Fame can't fake product-market fit: celebrity brands keep dying
Lionel Messi's Mas+ died two years after launch; Alex Cooper's Unwell is next, and they're not alone. Skkn, Gxve Beauty and Flower Beauty all shuttered as the creator-built-audience model collides with retail's velocity math. Influence still buys trial, but repeat purchases need real product-market fit. Social followings can't substitute for operational discipline.