8 Min Read |
Over the last couple of decades, the beauty industry has been saturated with digital content creators — usually existing under the umbrella term of ‘influencer’. But although there are a vast number of creators, and they do have the power to affect consumer decisions, they’ve typically been lacking in one important thing: autonomy.
The reason digital creators haven’t been the drivers of their own destiny is because they’ve been vehicles for brands or investors. Just as supermodels have had immense fame but were effectively seen as clothes horses for designers and brands, content creators can have millions of followers, and yet still have to bend to the will and whim of the companies that fund them. Not only that, but creators enter this line of work already resigned to the fact that others — namely, bigger businesses — will profit more from their work, or even from their own image and personality, than they will themselves.
We wrote about this recently in relation to the way that some creators are turning to a subscription model, to enable followers to pay them directly for their content. This…
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Updated July 2021