Jasmine Tookes Net Worth: Fashion Success and Modeling Milestones

Public estimates put Jasmine Tookes's net worth somewhere between $6 million and $10 million. The number is unverifiable. Model income is rarely disclosed, the major celebrity-finance sites tend to disagree with each other, and most of these estimates rely on assumed day rates and contract values rather than filings. What can be tracked are the income sources themselves, and Tookes has more public ones than most working models of her cohort.

This is a working summary of what she has built, in plain terms.

The IMG Models years, 2009 onward

Tookes was born February 1, 1991 in Huntington Beach, California, and signed with IMG Models New York at eighteen in 2009. IMG is the talent agency that also represents Gigi Hadid, Bella Hadid, Joan Smalls, and Liu Wen, and the standard agency split takes roughly 20 percent commission from any booking the model accepts.

Her first three years on the IMG roster were the standard high-fashion build-out: Vogue and Harper's Bazaar editorial, runway work for Carolina Herrera, Anna Sui, Diane von Furstenberg, and Marc Jacobs at New York Fashion Week, and a Spring and Resort campaign rotation that included Hermès and Ungaro. None of those bookings made her a household name, but they built the agency-tier credibility that the Victoria's Secret casting team responds to.

Victoria's Secret, 2012 to 2018

Her Victoria's Secret debut came in November 2012 at the Lexington Avenue Armory show in New York. She was twenty-one. The 2015 Angel-cohort expansion, one of the largest single-class additions in the brand's history, brought her into the Angels contract alongside Lily Aldridge, Adriana Lima, Behati Prinsloo, Candice Swanepoel, Alessandra Ambrosio, Elsa Hosk, Lais Ribeiro, Martha Hunt, Stella Maxwell, Sara Sampaio, Romee Strijd, Taylor Hill, and Kate Grigorieva.

The Angels contract was the income anchor of the 2015-2018 period for everyone on that list. Public reporting has put the contract value somewhere in the high six figures to low seven figures per year per Angel, depending on tenure and visibility, before campaign add-ons. Tookes appeared in every VSFS from 2012 through 2018 and led the brand's PINK and core lingerie campaigns through the same window.

The single most visible commercial moment of her Angel tenure was the 2016 Bright Night Fantasy Bra, designed by jeweller Eddie Borgo and worn at the Paris VSFS that November. The bra was valued at $3 million, contained more than 9,000 gemstones (diamonds, yellow sapphires, and blue topaz), and was set in 18-karat gold. The Fantasy Bra commission has historically come with a one-off contract bonus on top of the standard Angels deal, though the brand has never disclosed the exact figure.

For the wider commercial arc, our Victoria's Secret fashion show history covers the production-and-revenue side of the show in more detail.

The Calvin Klein, Lancôme, and Tiffany campaigns

Outside the Victoria's Secret cycle, Tookes built a parallel set of contracts that have stayed steady for over a decade. Calvin Klein Underwear has used her in seasonal campaigns continuously since 2014. Lancôme signed her as a brand ambassador in 2017 alongside Lupita Nyong'o, Isabella Rossellini, and Penélope Cruz, a contract that runs in the multi-year range and is one of the more lucrative beauty deals in the model market.

The Tiffany & Co., Tommy Hilfiger, Ralph Lauren, Versace, and Michael Kors campaigns have rotated through her schedule since 2014, none of them exclusive but each meaningful. None of these contracts are individually disclosed, but the cumulative campaign income over the past decade is the most consistent piece of her revenue picture.

JoJa Activewear, 2020

In April 2020 Tookes and Josephine Skriver launched JoJa Activewear, a direct-to-consumer activewear line built around technical fabrics and modest pricing. The pair were the co-founders rather than face-of partners, meaning they hold equity in the underlying LLC rather than a salaried endorsement. JoJa expanded through a mix of DTC e-commerce and selective wholesale partnerships through 2023, and the brand's resilience through the post-2020 retail correction has been one of the cleaner case studies of model-founder businesses outside the Rhode-Skims tier.

Equity value in a private DTC brand is the part of a model's net worth that public estimates miss the most. If JoJa is generating high-single-digit-million revenue, which is plausible given its category and channel mix, the founder equity is a meaningful asset even without a near-term exit. For the wider partnership context, our Josephine Skriver fashion campaigns profile covers Skriver's parallel work.

The 2021 marriage and the household

Tookes married Juan David Borrero in September 2021 in Ecuador. Borrero is an Ecuadorian executive who joined Snapchat in 2014 and has worked on the company's international expansion. The Borrero family operates a long-standing business network across Ecuador and Latin America, and the marriage moved Tookes's household economics into a different category than her solo career would have produced.

Their daughter Mia Victoria was born in September 2023. The couple have kept residences in Manhattan and Miami, with regular time in Ecuador, a footprint that is common at the senior-Angel income tier but does not necessarily indicate primary asset ownership.

The 2024 Victoria's Secret return

The October 2024 Victoria's Secret Fashion Show in Brooklyn brought Tookes back to the runway as one of the senior returning Angels alongside Adriana Lima, Alessandra Ambrosio, Behati Prinsloo, Candice Swanepoel, Lily Aldridge, Taylor Hill, and the broader VS Collective. The return appearance came with a one-off fee in the standard senior-Angel range and re-opened her access to the brand's 2025 campaign cycle, which has been the most lucrative single revenue stream for the cohort across the past year.

What the public estimates cover

The $6 to $10 million range that Celebrity Net Worth and similar sites cite is a sum of publicly visible income sources: the Angels contract through 2018, the Calvin Klein and Lancôme deals, the high-fashion runway and campaign rotation, the JoJa Activewear founder position, and the 2024 VSFS return. The estimates do not include private investment positions, real-estate holdings beyond public records, or her husband's household contribution. They also tend to over-count the Fantasy Bra commission and under-count the JoJa equity, because one is photogenic and the other is illiquid.

The shorter version is that Tookes built her income through three rounds: an IMG Models build-out from 2009 to 2012, a Victoria's Secret Angel contract anchor from 2015 to 2018 with the 2016 Fantasy Bra as the visible peak, and a more diversified post-2018 portfolio across Calvin Klein, Lancôme, the JoJa founding stake, and a 2024 Victoria's Secret comeback. The exact dollar figure is unknowable from outside. The structure is clear.

For the broader 2015-cohort context, our Romee Strijd signature runway era profile, Elsa Hosk career and activism profile, and Victoria's Secret models and the new supermodel standard cover the parallel careers built off the same Angel-class expansion.