Why more founder-led and creator brands are keeping it in the family

This past week I found myself watching three separate creator business launches and noticing the same thing in all three of them.

Alix Earle's highly anticipated skincare brand, Reale Actives. Maureen Kelly of Tarte's second act, Finnsul. Nabela Noor's new Tubi lifestyle series. Three completely different categories, three completely different formats, and one undeniable commonality running through all of them.

Family is at the center.

Alix's manager is her father. Maureen's two co-founders are her Gen-Z sons. Nabela's director on her Tubi series is her sister. I noticed it and could not stop thinking about it, because not long ago, this would have been considered a liability.

I remember when I started investing, even five or six years ago, the prevailing wisdom was essentially: do not co-found with family. It was treated as an immediate credibility problem. A signal that you had not built the network, the discipline, or the professional boundaries to run a real company. VCs would quietly set it aside.

Something has shifted. And I do not think it is accidental.