Celebrity Business Moves This Week: Beauty Drops, Energy Drinks, Swimwear, and One Very Stylish Martini Man
- Jessica Ramirez
- Jun 12
- 6 min read
This week’s celebrity business moves include Hailey Bieber’s Rhode beauty expansion, Khloé Kardashian’s new fragrance, Jonathan Bailey’s Martini partnership, the Trump family’s energy drink era, Mikaela Testa’s swimwear brand, and Bethenny Frankel’s skincare campaign drama.
Celebrity Business Is Basically Wall Street With Better Lighting
Celebrity business news used to mean someone slapped their name on a perfume bottle and called it “empowerment.” Cute. Quaint. Practically prehistoric. This week, the celebrity economy looked more like a very chaotic MBA case study: beauty brands expanding like empires, actors becoming luxury drink ambassadors, influencers launching actual product lines, and the Trump family apparently deciding the next political frontier is caffeinated beverages.
Honestly, if fame is the currency, everybody is trying to open a bank.
Hailey Bieber’s Rhode Keeps Doing the Celebrity Beauty Thing Annoyingly Well
Hailey Bieber’s Rhode had one of the more polished business moves of the week with its summer beauty push, including new products like Pocket Blush-adjacent bronzing and highlighting items, lip products, accessories, and pop-up activations. Rhode is no longer just “that skincare line with the viral phone case,” which, academically speaking, is both ridiculous and brilliant.
Vogue highlighted the brand’s summer collection and noted Rhode’s blend of skincare, makeup, and viral marketing tactics, including summer pop-ups across North America and Europe.
The Rhode Strategy: Look Dewy, Sell Globally, Repeat
The real business story with Rhode is not merely the products. It is the machine around the products. Hailey Bieber is using a very modern celebrity-brand formula: minimalist packaging, TikTok-friendly product formats, high-touch pop-ups, and beauty items that photograph like they were born under a ring light. Add in e.l.f. Beauty’s previously announced acquisition of Rhode, and suddenly this is not just a celebrity side hustle. It is a scalable beauty asset wearing lip gloss.
Khloé Kardashian Wants Your Summer to Smell Like Vacation and Capitalism
Khloé Kardashian is expanding her fragrance business with XO Blue, her third scent, described as a “vacation in a bottle.” The fragrance is set to launch online on June 14 and arrive in Ulta Beauty stores on June 21, with pricing reported between $58 and $80. It follows her earlier fragrances, XO Khloé and Almost Always, which means Khloé is not treating perfume like a one-time Kardashian merch moment. She is building a fragrance portfolio, which is much more interesting than just posing near a bottle and hoping America still has disposable income.
Khloé’s Fragrance Play Is Smarter Than It Looks
Fragrance is a sneaky-good celebrity category because it is emotional, giftable, repeatable, and relatively easy for fans to understand. You do not need to explain molecular biotech skincare or pretend everyone knows what “barrier support” means. You say “tropical,” “sexy,” “confidence,” and “Ulta,” and suddenly the business plan has legs. Khloé’s XO Blue reportedly includes notes like lychee, coconut, magnolia petals, bergamot, and airy woods, which sounds less like a perfume pyramid and more like someone vacationed inside a very expensive fruit salad.
Still, that is the point. Sell the mood, then sell the bottle.
Jonathan Bailey Becomes the Martini Man, Because Apparently Looking Expensive Is a Business Skill
Jonathan Bailey stepped into a major lifestyle partnership this week as Martini’s new “Martini Man.” The campaign includes a multi-year partnership, a short film, a portrait series, and global promotional energy wrapped in Italian glamour. PEOPLE reported that Bailey debuted the role in Milan, while The Spirits Business described the partnership as a new multi-year deal centered on the “art of sprezzatura,” which is Italian for “effortless cool,” or, in celebrity marketing terms, “we spent a lot of money making this look casual.”
The Bailey-Martini Deal Is Classic Prestige Branding
This is not just a handsome actor holding a glass, though admittedly that is doing a surprising amount of work here. Martini is borrowing Bailey’s current cultural heat from projects like Bridgerton and Wicked, while Bailey gets to attach himself to a legacy brand with international lifestyle appeal. It is the endorsement version of wearing linen on a yacht: technically simple, but brutally effective when done correctly. The traveling Terrazza Martini pop-up campaign also gives the partnership real-world legs beyond the ad itself.
