TikTok’s ‘first family’ is launching a new business venture!
The D’Amelio family has reportedly raised $6 million to create their own suite of brands, leveraging the creator economy.
“After years of working with other brands on deals and partnerships, we have an innate knowledge of what consumers are looking for as well as the ability to identify voids in the marketplace,” said Marc D’Amelio in a press statement. “We are so excited to announce this new venture and launch our own brand, giving us the ability to create products that are true to us and speak directly to our community.”
The new project, D’Amelio Brands, will launch companies in a variety of industries including fashion, beauty, and lifestyle— all of which will be 100% owned by the family. With 30+ years of business experience, Marc will be running the new operation, which has already integrated the family’s existing fan merchandise shops.
“We started off with Charli [D’Amelio] doing $50 TikTok promotions and then it moved to bigger deals,” said Marc on CNBC’s Squawk Box Tuesday. “Now we’re starting this brand company where we’re going to go out and create a bunch of different brands and own the IP.”
The family is already planning to launch a women’s footwear line and a skincare label, which will be released by the end of 2022.
Goods will be primarily sold direct-to-consumer, however, management is also considering retail partnerships. D’Amelio Brands are also looking to enter into more categories within the fashion, consumer packaged goods, and food sectors.
Since finding TikTok fame in late 2019, Charli and Dixie D’Amelio have worked with brands like Hollister, Dunkin’ Donuts, and Morphe 2. Charli recently launched her own fragrance, Born Dreamer, marketed under the Forma Brands umbrella, while Dixie focuses her time on her music career. The family also stars in their own Hulu reality series, The D’Amelio Show— with the second season set to air later this month.
With three years of brand collaborations under their belt, Marc said that growing their own portfolio of businesses was “the next step” for his daugthers.
“It’s a way for both my daughters to decide what they want to do,” Marc said. “Dixie has a music career. Charli is going to be in a movie. But they may decide ten years from now that they want to be more active in the business world.”
Keep your notifications turned on for the launch of the first products under the D’Amelio Brands!