Key Takeaways:
- Influencers are starting fashion and beauty brands focused on sustainability.
- These brands avoid big investors and fast growth to stay authentic.
- Slow growth helps build long-term customer loyalty.
- Investors are now more interested in these creator-led brands.
- Brands avoid using the founder’s name to appeal to a wider audience.
A New Wave of Brands Led by Influencers
Imagine your favorite TikTok or Instagram creator starting their own fashion or beauty brand. Sounds cool, right? Well, it’s happening a lot more these days. Influencers are turning into founders, but they’re doing it differently this time. Instead of chasing quick growth, they’re focusing on sustainability and slow, steady progress.
Brands like Renggli, Amiya, and Aureum Collective are leading this new wave. These brands are started by influencers like Morgan Stewart and Aimee Song. They’re not rushing to sell their products everywhere or team up with big retailers. Instead, they’re taking it slow and staying true to their values.
Why Slow Growth Matters
You might wonder why these brands aren’t trying to grow as fast as possible. The answer is simple: they want to last. Many influencer brands in the past, like Something Navy, grew super fast but then disappeared. They had big deals and lots of hype, but it didn’t last.
Cecilie Moosgaard, co-founder of Lié Studio, explained, “We don’t want to be just another influencer brand that fades away after the hype dies down. Slow growth helps us stay relevant and build real connections with our customers.”
By avoiding big investors and retail partnerships, these brands stay in control. They don’t have to rush to meet big sales targets or compromise on quality.
Independence Makes Brands More Authentic
Another big advantage of staying independent is authenticity. When a brand isn’t tied to big investors, it feels more personal. Cass DiMicco, founder of Aureum Collective, said, “People love feeling connected to a brand. When they know the person behind it and their intentions, they’re more likely to support it.”
This approach also lets the brand grow naturally. Instead of spending lots of money on ads or partnerships, they focus on creating good products that people love.
Investors Are Taking Notice
Even though these brands are growing slowly, investors are starting to pay attention. In February, Slow Ventures announced a $60 million fund just for creator-led brands. That’s a lot of money! It shows that investors believe in this new approach.
Beauty TikTok star Mikayla Nogueira’s brand, Point of View, even got investment before it launched. This proves that slow and steady can still attract big interest.
Why Creator Content Works So Well
Creator content is way more powerful than ads. A report by WeArisma found that content from creators gets 19 times more attention than posts from brands. It also reaches 26 times more people! This makes it a smart way to grow a brand without spending too much.
Lindsay Silberman, founder of Hotel Lobby Candle, said, “No one wants to feel like they’re being sold to all the time. I try to share my brand in a way that feels natural and not forced.”
Building a Brand Beyond the Founder’s Name
Most of these new brands don’t use the founder’s name. They want to appeal to more people than just their followers on social media. Madison Orlando, founder of Artless Forever, explained, “You don’t want your brand to be too tied to you. It should stand on its own.”
This approach helps the brand grow beyond the influencer’s personal platform. It also makes the brand feel more professional and less like a side project.
Why This Strategy Works
So, why is this approach working so well? It all comes down to authenticity and connection. People love feeling like they’re part of something real. They want to support brands that care about more than just making money.
By focusing on sustainability, slow growth, and genuine connections, these brands are building loyal customers. They’re proving that you don’t need big investors or fancy partnerships to succeed. What matters most is staying true to your values and creating something people love.
The Future of Fashion and Beauty
This new wave of creator-led brands is changing the fashion and beauty industries. They’re showing that slow growth and sustainability can lead to long-term success. Investors are taking notice, and customers are loving the personal connections they feel with these brands.
As more influencers turn into founders, expect to see even more brands that prioritize authenticity and quality over quick growth. It’s an exciting time for fashion and beauty, and it’s all thanks to the power of creators.
