A new March 2026 report has revealed just how lucrative a famous last name can be, ranking the most successful businesses founded by so-called nepo babies, and the results are eye-opening. The study, conducted by eyewear brand Overnight Glasses, analysed celebrity-founded companies based on estimated revenue, social media reach and Google search popularity.
To qualify, founders had to be under 35, come from a well-known family, and demonstrate clear commercial success. Unsurprisingly, the beauty world dominates – but fashion, alcohol and lifestyle brands are quickly catching up.
Kylie Jenner's Kylie Cosmetics
The undisputed leader of the pack, Kylie's Kylie Cosmetics continues to set the benchmark. Launched in 2015, the brand reportedly generated up to $500 million at its peak and still pulls in around $400 million annually. With more than 34 million followers across platforms, Kylie's social media reach remains a key driver – effectively acting as a built-in global marketing machine.
© WireImageHailey Bieber's Rhode Skin
Founded in 2022, Rhode Skin has quickly become one of the fastest-growing celebrity beauty brands, already bringing in an estimated $212 million annually. Its minimalist branding and strong online presence – including millions of monthly searches – have helped it close the gap on older competitors.
Kendall Jenner's 818 Tequila
Kendall's 818 Tequila proves the nepo-baby boom isn't limited to beauty. The tequila label generated around $50 million in 2025, with its identity heavily shaped through social media storytelling and lifestyle marketing.
© WireImageGigi Hadid's Guest in Residence
Fashion is less crowded in this space, but Gigi's knitwear label Guest in Residence stands out. The brand earns an estimated $30 million annually and continues to grow a loyal following, particularly among younger consumers.
© Getty ImagesGeorgia May Jagger's Bleach London
One of the earliest entries on the list, Bleach London launched in 2010 and now generates around $10 million a year. Its strong TikTok and Instagram presence has helped it stay relevant in an increasingly crowded market.
Patrick Schwarzenegger’s MOSH Protein, Jaden Smith's JUST water, Brooklyn Beckham's Cloud23 Hot Sauce and Bella Hadid's Kin Euphorics and Orebella also featured in the top 10.
As Overnight Glasses CEO Gidon Sadovsky explained, a built-in audience has fundamentally changed the game.
"Ten years ago, a famous last name mostly opened doors in entertainment. Now it gives a product millions of Instagram followers before it even exists, and those followers are a distribution channel," he said.
The term nepo baby exploded in 2022, the same period when celebrity-founded consumer brands started growing at an unprecedented rate. Kylie Jenner's social media followers aren't just a vanity metric. They're the entire go-to-market strategy, without the ad spend."
