Creator-owned products

Extracted Attributes

• Definition

  Products launched and sold by individuals, particularly influencers and content creators, leveraging their platforms.

• Market Impact

  Directly competes with traditional brands, influences consumer behavior, and sets trends.

• Business Model

  Often Direct-to-Consumer (DTC) operations.

• Driving Factors

  Strong parasocial relationships with audience, authenticity, trust, and connection.

• Key Characteristic

  Emphasizes IP Ownership, allowing creators greater control and ownership over their ventures.

• Notable Example Brand

  MrBeast Burger and Feastables by Mr. Beast.

• Top Industry (by brands)

  Beauty (40% of top 100 creator brands).

• Consumer Adoption (Gen Z)

  33% of Gen-Z have purchased a product from a creator-founded brand.

• Prevalence among Creators

  88% of creators have launched their own product.

• Consumer Adoption (Overall)

  56% of consumers have purchased products from a creator-led brand.

• Second Top Industry (by brands)

  Apps (9% of top 100 creator brands).

• Top Industry (Beauty Annual Revenue)

  $1.5 billion (combined across 40 beauty brands).

• Second Top Industry (Apps Annual Revenue)

  $146 million (combined across app brands).

Timeline

• Michelle Phan took full ownership of her brand and relaunched it, focusing on meticulously crafted products. (Source: CreatorDB)

  2015-XX-XX

• More than 5.3 million beauty videos were on YouTube, with 86% of the top 200 created by individual beauty vloggers. (Source: Wikipedia)

  2016-XX-XX

• Huda Beauty was ranked the number one beauty brand, surpassing traditional brands like NYX and Dior Beauty. (Source: Forbes)

  2025-Q1

• Emma Chamberlain's coffee brand is projected to hit $33 billion in revenue. (Source: Forbes)

  2025-XX-XX

• Hailey Bieber's skincare brand, Rhode, was acquired by E.L.F. Beauty for $1 billion. (Source: Forbes)

  XXXX-XX-XX

Beauty YouTuber

A beauty YouTuber is an individual who creates content for YouTube, publishing videos in the realm of cosmetics, fashion, hairstyling, and nail art. In 2016, there were more than 5.3 million beauty videos on YouTube, with 86% of the top 200 beauty videos created by individual beauty vloggers, as opposed to marketers using the platform to promote cosmetic brands. Many beauty YouTubers also play a significant role in setting beauty trends, influencing, consumer behavior, and collaborating with major brands. As the beauty community on YouTube grew, it gave rise to influencers who used their platforms to launch personal product lines, advocate for inclusivity, and shape the standards of digital beauty culture.

Web Search Results

• How Brands Can Unlock The Creator Economy - Forbes

  Though most creator-owned brands are small and medium-sized DTC operations, we are starting to see the emergence of global creator-owned brands. For example, Huda Beauty was ranked the number one beauty brand in Q1 2025, above NYX, Dior Beauty and Charlotte Tilbury. Hailey Bieber’s skincare brand, Rhode, was recently acquired by E.L.F. Beauty for $1 billion. And Emma Chamberlain’s coffee brand is projected to hit $33 billion in revenue this year. For brands, the relationship with creators has [...] Creator-Owned Brands [...] Brands are no longer competing with other brands for consumers. They are now in direct competition with a new generation of creators establishing and growing their own brands. Creators have a strong parasocial relationship with their audience, whereas brands must continuously pay to reach their desired audience. A recent survey shows that 88% of creators have already launched their own product. Moreover, 33% of Gen-Z have purchased a product from a creator-founded brand. Creators are not just

