Khaby Lame sold his company Step Distinctive Limited in a $900–975 million stock deal to Rich Sparkle Holdings, including rights to his brand and AI twin.
MILAN: Social media superstar Khaby Lame has finalised a major business exit deal, selling his main operating company, Step Distinctive Limited, in an all-stock transaction valued between $900 million and $975 million. The deal sees commercial rights to Lame’s global brand transferred to Rich Sparkle Holdings for the next three years.
Lame, who owns 49 percent of the company, built Step Distinctive into a platform managing his e-commerce ventures, TikTok Shop sales, and influencer partnerships. Rich Sparkle Holdings will now oversee those verticals as well as rights to Lame’s AI digital twin, which will enable his likeness to be used in licensed campaigns, activations and virtual engagements.
The deal involves the issuance of 75 million new shares in Rich Sparkle, reflecting the group’s bet on Lame’s enduring digital influence. With more than 160 million followers on TikTok, Lame is currently the most-followed person on the platform, known for his humorous, silent reaction videos that critique overly complicated “life hacks.”
Khaby Lame’s business exit is one of the largest ever for a digital creator. The agreement positions his brand for further growth across virtual markets and global media, powered by artificial intelligence and platform commerce. The new owners have committed to expanding his reach through partnerships and tech-driven content monetisation.
The acquisition also highlights the rise of creator-led businesses and how influencer platforms are transforming into major commercial assets. With AI integration, merchandising, and licensed digital products, Lame’s brand is now positioned as a multi-industry enterprise with high scalability and reach.
