Once upon a time, celebrity partnerships meant perfume commercials with dramatic wind machines, smoldering stares in Guess jeans, and perfectly airbrushed faces whispering, “Because you’re worth it.” But fast-forward to 2025, and the rules of fame have shifted. These days, celebs aren’t just the glamorous face of a brand—they are the brand. Fame has spilled out of fashion magazines and into pantries, refrigerators, bar carts, and beyond.

Take George Clooney, for instance—he didn’t just bring smoldering charm to the screen, he poured it into a bottle with Casamigos, the wildly popular tequila brand that proved A-listers know their way around agave. Kendall Jenner also dove headfirst into the spirits world with 818 Tequila, which now makes international appearances from Dubai to London. Her sister, Kylie, followed in her footsteps with Sprinter. Meanwhile, TikTok darling Alix Earle has shaken up the canned cocktail scene with SipMARGS—yes, real tequila, yes, real mezcal, and yes, please. And don’t worry, if you feel hungover the next day, Alex Cooper has you covered with Unwell Hydration, an electrolyte drink with rapid hydration and focus.

But it’s not all buzzed and boozy. The sober-curious crowd has some celebrity sparkle too. Tom Holland’s Bero is bringing Marvel-level charisma to non-alcoholic beer, while Dax Shepard’s Ted Segers is giving NA brew its cool-dad moment. Bella Hadid’s Kin Euphorics serves up botanical blends meant to mellow your mind and lift your spirits. Similarly, Jay Shetty has you in a great state of mind, beyond hearing his calming voice, with his sparkling tea drink, Juni. Katy Perry’s De Soi has you sipping reishi and lion’s mane mushrooms aperitifs like it’s the new champagne. Blake Lively’s Betty Buzz bubbles with clean, crisp mixers that play well with gin or go solo—plus, she’s got Betty Booze (low-ABV ready-to-drink cocktails) for those ready to mix and mingle.

Of course, what would a caffeine-fueled society be without a few celeb-driven coffee brands? Emma Chamberlain’s Chamberlain Coffee started as a humble bean operation and has exploded into a fully brewed empire, complete with matcha, ready-to-brew cold brew packets and canned bevvies. Chamberlain Coffee is also one of the few brands to make the transition from CPG to a brick-and-mortar café at the Westfield Century City Mall. Joining her on the coffee train are Millie Bobby Brown (with Florence by Mills Coffee), Tom Hanks (with Hanx), and Hugh Jackman (with the charmingly philanthropic Laughing Man).

And we haven’t even gotten to the grocery aisle goodies yet. Chrissy Teigen’s Cravings is basically an edible extension of her personality—warm, witty, and wonderfully indulgent, offering baking mixes for chocolate chip cookies and banana bread and even a line of cute cookware. On the other side of the sugar spectrum stands Dolly Parton’s Favorites, by the fairy godmother of baked goods, whose partnership with Duncan Hines includes everything from pink-frosted cakes, blueberry muffins and buttermilk pancakes to guitar-shaped syrup bottles. If you didn’t think cornbread could be glamorous, Dolly is here to prove you wrong. Hot off the kettle, Khloud, perfectly named with a “K”, is Khloe Kardashian’s last venture that will have you snacking until you are as ripped as she is.

Not every celebrity-backed brand is about indulgence or happy hour. Once Upon a Farm, co-founded by Jennifer Garner, offers a range of snacks and meals for babies and children, all crafted with organic ingredients and no added sugar or preservatives – all rooted in Jennifer’s family’s farm in Oklahoma. Kourtney Kardashian’s Lemme makes wellness delicious with their vitamins and supplements. Lemme tell you, she got something for any concern!

Even condiments are getting a silver screen upgrade. Smash Kitchen, co-founded by actor Glen Powell, is shaking up your ketchup and mustard game with organic ingredients and spicy twists (Hot Honey Ketchup, anyone?). Because if you’re dressing up your burger, it might as well be red carpet ready.

And these are just a few. So yes, celebrities are still lighting up billboards and streaming platforms—but now they’re also lighting up your stovetop, spicing up your snacks, and sweetening your Sunday brunch. Whether you’re sipping, stirring, or snacking, there’s a good chance someone famous had a hand in what you’re enjoying. The modern celebrity isn’t just a face—they’re a flavor. And this star-studded CPG takeover? Well, it’s just getting started. Bon appétit, Hollywood.