
Influencer-led beauty brands are on the rise, thanks to a combination of content creator culture shifts and the simultaneous rollout of social selling tools on platforms including Instagram and TikTok. In 2021 I wrote an article about why you should think twice about naming your beauty brand after yourself. But in 2022, the question is less about names and more about faces: should you be the face of your brand?
Should you (content creator) launch your own creator-led brand; and should you (beauty brand founder) put your face front-and-centre in your existing brand’s marketing strategy?