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Reflecting on the creator-founded brands that made their debut across 2025, many of which felt like natural extensions of their founders’ online presence.
For years, the idea of creators launching their own brands came with a certain scepticism, often seen as an inevitable next step after audience growth rather than a carefully thought-out business move. Most early efforts leaned heavily on merchandise or limited-edition drops, built more around name recognition than a clear point of view. Over the last year, however, that pattern has started to change in more interesting ways. Creators are now entering categories that already sit close to their everyday lives and building products around habits their audiences recognise rather than aspirational lifestyles that feel out of reach. These brands feel like a reflection of how creators have chosen to show up online over time, often built around existing conversations rather than sudden pivots.
Across beauty, fashion, food, wellness, and tech, these launches point to a growing confidence in the creator economy, where influence is being translated into long-term brand building instead of momentary hype. This list looks at some of the most notable creator brand launches of 2025 and what they reveal about how creators are redefining what it means to build a business today.
Take a look:
MrBeast launches Beast Land, a theme park inspired by his viral challenges
Kusha Kapila brings a fresh take to shapewear with UnderNeat
Emma Chamberlain brings her relaxed, everyday coffee brand into an in-person café
Dhruv Rathee launches AI Fiesta, an all-in-one AI app focused on accessibility
Radhika Seth and Meghna Kaur launch NAKED, their specialty coffee brand
Revant Himatsingka steps into the nutrition space with OWN, centred on clean, no-fuss products
Alex Cooper launches Unwell Hydration, an electrolyte drink brand
Nitibha Kaul’s ALT+K Beauty brings clean, easy-to-use makeup made for Indian skin tones
Kai Cenat launches TONE, a clean skincare brand aimed at younger, diverse consumers
Ananya Birla launches LOVETC, a colour cosmetics brand focused on everyday glamour
Mihika Sharma launches Feel Worthy, a brand centred on comfort and self-reflection
Brent Rivera steps into snacking with Levels, a brand aimed at younger consumers
Ishita and Navya Khanna introduce Slash O (/O), a footwear brand built around everyday comfort and clean design
Pooja and Karan Bafna build Sorted Together around more intentional couple experiences
KSUNCH by Sunny Chopra takes a considered approach to everyday menswear
Audiences today seem more receptive to brands that mirror the creator they already know, rather than ones that attempt to reposition them. The launches highlighted here reflect that understanding, pointing to a more mature phase of the creator economy, where relevance is built through consistency, familiarity, and a clear sense of self rather than scale alone.
Which creator do you think translated their online persona into a brand the best? Tell us in the comments below!
For more such content, follow us on @socialketchup
This article is a part of our #LetsKetchup series that sums up the year from our perspective!
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