Pure Beauty

Beauty influencers can now create their own multi-brand online shopping experience

By Austyn King | Published: 30-Jul-2021

Content creators can curate their own storefronts and receive a cut of sales from the brand, with the likes of Proto-col Skincare and Chillhouse on board to reach new audiences with new platform EMCEE

From Huda Kattan to Kylie Jenner, beauty influencers have never been more central to today's beauty landscape, with more than 50 million creators racking up a record $1.3bn in funding in 2021, while today's top beauty YouTubers can earn up to £600,000 a year.

Now, new platform EMCEE is offering beauty content creators an opportunity to monetise their following, as well as a new sales channel for brands to reach a wider audience.

Beauty influencers can use the website to create their own multi-brand storefront, curating a selection of products from partnered brands that shoppers can buy from directly, sharing their favourite products with followers while earning up to a 25% cut of the profits.

Meanwhile, brands will be able to generate sales and connect with a wider network of beauty fans, as well as collecting useful customer data via the site, which also allows shoppers to add multiple brands to their cart without having to visit additional websites, providing a more seamless checkout experience, according to EMCEE.

Aiming to be a hotspot for shoppers to discover new indie brands, brands available on the platform include skin care brand Proto-Col Skincare and wellness-oriented Chillhouse, while EMCEE said it plans to expand into all areas of beauty as well as fashion, wellness and lifestyle.

The launch comes as the face of beauty retail is undergoing a transformation, with an increasing number of shoppers discovering products beyond the traditional points of sale as a plethora of beauty players team up with social media networks to sell their products through the likes of Facebook, Instagram and TikTok.

Read Cosmetics Business' insight on creating an effective social selling strategy here.

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