After painful lessons as a child star, JoJo Siwa is reclaiming her multimillion-dollar brand.

Success looks a lot different for JoJo Siwa now than it did when she was a kid. Cate Hellman for BI When I first wrote about YouTube megastar JoJo Siwa, she was 16 and had just bought a house in Los Angeles, complete with a rainbow-colored bed and a duvet cover with her face on it. Her technicolor world looks very different now. So do the questions. When Siwa joins our Zoom call, I hardly recognize her. Gone are the bright rainbow clothes and the side ponytail anchored by the trademark bow t...