Traditional stars still eclipse social media influencers in the leading categories for celebrity and influencer endorsements, even as the profiles of these social media personalities continue to rise. 

Seven of the top eight categories—led by cosmetics and skin care; non-athletic apparel and footwear; and tv/streaming networks and studios (in that order)—favor partnering with boldface names from the entertainment world as the most effective way to connect with broad audiences and build brand equity. 

Ecommerce and web/app (sports and games) rank fourth and fifth on the list in terms of endorsement deals, embracing a hybrid approach that spotlights both celebrities and influencers. Their endorsement strategies often focus on driving user engagement and product usage via high-visibility campaigns that feature A-list talents—like Fiverr’s buzzy Q3 campaign with Martha Stewart. At the same time, given these industries’ younger, digitally driven demographic, canny brands are increasingly banking on influencers, thanks to their considerable clout with niche audiences. TikTok sensations Charli and Dixie D’Amelio, for example, inked a deal with Shopify earlier this year to launch their shoe brand, while YouTuber Ben Azelart partners with video game titan Epic Games.

With 27 partnerships, the rapidly evolving consumer products category currently ranks #1 for new endorsement deals in the last 12 months. Brands like Tira Beauty have harnessed the power of celebrity partnerships in successful campaigns like #ForEveryYou, which featured Bollywood icons (Kiara Advani, Kareena Kapoor Khan, and Suhana Khan) to champion individuality and self-expression. Meanwhile, beauty brands Haus Labs and Rhode are drawing on the sky-high profiles of their respective founders—Lady Gaga and Hailey Bieber—to engage consumers on a deeper level.

Beyond just star power, brands across consumer products, food products, apparel and accessories, media, and technology seek partnerships with personalities who reflect their business ethos. The relatability and authenticity of these endorsers elevate them to true ambassadors who embody the brands’ values. Securing the right celebrity endorsement can cut through the noise in competitive markets, ensuring brands connect with audiences in ways that feel genuine and aligned with consumer expectations.

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