Kendall Jenner

While scores of celebs lean on their famous names to hawk expensive spirits, Jenner started her tequila brand, 818, incognito. Before publicly launching in 2021, the model and member of the Kardashian-Jenner clan anonymously submitted her reposado to the 2020 World Tequila Awards–and took home the category’s top prize. “I wanted the liquid and the brand to stand on their own and for people to love it without knowing I was part of it,” she says. The award–and her 300 million followers on TikTok and Instagram–helped her sell more than 123,000 cases of 818 in 2022. Bottles start at $30, with Eight Reserve añejo retailing for about $150. Forbes estimates 2022 sales were around $25 million. Beyond 818, this year Jenner has scored modeling gigs with brands including Calvin Klein, Prada and Stella McCartney and reportedly continues to rake in millions appearing on her family’s Hulu reality show, “The Kardashians.”