DTC & Celebrity Brand Guidelines: Direct-to-Consumer Darlings and Celebrity-Founded Brands
Fifty-two brand guides to the direct-to-consumer darlings and the celebrity-founded brands — and how each fared.
Direct-to-consumer brands and celebrity-founded brands both promised to skip the old gatekeepers. These guides look at how each built its identity, with honest caveats on how they fared.
DTC, a decade on
The guides cover Allbirds’ hard decade, Casper’s bed-in-a-box, Bombas’ mission-driven socks, Native’s sale to P&G, and AG1, formerly Athletic Greens.
Fame as a founding advantage
Celebrity brands covered include Kim Kardashian’s SKIMS, MrBeast’s Feastables, George Clooney’s Casamigos and its $1 billion Diageo exit, The Rock’s Teremana, Ryan Reynolds’ Aviation Gin and Gwyneth Paltrow’s goop.
How to use these guides
Each guide covers who owns the name today, where the products are made — by the maker’s own account and, where it differs, by other sources — and the brand’s visual identity. A company’s description of itself is attributed to the company, and where a business has closed we say so plainly. The table at the end gathers the essentials.
DTC darlings
Allbirds, Casper, Bombas, Rothy’s, Vuori, Ritual and Brooklinen.
- Allbirds — The wool-and-tree DTC shoe brand, its minimalist natural design and honest caveats about a hard decade.
- Casper — The friendly bed-in-a-box pioneer, its witty subway ads and blue-and-white look, with honest caveats.
- Bombas — The mission-driven sock brand with its blue crowned-bee, honeycomb system and “Bee Better,” with honest caveats.
- Rothy’s — The recycled-plastic 3D-knit shoe brand, its colourful sustainable-chic look, with honest caveats.
- Vuori — The profitable coastal-California activewear brand, its sunrise-to-ocean gradient and warm palette, with honest caveats.
- Ritual — The transparency-led vitamin brand, its clear capsule, signature yellow and honest caveats.
- Brooklinen — The DTC bedding brand born on Kickstarter, its warm neutral look and 2025 “Best in Bed” turn, with honest caveats.
The direct model everywhere
Hims & Hers, quip, Native, Mejuri, Parachute, Ruggable and FIGS.
- Hims & Hers — The telehealth brand that made men’s and women’s health approachable, its warm editorial look and honest caveats.
- quip — The design-award oral-care brand, its minimalist toothbrush, pastel palette and honest caveats.
- Native — The aluminum-free deodorant brand that sold to P&G, its clean per-scent design and honest caveats.
- Mejuri — The everyday fine-jewelry DTC brand, its warm editorial grotesque look and honest caveats.
- Parachute — The Californian DTC home brand, its warm-neutral “perfectly undone” look and honest caveats.
- Ruggable — The washable-rug category creator, its friendly product-led design and honest caveats.
- FIGS — The premium medical-scrubs brand, its colour-forward design, “Awesome Humans” voice and honest caveats.
Won on packaging
AG1, Seed, Ridge, Boll & Branch, Outdoor Voices, MeUndies and Chubbies.
- AG1 — The greens-powder brand (formerly Athletic Greens), its minimalist forest-green design, creator marketing and honest caveats.
- Seed — The microbiome brand, its refillable glass jar, Werner’s-Nomenclature palette and honest caveats.
- Ridge — The minimalist metal-wallet brand, its industrial finish-as-colour system, creator marketing and honest caveats.
- Boll & Branch — The organic, fair-trade bedding brand, its warm-neutral serif look and honest caveats.
- Outdoor Voices — The recreational-activewear brand, its dusty pastel colour-blocking, “Doing Things” community and honest caveats.
- MeUndies — The underwear-subscription brand, its bold all-over prints, inclusive voice and honest caveats.
- Chubbies — The irreverent retro short-shorts brand, its bold Americana prints, comedic voice and honest caveats.
Celebrity brands, part 1
SKIMS, Feastables, Kylie Cosmetics, Chamberlain Coffee, Aviation Gin, Pattern Beauty and Draper James.
- SKIMS — Kim Kardashian’s shapewear brand, its inclusive nude-tone palette and minimalist design, with honest caveats.
- Feastables — MrBeast’s chocolate brand, its bold flavor-blocked wrappers, QR-prize mechanic and honest caveats.
- Kylie Cosmetics — Kylie Jenner’s beauty brand, its drip-lips motif and soft-pink look, with honest caveats.
- Chamberlain Coffee — Emma Chamberlain’s coffee brand, its illustrated animal mascots and playful palette, with honest caveats.
- Aviation Gin — The Ryan-Reynolds-fronted gin, its Art-Deco bottle, Maximum Effort marketing and honest caveats.
- Pattern Beauty — Tracee Ellis Ross’s textured-hair brand, its warm retro-’70s palette and mission, with honest caveats.
