Which famous person launched their product line with a deliberately misleading name to avoid early media scrutiny during development?

Famous people often venture into product development, creating brands that reflect their personal image or passions. Some celebrity product launches have become iconic successes, while others faded quickly. This trivia tests your knowledge about the less-known details of celebrity product innovations and how they disrupted traditional markets. Are you just a casual observer of celebrity brands, or do you know the insider details?

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Rihanna's Fenty Beauty was originally developed under the codename 'Project Mermaid' to hide its connection to the singer
George Clooney's Casamigos tequila was initially branded as 'Friends' Drink' to prevent speculation about celebrity involvement
Jessica Alba's The Honest Company was first registered as 'Love & Honor LLC' to deflect attention from the actress
Kylie Jenner's cosmetics line was developed under the name 'King Cosmetics' to avoid Kardashian family associations