Lily Collins Becomes IM8's Global Ambassador — and a Shareholder
Updated: Sep 1
TL;DR: Prenetics-owned wellness brand IM8 has signed actress Lily Collins as global ambassador and equity-holding partner — extending the shift from paid celebrity endorsements to shareholder deals that align long-term incentives.
Ambassador and owner
IM8, the wellness brand owned by Prenetics (NASDAQ: PRE), has signed actress Lily Collins as global ambassador and shareholder in a multi-year deal announced on 20 August 2026. Crucially, Collins takes an equity stake rather than a flat endorsement fee, and the partnership was tied to raised company guidance for 2026–2027.
The distinction matters. An ambassador paid a fee is renting their fame; an ambassador who owns equity is invested in the outcome. That changes the incentive structure — and the message it sends to consumers.
Why the equity model is spreading
Celebrity-as-shareholder deals have become the premium tier of endorsement, from spirits to beauty to wellness. Brands get deeper, longer commitment and a more credible association; celebrities get upside if the brand succeeds.
In a crowded wellness market where every product has a famous face, an equity partnership is a differentiator in itself. It signals conviction — the celebrity is betting on the brand, not just cashing a cheque.
Marketing Minute's read: incentives are the message
Our take: the equity structure is doing double duty as marketing. Consumers are increasingly sceptical of paid endorsements, so "she's an owner, not just a face" is a trust signal that a standard ambassador deal can't buy.
It also aligns behaviour. An equity-holding ambassador has reason to show up consistently, protect the brand and promote it authentically over years — reducing the risk of the disengaged celebrity who pockets the fee and disappears.
What businesses should take from it
If you use ambassadors, consider whether shared upside would buy you deeper commitment and more credible advocacy than a flat fee. Aligned incentives usually produce better behaviour.
Make the structure part of the story. The fact of the equity stake is itself a trust-building message in a category where audiences discount paid endorsements.
Quick FAQ
What is Lily Collins's deal with IM8?
Announced 20 August 2026, Lily Collins became IM8's global ambassador and a shareholder in a multi-year partnership — taking an equity stake rather than only a fee. IM8 is owned by Prenetics (NASDAQ: PRE).
Why does the equity stake matter?
It aligns the celebrity's incentives with the brand's success and signals genuine conviction to consumers, who increasingly distrust standard paid endorsements.
Is this common?
It's a growing premium model across spirits, beauty and wellness, where brands trade equity for deeper, longer and more credible commitment from a famous partner.
Consumers have learned to discount paid endorsements, so 'she's an owner, not just a face' is a trust signal money alone can't buy. Equity deals align incentives — the ambassador has every reason to show up for years — and the structure itself becomes part of the marketing message. — Daniel Nikolla, Founder of Merx Marketing
Shared upside buys deeper commitment than a flat fee — and in a sceptical market, the equity stake is itself the trust-building message.
Would your brand's ambassadors behave differently if they owned a piece of the outcome?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: GlobeNewswire, TipRanks, Yahoo Finance.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
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