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Creators Evolve From Influencers to Strategic Brand Partners in Fashion and Beauty
At a New York City industry event earlier this month, creators and brand executives explored how fashion and beauty influencers have become strategic partners over the past decade. Creator Abby Baffoe shared her shift from hair tutorials to lifestyle content and her ongoing work with TRESemmé and L'Oreal.
Gathering brand executives, creators and fans, the event examined trends shaping fashion and beauty, including AI, digital marketing and product development. A central discussion focused on the role content creators play in increasingly saturated industries and what it takes for influencers to stand out today.
As the creator economy matures, relationships between creators and brands have evolved, particularly for those who have been making content online for years. Creator Abby Baffoe, who started in 2019 with hair tutorials, said she has since broadened her content to focus more on lifestyle.
“Having a niche works for some people, but for me, it felt restricting,” Baffoe said.
She noted that she has maintained relationships with early brand partners like TRESemmé and L'Oreal because they still fit naturally into her day-to-day content.
The shift from influencer to strategic partner reflects a broader change in how fashion and beauty brands work with creators as the market becomes more crowded.