Yeezy Dominates 2025 Celebrity Brand Buzz, Outpacing Jenner and Rihanna

Kanye West’s Yeezy brand has taken the lead in 2025’s celebrity brand buzz, surpassing even the massive online followings of competitors like Kylie Jenner and Rihanna, according to a recent Heepsy study.

Despite trailing in Instagram followers, Yeezy generated 14.5 million Google searches and 13.4 million Instagram hashtags, sparking widespread conversation across the internet.

The polarizing influence of West, known for stirring up debates and controversies, has played a significant role in fueling this chatter, showcasing that online engagement often goes beyond just follower count.

While Yeezy’s Instagram following stands at 3.1 million, far behind Kylie Jenner’s cosmetics brand, which has 24.7 million followers, the study reveals that sheer audience size doesn’t always translate into cultural influence.

Jenner’s Kylie Cosmetics secured second place with 1.6 million searches and 4.5 million hashtags, cementing her status as a beauty mogul with a powerful social media presence.

However, it’s Rihanna’s dual-brand dominance that captured the most attention, with Fenty Beauty ranking third, attracting 4.2 million searches and 13.1 million followers.

Her Savage X Fenty lingerie line followed closely in fourth place, with 1.1 million searches and 5.1 million followers, showing Rihanna’s ability to maintain a loyal and engaged fan base across industries.

Kim Kardashian’s Skims rounded out the top five with 6.6 million followers and 3.8 million searches, reflecting the ongoing demand for her inclusive and curve-conscious apparel.

Selena Gomez’s Rare Beauty clinched the sixth spot, drawing 1.2 million hashtags—the third-highest in the study—demonstrating the power of grassroots marketing through influencer partnerships and her advocacy for mental health.

The study also highlighted the lasting power of legacy brands. Dolly Parton’s Dollywood, despite its modest social media metrics, received 5.5 million searches, capitalizing on its nostalgic appeal.

Pharrell Williams’ Billionaire Boys Club and Jimmy Buffett’s Margaritaville also performed well, outperforming their smaller digital presence with search-driven curiosity.

Kate Hudson’s Fabletics, with 1.9 million followers, closed out the list, reflecting the competitive nature of the activewear industry.

The Heepsy study underscores a crucial shift in how brand success is measured today.

In an era where virality often precedes actual sales, attention—whether sparked by admiration or controversy—remains the ultimate currency in shaping brand success.