Nothing gives me more joy than highlighting and commemorating personalities who are redefining the celebrity business model and brands that use unconventional collaborations with personalities to advance their marketing efforts. Often times, personalities go beyond their respective fields by expanding their names into the retail, restaurant, liquor, and investment industries. A good example is one of my favourite case studies, actress Jessica Alba, who co-founded ‘The Honest Company’, which supplies nontoxic household products and was valued at $1,7 billion in 2015. At times, these side businesses generate so much revenue that it’s surprising they aren’t what the celebrity is mainly known for.
In 2010, actor Ashton Kutcher co-founded venture-capital firm, A-Grade Investments, which put money behind organisations such as Uber, Airbnb, Spotify, Shazam, and Soundcloud. Kutcher started the company which invests in technology startups or “problem solvers,” as he calls it, with entertainment manager Guy Oseary. Hip Hop Royalty Dr. Dre and Diddy mapped the future of hip-hop before Beats Headphones and Cîroc Luxury Vodka respectively made them incredibly wealthy.
George Clooney and Rande Gerber (Cindy Crawford’s husband), own a master distiller, which brought out Casamigos, a private-label tequila business to the public in 2013. The tequila has reportedly been sold to Diagio for $1 billion and was listed as an Oprah favorite.
Now you can add media personality Boity Thulo to this list of celebrity innovators. Thulo this September, under her co-owned pharmaceutical company Human Limitless, launched a body toning support product, appropriately named after herself. “I hate to be put in a box. I wanted to explore and challenge myself. I don’t limit myself when I play around ideas,” she said.
According to Human Limitless, Boity Toning Support helps create a leaner and healthier body. It uses a unique blend of ingredients, including yerba mate and extracts of green coffee beans and green tea, to help tame a runaway appetite, tone and shape your body and melt away unwanted fat. Thulo says: “Becoming a celebrity is a journey with many milestones, but health and fitness put me on the super-highway to success. My secret to looking great and feeling fantastic is simply a tried-and-tested combination of exercise, balanced nutrition and Boity Toning Support!”
If you have read Marie Claire and have heard of “The Boity”, you know what to do! For more details on the product, visit Human Limitless.