Kanye West’s Yeezy leads the pack of celebrity-owned brands generating the most digital engagement in 2025, according to a new Heepsy report analyzing social media metrics and online visibility. The fashion brand tops a ranking system that measures Instagram followers, Google searches, and hashtag usage to quantify consumer interest beyond traditional sales figures.
Fashion and Beauty Brands Command Highest Engagement
West’s Yeezy brand achieves a near-perfect composite score of 98.3 out of 100, driven by 14.5 million Google searches and 13.4 million Instagram hashtag mentions. Despite having fewer Instagram followers (3.1 million) than some competitors, Yeezy’s presence in search volume and hashtag usage secures its position as the most discussed celebrity brand this year.
Kylie Jenner‘s Kylie Cosmetics claims second place with a score of 87.1 and the highest Instagram following at 24.7 million. The beauty brand garners 1.6 million Google searches and 4.5 million Instagram hashtags, reflecting strong digital engagement across platforms.
Rihanna appears twice in the top five with her beauty and fashion ventures. Fenty Beauty ranks third with a score of 79.2, supported by 13.1 million Instagram followers and 4.2 million Google searches. Her lingerie line, Savage X Fenty, follows in fourth place (71.8), with 5.1 million Instagram followers and 1.1 million Google searches.
Kim Kardashian’s shapewear and clothing brand, Skims, rounds out the top five with a score of 67.9, generating 3.8 million Google searches and maintaining 6.6 million Instagram followers.
Digital Engagement Metrics Highlight Brand Visibility
The report evaluates celebrity brands through four primary metrics: official Instagram account followers, Google search volume, Instagram hashtag mentions, and media coverage. Heepsy notes that these factors contribute to a weighted composite score that measures overall digital conversation and consumer interest.
“The research provides a data-driven assessment of the brands generating the most online discussions, social media engagement, and search interest in 2025,” states the report methodology section.
Selena Gomez‘s Rare Beauty secures sixth place with a score of 63.0, accumulating 8 million Instagram followers and 3.4 million Google searches. The brand’s 1.2 million Instagram hashtag mentions demonstrate strong user-generated content engagement.
Entertainment and Lifestyle Brands Show Strong Performance
While fashion and beauty dominate the upper rankings, entertainment and lifestyle brands maintain a significant digital presence. Dolly Parton’s theme park venture, Dollywood, places seventh with a score of 59.6, driven by 5.5 million Google searches despite relatively modest Instagram metrics (314,000 followers).
Pharrell Williams’ fashion label, Billionaire Boys Club, takes eighth place (50.5), followed by Jimmy Buffett’s hospitality brand Margaritaville in ninth (45.6) and Kate Hudson’s activewear line Fabletics in tenth (43.1).
Luxury and Wellness Brands in Mid-Tier Rankings
The middle of the ranking features diverse brand categories, including wellness, luxury fashion, and media ventures. Gwyneth Paltrow’s wellness empire Goop places fourteenth with a score of 37.0, while Victoria Beckham’s eponymous fashion brand follows at fifteenth with 35.5.
Newer beauty entries like Hailey Bieber’s Rhode Skin (29.2) and Ariana Grande’s r.e.m. beauty (26.5) secure sixteenth and seventeenth positions, respectively, demonstrating competitive engagement despite their more recent market entries.
Beverage Brands Dominate Lower Rankings
Celebrity-owned beverage companies populate much of the lower half of the rankings. George Clooney’s Casamigos Tequila scores 6.6, while Kendall Jenner’s 818 Tequila scores 5.0. Jay-Z appears twice with Armand de Brignac champagne (4.9) and D’Ussé cognac (3.0).
Dwayne “The Rock” Johnson’s Teremana Tequila ranks thirty-first with a score of 3.6, despite the brand’s reported $3.5 billion valuation—the highest company value among the celebrity brands measured.
Brand Value Not Directly Correlated with Digital Engagement
The research reveals that a brand’s financial valuation doesn’t necessarily predict its digital conversation volume. Kim Kardashian’s Skims commands a $4 billion valuation—the highest among the brands studied—yet ranks fifth in digital engagement.
Conversely, West’s Yeezy ($3.2 billion valuation) and Johnson’s Teremana ($3.5 billion) demonstrate opposite ends of the digital engagement spectrum despite similar financial scale.
Net Worth and Media Mentions
The report includes celebrity net worth figures and traditional media mention counts, though these metrics don’t factor directly into the composite scoring. Jay-Z leads in personal wealth at $2 billion, followed by Kim Kardashian at $1.7 billion and Rihanna at $1.4 billion.
Skims generated the most media coverage with 97,400 mentions, followed by Yeezy with 78,500. However, some brands with high valuations receive relatively little media attention, including Jessica Simpson’s fashion collection, which claims a $1 billion valuation but only 938 media mentions.
Methodology and Analysis
Each celebrity brand received scores based on normalized values across the four digital metrics, with higher values indicating greater popularity and online visibility. Instagram followers, Google searches, and Instagram hashtags each contributed 30% to the final composite score, while media mentions accounted for 10%.
According to Heepsy, this weighted distribution prioritizes direct consumer engagement over media coverage, providing insight into which brands generate authentic discussion rather than merely press attention.
The data represents a snapshot of digital engagement as of early 2025, measuring public interest through actively seeking information (searches), following official accounts, and creating content around these brands (hashtags).