• Top 100 Creator Brands Report (2022) - Influencer Marketing Hub

  ### Apps Industry 9% of the top 100 creator brands are in the apps industry, ranging from fitness apps to mobile games. The combined annual revenue of these apps is $146M, and the combined monthly website traffic is 835K. #### Apps Top Products Among the creator-owned apps, the majority focus on fitness and wellness such as The MadFit App, Alive, and MKFit. ### Food & Drink [...] creator-owned brands that made the list. [...] 40% of the top 100 creator brands are in the beauty industry. With a total annual revenue of $1.5B and a total monthly website traffic of 7.9M across all 40 brands, creator-led beauty brands are dominating the industry. #### Beauty Top Products The top beauty products were facial cosmetic items like eyeshadow palettes and blush. Huda Beauty, DIBS, and Ipsy are all examples of creator brands that sell these top products. ### Fashion Industry

• 9 Creator-Lead Brands And What Made Them Successful - CreatorDB

  Furthermore, an authentic connection between the creators and their products is crucial. Brands like BuffBunny Collection and Top of The Mornin Coffee succeed because their founders, Heidi Somers and JackSepticEye, respectively, have infused their personal values and experiences into their businesses. This authenticity resonates with their audiences, fostering trust and loyalty. [...] In 2015, Phan took full ownership of the brand and relaunched it. The revamped collection focused on delivering meticulously crafted products with a blend of innovative formulas and elegant packaging. The relaunch was a significant success, thanks to Phan’s deep understanding of her audience’s needs and preferences, as well as her ability to leverage her strong social media presence for marketing. [...] Additionally, many of these brands differentiate themselves in crowded markets by offering unique value propositions. Happy Dad’s smoother, less carbonated seltzer and Feastables’ engaging promotional tactics set them apart from competitors, creating distinct identities that attract consumers. #### Find Your #### Perfect Influencer #### Match Instantly Try For Free About the author: CreatorDB

• 10 Influencers Creating Their Own Companies

  ## 4. Hyram’s Selfless Skincare Line Hyram Selfless Skincare Line Hyram Yarbro became a super popular creator as he was seen reacting to people’s skincare routines on TikTok or sharing his favorite products on YouTube. Aligning with his passion for self-care, Hyram took his success to the next level, collaborating with The Inkey List, a skincare brand, to create the Selfless by Hyram collection. His line features a cleanser, three serums, and a moisturizer, all sold at affordable pricing. [...] deals, collaborations, and even the ability to start their own company. As creators gain more experience with marketing and business, we see them shift from solely working with brands to creating their own. Many influencers create their own product lines, promoting their own services, brands and social media, resulting in a greater diversification in revenue streams and overall opportunities. [...] Addison Rae rose to stardom when TikTok videos of her dancing went viral overnight. With her beauty and bubbliness taking the social media world by storm, Rae built herself into a “multi-hyphenate powerhouse.” After working with well-known companies such as Skims and American Eagle, she took her experience to the next step, becoming the co-founder of Item Beauty. Rae’s collection consists of 13 products including makeup, skincare, and tools, all of which are held at affordable costs.

• People trust people report: Are creators the new brands? - Adobe

  A strong majority of consumers (70%) felt that creator-led brands delivered products that matched their hype, and 40% plan to continue purchasing from these brands. Rare Beauty by Selena Gomez topped the most popular creator brands with an impressive 84% consumer satisfaction, while Fenty Beauty (81%) and Savage X Fenty (80%) were close behind. ## The new retail playbook [...] More than half of consumers (56%) have purchased products from a creator-led brand, with Gen Z (66%) and millennials (61%) leading the trend. Shoppers are most often discovering these brands online, with YouTube (48%), Instagram (42%), and TikTok (33%) being the top three platforms. This reflects a strong link between platform discovery and purchasing behavior, as video-driven platforms like YouTube and TikTok are also where these creators build the most trust and engagement. [...] Rihanna's Fenty Beauty and Savage X Fenty were the most popular creator brands overall. Fenty Beauty was also Gen Z's top choice, followed by MrBeast Burger, Feastables, and Chamberlain Coffee. ## Why consumers prefer creator-led brands What's driving consumers away from traditional brands? It comes down to trust and connection, and creator brands are winning on both fronts.