AYELET ISRAELI: One thing that these brands have in common was the true kind of fit between the celebrity and the product category of their brand. AYELET ISRAELI: So one thing we’ve seen is influencers and also celebrities, but influencers actually talking to their followers and asking them about the product and seeking their feedback before they even use the brand. AYELET ISRAELI: So I think we hear about a lot of celebrity brands, but I don’t know that we’ve seen so many successful celebrity brands.