Best-selling cookbook author Alison Roman recently criticized the rapid growth of Chrissy Teigen's cooking and lifestyle platforms, as well as Gwyneth Paltrow and Marie Kondo capitalizing on their large fan bases to expand their respective brands. 

"I would also have to let go of so much control," Roman said in an interview with New Consumer about not compromising her brand for the sake of growth. "I run my social media, my own Instagram. I run my own Twitter. The idea that I would ever not do that— and that I would somehow lend my brand to someone else who's going to approximate me—horrifies me. I'd rather stay small and always be myself. But at the same time, I do need to figure out how to turn this into money. Straight up."