Karan Dang, co-founder of DANG, explains that Gen Z and Gen Alpha prefer founder-led marketing over traditional ads, valuing real connections and transparency. Here's what you need to know:
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64% of surveyed Gen Z and Gen Alpha consumers prefer brands with personality-driven voices over corporate messaging—they crave authenticity.
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Brands led by public, engaged founders like Hailey Bieber (Rhode) and Kim Kardashian (Skims) see stronger customer relationships and direct purchase behavior.
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Founder-led marketing means transparency, direct customer interaction, and real involvement in the brand's vision, not just being a figurehead.
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Bite-sized content is being replaced by raw behind-the-scenes stories, deep reflections, and real conversations from founders and leaders.
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Companies with socially active CEOs see 46% higher engagement. The message is clear: human connection fuels brand relevance and business growth.
The Metrics Behind Successful Celebrity Brands
Successful Celebrity Brands have become dominant players in the beauty and fashion industries. Leveraging star power, social media influence, and strong brand identities, these brands have captured massive attention and loyalty from consumers.
Let’s take a look at the Charm data behind three successful celebrity-driven brands and their impressive performance metrics.
Skims
Founded by Kim Kardashian, Skims revolutionized shapewear and loungewear, offering comfort and style for all body types, with a rapidly growing online presence.
Charm Growth Score: 85.03
Charm Success Score: 97.95
Instagram Followers: 6.6M
U.S. TikTok Shop Revenue 2025 YTD: $17K
Rare Beauty
Founded by Selena Gomez, Rare Beauty focuses on inclusivity and natural beauty, offering a wide range of products designed to enhance individuality.
Charm Growth Score: 82.90
Charm Success Score: 97.40
Instagram Followers: 8.1M
U.S. TikTok Shop Revenue 2025 YTD: $1M
Rhode Skin
Founded by Hailey Bieber, Rhode Skin provides simple, effective skincare designed to nourish and hydrate with clean, cruelty-free ingredients.
Charm Growth Score: 74.15
Charm Success Score: 77.22
Instagram Followers: 3M
U.S. TikTok Shop Revenue 2025 YTD: $1M
Want more ecommerce insights like these? Request a demo with Charm today.
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