Celebrity investors fuel culture-led skincare growth
Topicals Gains Celebrity Backing
Celebrity Investors Fuel Culture-Led Skincare Growth: A New Era of Authenticity, Inclusion, and Strategic Innovation in 2026
The beauty and wellness industries are undergoing a profound transformation driven by a surge in culture, authenticity, social impact, and genuine ownership. No longer are celebrity endorsements fleeting promotions; instead, a new wave of celebrity investors and founders are taking meaningful stakes, weaving personal narratives, cultural pride, and community engagement into the fabric of their brands. As we advance through 2026, these developments highlight a more inclusive, vibrant, and socially conscious landscape—where stories, community, and strategic innovation define success.
Main Event: Rema and Angel Reese Take Ownership in Topicals
A pivotal illustration of this trend is the recent strategic investment by Nigerian music superstar Rema and WNBA athlete Angel Reese in Topicals, a skincare brand renowned for its targeted solutions addressing hyperpigmentation, acne, and diverse skin concerns. Their involvement signifies more than celebrity endorsement; it embodies deep ownership, cultural storytelling, and social responsibility embedded at the core of the brand.
Their participation marks a shift from traditional celebrity deals focused solely on visibility toward authentic storytelling and cultural representation:
- Rema, whose African heritage and global musical influence resonate with audiences seeking genuine cultural expression, connects cultural authenticity with skincare.
- Angel Reese, a Black athlete and advocate for empowerment and social justice, infuses the brand’s narrative with social consciousness and advocacy.
Their involvement embodies a new model of influence—one rooted in emotional connectivity and real stories that spotlight lives, social issues, and cultural assets rather than fleeting promotional stunts.
Key Implications of Their Investment
- Amplification of Multicultural Recognition: Their participation elevates visibility for underrepresented communities, fostering pride and representation.
- Building Trust & Authenticity: Embedding personal and cultural narratives cultivates trust and loyalty among consumers who see themselves reflected genuinely.
- Community Engagement & Mobilization: Their extensive social followings activate communities around shared values, encouraging conversations centered on empowerment and representation.
- Cultural Ownership as a Long-Term Asset: By investing in cultural narratives, Rema and Reese position Topicals as cultural assets, forging emotional bonds that support lasting growth and brand relevance.
This shift underscores a paradigm evolution: modern celebrity involvement now emphasizes emotional resonance, social impact, and authentic storytelling—aligning with consumer preferences for brands that embody their values and identities. Such strategies strengthen brand relevance and catalyze a movement where culture, authenticity, and empowerment are central to brand identity in skincare.
Broader Industry Pattern: Rapid Growth of Celebrity-Founded and Backed Brands
This phenomenon is part of a broader ecosystem where celebrity-driven brands are experiencing explosive growth, supported by institutional backing and strategic retail collaborations. Notable examples in 2026 include:
- YSE Beauty, founded by Molly Sims, recently closed a $15 million Series A led by Silas Capital and L Catterton—demonstrating how celebrity brands are scaling swiftly with institutional support.
- Samantha Prabhu’s fragrance line, Secret Alchemist, secured $3 million in funding from Unilever Ventures, exemplifying how cultural authenticity fuels expansion.
- Live Tinted, which champions inclusivity, recently raised a Series B led by L’Oréal’s BOLD fund, with CEO Deepica Mutyala emphasizing their mission to empower diverse communities through beauty that celebrates individuality.
In tandem, brands are expanding their physical retail presence via collaborations with Sephora and Ulta, leveraging these platforms to amplify authenticity and tell compelling cultural stories. Celebrity involvement—both as investors and founders—adds credibility, visibility, and access to loyal customer segments, making it a cornerstone of success in today’s competitive market.
New Development: Dolphin & DealMaker Partner to Broaden Funding Access for Celebrity and Culture-Led Brands
A major breakthrough in 2026 is the partnership between Dolphin (NASDAQ:DLPN), a publicly traded firm specializing in alternative financing solutions, and DealMaker, a platform streamlining complex financial transactions. Announced on February 18, 2026, this strategic alliance aims to expand funding opportunities for celebrity-backed and culture-driven brands.
Dolphin’s CEO emphasized:
“Partnering with DealMaker enables us to unlock new pathways for celebrity entrepreneurs to access flexible, transparent funding options, empowering them to build impactful, culture-led brands at scale.”
This alliance reflects a growing ecosystem of financial platforms recognizing the value of culture-driven brands, increasingly viewed as valuable assets in the consumer market. By reducing barriers to capital, these platforms facilitate product innovation, retail expansion, and storytelling efforts, accelerating brand growth.
Rise of Alternative Funding & Growth Equity
The trend toward alternative financing continues to reshape the landscape:
- Revenue-based financing offers brands growth capital without diluting equity.
- Impact funds prioritize socially conscious investments, addressing funding disparities faced by marginalized entrepreneurs.
- Public credit initiatives, such as the recent ₱2 billion ($36 million USD) program in the Philippines for womenpreneurs, aim to foster inclusive economic growth.
