How creators turned Influence into big business in 2025

In just 11 minutes, ₹25 lakh worth of products were sold out. 

The rapid sell-out came from popular creator Elvish Yadav, known for winning Bigg Boss OTT 2, who has now entered the fashion space with the launch of his clothing brand, SYSTUMM. The brand witnessed massive traction from day one, with inventory disappearing within minutes of launch, underlining the strength of creator-led brands and community-driven, digital-first drops.

Elvish Yadav’s launch adds to a growing list of influencers turning entrepreneurs in 2025. Influencer Kusha Kapila’s D2C innerwear and shapewear brand Underneat recently secured $6 million, around ₹54 crore, in its pre-Series A funding round from existing investor Fireside Ventures. The company said it will use the capital to scale operations and strengthen its distribution across India.

Founded earlier this year by Kapila and Vimarsh Razdaan, Underneat offers 24 SKUs spanning premium bras, seamless shapewear, bodysuits and tummy tuckers. The startup claims its annual run rate has crossed ₹150 crore and that it is EBITDA positive. It sells through its own website as well as ecommerce and quick commerce platforms. Earlier, Underneat had raised $1 million in seed funding from Honasa Consumer cofounder Ghazal Alagh and Fireside Ventures.

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Creators are also expanding beyond fashion and innerwear. YouTuber Mithilesh Patankar, popularly known as Mythpat, launched his tech brand Armor in April 2025 with wired headphones designed for gamers and music lovers, priced at ₹2,999.

In the FMCG space, YouTubers Nischay Malhan, known as Triggered Insaan, and his brother Abhishek Malhan, known as Fukra Insaan, launched Fokus, a hydration and energy drink brand earlier this year. The brand targets gamers, students and working professionals, positioning itself around ingredients such as coconut water.

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From creator to entrepreneur: what actually works
The first rule is audience–product fit. Creators who succeed build brands in categories that already overlap with their content and community behaviour. Kusha Kapila’s move into innerwear and shapewear works because her audience has long engaged with conversations around body image, fashion and confidence. Similarly, Elvish Yadav’s streetwear drop taps into his young, highly engaged fan base that already consumes aspirational, hype-led content.

Second, scarcity-led digital launches matter. Limited inventory, timed drops and strong social hooks create urgency. SYSTUMM selling out in minutes is not accidental; it mirrors sneaker drops and creator merch playbooks refined over years. Community-first launches reduce marketing costs and validate demand instantly.

Third, creators who treat brands as businesses, not merchandise, tend to scale. Parul Gulati leading to multiple categories and ultimately launching men's wigs is an example of the similar strategery.  

So, does every creator need to own a biz? 

Not every creator needs a brand. Creators whose engagement is built primarily on sketches, virality or personality-led humour often struggle to convert attention into long-term product loyalty. Past attempts by large entertainment creators to enter unrelated categories, particularly beauty or personal care without credibility or sustained involvement, have either failed to scale or quietly stalled after initial hype.

Ashish Chanchlani’s OG Beauty struggled as it didn’t align with his audience, but his Ekaki series thrived. The lesson: if one venture fails, pivot to a business that fits your strengths and core content.

Creators who rely heavily on platform algorithms, irregular posting or trend-chasing also face risk. A brand demands consistency, cash flow discipline and patience. If a creator’s audience spikes and crashes with trends, the business inherits that volatility.

Categories that work best in 2025

Fashion, innerwear, beauty basics, food and beverages, fitness, gaming accessories and daily-use FMCG continue to be the strongest bets. These categories benefit from repeat purchase behaviour and community trust. Mythpat’s Armor targets gamers, an audience he understands deeply. 

If Ankush Bahaguna where to launch a hairbrush or makeup range tomorrow, it would likely succeed because his content consistently aligns with the products he promotes. This alignment is also why major beauty and fashion brands approach him to endorse their products.

High-involvement or regulated categories like finance, healthcare or complex tech remain difficult unless backed by strong institutional partners and compliance frameworks.

Making it an income stream, not the only bet

The smartest creators treat entrepreneurship as one income vertical, not a replacement for content. Brand equity grows faster when the creator remains active, visible and authentic. At the same time, professional teams handle supply chain, customer support and compliance.

Diversifying revenue across ads, platforms, IP licensing and owned brands protects creators from algorithm shocks. In 2025, the goal is not to chase unicorn dreams but to build profitable, sustainable businesses that compound alongside influence. 

As the creator economy is maturing, fame may open the door, but only strategy, relevance and execution decide who stays in the room.