Pirouetting effortlessly from film star to mogul, Gwyneth Paltrow has provided the business blueprint for celebrities who don't want to rely on the notoriously fickle world of Hollywood to maintain their careers.
The actress launched her Goop lifestyle brand back in 2008, with the company growing from a newsletter to a business that encompasses e-commerce, podcasts and a "wellness summit".
And she's not the only one expanding outside the big screen.
Covering a wide range of subjects, from politics and community activism to beauty, wellness and veganism, these stars are making moves outside the movies, too.
Here are five celebrities who've launched their own websites in recent years.
Kate Bosworth, www.kind-est.com
"Welcome to the place where it's cool to be kind," declares the introduction page of Kate Bosworth's new lifestyle website. Using kindness and substance as her business building blocks, the Straw Dogs actress, 37, came up with the idea after her grandmother died, and she wanted a space to share her thoughts and ideas.
"It's a handmade destination; every word is written by me," the actress told InStyle of her passion project. "I'm up late every night obsessing over the design of an article. No matter how serious or light the subject matter is, there's a story behind every post."
Divided into four sections – beauty, cooking, inspire and shop – find everything on the website from skincare tips and what to do with leftover food, to inspirational stories and tinted lip balms to buy.
Chris Evans, www.astartingpoint.com
He's long shared his political affiliations on social media, and The Avengers star has spun his passion for politics into a "video-based civic engagement platform … with the goal of creating a more informed electorate".
Alongside his partners, Mark Kassen and Joe Kiani, the site was created by Evans to engage people in political discourse on a range of matters, such as the Affordable Care Act, Electoral Interference and housing.
"I was pretty vocal, even when I was doing the (Marvel) stuff. I wasn't shy about it," he told USA Today. "I've never really pitted my professional life against what I felt passionate about if I think it's worth speaking (about). If I think there's something I can do to help, or shine a light on an issue that deserves attention, I'll do it."
Rosie Huntington-Whiteley, www.roseinc.com
The English model and actress's site is dedicated to all things beauty, featuring hair, make-up and skin tutorials, interviews and profiles. There's also a shop where you can buy make-up from her own brand, as well as brands she likes.
"When it comes to thinking about who we profile and what we cover on Rose Inc, I feel like it's really important that we talk to influencers and industry professionals that really have something to say beyond their make-up routine and beauty routine," Huntington-Whiteley, 33, told Grazia UK. "I think it's important to have a message.
“I also really want to peel back the layers and look at beauty in a deeper way. What does it mean to people holistically? I think it goes without saying that we have a diverse mix of people and experts contributing as well.”
Zooey Deschanel, www.hellogiggles.com
Hello Giggles was started by the New Girl actress and her friends, producer Sophia Rivka Rossi and writer Molly McAleer. Billed as a "positive community for women", sections include beauty, fashion, lifestyle, love and entertainment, and all information is presented with a positive spin.
"I've always been of the thinking that if I like something, whether it's a song or a script or a feature for the site, chances are someone else will like it too," the star, 40, told Forbes.
Netting a cool $30 million after selling the site to Time Inc, Deschanel said she hoped the move would “inspire and support even more young women with a safe and positive media platform".
Alicia Silverstone, www.thekindlife.com
Having been a vegan for many years, Clueless actress Silverstone parlayed her passion first into a book, The Kind Diet, and then her website. Focusing on food, beauty, travel and environmental issues, veganism and sustainability is at the heart of every interview, review and feature.
“This website is a fantastic resource for those who want to delve deeper into the world of healthy, green, eco-friendly living,” says the actress, 44. “The Kind Life is a hub to get valuable information and find resources to help make every aspect of your life as kind as possible.”
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