2023
The Glossy Pop guide to influencer-founded brands
Makeup
Skin care
Fashion
Makeup
Skin care
Fashion
Wellness
Wellness
Julie Sariñana,
Color Dept
Courtney Shields,
DIBS
Jaclyn Hill,
Jaclyn Hill Cosmetics
Manny Gutierrez,
Lunar Beauty
Michelle Phan,
Em Cosmetics
Addison Rae,
ITEM Beauty & ARF
Patrick Starrr,
One Size
Jess Hunt,
Refy
Laura Lee,
Laura Lee Los Angeles
Katie Sturino,
Megababe
Lauryn Bosstick,
The Skinny Confidential
Hyram Yarbro,
Selfless by Hyram
Marianna Hewitt & Lauren Ireland,
Summer Fridays
Teni Panosian,
Monday Born
Tina Chen,
UBeauty
Shea Marie,
The Feelist
Desi Perkins,
Dezi
Addison Rae,
ITEM Beauty & ARF
Allison McNamara,
Mara
Susan Yara,
Naturium
Elsie Rutterford + Dominika Minarovic,
Bybi
Iskra Lawrence,
Saltair
Sivan Ayla,
Lux Unfiltered
Natalie Smyth,
Deviant Skincare
Neada Deters,
Lesse
Erica Choi,
Superegg
Liah Yoo,
Krave
Tezza Barton,
Lello
Arielle Charnas,
Something Navy
Cass Dimicco,
Aureum Collective
Emily Jackson,
IVL Collective
Heidi Somers,
Buffbunny
Amber Fillerup,
Dae
Chriselle Lim,
Phlur
Jackie Aina,
Forevr Mood
Mary Lawless Lee,
Nemah
Ingrid Nilsen,
The New Savant
Jen Reed,
Life in Lilac
Lindsay Silberman,
Hotel Lobby Candle
Siff Haider,
Arrae
Brad Mondo,
XMONDO
Babba Rivera,
Ceremonia
Larissa Schot,
KA AS
Camila Coelho,
Elaluz
Deepica Mutyala,
Live Tinted
Rachel Parcell,
Rachel Parcell
The Glossy Pop guide to influencer-founded brands
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wenty years ago, “influencer” had an entirely different meaning. Ten years ago, it was an emerging, but oft-judged “profession.” Today, influencers build empires. They have blogs, newsletters, Instagrams, TikToks and Facebook groups. And full teams. Some have been documenting their lives — their skin-care routines, outfits, latest purchases and every meal — for well over a decade and have realized the burnout associated with a life lived online. Some worry fans will lose interest. Others have fans with a voracious appetite for anything in their world. And through some combination of all of the above has come a new dawn and a new economy: the world of influencer-founded brands.
Though much is made of the frequency at which celebrity brands launch, brands by influencers — defined here as people who started and built their careers on social media — have outpaced them. Covering makeup, candles, activewear and supplements, this guide is the result of months of talking with influencers about their brands.
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Jaclyn Hill,
Jaclyn Hill Cosmetics
Courtney Shields,
DIBS
Deepica Mutyala,
Live Tinted
Julie Sariñana,
Color Dept
Camila Coelho,
Elaluz
Michelle Phan,
Em Cosmetics
Manny Gutierrez,
Lunar Beauty
Laura Lee,
Laura Lee Los Angeles
Addison Rae,
ITEM Beauty & ARF
Patrick Starrr,
One Size
Jess Hunt,
Refy
Dani Austin,
Divi
Sarah Cheung,
Sacheu Beauty
Christen Dominique,
Dominique Cosmetics
Fiona Frills,
Frilliance
Blanca Evette Garcia,
Exo Cosmetics
Huda Kattan,
Huda Beauty
Yasmin Maya,
Birdy Lashes
Amanda Pavillard,
Radiate by Amanda
Nikkie De Jager,
Nimya
Dani Austin,
Divi
Sarah Cheung,
Sacheu Beauty
Christen Dominique,
Dominique Cosmetics
Fiona Frills,
Frilliance
Blanca Evette Garcia,
Exo Cosmetics
Huda Kattan,
Huda Beauty
Yasmin Maya,
Birdy Lashes
Amanda Pavillard,
Radiate by Amanda
Nikkie De Jager,
Nimya
Katie Sturino,
Megababe
Desi Perkins,
Dezi
Lauryn Bosstick,
The Skinny Confidential
Hyram Yarbro,
Selfless by Hyram
Marianna Hewitt & Lauren Ireland,
Summer Fridays
Teni Panosian,
Monday Born
Allison McNamara,
Mara
Susan Yara,
Naturium
Elsie Rutterford + Dominika Minarovic,
Bybi
Iskra Lawrence,
Saltair
Sivan Ayla,
Lux Unfiltered
Natalie Smyth,
Deviant Skincare
Neada Deters,
Lesse
Erica Choi,
Superegg
Liah Yoo,
Krave
Addison Rae,
ITEM Beauty & ARF
Tina Chen,
UBeauty
Shea Marie,
The Feelist
Ella Rose,
Skin by Ella Rose
Brooklyn & Bailey McKnight, Itk Skincare
Diipa Buller-Khosla,
Indē Wild
Farah Bashir,
Sachi Skin
Farah Bashir,
Sachi Skin
Diipa Buller-Khosla,
Indē Wild
Brooklyn & Bailey McKnight, Itk Skincare
Ella Rose,
Skin by Ella Rose
Julia Berolzheimer,
Parterre
Danielle Bernstein,
WeWoreWhat
Allegra Shaw,
Uncle Studios
Matilda Djerf,
Djerf Avenue
Aimee Song,
Song of Style
Julia Berolzheimer,
Parterre
Danielle Bernstein,
WeWoreWhat
Matilda Djerf,
Djerf Avenue
Allegra Shaw,
Uncle Studios
Aimee Song,
Song of Style
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Ava Lee,
By Ava
Jessi Malay,
Haven Namai
Stephanie Zheng,
Mount Lai
Ava Lee,
By Ava
Jessi Malay,
Haven Namai
Stephanie Zheng,
Mount Lai
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Stephanie Ledda,
Ledda