What The Vanity Group does

The Vanity Group is a women-led, founder-owned creative events company founded in 2013 by Karleen Roy, originally out of her New York apartment and now headquartered in Los Angeles with global production capabilities. The firm delivers three core professional service lines: Event Production (orchestrating celebrity celebrations, intimate dinners, destination parties, and red carpet events globally), Experiential Activations (immersive brand experiences for Fortune 500 clients leveraging talent collaborations), and Brand Consulting & Strategy (advisory work in celebrity, pop culture, and multicultural marketing). Revenue is generated primarily through project-based professional services fees under custom quote-based contracts, with multi-year enterprise engagements noted across music labels, streaming platforms, and consumer brands.

The business model is anchored on a relationship-driven, direct enterprise sales motion: clients submit inquiries through the company website portal and are converted via founder-led outreach and Karleen Roy's personal media brand. Customer segments include high-profile celebrities and athletes, major record labels and entertainment companies, and Fortune 500 corporations seeking culturally authentic experiential marketing. Select named clients include Amazon Studios, Netflix, Google, Capitol Records, Epic Records, Motown Records, Warner Music Group, Roc Nation, YouTube Music, Young Money Entertainment, L'Oréal, H&M, McDonald's, Johnnie Walker, and Essence. Under the corporate umbrella, the company has built three proprietary sub-brands: Grit Before the Gram (an annual GRAMMY Week awards dinner), Owning the Block (a biennial career empowerment conference), and The Event Academy (an online subscription-based learning platform for event professionals) — the latter introducing a recurring revenue stream beyond project work.

The company remains privately held with no disclosed institutional investors, parent entities, or funding rounds. There are no technology products, APIs, patents, or AI/ML capabilities; the offering is fundamentally human-capital-driven creative services. Operational signals include an average of 3+ events produced per month, 9 back-to-back events executed during the largest US music festival, and an average 14-day notice period for event production — reflecting a lean operation built for rapid, high-stakes execution rather than scaled headcount or technology leverage.

Name

The Vanity Group

Legal name

The Vanity Group

Website

https://thevanitygroup.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

The Vanity Group is a women-led, founder-owned creative events company founded in 2013 that produces high-profile celebrity events, brand activations, and experiential marketing for Fortune 500 brands, major record labels, and A-list clients across global markets.

Ownership category

akta.pro rank

Product category

Event Production Services

akta.pro primary industry

Celebrity & Influencer Meet-and-Greets (HSACAMAA)

Keywords

• Event production services
• Experiential marketing
• Brand consulting
• Celebrity event planning
• Luxury event management

Headquarters

HQ city

Manhattan

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Event Production Services: Custom event production for high-profile clients including intimate dinners, celebrity birthday celebrations, brand activations, and destination events. Revenue is generated through project-based professional services fees.
2. Experiential Activations: Immersive brand experiences and marketing activations for luxury brands seeking to connect with consumers through culturally relevant experiences.
3. Brand Consulting & Strategy: Strategic consulting services leveraging expertise in celebrity, jet-set society, pop culture, and multicultural experiences to help brands craft projects and navigate the entertainment industry.
4. The Event Academy: Online learning destination and educational resource for event professionals, providing courses and resources for success in the events industry.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

The Vanity Group is a women-led creative events company that produces high-profile, end-to-end events globally for celebrities, musicians, and luxury/Fortune 500 brands, covering intimate dinners, destination birthday celebrations, brand activations, and red carpet productions. The firm also provides strategic brand consulting and sponsorship expertise, and operates proprietary sub-brands including an online learning platform (The Event Academy) and signature live-event properties (Grit Before the Gram, Owning the Block).

Product overview

The Vanity Group is a women-led creative events company offering three core service lines: Event Production (orchestrating high-profile events globally), Experiential Activations (immersive brand experiences), and Brand Consulting & Strategy. Under its umbrella, the company has also developed three sub-brands: Grit Before the Gram (an annual GRAMMY Week awards dinner honoring Black and Brown women in entertainment), The Event Academy (an online educational platform for event professionals), and Owning the Block (a biennial career empowerment conference for Black Millennials and Gen-Zers).

