WTF Celebrity Ventures That Defy Expectations and (Surprisingly) Work

I wanted to shake things up a bit this weekend, moving away from the usual beauty playbook to give you something a little different. When working with our clients at YMU, I often reference whitespace opportunities in the market — those untapped spaces where brands can really make a mark. So, I thought it’d be fun to share a few examples of celebs who’ve successfully ventured into these unique spaces!

When celebrities step into entrepreneurship, we typically brace ourselves for the inevitable fashion line or trending beauty product. But what happens when they take a sharp detour into the utterly bizarre?

In a world oversaturated with predictable celebrity brands, these out-there ventures are a welcome change. They tap into something we didn’t realise we needed — celebrity innovation at its finest, be it in the form of cannabis ashtrays or gourmet vegan sweets. Let’s revel in five unexpectedly successful ventures from famous names who dared to go left when everyone else went right.

1. Seth Rogen’s Houseplant

Industry: Cannabis & Home Goods

Launched: 2019 in Canada; 2021 in the U.S.

Seth Rogen’s Houseplant isn’t your run-of-the-mill cannabis company. It’s a design-forward homage to mid-century aesthetics — the kind you’d find in the corner of a collector’s living room, rather than in the back of a stoner’s sock drawer.

Rogen, a long-time cannabis aficionado, combines his deep love of weed with his obsession for beautiful objects. A highlight? His “Party Ashtray,” designed to host not one but three joints simultaneously, is probably the most elegant way to indulge. As Rogen himself notes, “Cannabis has lived in the shadows too long — it deserves as much attention as a fine wine”.

With over 120 products and growing, Houseplant blurs the line between stoner culture and high design, proving that marijuana connoisseurs, too, have taste.

2. Cardi B’s Whipshots

Industry: Alcohol-Infused Whipped Cream

Launched: 2021

There’s something delightfully Cardi B about vodka-infused whipped cream. Whipshots turn an innocent dessert topping into a party essential. Who needs a boring old cocktail when you can spray caramel flavoured whipped cream straight into your mouth?

And to make it even better, you don’t need a fridge to keep it fresh. In its first year, Whipshots sold over two million cans — proving that Cardi B isn’t just a rapper; she’s a disruptor of kitchen staples . If anything, it’s a testament to Cardi’s wild sense of humour and marketing prowess AND Whipshots has the most incredible funding story (which I'll save for another time).

The only surprise? That it took this long for someone to make alcoholic whipped cream.

3. Wrexham AFC (Ryan Reynolds & Rob McElhenney)

Industry: Football Club Ownership

Acquired: 2020

When two Hollywood stars buy a tiny Welsh football club, you’re either witnessing hubris or genius — turns out, it was the latter. Ryan Reynolds and Rob McElhenney took over Wrexham AFC with ambitions far beyond sports. They infused the club with a documentary series, global fan engagement, and new facilities. In 2023, Wrexham returned to the English Football League after a 15-year hiatus. “Football is the best soap opera in the world,” Reynolds says, and their play has been as much about narrative as it has been about winning. Now, Wrexham is more than just a football team; it’s a cult content and community fandom.

4. Jamie Laing’s Candy Kittens

Industry: Gourmet Vegan Candy

Launched: 2012

Jamie Laing, original a Made in Chelsea star, had the foresight to make candy that’s as aesthetically pleasing as it is tasty.

Candy Kittens is a vegan, gourmet candy brand that blends eye-catching design with serious flavour innovation.

Think Sour Watermelon and Wild Strawberry, all wrapped in packages that scream Instagram-worthy. With presence in over 30 countries, Laing’s creation is the ultimate candy upgrade.

Far from a novelty, the brand’s been a consistent player in the booming vegan market, giving snackers something both delicious and ethical. Who knew candy could be so… chic?

Jamie is an absolutely brilliant business leader and frequently talks about the work needed to be successful. It's not all candy and rainbows!

5. Nick Offerman’s Woodshop

Industry: Handcrafted Wooden Goods

Launched: 2008

Nick Offerman’s real-life persona isn’t too far from his legendary role as Ron Swanson. Offerman Woodshop crafts furniture and builds items imbued with a sense of craftsmanship and humor that’s distinctly Offerman.

From fine tables to quirky ukuleles, everything is made with the same dedication you’d expect from a man who famously once said, “Figure out what you love to do, then figure out how to get paid to do it.”

The Offerman’s Woodshop is not going to scale to a billion dollar exit. In fact isn’t about scaling at all; it’s about skill — offering a tactile alternative to the mass-produced world of modern commerce.

Bonus Mention: Keanu Reeves’ Arch Motorcycle

Industry: High-End Custom Motorcycles

Launched: 2011

Yes, Keanu Reeves builds motorcycles. The kind John Wick would be proud to ride.

Bespoke, high-performance machines under his brand Arch Motorcycle. Hand-built, precision-engineered, and designed for the true enthusiast, these bikes cost upwards of $85,000 each.

Similarly to the Offerman Woodshop, Arch isn’t creating a mass-market product; it’s creating a high quality, intimate experience. As Reeves once said, “There’s a moment when you’re riding… everything else falls away”. And for those willing to shell out, the ride is worth every penny.

WTF Bonus Mention: Lionel Richie’s ‘Hello’ Fragrance

Industry: Fragrance

Launched: 2020

Hello, is it me you’re smelling for? When Lionel Richie released his Hello fragrance, it was both a tribute to his classic song and an unexpected foray into the olfactory world.

Described as a “smooth blend of citrus and spices,” it’s probably not going to revolutionise the fragrance industry, I spotted it last week on the bottom shelf of Savers.

But it will make you smile.

After all, can you really resist a scent that brings to mind that Lionel Ritchie 1980s pottery masterclass?

The Unexpected Wins

Whether it’s whipped vodka or football club ownership, these celebrity ventures aren’t your typical vanity projects. They’re innovative, fun, and yes, a little bizarre. But in an era where every second celebrity has a beauty line, it’s these wacky, outside-the-box ideas that truly stand out. In the words of Seth Rogen: “Why should weed live in the back of your drawer when it can be something beautiful on your coffee table?” Here’s to the bold, the strange, and the brilliant.

Thanks for tuning into this special edition of the Fame to Exit newsletter! I hope you enjoyed the deep dive into these unexpected and successful celebrity ventures.

Don’t worry, the regular programming is back on Tuesday with a head-to-head comparison of two beauty giants: Refy vs. Glossier. You won’t want to miss it!

#CelebrityBrands #WhitespaceOpportunities #Innovation #YMU #BusinessStrategy #Entrepreneurship #OutOfTheBox #FameToExit