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When trying to wrap our heads around brands founded by influencers, it is important to consider the ethos in which these brands and businesses were created. A world where influencers latched onto brands and helped to promote a company that was already in place is shifting to a world where influencers are becoming the brand and building business empires upon their image and sense of community.
As we see followings grow, creators become incredibly connected and trusted within their communities. In this picture, opportunities abound for influencers to monetize that trust and image. More than just receiving a fee to insert an ad and promote a product – they have the opportunity to create their own brand.
Influencers are more connected to the likes, dislikes, desires, and struggles of consumers within their individual industries than any company can be. That, coupled with earned trust, gives them the ability to sell any product, whether it’s a brand they love or products from a brand founded by the influencer themselves.
Today we will take a look at the top 10 brands founded by influencers and unpack their successes.
Collecting the Data
The data used in this article was reported using NeoReach’s proprietary data including growth rate, demographics, and a trending analysis of the future growth for each of these brands founded by influencers.
Some of the metrics used to filter this report were revenue, website traffic, ad spend, year founded, and social media reach. Most of which we will expand upon later.
To download the report for yourself and see additional insights, visit the industry reports page here.
Top 10 Brands Founded by Influencers
1. Ipsy by Michelle Phan
Ipsy, founded by Michelle Phan in 2011, is a monthly subscription service for cosmetic samples. The bags include anything from perfumes, skincare, makeup products, and more. The items are tailored to each subscriber based on their survyeyed preferences at sign up.
Ipsy has become a powerhouse name in the cosmetics industry. The brand accumulated millions of subscribers and even hosts an annual convention where industry professionals of all types can network.
- Year Founded: 2011
- Monthly Website Traffic: 1.5M
- Estimated Annual Revenue: $500M
- Paid Ad Spend Monthly: $112.2K
2. Kylie Cosmetics by Kylie Jenner
- Kylie Cosmetics on Instagram: @kyliecosmetics
- Kylie Cosmetics on Twitter: @kyliecosmetics
Founded by Kylie Jenner, this brand originally sold lip products under the name Kylie Lip Kits. The brand quickly took off and began selling cosmetics of all sorts prior to rebranding as Kylie Cosmetics.
Inspired by Kylie Jenner’s own experiences with cosmetics and what she believed a cosmetic company should look like for consumers, Kylie Cosmetics is an enormous company constantly launching new lines and products that appeal to her fans.
- Year Founded: 2014
- Monthly Website Traffic: 2.5M
- Estimated Annual Revenue: $375M
- Paid Ad Spend Monthly: <$5K
3. Skims by Kim Kardashian
This shapewear company was founded by influencer Kim Kardashian and makes use of the sentiments of body positivity and inclusivity, placing a large emphasis on being accessible for every body type.
Skims has collaborated with the likes of the United States Olympics, providing teams with apparel for athletes. Skims has been featured in Time magazine as one of the 100 most influential companies of 2022 and boasts one of the widest ranges in sizes and shades of any clothing brand.
- Year Founded: 2019
- Monthly Website Traffic: 1.9M
- Estimated Annual Revenue: $275M
- Paid Ad Spend Monthly: $22.6K
4. Huda Beauty by Huda Kattan
- Huda Beauty on Instagram: @hudabeauty
- Huda Beauty on TikTok: @hudabeauty
The founder, Huda Kattan, was chosen as one of the 25 most influential people on the internet by Time magazine in 2017, recognized as one of the top three beauty influencers by Forbes, and has received multiple other awards and recognitions.
With over 140 products available, the brand found much initial success through its line of fake eyelashes and other eye makeup. Being one of the top-selling beauty brands founded by influencers in the world, Huda Beauty is a solid example of success.
- Year Founded: 2013
- Monthly Website Traffic: 549K
- Estimated Annual Revenue: $250M
- Paid Ad Spend Monthly: $5.6K
Read more about what makes creator brands successful here.
