Agency
Top 100 Creator Brands 2022
The biggest creator brands barely advertise. Kylie Cosmetics spends under $5,000 a month, MrBeast Burger and Jeffree Star Cosmetics spend nothing, and the average brand across the top 100 spends just $2,499. The founder's audience does the work an ad budget usually pays for. That is the shift: creators stopped renting their audiences to brands and started building products for them.
The Top 100 Creator Brands report maps how far it has gone. Using NeoReach's proprietary data, we ranked 100 creator-owned brands on revenue, monthly website traffic, paid ad spend, year founded, and social reach across every major platform, then layered in growth rates, audience demographics, and a trending analysis to project where each is headed.
Inside, the report breaks down the top 10 brands by revenue, the industries creators dominate and the ones they are just entering, which brands are accelerating and which are stalling, and the link between traffic, ad spend, and revenue that separates a real business from a merch drop. It closes with the category benchmarks: average account size by platform, average ad spend, value per follower, and total funding raised.
The category is young: launch dates span 2009 to 2022, but most of the top 100 were founded in the last five years, with 2020 producing more than any other single year.
Beauty dominates: 40% of the top 100 are beauty brands, generating an estimated $1.5B in combined annual revenue.
Ipsy leads at an estimated $500M in annual revenue, and 6 of the top 10 brands are beauty, including Kylie Jenner, Huda Kattan, and Jeffree Star.
The biggest brands barely advertise: Kylie Cosmetics spends under $5K a month, MrBeast Burger and Jeffree Star Cosmetics spend $0, and the average across all 100 is just $2,499 a month.
The average creator brand launches on 1.4M Instagram followers, 213K on TikTok, and 183K YouTube subscribers.
Combined, the 100 brands have raised $689.2M in funding; value per follower ranges from $13.02 (Ipsy) down to $0.53.