The Profile: The YouTuber building an entertainment empire & the sorority girls cashing in on rush videos

This edition of The Profile features Dwayne 'The Rock' Johnson, MrBeast, Victoria Beckham, and others.

Good morning, friends!

I’ve written before about something I call a “ghost feeling” — that strange sensation when your entire world shifts, yet everyone else continues on as if nothing’s changed.

That’s exactly how I felt walking out of the doctor’s office on Feb. 27 this year after hearing two heartbeats when I was only expecting one. The ultrasound technician looked at me and said, “Well, it looks like there’s another heartbeat. You’re having identical twins.”

Shock. Disbelief. Confusion. Joy. A cocktail of emotions I’d never felt all at once.

I stepped outside with my head spinning and stood still for a moment before telling anyone because I knew this would be the last time only I knew how much my world was about to change. People were rushing to work. Kids were running around. Taxis were honking.

To everyone else, it was just another Thursday in New York City. To me, it was the Thursday that changed everything.

So when my husband and I welcomed our twins, Nico and Luca, on Sept. 25, that ghost feeling returned — only this time, it was on steroids. Two sweet little humans who didn’t exist in my world just moments ago were suddenly here. And somehow, I’m now the mother of four children under four years old.

I’m thrilled to share this life update with you, and I’ll be honest: I have absolutely no idea what the next few months with two newborns will look like. Parents of multiples, now is your time: Send me your best tips, encouragement, and wisdom. I’ll take it all.

As for this newsletter: Starting next week, for the next six Sundays, I’ll be publishing a mix of new and archived profiles, podcasts, interviews, and documentaries. I’ll also continue working on original profiles — partly because I love writing them, and partly because I know I’ll need the creative outlet. So if you have ideas, again, send them my way.

And just a note of gratitude: If you’ve been a subscriber over the past eight years, you’ve seen me get engaged, get married, quit my job at FORTUNE, go all in on The Profile, publish a book, have a daughter, have a son, and now, welcome twins. We’ve been through a lot together — and I don’t take any of it for granted.

Now, back to these perfect little humans.

I’ll see you soon.

Polina

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PROFILES.

— The YouTuber building an entertainment empire [**HIGHLY RECOMMEND**]
— The actor who had to face his fears
— The Spice Girl who keeps reinventing herself
— The Hollywood star shaping the future of entertainment
— The sorority girls cashing in on rush videos

PEOPLE TO KNOW.

The YouTuber building an entertainment empire: MrBeast has turned YouTube stunts into a billion-dollar empire by spending millions to stage spectacles like setting water on fire or launching contestants 80 feet in the air. Beast Industries employs 450 people and generates $450M a year, yet its main channel often loses money at $3 to $4 million per video. To steady the ship, he’s brought in veteran CEO Jeff Housenbold, who’s cutting costs and plotting Disney-like expansion into animation, games, and even a cinematic universe. Can the world’s biggest YouTuber transform his chaotic content machine into a profitable, enduring entertainment giant? (Bloomberg; alternate link)

“I spent basically five years of my life locked in a room studying virality on YouTube.”

The actor who had to face his fears: Dwayne ‘The Rock’ Johnson built a career on charisma and blockbuster brawn, but his new role in The Smashing Machine forces him to reveal something he’s never shared onscreen: pain. From perfecting a wrestling punch in $40-a-night barns to grappling with a complicated father who taught him both survival and heartbreak, Johnson finally channels it all into his rawest performance yet. This may be the role that defines his career. (The New York Times; alternate link)

“A day without pain is like a day without sunshine.”

The Spice Girl who keeps reinventing herself: Victoria Beckham has transformed from pop star to powerhouse designer, proving skeptics wrong with a fashion label that’s still thriving 17 years later. Now, she’s stepping into the spotlight again with a Netflix documentary that traces her journey from Spice Girl to business mogul, and it shows the family, grit, and reinvention behind her success. Along the way, she’s built a beauty empire, rebranded her once-icy image through social media, and embraced aging with humor and confidence. At 51, Beckham seems more content, more open, and more in control than ever. (ELLE)

“Getting older is—actually, there’s a side of it that’s really great. The filter comes off, and you give a shit less.”

The CEO reimagining what ‘sexy’ means: Hillary Super, a self-described introvert, has taken on the daunting task of reviving Victoria’s Secret after years of sales decline and cultural missteps. Rather than abandon sexy altogether, she’s reimagining it — launching products like the cushioned FlexFactor bra and revamping the fashion show. Super calls listening her superpower, using it to balance the brand’s storied glam with modern comfort and diversity. Early signs show progress: sales are ticking up, the stock has stabilized, and Victoria’s Secret is once again trying to make “sexy” resonate in 2025. (WSJ; alternate link)

“I do more listening than talking, I ask a lot of probing questions and I try to give my opinion last.”

The sorority girls cashing in on rush videos: Sorority recruitment has exploded into a full-blown social media spectacle known as RushTok, where viral dance clips can turn college girls into instant influencers. Brands from Skims to Poppi are pouring in, handing out free products, expenses-paid trips, and six-figure deals. Blythe Beardsley and Quinn Davis went from recruitment stars to fashion week guests, while Alabama’s Kylan Darnell is now making up to six figures a month. For many, rush is the new fast track to debt-free college and influencer fame. (WSJ; alternate link)

“I can make a living, have this whole new lifestyle.”

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