Kanye West’s Yeezy leads the pack of celebrity-owned brands generating the most digital engagement in 2025, according to a new Heepsy report analyzing social media metrics and online visibility. The fashion brand tops a ranking system that measures Instagram followers, Google searches, and hashtag usage to quantify consumer interest beyond traditional sales figures.
Fashion and Beauty Brands Command Highest Engagement
West’s Yeezy brand achieves a near-perfect composite score of 98.3 out of 100, driven by 14.5 million Google searches and 13.4 million Instagram hashtag mentions. Despite having fewer Instagram followers (3.1 million) than some competitors, Yeezy’s presence in search volume and hashtag usage secures its position as the most discussed celebrity brand this year.
Kylie Jenner‘s Kylie Cosmetics claims second place with a score of 87.1 and the highest Instagram following at 24.7 million. The beauty brand garners 1.6 million Google searches and 4.5 million Instagram hashtags, reflecting strong digital engagement across platforms.
Rihanna appears twice in the top five with her beauty and fashion ventures. Fenty Beauty ranks third with a score of 79.2, supported by 13.1 million Instagram followers and 4.2 million Google searches. Her lingerie line, Savage X Fenty, follows in fourth place (71.8), with 5.1 million Instagram followers and 1.1 million Google searches.
Kim Kardashian’s shapewear and clothing brand, Skims, rounds out the top five with a score of 67.9, generating 3.8 million Google searches and maintaining 6.6 million Instagram followers.
Digital Engagement Metrics Highlight Brand Visibility
The report evaluates celebrity brands through four primary metrics: official Instagram account followers, Google search volume, Instagram hashtag mentions, and media coverage. Heepsy notes that these factors contribute to a weighted composite score that measures overall digital conversation and consumer interest.
“The research provides a data-driven assessment of the brands generating the most online discussions, social media engagement, and search interest in 2025,” states the report methodology section.
Selena Gomez‘s Rare Beauty secures sixth place with a score of 63.0, accumulating 8 million Instagram followers and 3.4 million Google searches. The brand’s 1.2 million Instagram hashtag mentions demonstrate strong user-generated content engagement.
Entertainment and Lifestyle Brands Show Strong Performance
While fashion and beauty dominate the upper rankings, entertainment and lifestyle brands maintain a significant digital presence. Dolly Parton’s theme park venture, Dollywood, places seventh with a score of 59.6, driven by 5.5 million Google searches despite relatively modest Instagram metrics (314,000 followers).
Pharrell Williams’ fashion label, Billionaire Boys Club, takes eighth place (50.5), followed by Jimmy Buffett’s hospitality brand Margaritaville in ninth (45.6) and Kate Hudson’s activewear line Fabletics in tenth (43.1).
Luxury and Wellness Brands in Mid-Tier Rankings
The middle of the ranking features diverse brand categories, including wellness, luxury fashion, and media ventures. Gwyneth Paltrow’s wellness empire Goop places fourteenth with a score of 37.0, while Victoria Beckham’s eponymous fashion brand follows at fifteenth with 35.5.
Newer beauty entries like Hailey Bieber’s Rhode Skin (29.2) and Ariana Grande’s r.e.m. beauty (26.5) secure sixteenth and seventeenth positions, respectively, demonstrating competitive engagement despite their more recent market entries.
Beverage Brands Dominate Lower Rankings
Celebrity-owned beverage companies populate much of the lower half of the rankings. George Clooney’s Casamigos Tequila scores 6.6, while Kendall Jenner’s 818 Tequila scores 5.0. Jay-Z appears twice with Armand de Brignac champagne (4.9) and D’Ussé cognac (3.0).
Dwayne “The Rock” Johnson’s Teremana Tequila ranks thirty-first with a score of 3.6, despite the brand’s reported $3.5 billion valuation—the highest company value among the celebrity brands measured.
Brand Value Not Directly Correlated with Digital Engagement
The research reveals that a brand’s financial valuation doesn’t necessarily predict its digital conversation volume. Kim Kardashian’s Skims commands a $4 billion valuation—the highest among the brands studied—yet ranks fifth in digital engagement.
Conversely, West’s Yeezy ($3.2 billion valuation) and Johnson’s Teremana ($3.5 billion) demonstrate opposite ends of the digital engagement spectrum despite similar financial scale.
Net Worth and Media Mentions
The report includes celebrity net worth figures and traditional media mention counts, though these metrics don’t factor directly into the composite scoring. Jay-Z leads in personal wealth at $2 billion, followed by Kim Kardashian at $1.7 billion and Rihanna at $1.4 billion.
Skims generated the most media coverage with 97,400 mentions, followed by Yeezy with 78,500. However, some brands with high valuations receive relatively little media attention, including Jessica Simpson’s fashion collection, which claims a $1 billion valuation but only 938 media mentions.
Methodology and Analysis
Each celebrity brand received scores based on normalized values across the four digital metrics, with higher values indicating greater popularity and online visibility. Instagram followers, Google searches, and Instagram hashtags each contributed 30% to the final composite score, while media mentions accounted for 10%.
According to Heepsy, this weighted distribution prioritizes direct consumer engagement over media coverage, providing insight into which brands generate authentic discussion rather than merely press attention.
The data represents a snapshot of digital engagement as of early 2025, measuring public interest through actively seeking information (searches), following official accounts, and creating content around these brands (hashtags).
The full findings are available here.