- Draper James — Reese Witherspoon’s Southern-prep brand, its magnolia-and-gingham look and honest caveats.
Celebrity brands, part 2
Teremana, Casamigos, Haus Labs, r.e.m. beauty, goop, The Honest Company and de Soi.
- Teremana — The Rock’s tequila, its black-wax craft cues and warm earthy palette, with honest caveats.
- Casamigos — George Clooney’s tequila, its understated cream label and the $1B Diageo exit, with honest caveats.
- Haus Labs — Its clean-luxe white relaunch, artistry-meets-science identity and honest caveats.
- r.e.m. beauty — Ariana Grande’s retro-futurist makeup brand, its chrome-and-pastel space-age look and honest caveats.
- goop — Gwyneth Paltrow’s wellness brand, its minimalist quiet-luxury look and honest caveats about its controversies.
- The Honest Company — Jessica Alba’s clean baby-and-beauty brand, its cheerful pastel design and honest caveats.
- de Soi — Katy Perry’s non-alcoholic aperitif brand, its dreamy botanical design and honest caveats.
Celebrity brands, part 3
818 Tequila, SKKN BY KIM, Lemme, Pleasing, Kin Euphorics, about-face and florence by mills.
- 818 Tequila — Kendall Jenner’s tequila, its desert palette and bold numeral, with honest caveats.
- SKKN BY KIM — Kim Kardashian’s skincare brand, its monolithic greige minimalism and honest caveats.
- Lemme — Kourtney Kardashian’s supplement brand, its candy-jar pastel design and honest caveats.
- Pleasing — Harry Styles’ genderless beauty brand, its pearl motif and whimsical pastel design, with honest caveats.
- Kin Euphorics — The celestial non-alcoholic “euphorics” brand co-founded by Bella Hadid, with honest caveats.
- about-face — Halsey’s multidimensional makeup brand, its ever-changing remixed design, with honest caveats.
- florence by mills — Millie Bobby Brown’s Gen-Z beauty brand, its dreamy lavender palette, with honest caveats.
Flower delivery
Euroflorist, Serenata Flowers, Arena Flowers, Bunches, FLOWERBX, Aquarelle, Freddie’s Flowers, UrbanStems, Venus et Fleur and Bergamotte.
- Euroflorist — The Malmö flower relay founded in 1982 by Peter Jungbeck as Svensk Blomsterförmedling, renamed in 1990, online since 1995, owner of eFlorist, Teleflorist and iFlorist in Britain, and since 2024 of Serenata Flowers.
- Serenata Flowers — The UK online florist whose first company was registered in 2003, known for hand-arranged bouquets in standard, deluxe and grande sizes and named seasonal launches, and bought by Sweden’s Euroflorist in December 2024.
- Arena Flowers — Arena Flowers’ identity: the UK online florist launched in August 2006 by William Wynne and Steven France, now run from Droitwich in Worcestershire, with Fairtrade bouquets, FlowerPaper wrapping made from growers’ green waste, letterbox flowers and flower subscriptions.
- Bunches — Bunches’ identity: the family-owned UK florist that Erik and Sandra Hoving began in Mansfield in 1989, which started sending flowers through the Post Office in 1990 and now sends letterbox flowers, bouquets, plants and hampers from Nottinghamshire.
- FLOWERBX — The London florist that began trading in 2015 under founder Whitney Bromberg Hawkings, formerly of Gucci and Tom Ford, known for single-variety bouquets and fashion installations, whose word mark was found valid and infringed by the IPEC in September 2026.
- Aquarelle — The French flower-delivery brand of brothers Henri and François de Maublanc, who opened a first shop in Rennes in 1987, launched aquarelle.com in 1997, and say every bouquet for France and northern Europe is made by hand at Brasseuse in the Oise.
- Freddie’s Flowers — Freddie’s Flowers, the London flower-subscription company founded in 2014 by Freddie Garland, sends boxes of seasonal stems in bud to arrange at home, is a certified B Corp, and grew into Germany before cutting back in 2024 and 2025.
- UrbanStems — UrbanStems, the Washington, D.C. online flower and plant delivery company founded on Valentine’s Day 2014, ships bouquets from a Maryland hub, sells gift add-ons from candles to wine, and rebuilt its online shop before Valentine’s Day 2025.
- Venus et Fleur — The New York florist co-founded in 2015 by Seema Bansal Chadha and Sunny Chadha, known for preserved Eternity roses in round hat boxes, flowers sourced in Ecuador and Japan, a home and tabletop line, and a 2025 vase with Ginori 1735.
- Bergamotte — The Paris online florist founded in 2015 by Romain Raffard and Loïc Reperant, which delivered bouquets in two hours in Paris, opened La Maison Bergamotte in 2018, added plants and dried flowers, and was bought by Bloom & Wild in July 2021.
