JoJo Siwa, now 21 years old, has done more in her two decades of life than many entertainers do in a lifetime. With a reported net worth of $20 million, she’s evolved from a sparkly bow-wearing kid on Dance Moms into a full-blown business mogul, singer, YouTuber, and LGBTQ+ icon. But how exactly did she get here—and how is she still thriving in a constantly changing industry?
How Did JoJo Siwa First Become Famous?
Joelle Joanie Siwa—better known as JoJo—was born on May 19, 2003, in Omaha, Nebraska. She got her first taste of fame on Lifetime’s Dance Moms in 2015, where she quickly became known for her energetic performances, bright outfits, and that now-iconic oversized hair bow.
While other young dancers faded into the background, JoJo stood out. Her bold personality wasn’t just for show—it was a business strategy in the making.
What Role Did YouTube and Music Play in Her Rise?
After gaining visibility on TV, JoJo took her brand online. Her YouTube channel, “It’s JoJo Siwa,” exploded in popularity, attracting millions of subscribers who tuned in for her behind-the-scenes content, DIYs, music, and vlogs. She released “Boomerang” in 2016, a single that addressed online bullying and quickly went viral, racking up hundreds of millions of views.
Following up with tracks like “Kid in a Candy Store” and “Hold the Drama,” JoJo proved she was more than just a reality TV personality—she was a pop star in the making, especially for the tween and kid demographic.
How Much Did JoJo Siwa Earn from Her Merchandise?
Let’s talk numbers—specifically, those bows. JoJo’s signature hair bows became a global sensation, reportedly selling over 40 million units. While it’s hard to pin down exactly how much she’s earned from those sales, industry insiders estimate that she likely earned around $16 million pre-tax, which would translate to roughly $8 million after taxes, from bows alone.
Beyond bows, she’s partnered with Nickelodeon for dolls, backpacks, clothing lines, and toys—building a merch empire that rivals major pop stars. Even if JoJo didn’t make millions from every product, her percentage from sales has contributed significantly to her growing fortune.
Did Touring Play a Big Role in Her Wealth?
Absolutely. JoJo hit the road in 2018 with her D.R.E.A.M. Tour, which started in 52 cities across the U.S. and Canada, then expanded internationally to the UK and Australia. With sold-out arenas and screaming fans, the tour proved JoJo’s reach wasn’t just online—it was real-world, ticket-selling power.
Concerts, merchandise tables, meet-and-greets, and brand deals tied into the tour helped further solidify her financial standing.
How Has JoJo Siwa Transitioned Her Image Over Time?
Originally known for her loud, glittery, kid-friendly style, JoJo has been undergoing a transformation. In 2021, she came out as a member of the LGBTQ+ community, a bold move for someone with such a young fanbase. Her coming out was met with overwhelming support, and she quickly became a positive role model for queer youth everywhere.
That same year, she joined “Dancing with the Stars” and made history as part of the show’s first same-sex dancing duo, finishing as the runner-up. It was a major moment not just for JoJo, but for representation on prime-time TV.
What About Her TV and Film Work?
JoJo has remained a Nickelodeon favorite, appearing in shows and specials like “Ultimate Halloween Costume Party”, “The Substitute”, and “The J Team”—a musical movie she also executive produced.
She’s lent her voice to “The Angry Birds Movie 2” and made cameos in shows like School of Rock, Celebrity Family Feud, and The Masked Singer. She even showed up on Keeping Up with the Kardashians, because why not?
More recently, JoJo’s started branching out into more teen and young adult spaces while still embracing her core audience. She continues to carefully evolve without alienating her early fanbase—a tough balance that many child stars fail to maintain.
Where Does JoJo Siwa Live?
JoJo made headlines in 2020 when, at just 16 years old, she purchased a $3.5 million mansion in Tarzana, California. The 6,000-square-foot home is full of her signature flair, including a candy bar, a mini in-home 7-Eleven, and even a Slurpee machine. It’s basically a JoJo-themed amusement park.
In February 2025, she sold the house for $4.1 million, turning a nice profit and potentially signaling a new phase in her life—personally and professionally.
What’s Going On in Her Personal Life?
JoJo’s been very open about her personal life in recent years. After coming out in 2021, she confirmed her relationship with Kylie Prew, her best friend turned girlfriend. The two had a couple of breakups and reconciliations before JoJo briefly dated Avery Cyrus in late 2022.
Through it all, she’s remained refreshingly open about her experiences with love, identity, and self-growth—sharing her journey with fans who often see themselves in her story.
What’s Next for JoJo Siwa?
JoJo isn’t slowing down anytime soon. With a rebrand underway, fans are beginning to see a more mature version of her emerge—one that’s still bold and colorful but with a grown-up edge. Whether it’s new music, acting, or building even bigger business ventures, JoJo is poised to expand her empire well beyond bows.