Growth equity firms like Cutting Horse, which recently closed a $75 million fund dedicated to early-stage consumer brands, are increasingly investing in culture-led brands with long-term potential. These investors prioritize authenticity, community impact, and innovation, underscoring that these brands are viewed as valuable, sustainable assets.
Ecosystem Supports & Inclusion Initiatives
The investment ecosystem actively champions diverse, culture-led brands through:
- Venture capital and private equity emphasizing authenticity and social impact.
- Impact funds dedicated to underrepresented entrepreneurs, addressing funding disparities for women and marginalized groups.
- Government programs—such as the ₱2 billion credit facility in the Philippines—aim to expand access to capital and foster inclusive growth.
Despite these efforts, disparities persist. Initiatives like Girls Into VC, founded by Isabella Mandis, focus on bridging funding gaps for women and marginalized entrepreneurs. The ongoing dialogue, including series like "Venture Capital & the Gender Gap," emphasizes the importance of building an inclusive ecosystem and targeted support systems.
Retail & Experiential Engagement: Building Cultural Communities
Retailers are increasingly adopting immersive, story-rich environments to foster community and cultural resonance:
- Ulta Beauty’s "Wellness by Ulta" showcases boutique shop-in-shops emphasizing holistic, culturally authentic beauty and wellness experiences.
- Sephora is designing interactive spaces that turn shopping into storytelling journeys celebrating diverse cultures.
- Pilgrim, originating in Mumbai, exemplifies authentic cultural expression through offline retail expansion and digital storytelling.
These cultural hubs deepen emotional bonds, transforming shopping into immersive experiences that align with consumers’ desire for authenticity and community engagement.
Technology & Innovation: Sustainable, Inclusive Formulations & Digital Narratives
Technological advances are central to this evolution:
- Sparxell, which recently raised US$5 million pre-Series A, is pioneering plant-based color technology that aligns with clean beauty and sustainability.
- Biotech innovations enable the development of sustainable, inclusive formulations, reinforcing the green beauty movement.
- Digital tools—including AR experiences, personalized recommendations, and storytelling platforms—are being harnessed to craft culturally resonant narratives that prioritize sustainability and social impact. These strategies build trust, foster loyalty, and enhance brand engagement.
The Playbook & Reality Check: Ensuring Long-Term Success
While celebrity influence offers initial visibility, sustained success hinges on product quality, operational discipline, and authentic community-building. The case of Caliwater illustrates that star power alone cannot guarantee longevity; trust, efficacy, and long-term engagement are essential.
A recent YouTube documentary, "Celebrity CPG? Hardly. For Caliwater, The Grind Is Real," underscores that strategic focus and operational excellence are critical in transforming hype into enduring brands.
Practical Strategies for Sustainable Growth
- Develop owned communities through direct engagement and cultural storytelling.
- Create long-term narratives that resonate deeply with audiences.
- Embed cultural assets—history, social movements, identities—into brand DNA.
- Leverage innovative funding platforms like DealMaker to access tailored capital, supporting product innovation, retail expansion, and storytelling.
These approaches empower brands to control their narrative, deepen community ties, and maintain relevance over time.
New Highlight: Kim Kardashian Joins as Co‑Founder of an Energy Drink Brand
In an example of cross-category influence, Kim Kardashian recently joined as co‑founder of an energy drink brand, signaling the trend of celebrities moving from mere endorsements to strategic ownership and pivoting into new sectors. This move underscores an expanding playbook where high-profile personalities redefine their roles—not just as endorsers but as active stakeholders shaping brand direction.
Kardashian’s involvement involves rebuilding the brand’s entire strategy, emphasizing authentic positioning, product innovation, and cultural relevance—mirroring the broader industry shift towards meaningful ownership and long-term impact.
Outlook & Industry Recognition
Today, celebrity investors are increasingly seen as catalysts for culture-led, inclusive, and enduring brands. Their influence goes beyond marketing, shaping social narratives, community engagement, and long-term brand loyalty.
Mainstream industry recognition is growing. For instance, CNBC’s 2026 "Changemakers" list highlights entrepreneurs and brands transforming the consumer landscape, with many exemplifying authenticity, social impact, and cultural storytelling as key drivers of success.
This validation underscores that the future belongs to brands rooted in genuine ownership, cultural resonance, and community-building—with celebrities playing pivotal roles in shaping this new paradigm.
In Conclusion
2026 marks a defining year where celebrity influence is redefined through ownership, storytelling, and strategic innovation. Figures like Rema, Angel Reese, and Kim Kardashian exemplify how culture-led narratives and authentic engagement are reshaping industries—driving inclusive, socially conscious, and sustainable growth.
As the industry continues to evolve, brands that harness cultural assets, foster community, and leverage innovative funding and retail strategies will be the ones to sustain relevance and impact in this dynamic landscape. The era of superficial celebrity endorsements is giving way to a movement of genuine ownership and cultural empowerment, forging a future where beauty and wellness brands are more meaningful, diverse, and enduring.