Building the perfect celebrity brand

+ e.l.f's first fragrance, the new non-UPF Certification, Purell gets acquired, and more

Hello hello!

This week, we’re diving into the makings of a great celebrity CPG brand. We spoke to three co-founders of celebrities, all of whom shared how celeb buy-in fully altered their credibility and opportunities to scale. But for non-talent-led brands: how do you build this kind of legitimacy?

One of the most critical pieces just might be… creator content.

To support brand awareness and retail momentum, a fast-growing beverage brand needed authentic creator content, delivered efficiently and without heavy internal lift. They needed to 1) identify creators already aligned with their brand and audience, and 2) activate them quickly, without manual work or scattered tools.

Using Endlss, alongside The Artists Agency, the brand launched a creator program built for precision and scale. The result was a repeatable system:

• High-fit creators discovered and activated fast

• AI Copilot–personalized outreach that increased response rates

• Seamless gifting that removed friction from activation

• Authenti…