Barron Trump and Kai Trump Enter the Energy Drink Arena, Because Subtlety Has Left the Building
In perhaps the most “2026, please explain yourself” development of the week, Barron Trump and Kai Trump both surfaced in the energy drink category. Barron Trump is tied to SOLLOS Yerba Mate, a Florida-based beverage company selling a Pineapple + Coconut yerba mate 12-pack for around $39, while Kai Trump launched a Blue Raz Slush flavor with Accelerator Active Energy. PEOPLE reported that Kai’s drink is tied to her athletic lifestyle and Accelerator partnership, while Barron’s venture positions itself around organic yerba mate.
The Trump Beverage Battle Is Really About Youth Branding
The energy drink category is crowded enough to require its own traffic cop, but celebrity-linked beverages can still break through with the right audience. Kai Trump brings athlete-influencer positioning, while Barron Trump’s SOLLOS connection has the curiosity factor that comes with being a presidential son in the beverage aisle. New York Magazine framed the moment as dueling Trump family energy drinks, and The Independent noted Barron’s drink price point as a major talking point.
In plain English... this is less about thirst and more about attention. And attention, irritatingly enough, is still extremely monetizable.
Mikaela Testa Turns Influencer Fame Into Swimwear Inventory
Australian influencer and creator Mikaela Testa launched Tika Swim, a premium swimwear brand she runs with fiancé Maxwell Krause. News.com.au reported that the brand focuses on bold, revealing swimwear, offers global shipping, and has prices ranging roughly from $65 to $130. Testa reportedly leads creative development and marketing, while Krause handles logistics and operations, which is either a healthy division of labor or the setup for a reality show. Possibly both.
Tika Swim Shows the Creator Economy Growing Up
The more interesting part of Testa’s launch is that it shows the creator economy’s ongoing pivot from platform income to owned products. Sponsored posts are nice, but owning the customer relationship is nicer. A swimwear brand gives Testa something more durable than algorithmic attention, assuming the fit, quality, fulfillment, and customer service hold up.
Yes, launching a brand is glamorous for approximately 11 minutes. Then someone emails about a missing package, and suddenly you are a logistics company in a bikini.
Bethenny Frankel’s RoC Campaign Proves Reality TV Drama Still Pays Rent
Bethenny Frankel also made the week’s business conversation through a sponsored skincare campaign with RoC featuring fellow Real Housewives of New York City alums Sonja Morgan and Ramona Singer. Page Six reported that Luann de Lesseps criticized the campaign as a “cash grab,” which is very Housewives: a paid partnership, a friendship question, and a shade grenade all in one convenient media cycle.
Sponsored Drama Is Still a Marketing Channel
Frankel understands something many brands pretend not to know: controversy can be a distribution strategy. A straightforward skincare campaign gets a few posts. A skincare campaign involving former castmates, old tensions, and a “cash grab” accusation gets headlines. Is it elegant? Not particularly. Is it efficient? Annoyingly, yes. Reality stars have long understood that attention is the funnel, and this campaign shows the model still works, even when everyone involved looks like they are both selling moisturizer and reopening a reunion argument.
The week’s celebrity business moves point to a larger shift. Celebrities are not satisfied with merely being the face of someone else’s product. They want ownership, equity, distribution, and category expansion. Hailey Bieber has beauty infrastructure. Khloé Kardashian is building a fragrance line. Jonathan Bailey is borrowing prestige while lending cultural heat. Mikaela Testa is converting followers into customers. Kai and Barron Trump are testing beverage-market influence. Bethenny Frankel is proving that a campaign can still ride the ancient, noble beast known as reality TV mess.
Fame can get a product noticed, but it cannot guarantee that people will keep buying it. Rhode has to deliver quality. Khloé’s fragrance has to smell good after the first spritz. Martini has to make Bailey’s partnership feel stylish rather than forced. Energy drinks have to taste better than carbonated ambition. Swimwear has to fit actual human bodies. Sponsored skincare has to survive the comment section. Fame opens the door, but product performance decides whether customers walk back in.
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References
Vogue — Hailey Bieber’s Rhode Summer Collection and pop-up strategy.
PEOPLE — Khloé Kardashian’s XO Blue fragrance launch details.
PEOPLE — Jonathan Bailey debuts as Martini Man in Milan.
The Spirits Business — Jonathan Bailey and Martini multi-year campaign.
PEOPLE — Kai Trump and Barron Trump energy drink ventures.
New York Magazine — Trump family energy drink competition.
The Independent — Barron Trump SOLLOS yerba mate pricing.
News.com.au — Mikaela Testa launches Tika Swim.
Page Six — Bethenny Frankel RoC campaign and Luann de Lesseps reaction.
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