Khaby Lame, the world’s most-followed TikTok creator, has sold a stake in his company Step Distinctive Limited to U.S.-listed Rich Sparkle Holdings for approximately $900 million, according to Business Insider Africa.

The transaction, announced January 23, grants Rich Sparkle exclusive global commercial rights to Lame’s brand for an initial 36-month period, covering brand partnerships, endorsements, licensing, and e-commerce ventures.

Under the agreement, Lame will become a controlling shareholder in Rich Sparkle Holdings, positioning him as both a creative partner and equity stakeholder in the commercial infrastructure built around his brand.

Rich Sparkle estimates its integrated structure, combining traffic, fulfillment, operations, and proprietary technology, could generate more than $4 billion in annual sales once fully implemented, according to the company’s announcement.

“This is not just an equity acquisition, but a revolution in the global content e-commerce model,” Rich Sparkle said, adding that the combination of a U.S.-listed platform, globally recognized content IP, and supply chain expertise, could unlock unprecedented shareholder value.

Commercial Rollout Strategy

The rollout will initially focus on the United States, the Middle East, and Southeast Asia, with execution planned over the next three years. According to Business Insider Africa, Rich Sparkle will work with Anhui Xiaoheiyang Network Technology Co., Ltd., a China-based content commerce operator with experience in large-scale creator-led e-commerce.

The agreement authorizes development of an AI-powered digital twin of Lame, enabling regulated use of his facial features, voice patterns, and behavioral cues. Rich Sparkle said this could support multilingual content, virtual livestreams, and round-the-clock engagement.

Creator Background

Lame, 24, rose to prominence during the COVID-19 pandemic after losing his factory job in Italy, where he moved to as an infant from Senegal. His silent, minimalist videos that humorously dismantle overly complicated life hacks helped him build an estimated net worth of $80 million through brand deals and business ventures, Business Insider Africa reports.

He currently commands an estimated 360 million followers across social media platforms. In November 2025, UN Tourism appointed Lame as an ambassador, following his February 2025 designation as a UNICEF Goodwill Ambassador.

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