Kai Trump Is Quickly Developing Her Own Brand

President Trump's eldest grandchild says she wants no part of politics—but her social-media life is thriving in the heart of it. Kai Trump, 18, has built an 8-million-strong following across social media sites like TikTok and Instagram, chronicling her days as a student-athlete and granddaughter of the president, a role that seemingly comes with Oval Office vlogs, Air Force One trips, and a prime-time speech at the 2024 Republican National Convention that helped humanize Trump as "just another grandpa." That visibility is translating into a fast-growing business, reports the Washington Post.

Kai Trump has rolled out her own merchandise line, with $130 sweatshirts boasting a logo very similar to one used for American Eagle's collaboration with Travis Kelce, per WION; promoted it with a White House photo shoot, per the Palm Beach Post; and inked sponsorship deals for fitness trackers, energy drinks, and a money-transfer app—endorsements that analysts value at more than $1.2 million, per the WaPo. President Trump occasionally appears in golf clips and cameos that meld the line between family life and branding. "There's no better place to scroll on TikTok than the Oval Office," she joked in one vlog.