When E.l.f. Beauty acquired Hailey Bieber’s Rhode for $1 billion, it proved just how valuable celebrity founders are in today’s market. It also made many non-famous entrepreneurs lose hope. After all, how can you compete with a founder who has more than 55 million Instagram followers?

“It’s really hard for a lot of entrepreneurs who don’t have built-in audiences to be able to affordably scale brand awareness and that customer base,” says Nancy Twine, founder of clean hair care brand Briogeo.

The consumer packaged goods category is especially difficult to break into right now, Twine says, because “the barriers to entry are really low.” To launch a brand in 2025, she adds, all you need is a contract manufacturer and a branding agency. This makes CPG attractive for celebrities and content creators looking to start a brand. Take celebrity founders Kim Kardashian, who took apparel by storm with shapewear brand Skims, and Selena Gomez, who is conquering the makeup aisle with Rare Beauty, for example. Or content creator Mikayla Nogueira, whose skin prep line POV Beauty made $1 million in just eight minutes when it launched in March.

Twine says several founders have told her that they feel pressured to share their lives on social media—even though it doesn’t come naturally to them—“because the other founders are doing that, and that’s giving them an edge.”