Differentiator

Problem solved

Functional benefit

Brands

• Grit Before the Gram: An intimate awards dinner that takes place during GRAMMY Week to recognize the brilliant, multigenerational Black and Brown women vigorously working behind the scenes in music & entertainment alongside today's biggest stars.
• The Event Academy
• Owning The Block

Products and services

• Event Production Full-service event production covering intimate dinner parties, destination celebrations, red carpet events, and high-profile celebrity events orchestrated across global locations, from Fashion Week gatherings to multi-day destination birthday celebrations. Targeted at high-profile celebrities, musicians, and luxury brand clients.
• Experiential Activations Immersive brand experiences and marketing activations that leverage first-class talent collaborations to drive consumer connections. Designed for luxury brands and global corporations seeking culturally relevant experiential marketing campaigns.
• Brand Consulting & Strategy Strategic consulting services positioning the company as a trusted subject expert in celebrity, jet-set society, pop culture, and multicultural experiences. Helps brands tastefully craft and execute projects, leveraging expertise and connections within the entertainment industry.
• Grit Before the Gram An intimate awards dinner held during GRAMMY Week that recognizes multigenerational Black and Brown women working behind the scenes in music and entertainment alongside today's biggest stars. Operates as a signature proprietary live-event property.
• The Event Academy Online learning destination and educational resource for event professionals, providing courses, academic content, and resources needed for success in the events industry, delivered from founder Karleen Roy's unique perspective.
• Owning the Block A biennial career empowerment conference designed for ambitious Black Millennials and Gen-Zers, the next generation of dreamers and doers, wrapped in Southern hospitality and charm. Operates as a signature proprietary live-event property under The Vanity Group umbrella.

Quantifiable outcome

• Produces 3+ events per month across multiple markets
• +3 more outcomes

Named customers16 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators7 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Mindy Weiss Party Consultants: One of the most prominent celebrity event planners in the US, producing high-end weddings, brand activations, and celebrity celebrations. Directly comparable to The Vanity Group's luxury/celebrity event production focus and relationship-driven model.
• Sharon Sacks Events: Boutique celebrity and luxury event planner based in Los Angeles serving Hollywood clients. Direct peer in the LA-based, celebrity-focused, founder-led luxury event production space.
• Colin Cowie Lifestyle: Luxury event and lifestyle design firm serving celebrity and high-net-worth clients globally. Comparable on founder-led, design-forward, celebrity-driven event production for premium clientele.
• Preston Bailey: Celebrity event designer known for over-the-top luxury celebrations and destination events worldwide. Comparable on bespoke, high-touch event production for A-list clients with strong founder brand.
• Alison Events: Luxury event planning and design firm serving high-end weddings, brand activations, and corporate clients. Comparable on boutique, design-led, project-based event production for premium brand and private clients.
• Andre Wells Events: Celebrity event planner producing luxury weddings, brand activations, and high-profile celebrations. Comparable on founder-led, celebrity-tier event production with strong media visibility.

Broad incumbents

• Jack Morton Worldwide: Global brand experience agency within the IPG network, producing large-scale brand experiences and events worldwide. Comparable on the experiential activations and brand strategy service line, with broader geographic and category reach.
• MKG: Mid-sized experiential marketing agency serving major consumer and entertainment brands. Comparable on the experiential activation and brand strategy side of The Vanity Group's business, though at significantly larger scale and broader client mix.
• Sparks: Large experiential marketing agency producing brand experiences, pop-ups, and events for global brands. Overlaps with The Vanity Group's brand activation and experiential offering, but serves a broader enterprise client mix at scale.

Others

• BizBash: Event industry media, community, and trade platform covering the events and experiential marketing ecosystem. Adjacent comparator because it defines and tracks the competitive set that The Vanity Group operates in, including via its BizBash 500 listing in which TVG has appeared.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/karleenroy
• LinkedInlinkedin.com/company/the-vanity-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Vanity Group