Alcoholic Beverages and Makeup Is the New Pot of Gold for Established Influencers

Aaron Smet
3 min readMay 20


In the ever-evolving landscape of social media and digital platforms, influencers have become powerful figures, capable of shaping consumer trends and dictating popular culture. Over the years, several prominent influencers have harnessed their massive followings to venture into business and create successful brands. Two sectors that have emerged as particularly lucrative for influencers are the alcoholic beverage and makeup industries. In this article, we will explore how influencers such as Kylie Jenner, Rihanna, George Clooney, Conor McGregor, and even Dwayne Johnson have transformed their social media success into thriving businesses.

Kylie Jenner: Empowering a Cosmetics Empire

Kylie Jenner, of the Kardashian-Jenner clan, is perhaps the most prominent example of an influencer-turned-business tycoon. Leveraging her massive online following, she launched Kylie Cosmetics in 2015 with a line of lip kits that quickly sold out. Her brand’s success paved the way for an expansive makeup line and collaborations, propelling Jenner to become the youngest self-made billionaire. Her ability to connect with her audience and establish a personal brand has been crucial in driving her business to new heights.

Rihanna: Shattering Beauty Standards

Rihanna, the multi-talented singer, actress, and fashion icon, recognized an untapped market and launched Fenty Beauty in 2017. Focusing on inclusivity and diversity, her makeup line disrupted the industry by offering an extensive range of foundation shades for all skin tones. With her immense star power and business acumen, Rihanna successfully tapped into the growing demand for diverse beauty products. Her strategic partnership with LVMH and subsequent expansion into skincare further solidified her influence in the beauty industry.

George Clooney: Raising the Bar for Spirits

While primarily known for his acting prowess, George Clooney is also a formidable entrepreneur in the spirits industry. In 2013, he co-founded Casamigos Tequila, a brand that has since become a staple in the luxury tequila market. Clooney’s involvement and his reputation as a discerning tastemaker helped propel the brand’s success, leading to its acquisition by global spirits company Diageo in 2017. His venture showcased the influence that celebrities can wield in the realm of alcohol, where personal branding and association can significantly impact consumer choices.

Conor McGregor: A Punch in the Beverage Industry

UFC superstar Conor McGregor extended his reach beyond the octagon by launching Proper No. Twelve Irish Whiskey in 2018. Leveraging his strong personal brand and passion for whiskey, McGregor embarked on a journey to create a quality spirit rooted in his Irish heritage. Through strategic marketing and his own promotional efforts, he quickly established Proper No. Twelve as a reputable brand in the competitive whiskey market. McGregor’s crossover success demonstrated the potential for athletes to leverage their fame and passion for business ventures.

Dwayne Johnson: Building an Empire with Teremana

Dwayne “The Rock” Johnson, a Hollywood megastar and former professional wrestler, made his mark in the spirits industry with Teremana Tequila. Launched in 2020, Teremana emphasized Johnson’s commitment to quality, sustainability, and his desire to create a tequila that resonated with his fans. Johnson’s immense popularity and strong personal brand played a crucial role in driving the brand’s rapid growth. The Rock’s strategic use of social media and his ability to connect with his audience has been instrumental in the success of Teremana.

In conclusion, the alcoholic beverage and makeup industries have emerged as particularly lucrative for influencers. These industries are characterized by high-profit margins and a large addressable market, making them attractive to entrepreneurs with a large following. Influencers can leverage their social media presence to reach a wide audience and generate excitement for their products. Additionally, they can use their personal brands to create a sense of authenticity and trust with their followers. As a result, influencers have been able to achieve significant success in these industries, with some even becoming billionaires.

The success of influencers in the alcoholic beverage and makeup industries has led to a growing trend of celebrity-backed brands. This trend is likely to continue in the years to come, as more and more influencers look to capitalize on their fame and influence. As the lines between entertainment and business continue to blur, it will be interesting to see how this trend evolves in the future.