At a glance: founding, base and signature
Taken from each guide’s fact panel. Follow the link for detail and caveats.
| Brand | Founded | Based | Signature |
|---|---|---|---|
| 818 Tequila | 2021 (Kendall Jenner) | See guide | The 818 numeral |
| about-face | 2021 (Halsey) | See guide | Multidimensional makeup |
| AG1 | 2010 (as Athletic Greens) | See guide | See guide |
| Allbirds | 2016 (Wool Runner) | See guide | Minimalist |
| Aquarelle | Rennes, France (1987 (first shop)) | See guide | Photo proof, hand-made bouquets, aquarelle.com |
| Arena Flowers | England (2006 (launched August 2006)) | See guide | Hand-tied bouquets, Fairtrade collection, FlowerPaper |
| Aviation Gin | 2006 (House Spirits) | See guide | See guide |
| Bergamotte | Paris, France (2015) | See guide | Bouquets, houseplants, dried flowers |
| Boll & Branch | 2014 (Scott & Missy Tannen) | Summit, NJ | See guide |
| Bombas | 2013 (New York) | See guide | The blue bee |
| Brooklinen | 2014 (Kickstarter) | Brooklyn, NY | See guide |
| Bunches | Mansfield, Nottinghamshire (1989) | See guide | Postal flowers, letterbox flowers, hand-tied bouquets |
| Casamigos | 2013 (Clooney & friends) | See guide | See guide |
| Casper | 2014 (New York) | See guide | See guide |
| Chamberlain Coffee | 2019 (Emma Chamberlain) | See guide | See guide |
| Chubbies | 2011 (four Stanford friends) | Austin, TX | See guide |
| de Soi | 2022 (Katy Perry) | See guide | Grown-up |
| Draper James | 2015 (Reese Witherspoon) | Nashville, TN | See guide |
| Euroflorist | Malmö, Sweden (1982 (as Svensk Blomsterförmedling)) | See guide | Euroflorist, eFlorist, Teleflorist, iFlorist |
| Feastables | 2022 (MrBeast) | See guide | See guide |
| FIGS | 2013 (Los Angeles) | See guide | See guide |
| florence by mills | 2019 (Millie Bobby Brown) | See guide | Lavender |
| FLOWERBX | London (2015 (began trading)) | See guide | Single-variety bouquets, events, installations |
| Freddie’s Flowers | London, England (2014) | See guide | Seasonal flower subscription boxes |
| goop | 2008 (as a newsletter) | See guide | See guide |
| Haus Labs | See guide | See guide | Triclone foundation |
| Hims & Hers | 2017 (Hims) | See guide | Telehealth Rx |
| Kin Euphorics | 2017 (Jen Batchelor) | See guide | See guide |
| Kylie Cosmetics | 2015 (as Kylie Lip Kits) | See guide | The drip lips |
| Lemme | 2022 (Kourtney Kardashian) | See guide | See guide |
| Mejuri | 2015 (Toronto) | See guide | Weekly drops |
| MeUndies | 2011 (Jonathan Shokrian) | See guide | Membership |
| Native | 2015 (Moiz Ali) | See guide | See guide |
| Outdoor Voices | 2013 (Ty Haney) | Austin, TX | See guide |
| Parachute | 2014 (Ariel Kaye) | Venice, CA | See guide |
| Pattern Beauty | 2019 (Tracee Ellis Ross) | See guide | See guide |
| Pleasing | 2021 (Harry Styles) | See guide | Genderless |
| quip | 2015 (Brooklyn) | See guide | Award-winning |
| r.e.m. beauty | 2021 (Ariana Grande) | See guide | See guide |
| Ridge | 2013 (Kickstarter) | See guide | See guide |
| Ritual | 2015 (Kat Schneider) | See guide | See guide |
| Rothy’s | 2016 (San Francisco) | See guide | Seamless knit |
| Ruggable | See guide | See guide | See guide |
| Seed | 2018 (DS-01) | See guide | See guide |
| Serenata Flowers | See guide | See guide | Hand-arranged bouquets in three sizes |
| SKIMS | 2019 (Kim Kardashian) | See guide | See guide |
| SKKN BY KIM | 2022 (Kim Kardashian) | See guide | See guide |
| Teremana | 2020 (Dwayne Johnson) | See guide | See guide |
| The Honest Company | 2011 (Jessica Alba) | See guide | Diapers & wipes |
| UrbanStems | Washington, D.C. (February 2014) | See guide | Online flower and plant delivery |
| Venus et Fleur | New York, USA (2015) | See guide | Eternity roses in round hat boxes |
| Vuori | 2015 (Joe Kudla) | Coastal California | See guide |
Frequently asked questions
Who bought Casamigos?
Diageo, in a $1 billion exit, according to our guide.
What was Athletic Greens renamed?
AG1, according to our guide.
See also all collections.