From Justin Timberlake and Jessica Biel joining PRODA to the major exits of Rhode, Casamigos and Aviation Gin, celebrity influence is increasingly being converted into business ownership.
There was a time when a celebrity partnership meant a familiar face in a campaign, an endorsement fee and a carefully managed launch. Today the relationship is becoming more ambitious. Entertainers, athletes and creators are participating as co-founders, equity investors and creative partners, while consumer companies look to turn cultural visibility into repeat customers and enduring business value. Justin Timberlake and Jessica Biel’s involvement in protein soda startup PRODA is one of the latest examples. The more compelling story is what happens after the announcement.
Justin Timberlake and Jessica Biel Join PRODA
On October 13, 2026, protein soda startup PRODA announced that Justin Timberlake and Jessica Biel were joining as co-founders. They join existing founders Jeff Church and Matthew Postlethwaite and co-founder Joey Gonzalez. The company sells carbonated beverages positioned around ten grams of whey protein and zero sugar per 12-ounce can. Rather than merely appearing in an advertisement, Timberlake and Biel are expected to participate in creative strategy, flavors, innovation and cultural partnerships. The distinction between an endorsement and genuine involvement is central to the wider evolution of celebrity businesses. Church’s experience with Suja Juice and Gonzalez’s background at Barry’s bring operational and fitness perspectives alongside entertainment influence.
In September 2026, calming beverage brand TRIP announced a campaign involving Kendall Jenner, Joe Jonas and creator Madeline Argy, identifying all three as equity shareholders. The company cited a $550 million valuation, a company-stated figure rather than a completed acquisition price. Equity can give celebrities an incentive to support a product beyond its initial launch. Still, ownership does not necessarily mean that someone manages everyday operations, and consumers should distinguish an investor, an ambassador and a working co-founder.
A Different Kind of Collaboration with the Currys
PLEZi Nutrition announced a renewed PLEZi Hydration product in April 2026 developed with Stephen and Ayesha Curry. Their partnership illustrates the connection between a recognizable public identity and a product’s intended audience. Stephen Curry’s sporting career helps place the drink within an athletic context, while the couple’s broader lifestyle reach widens its appeal. But public recognition is only an introduction: taste, accessibility, distribution and repeat purchase ultimately determine whether a beverage can sustain itself.
Katy Perry co-founded De Soi, a nonalcoholic beverage business designed around a more considered drinking occasion. The company expanded its offering in August 2026 with Social Spritz, a functional seltzer line. This is the moment when a celebrity brand must become a real product business: it needs a reason for returning customers, room for innovation and a clear sense of who it serves beyond the founder’s fan base. Visibility is useful, but longevity is earned through what customers buy twice.
Hailey Bieber’s Rhode Shows What an Exit Can Look Like
In August 2025, e.l.f. Beauty completed its acquisition of Rhode, the beauty business founded by Hailey Bieber. The structure comprised approximately $800 million in consideration at closing and up to $200 million more in contingent payments. The potential $1 billion headline was the transaction value, not Bieber’s personal earnings. Rhode reported approximately $212 million in net sales for the twelve months through March 2025. The company had established an unusually cohesive aesthetic, repeatable products and an engaged audience. Bieber also continued to be associated with the brand’s creative direction after the sale.
Two earlier transactions remain important reference points. In 2017, Diageo agreed to acquire Casamigos, founded by George Clooney, Rande Gerber and Mike Meldman, for up to $1 billion: $700 million upfront and as much as $300 million linked to later performance. In 2020, Diageo agreed to acquire Aviation American Gin and the wider Davos Brands portfolio in a deal worth up to $610 million, including potential future payments. Ryan Reynolds, who became an Aviation co-owner in 2018, helped develop the gin’s distinctive advertising. The Aviation figure described a multi-brand portfolio transaction, not Reynolds’ individual payout.
The Real Business Behind the Famous Name
The most convincing celebrity partnerships match cultural relevance with product quality, dependable operations and a distinct reason to exist. A famous co-founder can accelerate discovery and give a young business a recognizable personality. An equity arrangement can align interests for longer than a single campaign. Neither guarantees financial success. A company still needs manufacturing, retail relationships, a sustainable economic model and products consumers actually want. PRODA’s new partnership reflects this changing market: the question is no longer just whose photograph appears on the campaign but who participates in shaping the business.
Reporting references: PRODA press materials; e.l.f. Beauty investor disclosures; Diageo corporate announcements. Brand imagery only. Verify rights and facts before publishing.