
8 Min Read |
Two people drive through an epic landscape in their impeccably converted Mercedes Sprinter, filming their journey from above with a drone. They share the ups and downs of life on the road as a Millennial, vegan, ‘van life’ couple, and punctuate their YouTube vlogs with practical tips on how to renovate and live in a vehicle while running a business and making money online. And then the vlog cuts to one of them talking about their favorite haircare products; the video is sponsored by Function of Beauty, a cruelty-free, customizable haircare brand that the couple seems to really love.
The partnership between Function of Beauty and van-life YouTubers Eamon and Bec is just one of many examples of collaborations between cosmetics brands and non-beauty influencers. By non-beauty, I mean creators who aren’t operating in the beauty industry; their niche is somewhere else, whether it’s…