Cole and Savannah LaBrant Address 'Misconception' About 'Ill-Will' Behind Their Viral Family Content (Exclusive)
Cole and Savannah LaBrant Address 'Misconception' About 'Ill-Will' Behind Their Viral Family Content (Exclusive)
Zoey LyttleFri, June 5, 2026 at 4:54 PM UTC
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Cole and Savannah LaBrant with their five kids.Credit: Mia St. Clair -
Cole and Savannah LaBrant and their five kids — Beckham, 2, Sunday, 3, Zealand, 5, Posie, 7, and Everleigh, 13 — post videos for a collective 64 million followers across social media platforms
While the viral couple appreciates a good parenting hack — like their new protein-packed juice box brand Frosh, which they co-founded with singer Ciara — they always lead with authenticity online
The LaBrants open up to PEOPLE about how they handle the backlash and scrutiny that comes with sharing the ups and downs of their lives with a massive audience
Cole and Savannah LaBrant aren't trying to fool their social media followers.
The couple opened up about their lives as content creators and parents to five kids while speaking to PEOPLE about their new protein-packed juice box brand Frosh, which Cole, 29, and Savannah, 33, co-founded with Grammy winner Ciara, 40, and talent venture studio VO/D.
Between Frosh's nutritional value and a variety of tasty flavors, the kid-friendly beverage serves as a simple way to make snack time both nutritious and fun. However, the LaBrants know all too well that parenting isn't always as simple as passing out juice boxes to their five kids, sons Beckham, 2, and Zealand, 5, and daughters Sunday, 3, Posie, 7, and Everleigh, 13.
Cole and Savannah LaBrant with their five kids.Credit: Mia St. Clair
Savannah and Cole maintain that they never try to come off as perfect in front of their millions of fans across platforms. Still, Cole observes how some viewers misunderstand their intentions from time to time.
"People maybe just forget that we are just an entirely normal family who has made mistakes oftentimes in the public eye and we have to learn from them like everyone else," says Cole, who boasts 23.1 million followers on his TikTok page and 4.7 million on his Instagram. "We love each other and we love our kids more than anything. We just want to provide the best life for them with what we've been given."
He adds, "We have this incredible opportunity with social media, and we're young and we're trying to do the right thing and the best thing for ourselves, for our kids, for our friends, our family around us. And sometimes we don't know what that is, and we do things, and we try things, and we mess up."
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There have been occasions when the LaBrant family has come under scrutiny for moves the public deemed questionable. In 2024, the family faced backlash for participating in a dance trend set to a song by Sean "Diddy" Combs days after he was arrested in New York City and indicted on charges of sex trafficking, racketeering and transportation to engage in prostitution. (In July 2025, Combs was found guilty of prostitution charges and acquitted on the most serious charges of racketeering and sex trafficking.)
More recently, after the LaBrants briefly listed their Nashville home for sale in April, Cole came online to address widespread speculation that they were moving due to a recently passed Tennessee State law regulating how influencers feature children in their content. Cole denied any correlation, stating in a video that he and Savannah have been paying their children "since day one of making videos."
Speaking to PEOPLE months later, ahead of the Frosh launch, Cole again dismisses the "misconception" that he and Savannah have any "ill-will motive" when producing content with their kids. The parents also emphasize how much their children enjoy partaking in the videos, despite what some harsher comments assume.
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"There could be stuff out there that's like, 'One day Everleigh's going to grow up and hate you guys,'" Savannah says, referring to her teenager, whom she shares with her late ex. "We're starting to see now that she feels so loved that she will write essays on why we did a good job not giving her a phone."
The proud mom — who has 30.4 million TikTok followers and 6.7 million Instagram followers — adds, "I'm just starting to see the fruit of how we've raised her and how she feels so loved and she's able to share that with other people and I'm just so proud of her."
on People
Source: “AOL Entertainment”
