Rich Sparkle Holdings has bought Khaby Lame’s main operating company, Step Distinctive Limited, in a historic $975 million all-stock deal. Lame is the most-followed creator on TikTok, with over 160 million followers. Rich Sparkle will have exclusive commercial rights to Lame’s brand for 36 months, starting on January 23, 2026. This includes endorsements, licensing, e-commerce, and TikTok Shop operations. Lame is still the controlling shareholder, which means he can oversee the creative process.
Rich Sparkle will help Lame’s businesses grow by using supply chain technology and marketing to reach $4 billion in sales. An AI “Digital Twin” of Lame that works around the clock and in multiple languages in the beauty, fragrance, and clothing industries while keeping his quiet sense of humor is one of the best things about it. This move makes Lame a leader in creator-led e-commerce.
The deal marks a new era for influencers, combining selling equity with long-term commercialization and AI innovation. Lame’s previous multiyear deal with Hugo Boss, which included a co-designed capsule collection, shows how much more powerful he is becoming in the fashion world. The Senegalese-Italian star’s rise beyond content shows how powerful TikTok is in business.
