“This year has been a year full of firsts for us,” Aniston tells THR of her 4-year-old hair care line LolaVie, which expanded to Australia earlier this year, launched a half-dozen new products and debuted its first national TV commercial. 

Walk through Walmart, and you’ll see Barrymore’s face everywhere. Started as a kitchenware line, her Beautiful brand has become a full-on lifestyle play, expanding to include a pet collection, bedding and home décor. “Seeing how our customers respond to a line I was so passionate about was a rewarding moment,” says Barrymore of the pet line, “especially seeing them sharing photos of their pets enjoying the products.”

After ending her Ivy Park apparel partnership with Adidas in 2023, Beyoncé doubled down on launching new brands last year, debuting SirDavis whiskey (with Moët Hennessy) and Cécred hair care, available at 1,400 Ulta stores as of April.

Organic, lower-alcohol Avaline wine — launched by Diaz and Katherine Power in 2020 — has become a go-to bottle for conscious consumers. “We’ve grown more than 40 percent this year, and we’re going to sell over 325,000 cases in 2025,” says Diaz, who boasts that Avaline is now among the top 100 wine brands in the U.S. by annual sales, according to internal metrics. 

Six years after founding Pattern Beauty (available at Ulta, Target, Sephora and more stores), Ellis Ross has expanded from hair care to body products and also debuted her first brand commercial. The spot reunited “the cast of Girlfriends to help tell our brand story,” says Ellis Ross, “which is: Pattern has something for everyone regardless of your hair texture or hair style.”

Since Garner joined the healthy food brand Once Upon a Farm as a co-founder in 2017, the company’s reach has expanded, with its products now available in more than 22,000 retail locations. As it continues to launch new products, including refrigerated kids protein bars, Once Upon a Farm is exploring an IPO that could value the company at $1 billion, according to a report by Reuters in June.

The hits keep coming for Gomez’s Rare Beauty, which reached $400 million in annual sales in 2024. The line launched its first fragrance, Rare Eau de Parfum, in August and its new collab with seasoning brand Tajín sold out within 24 hours at Sephora. And in the first eight months of 2025, according to data company Launchmetrics, Rare Beauty garnered $481 million in earned engagement in the media and on social platforms, the highest ranking of any celebrity beauty brand after Rihanna’s Fenty Beauty (which drew $515 million). 

As he guns for an Oscar, the Smashing Machine actor also is chasing retail dominance in three sectors: spirits (with Teremana tequila), energy drinks (Zoa) and men’s self-care (Papatui). Back in 2023, Teremana sold 1 million 9-liter cases in 12 months (the fastest that a new premium spirits brand had hit this sales benchmark). Since then, it’s expanded to markets throughout the world. Papatui, launched in 2024 at Target, has now expanded to Walmart. 

Relaunched in 2022 (after a partnership with Amazon didn’t pan out), Lady Gaga’s Haus Labs beauty brand is now sold exclusively at Sephora, which recently expanded distribution of the line to its stores in seven countries, including Australia, Malaysia and Thailand. To promote its new mascara, the performer took to TikTok in April singing a ditty called “The Lash Song.” The post amassed 1.3 million likes.

Even amid the ongoing It Ends With Us legal saga, Lively has forged ahead as an entrepreneur, regularly promoting her Target-exclusive beauty brand Blake Brown (which recently launched a hair spray) and her drinks brands Betty Booze and Betty Buzz to her 42 million Instagram followers. “For Blake Brown, there have been a few moments where the seven years of development felt like it paid off in extraordinary ways,” Lively tells THR. “The most rewarding thing we’ve seen is, according to our consumer research, our product repeat rate from buyers is two times category average, and 98 percent of customers say they would buy it again. That makes me feel better than anything else.”

The couple, who launched Pantalones Organic Tequila just two years ago, are laughing all the way to the bank. Propelled by their humorous ads in which the pair don’t wear pants (“Tequila should be fun,” says Matthew), the brand is now the No. 1 organic tequila in the U.S. (according to Nielsen) and this year expanded internationally to Australia, Canada, the U.K. and New Zealand. Adds Camila, “The only thing we take seriously is the juice in the bottle.” 

Consumer products have become a major revenue stream for the YouTube and Prime Video star. Last year, MrBeast generated sales of $250 million (as reported by Bloomberg) from his Feastables chocolate brand. He also is a partner with KSI and Logan Paul in the packaged meal brand Lunchly, widely available at such stores as Target, Walmart and Ralphs. Jeffrey Housenbold, CEO of Beast Industries, credits the success to relentless exposure across every part of MrBeast’s business empire. “Shoppers are discovering brands on TikTok and YouTube before they ever walk into a store,” he says. 

The actor’s Miraval rosé, known for its distinctively curvy bottles, has reached annual sales of around $60 million, with one-third of its revenue coming from specialty offerings such as Muse de Miraval, a long-aging rosé sold exclusively in magnums, and its Fleur de Miraval champagne (served at the 2024 Oscars). Not so bubbly is the ongoing litigation between Pitt and his former wife Angelina Jolie over her sale of her share of Miraval to the wine division of Stoli Group. Pitt also is the co-founder of Beau Domaine skin care and the fashion brand God’s True Cashmere, which recently expanded into linen.

While his dreams of launching Snoop Cereal as a powerhouse retail brand fizzled — he recently settled a suit against Walmart and Post Consumer Brands that had alleged the companies had intentionally left the breakfast product off shelves — Snoop continues to enjoy a big presence across men’s clothing aisles (branded clothing at Walmart) and grocery and liquor stores (Dr. Bombay Ice Cream; licensed wines with 19 Crimes; Gin & Juice canned cocktails with Dr. Dre).

One of Walmart’s most popular fashion lines, Sofia Jeans offers everything from denim and swimsuits to dresses, jackets and more. “When I launched Sofia Jeans in 2019, I did it with the idea that fashion should be inclusive, should boost confidence and should be fun, regardless of someone’s size, shape or budget,” says Vergara. She and her longtime business partner Luis Balaguer have expanded into the food industry: Her frozen food line Toma (co-founded with her son, Manolo Gonzalez Vergara) and coffee brand Dios Mio are available in select Walmart stores nationwide. 

This story appeared in the Sept. 18 issue of The Hollywood Reporter magazine. Click here to subscribe.