{
  "id": 3188441,
  "title": "Why more celebrity-led brands are shutting down",
  "url": "https://urgent.news/2026/08/25/why-more-celebrity-led-brands-are-shutting-down",
  "topic": "culture",
  "section": "Culture",
  "published": "2026-08-25T04:00:00.000Z",
  "source": {
    "name": "Modern Retail",
    "slug": "modern-retail",
    "url": "https://www.modernretail.co/operations/why-more-celebrity-led-brands-are-shutting-down/"
  },
  "original_language": "en",
  "account": "In the world of celebrity-led brands, the tide appears to be turning. Two high-profile examples illustrate the challenges many such ventures face. Shortly after Lionel Messi's thrilling performance at the 2022 World Cup, his Mas+ hydration drink was discontinued less than two years after launch. Not long after, the functional beverage brand Unwell, founded by influencer and podcaster Alex Cooper, announced its own closure this fall, following the introduction of limited Halloween flavors.\n\nThese exits highlight an emerging trend: celebrity-backed brands are struggling to sustain themselves as the market matures and consumers become more discerning. Though the allure of a celebrity name can generate initial interest, it's not enough to guarantee success in competitive sectors like beverages or beauty. Retail environments demand product-market fit and operational excellence, traits that cannot be substituted by social media popularity.\n\nThe pattern is not limited to the sports and entertainment realms. In 2025, beauty entrepreneur Kim Kardashian saw her beauty brand Skkn quietly wind down after multiple restructures. Earlier this year, Gwen Stefani's Gxve Beauty also ceased operations, joining a lineup of failed high-profile ventures. Drew Barrymore's Flower Beauty succumbed to the same fate earlier this year.\n\nThese recent closures suggest that the creator-led economy may be facing a reality check. While celebrity influence can create buzz, it does not automatically translate into long-term business viability. Brands must demonstrate solid market fit and operational prowess to thrive in the competitive retail landscape.",
  "summary": "The latest celebrity brands to shut down are Messi's Mas+ and Alex Cooper's Unwell, proving that major buzz fades quickly in the saturated celebrity-led CPG space.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}