashion line. His cereal venture stumbled, partly due to a legal dispute.

Sofía Vergara: Style Meets Accessibility

Sofía Vergara has quietly built a clothing giant through her Walmart-exclusive brand, Sofia Jeans. It continues to be one of the top-selling fashion lines in the store, and she’s expanded into grocery aisles as well with Toma (frozen food) and Dios Mio (coffee). Her approach—affordable, inclusive, widely available—says a lot about where she sees value: everyday people.

What I find particularly impressive is how consistent she’s been. There’s no reinvention with every season, just small, thoughtful expansions. That kind of patience is rare in celebrity circles.

A New Definition of Stardom

2025 confirms it: being a Hollywood celebrity today means more than starring in blockbusters. It means building businesses that outlast film careers, speaking directly to customers, and standing behind products that feel truly personal. Some of these ventures will fade, others will expand—but for now, it’s clear that the new red carpet runs straight to the aisles of your local store.