Mystery over Khloe Kardashian unfollowing business partner and friend CEO Emma Grede on Instagram – as British entrepreneur joins Meghan Markle for LA gala
The mystery over Khloe Kardashian’s friendship with her Good American co-founder Emma Grede has come under the scanner amid reports the reality TV star no longer follows the British entrepreneur on Instagram.
On February 4, The Sun reported that Emma, 43, is no longer part of the small group of people Khloe, 41, follows on social media.
While sources told the Daily Mail that Khloe has not followed Emma since 2023, fans have pointed out that the Khloe in Wonderland host has seemingly distanced herself from the denim apparel brand they set up together in 2016.
In addition to unfollowing Emma on Instagram, Khloe has also changed her Instagram bio so that it no longer includes any mention of Good American – sparking fan speculation ‘there’s beef’ between its co-founders.
One social media post noted Khloe has not ‘done a grid post about Good American’ since August 2024, while she continues to promote her collaboration with activewear brand Fabletics alongside her food company Khloud.
It comes after Emma was photographed alongside Meghan Markle at a high-profile gala in Los Angeles as their joint appearance sparked renewed speculation they are working on a Kardashian-style ‘mega brand’ together.
They stepped out together soon after Khloe and sister Kim revealed that the Duke and Duchess of Sussex had asked for photos of them taken at Kris Jenner’s 70th birthday party to be removed from social media on an episode of her podcast Khloe in Wonderland.
Kim, 44, said ‘we’re not ones to post without permission’ while addressing the media storm triggered by the vanishing images, as a body language expert told The Daily Mail that Khloe and Kim seemed ‘frustrated’ by ‘photo-gate’
Khloe Kardashian has unfollowed her Good American co-founder Emma Grede on Instagram
Emma has since been photographed alongside Meghan Markle (left) at a high-profile gala in Los Angelesas their joint appearance sparked renewed speculation they are working on a Kardashian-style ‘mega brand’ together
Emma, however, continues to follow Khloe on Instagram, as a spokesperson for the Kardashians told The Sun: ‘Khloé Kardashian is a co-founder of Good American alongside Emma Grede and remains so.’
Rumours of a feud between Khloe and Emma began swirling in 2023 when they attended a Good American event in April.
The pair were photographed alongside supermodel Ashley Graham – but Khloe failed to tag Emma in an Instagram post or mention her in the caption.
Instead, Khloe credited Ashley as a ‘crusader in the fight for inclusivity’ by supporting Good American’s mission of making jeans for every body type.
The glaring omission led some fans to speculate Emma and Khloe’s friendship had suffered a setback, with one person writing: ‘Is there beef between Khloe and Emma Grede? Why isn’t she tagged here? And Khloe no longer follows…’
The fallout has led several fans to share their theories on platforms like Reddit, where users said they ‘picked [up] a weird vibe between Emma and Khloe.
One user asked why Khloe seemed to be distancing herself from Good American, after they noticed she skipped a casting event for the denim wear brand, as people speculated their ‘visions’ had changed.
Another replied: ‘I’ve picked a weird vibe from her on the last season of [The Kardashians] regarding GA.
Emma, 43, has been part of the Kardashians’ tight-knit circle for several years and frequently appeared on the family’s hit reality series in her role as Khloe’s Good American business partner
The East London-born fashion entrepreneur is no longer part of the small group of people Khloe, 41, follows on Instagram (as of February 9)
Emma, however, continues to follow Khloe on Instagram (as of February 9)
‘Maybe she thought she would have more control over it… My theory is that she was on the same page with Emma in the beginning, but then their visions started to drift away, and now she’s a bit disappointed with the project, but will not let go due to contractual issues.’
Another message read: ‘I think something went down between Emma Grede and Khloe.’
The Daily Mail has reached out to Khloe’s representatives for comment.
Emma, originally from Plaistow, east London, has amassed a $400million fortune as the mastermind behind the Kardashian business ventures.
In addition to Good American, the fashion guru launched SKIMS – valued at $4 billion – with Kim in 2018 and teamed up with Kris Jenner to roll out her home care line Safety in 2021.
The same year, she joined Shark Tank – the US version of Dragons’ Den – as the show’s first black female investor.
She also became a founding investor in Kylie Jenner’s clothing line Khy in 2023, as Emma has widely been credited for the success of the Kardashians’ companies.
The Duchess was spotted cosying up to Emma at a star-studded vegan banquet for women ‘owning their power’ last October
In April 2025, she joined the board of former US president Barack Obama’s foundation and Emma also serves as the chairwoman of Fifteen Percent Pledge.
Emma went on to launch her business podcast Aspire which has featured guests like Gwyneth Paltrow, Michelle Obama, and Meghan.
After the episode, titled ‘Why ambition is her jam’ in a reference to Meghan’s lifestyle brand As Ever, the Duchess was spotted cosying up to Emma at a star-studded vegan banquet for women ‘owning their power’ last October.
It sparked speculation that Meghan could be set to launch a Kardashian-style ‘mega brand’ as Emma wrote about ‘women coming together to share openly, trade resources, and help each other get s**t done’ on Instagram.
Sources close to Ms Grede have ruled out an official collaboration, but PR guru Chad Teixeira believes their blossoming friendship could be a sign that Meghan is leaning on her years of expertise.
He said: ‘Meghan Markle’s appearance at Emma Grede’s Los Angeles dinner series is far too strategic to be a coincidence.
‘The timing is significant and there’s growing speculation that Meghan is preparing to launch a fashion line, and Emma Grede, who has built billion-dollar brands like Skims and Good American, is exactly the kind of collaborator who could help her do that successfully.
‘When you look at the imagery and social media content surrounding the event, it’s clearly not just a casual dinner. The visuals are polished, professional, and designed to frame Meghan and Emma as equals within the same creative space. That kind of staging doesn’t happen by accident, it’s a soft-launch strategy we often see in PR when something bigger is on the horizon.’
PR expert Rebecca May added, ‘Everything Meghan does is with intention – she’s not someone who just shows up somewhere by chance. She’s known for making smart, strategic connections, and being at Emma’s dinner feels very deliberate.
‘Emma’s world is full of women who build things – brands, businesses, movements – so for Meghan to be in that mix definitely suggests she’s laying the groundwork for her next chapter.’
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