Influencers including Alix Earle, Hailey Bieber, Kendall Jenner and Sofia Richie Grainge are taking financial stakes in consumer brands, according to a recent report. The deals give creators a role beyond paid promotion, with investments spanning wellness, beverages, beauty and other consumer businesses.
Key Takeaways
- Alix Earle has invested in Gorgie, SipMargs, Poppi and Cymbiotika.
- Earle joined Cymbiotika as an investor alongside Hailey Bieber and Kendall Jenner.
- Sofia Richie Grainge invested in self-tanning brand Dolce Glow.
- Hannah Bronfman has backed more than 70 startups, including Kindbody, Topicals and Ceremonia.
- Influencer investments now include consumer brands, technology companies and creator platforms.
Alix Earle Expands Her Brand Investment Portfolio
Influencer investors include Alix Earle, who has built a portfolio of ownership stakes across beverage and wellness companies. Her investments include Gorgie, SipMargs, Poppi and Cymbiotika, according to a report published August 26.
Earle joined Cymbiotika as an investor in August 2026. The San Diego-based supplement company said she would work with the brand while continuing to reach audiences across Instagram, TikTok and YouTube.
Earle’s earlier investment in Poppi provides a notable example of an influencer holding equity before a major corporate transaction. PepsiCo acquired Poppi for $1.95 billion in May 2025 after Earle had invested in the prebiotic soda company.
Her portfolio also includes Gorgie, a wellness-focused energy drink, and SipMargs, a ready-to-drink sparkling margarita brand. Those investments place Earle’s business interests across several consumer categories rather than within a single product segment.
Earle has also moved beyond outside investments by launching her own skincare company, Reale Actives, in March 2026. Her investment activity and brand ownership give her multiple forms of participation in consumer businesses beyond paid promotional campaigns.
Influencers Take Ownership Stakes in Consumer Businesses
Sofia Richie Grainge is another creator included in the recent wave of influencer investments. She invested in self-tanning brand Dolce Glow and previously became an investor and founding curator at affiliate platform ShopMy.
The Dolce Glow investment adds a consumer beauty company to Richie Grainge’s business activities. Her involvement with ShopMy also connects her to a platform built around creator commerce and affiliate marketing.
Hannah Bronfman has taken a broader approach to startup investing. Vogue reported that Bronfman has backed more than 70 startups, including fertility company Kindbody, skincare label Topicals and haircare brand Ceremonia.
Other creator investments extend into technology. Fashion creator Jordan Grant has invested in AI virtual try-on company Doji, health brand Julie Inc. and creator platform Komi.
The investments vary in size, structure and industry, but they share a common feature: creators receive an ownership interest rather than limiting their relationship with a company to a conventional campaign arrangement.
The structure can also differ between individual deals. Some influencers invest capital directly, while others may receive equity for work or negotiate a combination of cash and ownership.
Cymbiotika Investment Includes Multiple High-Profile Creators
Cymbiotika has attracted several high-profile investors, including Earle, Hailey Bieber and Kendall Jenner. Earle joined the company as an investor in August after already using its supplements.
The company was founded in San Diego in 2019 and sells supplements using liposomal delivery formats. It raised $25 million in outside capital in January 2026, with celebrity investors participating in the financing.
Cymbiotika’s investor group also includes names such as The Weeknd, Zac Efron, Steve Aoki, Peggy Gou and the Jonas Brothers, according to company-related reporting.
The company has expanded its retail presence during 2026. It entered Ulta Beauty stores in March after entering Target stores in late 2025.
Earle’s role combines investment with creator reach. She has more than 14 million followers across Instagram, TikTok and YouTube, giving the partnership both an ownership component and a direct connection to her social-media audience.
The financial terms of Earle’s investment were not disclosed. Cymbiotika has also discussed the possibility of a future co-branded product involving Earle.
Influencer Investments Span Wellness, Beauty and Beverages
Consumer beverages and wellness products account for several of Earle’s investments. Gorgie and SipMargs are beverage companies, while Poppi operates in the prebiotic soda category and Cymbiotika sells supplements.
Other influencer portfolios also include products aimed directly at consumer audiences. Bronfman’s investments include beverage and wellness brands such as Táche, Ghia and Golde.
The concentration in consumer products gives creators opportunities to connect their existing audiences with businesses they can promote through social platforms. It also allows startups to work with creators who have established audiences in specific product categories.
Influencer investment activity is not limited to consumer products. Grant’s investments in Doji, Julie Inc. and Komi demonstrate that creators can also take stakes in technology, health and creator-focused businesses.
Celebrity investors have followed similar paths. Charli XCX became a shareholder and global ambassador at technology startup Nothing in May 2026, combining an ownership interest with a public-facing brand role.
The examples show that influencer and celebrity participation can take several forms, including equity ownership, investment, ambassador agreements and roles connected to product development or marketing.
Creator Partnerships Extend Beyond Traditional Sponsorships
Traditional influencer brand partnerships generally compensate creators for specific promotional work. An ownership arrangement gives the creator a continuing financial interest in the company instead.
That distinction also follows the broader expansion of creator responsibilities in brand relationships. Recent examples have involved creators participating in campaign planning, product development and consultation rather than only producing sponsored content.
The structure changes the commercial relationship between the creator and the brand. An influencer with an ownership stake can have a longer-term financial connection to the business rather than receiving compensation only for defined campaign deliverables.
The model also places financial risk on the creator. An equity stake can lose its value if a startup fails, while private-company investments may take years to become liquid or may never produce a return.
The reported investments also show that follower count alone does not define the potential value of a creator to a company. Investors and brand operators cited factors including audience fit, credibility, conversion, creative contribution and the ability to reach specific consumers.
For brands, the arrangement can provide access to a creator’s audience while bringing that creator closer to the company’s business interests. For creators, the investment provides an opportunity to hold an ownership position in a company connected to their influence.
The ownership relationship also creates disclosure requirements when an influencer promotes a company in which they hold an equity stake. A financial interest can continue beyond the announcement of the investment, making disclosure relevant to subsequent mentions of the brand.
Longer relationships between brands and creators can also extend beyond individual sponsored posts, with companies increasingly using creators across multiple campaigns and stages of marketing.
The recent investments by Earle, Richie Grainge, Bronfman and other creators show the range of businesses now attracting influencer capital. Their portfolios include beverages, supplements, beauty products, health companies, technology startups and creator platforms.
Creator-focused businesses themselves are also attracting investment, including companies that support content distribution and other parts of the creator economy.Â
Frequently Asked Questions
What is an influencer investor?
An influencer investor is a creator or social-media personality who holds an ownership stake in a company. The investment can involve direct capital, equity received for services, or a combination of cash and equity.
Which brands has Alix Earle invested in?
Alix Earle has invested in Gorgie, SipMargs, Poppi and Cymbiotika. Her Poppi investment preceded PepsiCo’s $1.95 billion acquisition of the company in May 2025.
Which influencers invested in Cymbiotika?
Alix Earle, Hailey Bieber and Kendall Jenner are among the high-profile investors associated with Cymbiotika. The company’s investor group also includes several other celebrities and entertainers.
How do influencer investments differ from sponsorships?
A sponsorship typically involves payment for defined promotional activities, while an investment gives the creator an ownership interest in the company. Equity can therefore connect the creator’s financial outcome to the company’s future performance.
What industries are attracting influencer investors?
Influencer investments reported in the current group include beverages, wellness, beauty, health, technology and creator platforms. Alix Earle’s portfolio includes several beverage and wellness businesses, while other creators have invested in technology and beauty companies.
