About
Ashley and Colby Bethune, the husband-and-wife duo behind the “Being Bethunes” lifestyle brand, have carefully crafted a digital empire built on an aspirational aesthetic. Their mission, to “inspire people to live a stylish life they love,” manifests in cinematic videos of home renovations and picture-perfect family moments. Yet, behind the high-production gloss lies a growing challenge, one that culminated in a formal complaint to the Federal Trade Commission and forced a public reckoning over the very transparency that underpins the influencer economy.
Being Bethunes: How It Started
The foundation of the Bethunes’ brand was laid not in a design studio, but in the world of chemical engineering. Ashley Bethune, an African-American professional in Houston, Texas, began a fashion and lifestyle blog in 2017 as a creative outlet. Her eye for style and authentic voice quickly gained traction. The venture’s success grew to a point where, by 2020, her husband, Colby, who is Caucasian, left his own career to join the business full-time. Together, they transformed the solo blog into a multi-platform family enterprise based in Houston.
Being Bethunes Content: Evolution and Style
Initially focused on fashion, the “Being Bethunes” content strategy evolved to encompass the full spectrum of their lives, with a heavy emphasis on family, lifestyle, and high-end home decor. The pivotal moment in their content evolution was the launch of their “Dream Home Build” series. This multi-part saga documented the construction of their custom Houston home from the ground up. The series set a new standard for their brand, defined by a “cinematic” production quality that elevated their work beyond standard vlogging into a more polished, television-like format. This approach became their signature, attracting an audience drawn to both the personal journey and the well-built visual storytelling.
How Being Bethunes Makes Money
The Bethunes operate a well-built, diversified media business. While their YouTube channel, created on June 13, 2013, serves as their flagship platform, their influence extends across Instagram, TikTok, and the affiliate marketing powerhouse LTK (LikeToKnowIt). Monetization is a multi-pronged strategy, drawing revenue from YouTube AdSense, direct brand sponsorships, affiliate commissions from platforms like LTK and their Amazon Storefront, and direct-to-consumer sales. A key asset is “The Bethune Collection,” their own line of curated home decor items sold through a dedicated e-commerce site, allowing them to capture the full retail margin on products aligned with their personal brand.
Being Bethunes's Network
As their profile ascended, so did their professional infrastructure. The couple is represented by the A3 Artists Agency, a firm that manages a roster of high-profile digital talent, signaling their position within the top tier of the creator industry. This professional representation handles major brand negotiations and strategic career planning, formalizing their status as a significant commercial entity.
Being Bethunes: Public Reception
The Bethunes’ curated world faced its most significant crisis following a partnership with Stanley PMI, the manufacturer of the viral Stanley Quencher cups. An anonymous watchdog user, reportedly part of a collective calling itself the “Instagram Mafia,” filed a formal complaint with the Federal Trade Commission, alleging the Bethunes failed to adequately disclose that their promotion of the cups was a paid advertisement.
The complaint centers on potential violations of the FTC’s “Guides Concerning the Use of Endorsements and Testimonials in Advertising,” which mandate that any “material connection” between an endorser and a seller must be “clear and conspicuous” to the consumer. The lack of explicit disclosure in their promotional content formed the basis of the legal challenge.
On January 15, 2024, the couple addressed the controversy directly in a public apology video. They conceded their failure, framing it as a “mistake” and an “oversight.” Their defense rested on a claimed misunderstanding of the rules, specifically that they believed content shared in temporary formats like Instagram Stories or via swipe-up links operated under different disclosure requirements than permanent feed posts—an interpretation not supported by the FTC’s comprehensive guidance. The incident triggered a wave of criticism from a segment of their audience, with secondary allegations of inauthenticity and “selling out” surfacing in comment sections. For industry analysts, the complaint against a high-profile creator pair like the Bethunes represents a watershed moment, highlighting the increasing regulatory scrutiny being applied to the influencer marketing landscape.
Philanthropy and Impact
Beyond their commercial ventures, the Bethunes engage in local charitable work. Their annual holiday charity drive has become a significant philanthropic effort. In their 2023 drive, the couple organized the collection and donation of over 500 toys and 200 winter coats, which were provided directly to the Houston Children’s Charity to support local families in need.
Being Bethunes Today
The Bethunes currently stand at a professional crossroads. Their family has grown with the arrival of their third child, Kennadi, in December 2023, adding a new chapter to their personal narrative. Professionally, they continue to produce their signature high-quality content. However, they are simultaneously navigating the significant reputational and potential legal fallout from the FTC complaint. Their future success will likely depend not only on their ability to create compelling content but also on their capacity to rebuild trust through a new, more rigorous commitment to transparency.