Celebrity branding and the rise of personal business ventures

The modern entertainment landscape is seeing a significant trend where celebrities leverage their personal brands to launch diverse business ventures. This phenomenon, often referred to as the celebrity side hustle, spans industries including beauty, fashion, media, and spirits.

In the beauty sector, brands like Kylie Cosmetics, Fenty Beauty, Rare Beauty, and Rhode have demonstrated that celebrity-founded companies can achieve massive commercial success and influence industry standards. Beyond cosmetics, figures such as Kendall Jenner have successfully expanded into the beverage industry with tequila brands.

Mirna Ozoor, Miss Arab World 2020, exemplifies this professional evolution. Her career has transitioned from modeling and television presenting in Lebanon, Egypt, and Dubai to entrepreneurship as the founder of Mirna Beauty. Her trajectory highlights the strategic use of media engagement and personal identity to build a multifaceted professional presence.