When Brooklyn Peltz Beckham launched his hot sauce brand, Cloud23, he didn’t want a flashy debut or celebrity-driven campaign.
“I didn’t want a huge spike at the beginning and then nothing,” Beckham told the audience at Brandweek 2025. “I wanted the sauce to speak for itself. My name isn’t anywhere on the bottle.”
That measured approach contrasts with how most celebrity-founded brands enter the market. Instead, Cloud23 has grown steadily, beginning with a rare national partnership with Whole Foods, which Beckham said was a dream from the start.
Now a year in, Cloud23 is seeing repeat purchases — a sign, Beckham said, that the brand’s slow-build strategy is paying off.
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