5. Kylie Skin by Kylie Jenner
- Kylie Skin on Instagram: @kylieskin
- Kylie Skin on Twitter: @kylieskin
The second brand founded by Kylie Jenner on this list, Kylie Skin focuses exclusively on skin care products that are cruelty-free, vegan, gluten free, sulfate-free, and paraben free.
The brand aims to keep luxury supplies all at a more attainable price point. Built on the foundation of her fame and influence in the beauty world, Kylie Jenner’s brand, Kylie Skin, built and empire offering the basics and essentials.
- Year Founded: 2014
- Monthly Website Traffic: 750K
- Estimated Annual Revenue: $138.5M
- Paid Ad Spend Monthly: <$5K
6. MrBeast Burger by MrBeast
- MrBeast Burger on Instagram: @mrbeastburger
- MrBeast Burger on Twitter: @mrbeastburger
Jimmy Donaldson, aka MrBeast, launched this burger virtual restaurant following his YouTube fame. MrBeast Burger features a menu with all the burger chain staples such as fries, desserts, beverages, and, of course, burgers.
But MrBeast isn’t a chef. Orders are fulfilled at the many brick-and-mortar restaurants contracted to meet the orders placed on delivery apps. There are currently over 1,000 restaurants contracted and meeting MrBeast Burger orders across North America with plans to expand worldwide.
- Year Founded: 2020
- Monthly Website Traffic: 851.5K
- Estimated Annual Revenue: $100M
- Paid Ad Spend Monthly: $0
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7. Sweat by Kayla Itsines
Sweat provides “Workouts for Women Everywhere”. This brand founded by influencer Kayla Itsines is based on her meal planning and workout app.
Sweat has garnered more downloads and revenue than any other fitness app to date. Itsines’ goal with the app is to help women meet their health and fitness goals without the pressure of having to work out or get healthy in a certain place or certain way.
- Year Founded: 2015
- Monthly Website Traffic: 464.7K
- Estimated Annual Revenue: $100M
- Paid Ad Spend Monthly: <$5K
8. Ouai by Jen Atkin
One of the many beauty brands founded by influencers on this list, Ouai is a hair care company focused on letting go of unrealistic expectations and embracing imperfections. The brand wants you to be better in real life than on social media.
Ouai is well known for making hair care products that consumers find relatable and simple. One of Ouai’s signatures is their product scent, which was so popular they even started a line of perfumes.
- Year Founded: 2016
- Monthly Website Traffic: 196.8K
- Estimated Annual Revenue: $50M
- Paid Ad Spend Monthly: <$5K
9. Jeffree Star Cosmetics by Jeffree Star
- Jeffree Star Cosmetics on YouTube: jeffreestar
- Jeffree Star Cosmetics on Instagram: @jeffreestarcosmetics
Star terminated his music career and invested everything he had into Jeffree Star Cosmetics. Separating itself from other cosmetic companies, Jeffree Star Cosmetics features brilliantly conceived color pallets that are always being released.
The luxurious brand is very bold, making a name for itself by generating anticipation over every new release of highly pigmented products that look and feel different from other brands.
- Year Founded: 2014
- Monthly Website Traffic: 430.3K
- Estimated Annual Revenue: 45M
- Paid Ad Spend Monthly: $0
10. CRAFTD by Alex Cannon
- CRAFTD on Twitter: @craftdlon
- CRAFTD on Instagram: @craftdldn
The last on our list of the top 10 brands founded by influencers is a men’s jewelry brand. The brand was founded by Alex Cannon, a model turned influencer and entrepreneur. After several ventures by Cannon, CRAFTD was born.
CRAFTD is a company that places design and quality at the forefront. They still want their products to be accessible to everyone and have found a way to eliminate unnecessary markups typical in the jewelry industry without sacrificing the quality that is so important.
- Year Founded: 2018
- Monthly Website Traffic: 96.4K
- Estimated Annual Traffic: $16.5M
- Paid Ad Spend Monthly: $9.4K
