JoJo Siwa has transformed from a bubbly child star into a powerhouse businesswoman and entertainer, building a financial empire that reflects her incredible career. You might know her from her early days on “Dance Moms,” where her signature giant bows and boundless energy made her a fan favorite. Since then, she’s leveraged that fame into a multi-platform brand encompassing music, television, merchandise, and social media. As of 2025, her strategic ventures have accumulated into an estimated net worth of $20 million, a remarkable feat for the 22-year-old.
Her journey to superstardom began not on a concert stage, but on the competitive dance floor. Siwa first grabbed national attention as a young competitor on “Abby’s Ultimate Dance Competition” before joining the cast of “Dance Moms” alongside her mother, Jessalynn. It was here that her charismatic personality and trademark hair bows became her calling card. She brilliantly parlayed this television fame into a massive online presence, launching a YouTube channel that now boasts over 12 million subscribers and billions of views, which became a significant revenue stream on its own.
This early success caught the eye of Nickelodeon, which signed her to a major talent deal in 2017, leading to her own shows, specials, and a vast expansion of her merchandise empire.
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JoJo Siwa: Building a Multi-Million Dollar Brand
So, where exactly does a $20 million fortune come from? For JoJo Siwa, the answer lies in a savvy and diverse portfolio of income streams that goes far beyond just performing.
The most iconic and often cited engine of her wealth is her merchandise, particularly her line of hair bows. In a conversation with Howie Mandel, Siwa revealed that her bows have generated over $80 million in retail sales. While she doesn’t pocket the entire sum, even a conservative percentage of such massive sales contributes millions. This merchandise empire expanded far beyond bows to include dolls, clothing, accessories, and even a line of toy cars, creating a ubiquitous brand for kids.
Her television career continues to be a major player. Beyond her early reality TV days, competing on shows like “Dancing with the Stars” and “The Masked Singer” came with hefty paychecks, and she has since stepped into roles as a judge on “So You Think You Can Dance.” Most recently, her stint on the UK’s “Celebrity Big Brother” reportedly earned her a stunning £400,000 (roughly $500,000) for just 19 days in the house. Add to this revenue from her music, including her popular debut single “Boomerang”, which has over a billion views on YouTube, and her ongoing social media promotions, and you have a robust and continuous flow of income.
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Siwa has also made smart moves with her money in the real estate market. In 2020, at just 16 years old, she purchased a $3.5 million Mediterranean-style mansion in Tarzana, California, complete with a “fun room” featuring a candy bar and a replica 7-Eleven. In a savvy financial decision, she sold this luxurious property in early 2025 for $4.1 million, netting a tidy profit on her initial investment. This transaction not only added to her wealth but also demonstrated her business acumen off the stage.
From bows to real estate, JoJo Siwa’s financial journey is a testament to her ability to evolve and expand her brand. With a solid foundation of $20 million and a continued presence in the public eye, her net worth seems poised for even more growth in the years to come.
