Becoming an entrepreneur is turning into an arms race in Hollywood, as more and more celebrities seek to ascend to the heights of moguldom, following the paths forged by fellow stars like Rihanna, Jay-Z, Jessica Alba, Sean Combs, Gwyneth Paltrow, Dr. Dre, George Clooney and the Kardashians.

Just how hot are brands founded by stars? Celebrity makeup brands, for example, accounted for four percent of the market pre-pandemic but have now grown to seven percent, according to Larissa Jensen, vice president at market research company The NPD Group.

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