Thread by @jeremysliew

1/n @axios notes the rise in celeb led commerce brands and namechecks @fentybeauty (@rihanna), @kyliecosmetics (@KylieJenner), @cameo*, @TechStyle* (Kate Hudson and @rihanna). Could have also included @Honest* (@jessicaalba), @goop* (@GwynethPaltrow), Haus Beauty (@ladygaga) ...

2/n Link here: axios.com/retail-celebri….

And many more DTC and through retail, from influencers big and small (e.g. those launched by Brandable). The key question is, why so many now, relative to historical rate of celeb business creation? ...

3/n The answer is the @facebook @Google duoploy in online advertising.

Market is now so efficiently priced that it is very hard for startup brands to reach scale through paid social. One of the few channels still open and able to reach scale is Organic Social ...

4/n But you can only access Organic Social at scale if you are already famous/influential. So in this case, celebs and influences have a real advantage.

You can't just staple a celebrity to a product though. It needs to be authentic to the celebs reputation and interests ...

5/n And more importantly, it needs to be recognized as authentic by the celebs fans and followers. Karina Garcia (youtube.com/channel/UCTTJM…) is the slime queen of @YouTube , so she has a right to launch a slime and craft brand. She doesn't have the right to launch a CBD brand...

6/n Until we see a new scaleable customer acquisition channel emerge, expect to see a lot more brands launched by celebrities.

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*ed companies earlier in thread are @lightspeedvp portfolio companies