Karalynne Call.

Karalynne Call built an audience of millions of followers by doing something deceptively simple: reading ingredient labels and rejecting products with harmful additives, on camera, over and over.

She then used that platform to launch Just Ingredients, a brand committed to the same standards she spent years publicly advocating. The company now sells protein powders, supplements, snack foods, personal care products, and household goods - all formulated to the ingredient principles Call champions on Instagram and TikTok. Just Ingredients has grown into a meaningful direct-to-consumer business with rapid retail expansion, and Call was named a 2025 EY Entrepreneur of the Year Consumer Products and Retail finalist. Her trajectory is one of the most successful examples of creator-to-consumer-brand building in the current era. It works because the trust was built first: years of free content rejecting artificial ingredients made the eventual product launch credible in a way that paid advertising could never replicate. Few single-category creators have managed to translate audience into multi-category retail the way she has.