Stephen Colbert used a segment of his new late night television show to poke fun at celebrities who use their popularity to push brands on consumers. Gwyneth Paltrow, Blake Likely, Ellen DeGeneres and Reese Witherspoon were all targets, before Colbert introduced his own (fake) brand, Covetton House.

In the video, Colbert sits on a couch discussing the items his fictitious brand sells, including coasters, a tie rack, a couch and a wallet made by a bison, all for hundreds of dollars.

“As a celebrity, my life is filled by luxury items. hand-selected jewelry and the illusion of free time,” he began the segment. Colbert then launches into the ridiculous products his brand is pushing.

Notably, Colbert’s show is losing the ratings war to Jimmy Fallon so far. It just started earlier in September, however, so he hasn’t had much time to establish himself in the new program.