Kim Kardashian, Ryan Reynolds and the age of the celebrity brand
Stars are using their fame to build thriving businesses
Kim Kardashian launched Skims, her shapewear brand, in 2019 after spending years dabbing other undergarments with teabags to “nail the perfect nude shade”. “It’s deeply personal to me,” says the reality-television star. It has also been tremendously lucrative. Skims now makes some $1bn in sales a year.
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This article appeared in the Business section of the print edition under the headline “The age of the celebrity brand”
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