Key Takeaways:
- Kanye West’s Yeezy tops digital engagement among celebrity brands in 2025.
- Fashion and beauty brands dominate the rankings.
- Digital engagement doesn’t always match brand value.
- Beverage brands like Jay-Z’s and George Clooney’s tequilas rank lower.
Yeezy Takes the Crown in Digital Engagement
Kanye West’s Yeezy is the most talked-about celebrity brand in 2025, according to a new report. The fashion brand beats others with a near-perfect score of 98.3 out of 100. Yeezy’s success comes from 14.5 million Google searches and 13.4 million Instagram hashtag mentions. Even though Yeezy has only 3.1 million Instagram followers, its huge search volume and hashtag use make it the number one celebrity brand this year.
Next up is Kylie Jenner’s Kylie Cosmetics with a score of 87.1. It has the highest Instagram following at 24.7 million. The beauty brand also gets 1.6 million Google searches and 4.5 million Instagram hashtags.
Rihanna appears twice in the top five. Her Fenty Beauty comes in third with a score of 79.2, thanks to 13.1 million Instagram followers and 4.2 million Google searches. Her Savage X Fenty lingerie line is fourth with a score of 71.8.
Kim Kardashian’s Skims rounds out the top five with a score of 67.9. It has 6.6 million Instagram followers and 3.8 million Google searches.
Fashion and Beauty Brands Rule Digital Engagement
The report shows that fashion and beauty brands are leading in digital engagement. These brands are winning on Instagram, Google, and hashtags. Yeezy’s high score proves that it’s not just about sales but also about how much people talk about the brand online.
For example, Savage X Fenty has 5.1 million Instagram followers and 1.1 million Google searches. These numbers show Rihanna’s strong influence in both fashion and beauty.
Even Kylie Cosmetics is a big player. Its 24.7 million Instagram followers make it the most-followed brand on the list. Its Google searches and hashtags also show that fans love talking about Kylie’s products.
Entertainment and Lifestyle Brands Are Also Popular
While fashion and beauty brands are winning, entertainment and lifestyle brands are also doing well. Dolly Parton’s Dollywood theme park is seventh with a score of 59.6. It gets 5.5 million Google searches, even though it’s not as big on Instagram (314,000 followers).
Pharrell Williams’ Billionaire Boys Club is eighth with a score of 50.5. Jimmy Buffett’s Margaritaville is ninth, and Kate Hudson’s Fabletics is tenth. These brands show that entertainment and lifestyle can also win big online.
Luxury and Wellness Brands Are in the Middle
The middle of the list has luxury fashion and wellness brands. Gwyneth Paltrow’s Goop is fourteenth with a score of 37, while Victoria Beckham’s fashion brand is fifteenth with 35.5.
Newer beauty brands like Hailey Bieber’s Rhode Skin (29.2) and Ariana Grande’s r.e.m. beauty (26.5) are also climbing the ranks. They’re showing strong engagement even though they’re newer to the market.
Beverage Brands Are at the Bottom
Celebrity-owned beverage brands like tequilas and champagne are at the lower end of the list. George Clooney’s Casamigos Tequila scores 6.6, while Kendall Jenner’s 818 Tequila scores 5.
Jay-Z’s Armand de Brignac champagne is at 4.9, and his D’Ussé cognac is at 3. Dwayne “The Rock” Johnson’s Teremana Tequila is thirty-first with a score of 3.6, even though it’s valued at $3.5 billion.
Brand Value Doesn’t Always Mean More Digital Engagement
The report shows that a brand’s financial worth doesn’t always match its digital engagement. Kim Kardashian’s Skims is worth $4 billion but ranks fifth in digital engagement.
Yeezy, valued at $3.2 billion, has high engagement, while The Rock’s Teremana Tequila, worth $3.5 billion, ranks lower. This means that just because a brand is expensive doesn’t mean it’s popular online.
Net Worth and Media Mentions
The report also looks at celebrity net worth and media mentions. Jay-Z is the richest at $2 billion, followed by Kim Kardashian at $1.7 billion and Rihanna at $1.4 billion.
Skims got the most media mentions with 97,400, followed by Yeezy at 78,500. But some brands, like Jessica Simpson’s fashion line, worth $1 billion, got only 938 media mentions.
How the Report Was Done
The report used four main metrics to rank the brands:
- Instagram followers (30% of the score).
- Google searches (30% of the score).
- Instagram hashtags (30% of the score).
- Media mentions (10% of the score).
These metrics show which brands are getting the most online attention. The report focuses on what consumers are saying, not just what the media is saying.
What This Means for Celebrity Brands
The report shows that digital engagement is key for celebrity brands. Even if a brand is worth billions, it needs to connect with fans online to stay popular.
Yeezy’s success proves that Kanye West’s bold moves in fashion and music keep people talking. Meanwhile, newer brands like Rhode Skin are showing that even fresh faces can make waves online.
2025 is shaping up to be a big year for celebrity brands. Who’s your favorite celebrity brand? Let us know in the comments!
