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World’s biggest TikToker from Senegal sells company in $900m deal
- On 23 January 2026, Khaby Lame sold a partial stake in Step Distinctive Limited to U.S.-listed Rich Sparkle Holdings, folding the company into a strategic partnership to scale global commercial operations.
- The deal aims to transform creator influence into industrial-scale business by pursuing premium brands in beauty, fragrance and apparel through Step Distinctive Limited.
- Rich Sparkle and operating partners will hold exclusive global rights for 36 months and partner with Anhui Xiaoheiyang Network Technology Co., Ltd. to support e-commerce and multilingual livestreams, rolling out in the United States, Middle East and Southeast Asia.
- Lame gains an equity role as a controlling shareholder in Rich Sparkle, and the agreement permits development of an AI-powered digital twin for regulated use of his likeness.
- The deal signals a broader move to platform-driven creator commerce as Rich Sparkle projects the integrated commercial structure could generate more than $4 billion in annual sales.
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Content creator Khaby Lame R15.5 billion richer
Content creator Khaby Lame has sold his core company for $975 million (R15 518 311 575). The 25-year-old Italian citizen of Senegalese descent sold his company, Step Distinctive Limited, which manages his global brand and commercial activities, to Rich Sparkle. According to PRNewsire, Rich Sparkle is a Hong Kong-based US-listed company. The acquisition signals a shift from one-off brand deals to a structured, exclusive, full-chain, platform-styl…
·Johannesburg, South Africa
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Total News Sources75
Leaning Left12Leaning Right8Center9Last UpdatedBias Distribution41% Left
Bias Distribution
- 41% of the sources lean Left
41% Left
L 41%
C 31%
R 28%
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