It is no secret that celebrities routinely dabble in entrepreneurship. Commonly, using their name to market and establish their brand image, celebrities bring star power to brands like Kylie Jenner’s Kylie Skin or Lauren Conrad’s clothing brand by the same name.
However, there are several other startups founded by celebrities that will surprise you. From pet accessories to premium coffee, these are the startups you didn’t know were celebrity-owned.
Secret Celebrity Startup Founders
From actors and actresses to reality TV stars and musicians, celebrities of all kinds are dipping their toes into the world of entrepreneurship — some of which may surprise you. These are the startups that you never knew were founded by your favorite celebrities.
1. Goodles
- Industry: Food & Beverage
- Location: Santa Cruz, California
- Founder(s): Jennifer Zeszut, Gal Gadot, Deborah Luster, Molly Michet, Paul Earle
- Founded In: 2020
- Funding: Series A, $22.9 Million
- Investors Include: Electric Feel Ventures, Aurum Partners, Endeavor
Launched by actress Gal Gadot, Goodles offers nutrient-packed mac and cheese made with prebiotic fiber and clean ingredients. The brand aims to reimagine the classic comfort food with a healthier twist, appealing to both kids and adults. Goodles combines nostalgic flavors with modern nutritional standards, offering various flavors and shapes.
2. Once Upon a Farm
- Industry: Food & Beverage
- Location: Berkeley, California
- Founder(s): John Foraker, Jennifer Garner, Cassandra Curtis, Ari Raz
- Founded In: 2015
- Funding: Series D, $108 Million
- Investors Include: Access Capital, Everplus Capital, Passive Impact
Cofounded by actress Jennifer Garner, Once Upon a Farm produces organic, cold-pressed baby food and kids’ snacks. The company focuses on using high-quality, sustainably sourced ingredients to create nutritious options for children. Once Upon a Farm emphasizes transparency in its supply chain and promotes regenerative agriculture practices.
3. BÉIS
- Industry: Ecommerce, Consumer Good
- Location: El Segundo, California
- Founder(s): Shay Mitchell
- Founded In: 2018
- Funding: Series B, $12.5 Million
- Investors Include: The Najafi Companies, Beach House Group
Created by actress Shay Mitchell, BÉIS is a travel and lifestyle brand that offers stylish and functional luggage, bags, and accessories. The company aims to combine fashion-forward designs with practical features that cater to modern travelers’ needs. BÉIS products are known for their affordability, versatility, and Instagram-worthy aesthetics.
4. Free Rein Coffee
- Industry: Coffee, Food & Beverage
- Location: San Angelo, Texas
- Founder(s): Cole Hauser, Paul Anderson, Aron Marquez, Karl Pfluger
- Founded In: 2022
- Funding: Pre-Seed, Undisclosed Amount
- Investors Include: Morrison Seger Venture Capital Partners, Mark Wahlberg
Cofounded by actor Cole Hauser, known for his role in the TV series “Yellowstone,” Free Rein Coffee is a premium coffee company. The brand offers a selection of high-quality coffee beans, focusing on rich flavors and ethically sourced products. Free Rein Coffee likely draws inspiration from Hauser’s rugged on-screen persona and appeals to coffee enthusiasts looking for a bold, authentic coffee experience.
5. Rhode
- Industry: Beauty, Skin Care
- Location: Beverly Hills, California
- Founder(s): Hailey Baldwin
- Founded In: 2022
- Funding: Undisclosed Amount
- Investors Include: Angel Capital Management, Aser Ventures, One Luxury Group
Launched by model and entrepreneur Hailey Bieber, Rhode is a minimalist skin care brand focused on essential, high-performance products. The company’s philosophy centers on “purposeful formulation” and creating a curated selection of skin care staples. Rhode aims to simplify skin care routines while delivering effective, dermatologist-developed formulations.
6. Oh Norman!
- Industry: Pets & Animals
- Location: New York, New York
- Founder(s): Bilal Mekkaoui, Kaley Cuoco, Katie Hunt, Ryan Nelson
- Founded In: 2023
- Funding: Seed, $3 Million
- Investors Include: Everywhere Ventures, Midnight Venture Partners, MJR Ventures
Founded by actress Kaley Cuoco, Oh Norman! is a pet products company named after her beloved dog. The brand offers a range of high-quality, stylish accessories and essentials for dogs, including apparel, treats, and toys. Oh Norman! aims to combine functionality with fashion, catering to pet owners who want to pamper their furry friends with premium products.
7. Frenshe
- Industry: Beauty, Wellness
- Location: Los Angeles, California
- Founder(s): Ashley Tisdale
- Founded In: 2020
- Funding: Incubator, $35,000
- Investors Include: Maesa
Created by actress Ashley Tisdale, Frenshe is a wellness and lifestyle brand focused on clean beauty and self-care products. The company offers a range of items, including candles, fragrances, and personal care products — all made with non-toxic, ethically sourced ingredients. Frenshe emphasizes mental health awareness and promotes a holistic approach to well-being through its products and content.
8. The Outset
- Industry: Beauty, Skin Care
- Location: New York, New York
- Founder(s): Kate Foster, Scarlett Johansson
- Founded In: 2021
- Funding: Private Equity Growth, Undisclosed Amount
- Investors Include: Beliade, The Najafi Companies
Cofounded by actress Scarlett Johansson, The Outset is a clean skin care brand that focuses on simplicity and effectiveness. The company offers a streamlined collection of essential skin care products designed to work for all skin types. The Outset emphasizes minimalism in both its formulations and packaging, aiming to provide a “less is more” approach to skin care.
9. tbh
- Industry: Snack Food, Food & Beverage
- Location: New York, New York
- Founder(s): Elena Guberman, Ba Minuzzi, Noah Schnapp
- Founded In: 2020
- Funding: Crowdfunding, Undisclosed Amount
- Investors Include: 305 Ventures, BABEL Ventures, Knockout Capital
Cofounded by actor Noah Schnapp, best known for his role in “Stranger Things,” tbh is a hazelnut spread company. The brand offers a vegan and gluten-free alternative to traditional chocolate-hazelnut spreads, focusing on healthier ingredients without palm oil. The company aims to provide a more environmentally friendly and health-conscious option for spread lovers, appealing to both younger and health-aware consumers.
10. PATTERN Beauty
- Industry: Beauty, Ecommerce
- Location: El Segundo, California
- Founder(s): Tracee Ellis Ross
- Founded In: 2019
- Funding: Undisclosed
- Investors Include: The Najafi Companies
Created by actress Tracee Ellis Ross, PATTERN Beauty is a hair care brand specifically designed for curly, coily, and textured hair. The company offers a range of products, including shampoos, conditioners, styling creams, and tools tailored to meet the unique needs of natural hair textures. PATTERN Beauty emphasizes empowerment and celebration of natural hair, promoting inclusivity in the beauty industry.
