Celebrity brands aren’t slowing down in 2026 – but the way they’re launching has completely changed.
The biggest celebrity brands today are borrowing directly from creator culture: building hype online, teasing products for months and turning audiences into customers through social-first marketing.
Here are five new celebrity brand launches everyone’s talking about right now.
1. SYRN — Sydney Sweeney
Sydney Sweeney’s new lingerie brand SYRN instantly dominated social media thanks to its viral launch campaign.
From the Hollywood Sign stunt to creator-led promotion, the launch felt more like a major internet moment than a traditional fashion release.
2. Grow-Good Beauty — Cardi B
Cardi B’s haircare brand Grow-Good Beauty launched off the back of years of sharing her personal hair routines online.
The brand quickly gained traction thanks to its authenticity, accessibility and strong connection to Cardi’s audience.
3. Reale Actives — Alix Earle
Creator Alix Earle’s skincare brand Reale Actives became one of the most talked-about beauty launches online this year.
Months of TikTok teasers, launch-day sell-outs and huge social conversation helped position the brand as a creator-first beauty business.
4. Auter – Rob Zangardi
Celebrity stylist Rob Zangardi has continued building momentum around luxury outerwear label Auter following its debut in late 2025.
Best known for styling names like Jennifer Lopez and Gwen Stefani, Zangardi has used his fashion industry connections and celebrity network to position the brand as a premium, fashion-forward label gaining increasing attention throughout 2026.
5. HiNote — Carrie Underwood
Carrie Underwood’s new wellness brand HiNote focuses on hydration and voice care — a launch that feels closely tied to her identity and career.
It’s another example of celebrity brands moving towards more niche, lifestyle-led products rather than broad endorsement deals.
