Celeb Staff Go Viral: Behind-the-Scenes Access Earns Millions

A new wave of celebrity service professionals, including personal assistants and private chefs, are transforming their roles into influencer careers. By sharing glimpses of their work with the rich and famous on platforms like TikTok and Instagram, they are gaining significant online followings.

This shift provides these workers with a unique financial safety net. Visibility online can hedge against the precarity of service work, accumulating an audience for future opportunities. Some creators report earning substantially more from their social media content than from their direct employment.

Personal assistants like Victoria Hiegel and Gabby Mayo document tasks ranging from catering to high-profile clients to managing daily schedules. Private chefs such as Khristianne Uy and Dafne Mejia showcase elaborate meals and grocery hauls. These professionals navigate nondisclosure agreements while carefully curating content.

The trend reflects a broader cultural fascination with the constructed nature of fame and a desire for access to luxury. For Gen Z, in particular, this provides an aspirational view of wealth amidst economic challenges. Some celebrity employers and agencies even view a strong online presence as a marker of discretion and taste.