Shay Mitchell’s Béis Hits $200 Million in Sales as Celebrity Brands Go Viral

Celebrity-owned brands are generating massive sales momentum by leveraging viral moments, strategic partnerships, and direct-to-consumer distribution. From luxury luggage to shapewear to artisanal chocolate, a wave of founder-led businesses built by actors, reality stars, and public figures are capturing audiences at scale, not through traditional celebrity endorsement alone, but by positioning the celebrity as the architect of the brand itself.

This shift reflects a deeper economic reality: audiences trust celebrity-founded companies more than celebrity-endorsed ones. The founder becomes the story. The product becomes the proof. And when executed correctly, the combination creates the viral sales engine that modern marketing demands.

Shay Mitchell’s Béis: The $200 Million Luggage Proof

Shay Mitchell, best known for her role as Emily Fields in Pretty Little Liars, founded Béis in 2018 after struggling to find travel luggage that was both stylish and functional. The brand, named after the Spanish word for beige, has since amassed over $200 million in sales. Mitchell serves as Chief Brand Officer and remains the public face of the company.

Béis initially focused on travel suitcases and carry-ons but expanded into diaper bags, gym bags, and accessories, all designed in neutral colors and minimal patterns. The Carry-On Roller starts at $248, while The Weekender tote, which debuted alongside the brand in 2018, retails for $108. The Weekender alone has gone viral on TikTok and other platforms, where users share packing demonstrations.

Mitchell credits the brand’s success to its ability to listen to customers and adapt offerings. In a 2023 interview, she explained: “Whether you’re going on a walk, to the gym, to the grocery store or to work, we have a product for you.” Despite the expanded portfolio, travel items remain the strongest sellers.

The brand’s association with celebrities, including Gayle King and Ashley Tisdale, and partnerships with companies like Chipotle have fueled its prestige. Béis products are sold on the company’s website and at select retailers including Nordstrom, but customer service reviews on Trustpilot have been inconsistent, with some travelers noting reliability concerns.

Kim Kardashian’s Skims Expands Physical Retail

Kim Kardashian’s shapewear brand Skims, founded in 2019, continues expanding its physical footprint. A new flagship location will open at 405 Nichols Road on Kansas City’s Country Club Plaza, marking the first Skims location in Kansas or Missouri. The store will occupy the space formerly held by Soft Surroundings, which closed in 2024.

Skims offers shapewear, underwear, loungewear, swimsuits, and menswear. The brand currently operates 23 locations across the country. An opening date has not yet been announced, though the company confirmed the Kansas City expansion through permit filings.

Meghan Markle’s As Ever Goes Viral With Luxury Goods

Meghan Markle’s lifestyle brand As Ever released a limited-edition chocolate collection in early February 2026 for Valentine’s Day and Galentine’s Day. The As Ever x Compartès collection, handcrafted in Los Angeles, features four flavors: milk chocolate with shortbread cookies and bee pollen, white chocolate with flower sprinkles and hemp hearts, dark chocolate with raspberry spread and sea salt, and dark chocolate with strawberry spread and champagne brut.

Each bar retails for $14 (£10) and arrives wrapped in botanic-print packaging. Markle described the collection as “a love letter in chocolate,” designed for sharing, gifting, and slow mornings at home with loved ones. The chocolate bars sold out online, though other As Ever products including herbal teas and signature candles remained in stock on the brand’s website.

As Ever has released multiple seasonal product launches since its creation, including homemade preserves, flower sprinkles, and a Napa Valley wine line that sold out in minutes. The brand’s success underscores how celebrity-founded luxury goods capitalize on founder authenticity and limited-edition scarcity to drive rapid sales cycles.

The Celebrity Founder Advantage

These three examples illustrate why celebrity-founded brands outperform traditional celebrity endorsements. The founder’s credibility and visibility serve as permanent marketing assets. Mitchell’s role as Chief Brand Officer of Béis keeps her directly accountable to the product quality. Kardashian’s Skims remains inseparable from her personal brand. Markle’s As Ever reflects her specific lifestyle values and aesthetic choices.

The result is customer loyalty that transcends seasonal campaigns or influencer partnerships. Each brand generates sustained viral moments because the founder’s reputation and business success are mutually reinforcing. When the product sells out, the founder benefits. When the brand expands, the founder’s cultural relevance increases. This alignment creates an incentive structure that celebrity endorsements alone cannot match.