Creators who turned an audience into a company
Ten companies that sell real goods, each started by someone who built an audience online first, listed in the order the companies were founded.
How this list was made
The rule: founding year, oldest first
To be on this list, a company has its own Wikipedia entry and its business is selling physical goods (beauty, food and drink, toys, clothing), not videos, events, apps or services. A subscription that sends its members physical goods counts as selling them, as Ipsy's beauty bags and CrunchLabs' kits do. Wikipedia names the creator as a person who founded, co-founded or created it, and calls the creator a YouTuber, a YouTube personality, a vlogger, a blogger, an influencer or an internet personality, in the company's entry or in the first line of the creator's own. We read every entry on October 24, 2026.
The order is the year the company was founded or its first product launched, as the company's Wikipedia entry records it, oldest first. Two companies from the same year are listed alphabetically.
Hank Green
Co-founded the merchandise company with Alan Lastufka in 2008. It began as a record label and now mainly sells merchandise for YouTube creators, his own channels among them.
Michelle Phan
Co-founded the beauty product subscription, which began with monthly Glam Bags, in 2011 with Marcelo Camberos and Jennifer Jaconetti Goldfarb. Ipsy's entry calls her a YouTube beauty vlogger; her own calls her a YouTube personality.
Huda Kattan
Started a beauty blog and a YouTube channel, both called Huda Beauty, in April 2010, and launched the cosmetics line in 2013. Wikipedia names Mona Kattan as a co-founder.
Jeffree Star
Founded the cosmetics company in November 2014.
Hila Klein
Founded the streetwear brand in Los Angeles in 2017. Wikipedia also names her husband, Ethan Klein, as a co-founder.
Jimmy Donaldson (MrBeast)
Founded the virtual restaurant with Virtual Dining Concepts. Its first location opened on November 10, 2020, in Wilson, North Carolina.
Jimmy Donaldson (MrBeast)
Created the chocolate and snack brand; Jim Murray became a co-founder and its chief executive. The company dates from July 2021; Donaldson announced it in January 2022, with its MrBeast Bar.
Mark Rober
Founded the company in March 2022 with Jim E Lee. It sells subscription educational kits for children.
Logan Paul and KSI
Logan Paul's Wikipedia entry calls him the drink brand's co-founder, and KSI's calls him its founder and co-owner. Prime's entry says it is owned by Congo LLC with the two of them, who announced it on January 4, 2022.
the company's Wikipedia entry, read October 24, 2026
KSI, Logan Paul and MrBeast
The three founded the snack kit brand as a joint venture; it launched in September 2024.
the company's Wikipedia entry, read October 24, 2026
Questions about this list
- Why is Chamberlain Coffee not here?
- Emma Chamberlain launched it in December 2019, but it has no Wikipedia entry of its own, and this list counts companies that do. The same holds for Michelle Phan's EM Cosmetics, Manny MUA's Lunar Beauty, Tati Westbrook's Halo Beauty and the Sidemen's brands.
- Why is Glossier not here?
- Glossier's entry says the company grew out of Emily Weiss's blog, Into the Gloss, but Wikipedia calls her a businesswoman, not a blogger, so it falls outside the rule.
- Why are Misfits Boxing and Beme not here?
- Both were founded by creators, KSI and Casey Neistat, but one sells boxing events and the other made a video-sharing app. This list counts companies that sell physical goods.
- Why does MrBeast appear three times?
- Jimmy Donaldson founded or co-founded three companies that pass the rule: MrBeast Burger, Feastables, and Lunchly with KSI and Logan Paul. Each company is one entry.
- Why are sales and fortunes not shown?
- This site prints no estimated fortunes. The founding year is a number anyone can check on the record.
- Can a creator pay to be added?
- No. Entries come from the rule and the public record, never from a request or a payment.
See a mistake? Write to the editors at editors@mysweetmags.com and the list is corrected with the date of the change.
