For years, Khaby Lame proved something the internet had never quite seen before: you could become one of the most recognisable people on the planet without saying a single word. With nothing but facial expressions and perfectly timed gestures, the Senegalese-born creator built a universal language, and now, he is cashing in on it in a way few creators ever have.
In January 2026, Khaby quietly pulled off one of the most significant deals in creator history. His core company, Step Distinctive Limited, was acquired by US-listed Rich Sparkle Holdings in an all-stock transaction valued at approximately $975 million (£770 million). More than a headline-grabbing number, the acquisition signals a major evolution: Khaby is no longer operating purely in the attention economy. He has entered the world of large-scale corporate ownership.
This is not a standard influencer agreement. Instead of being paid per campaign, Khaby now holds a controlling stake in Rich Sparkle Holdings. That distinction matters. He is not just lending his image to a company. He is embedded in its future, with real decision-making power and long-term upside.
Under the three-year strategic partnership, Rich Sparkle gains exclusive global commercial rights to the Khaby Lame brand. That includes everything from merchandise and digital products to major brand collaborations across high-growth regions such as the United States, the Middle East, and Southeast Asia.
Ironically, Khaby’s rise has always been defined by restraint. He once told Forbes that creators should focus on enjoying the content they make rather than rushing toward money. Years later, that slow-and-steady approach has translated into a deal flirting with the billion-dollar mark.
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One of the most futuristic elements of the agreement is the launch of Khaby’s AI digital twin. Designed to replicate his signature expressions and reactions, the digital version allows him to appear in campaigns, livestreams, and global activations around the clock, without physically being there. It is a new form of presence, where personality becomes a scalable asset.
The partnership is aiming for more than $4 billion in annual sales within the next three years, with particular emphasis on markets where Khaby’s silent humour resonates most. It is proof that when your appeal cuts across language and culture, geography becomes irrelevant.
Khaby Lame built his empire without speaking. This time, the move he has made says everything.
