Lily Collins has come on board with IM8 in a capacity that is more than the standard celebrity endorsement.
The Emily in Paris actress is now a Global Brand Ambassador and shareholder for the premium health and longevity brand, which was co-founded by David Beckham and Danny Yeung. The multi-year deal, put to paper on August 20, 2026, marks the first time IM8 has taken on an ambassador from film and television, a move designed to take the brand’s profile beyond elite sports and into the realm of entertainment and lifestyle.
In some ways it is a case study in how these partnerships are changing; for those following the wellness market, it shows how brands are making their famous faces into long-term stakeholders.
Lily Collins Is Changing the Celebrity Endorsement Playbook
Collins is not simply the face of IM8. She has put in an undisclosed equity stake with Prenetics, the parent company, so her interests are tied to the brand’s performance over the long haul. In doing so, she becomes part of an ambassador-shareholder group that features Beckham, Jay Shetty, Inter Miami CF, Formula 1’s Ollie Bearman, world number one Aryna Sabalenka and Giannis Antetokounmpo.
Danny Yeung, CEO of Prenetics, would have you call it a rethinking of the celebrity deal by introducing equity where there was once only a traditional arrangement.
From Emily in Paris to the Wellness Aisle
It is a natural fit for Collins, who has been using IM8 Daily Ultimate Essentials since she came across them on set in late 2025. With her 33 million social media followers, she opens up a wider cultural audience for the company.
IM8’s Rapid Growth Makes the Timing Significant
The numbers back up the timing. IM8 has seen robust growth under Prenetics, with Q2 2026 revenue at $45 million, a 359% increase on the year before. July was the best month to date, pulling in $20.9 million or an annualised run-rate in the neighbourhood of $251 million. The brand is now active in 46 countries with some 140,000 subscriptions and well over 200,000 servings going out each day.
Prenetics has already put its FY2026 guidance for IM8 at between $220 and $230 million and is looking at $400 million-plus for FY2027. That is quite a turn around from zero just 20 months after launch, helped along by a $1 billion financing from General Catalyst’s Customer Value fund.
Why Lily Collins’ IM8 Deal Matters
So when you look at what Collins’ joining means, it is indicative of IM8’s plans to make wellness part of everyday life, not just for pro athletes. It is also a bet on an equity-led model where the celebrities they work with are genuine, long-term believers in the business.
