House of X

Creator-led brands

Builds consumer brands with creators, on equity rather than endorsement fees.

House of X, founded by Raj Shamani, builds consumer brands in partnership with creators — starting with function and emotion in the product, then adding the creator's community.

History

The model is deliberately structured: creators take equity and a share of profit rather than an endorsement fee, so both sides carry the risk. Shamani's stated filter is to work with creators at their tipping point rather than at their peak.

Today

The house has launched brands including the perfume label Blanco, with further categories in beauty and home.