It's becoming a pretty standard play for the big social media moguls. Build up a huge audience and then start putting your face/name on products and push them to your fans. Mr Beast has toys, food/snacks, and now financial services, I guess. He has 450 million subscribers on his YT channel. If he converts 5-10% of them, he will make a lot of money.
Selena Gomez has over 200 million followers on IG. Most are young girls/women so she starts a beauty company and is now a billionaire. Hailey Bieber just sold her makeup company for a billion dollars. All the Kardashians push products and Kim is a billionaire.