With a rise of influencers on social media, many creators are deciding to create their own brands, commonly cosmetic, skincare or clothing brands. But are all the products the same as the last, just with a different name on the box?
“But the ability of influencer marketing to drive conversion and loyalty will result in a much higher level of full-funnel activation… According to recent research, as much as 78% of TikTok shoppers discover products through influencers,” Deptagency said.
Alix Earle, a TikTok influencer, announced her new skincare line, Reale Actives, on March 24 and launched the four products on March 31.
Earle expressed that she had struggled with acne for most of her life and while on her Accutane journey, a medication for treating acne, she developed the skincare line Some fans feel they cannot trust her products because she used medicine, like Accutane, to help her skin.
“When I heard that [Earle] was releasing her own skincare line I was questioning it, but I still think she worked hard on it,” Anderson Stroever, sophomore, said.
As more content creators start their own brands, the market starts to look repetitive. There are many similarities in influencer brands, like packaging, promotion tactics and the target audience.
“I feel like every time I go to Sephora there is a new brand from an influencer that is packaged just like another brand and is based on the same concept,” Lorelei Ivins, freshman, said.
Many popular influencer brands have done well because they are unique and represent the influencer well. Customers look for products that are different but work.
Two successful brand examples; Hailey Bieber created Rhode Skin to have a minimalist aesthetic to match her “clean girl” image. Selena Gomez, founder of Rare Beauty, designed the packaging to be easy-to-grip since she is diagnosed with lupus, a condition that can affect mobility and grip strength.
“What makes Rhode’s Instagram strategy unique is its integration of Hailey Bieber’s personal endorsement and lifestyle that offers an authentic glimpse into her own skincare routines and how Rhode products fit seamlessly into everyday life,” Dash Social said.
Although it may seem that if you have enough followers, you should create your own brand, there are many examples of failed influencer brands.
Addison Rae, TikTok influencer, founded Item Beauty, a makeup and skincare brand which was discontinued and removed from stores in 2023. Rae´s brand lacked creative promotion and tie to the products.
Other times, influencers’ brands only gain popularity because of the face behind the product, but this does not always mean the products themselves are bad quality. Millie Bobby Brown, a British actress most famously known for her role in “Stranger Things”, founded her own skincare and makeup line, Florence by Mills, targeted as affordable and clean.
“I think when an influencer creates a brand, like Florence by Mills, it definitely skyrockets in popularity quicker since influencers like Millie Bobby Brown already have enough popularity to carry them and their brand,” Bailee Bonick, sophomore, said
As an influencer, it can be challenging to maintain a consistent look with followers noticing everything, so for an influencers’ brand to survive, they need to be dedicated.
