Eva Longoria, co-founder of tequila brand Casa Del Sol, is among a growing number of actresses and actors launching their own businesses. Why are so many entertainers becoming entrepreneurs?
By Alex Webb
THERE are two categories of celebrity brands. Some are intimately associated with the star: Lifestyle website Goop reflects the actress and founder Gwyneth Paltrowâs initials, cosmetics label Fenty is the singer Rihannaâs surname and Yeezy sneakers are a complicated play on rapper Kanye Westâs first name.
Then thereâs a second basket of brands that are also promoted, often founded and at least partly owned by celebs, but that have an independent identity: George Clooneyâs Casamigos tequila, Ryan Reynoldsâs Aviation American Gin, and Jessica Albaâs the Honest Co., a maker of baby and beauty products. They benefit from the starâs cachet and social media reach, but the company and the personality are not synonymous.